Discuss technology (U24: P2, M1)

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries 

P2 (U24): Explain the use of converging technologies within an identified sector 

Convergence

Media convergence is the merging of existing technologies to create new forms that bring together different types of media and applications. Through media convergence, modern devices can interact with a variety of media types. For example, whilst in the past if an individual wanted to take a photograph, they would need a camera, now a modern smartphone can take it.

M1 (U24): Discuss how the industry has utilised developments in technologies

Google Images

Modern technologies have been used so audiences can access products in multiple ways. One way this is present is through audio/visual billboards, which is a form of distribution, whilst also demonstrating the development with modern technology. 

The Share a Coke campaign is an example of this. Coca-Cola created interactive billboards in multiple cities, with popular names written in the iconic Coca-Cola font. Because they used the most popular names in each city, it is likely that someone who sees the billboard will have that name, or know someone with the name. This makes their target audience feel special and valued by the brand. Furthermore, it allows for connectivity, as people who see the billboard can take a picture of it, and send it to the person with the name featured. This acts as a free form of marketing for Coca-Cola, as their target audience is sharing the campaign with other members of the target audience. The modern technology allows for the billboard to change the name featured, so when everyone has seen it and posted about it, the brand can add another popular name to the billboard, restarting the promotion again. It also allows for flexibility and more elaborate creations that traditional posters can't achieve. Another example of how modern technology is utilised by the industry is through image manipulation. For example, if someone is advertising clothing, and the model wearing has creases in it, apps such as PhotoShop can be used to blur them out, making it appear flawless and attractive to the target audience. 

The use of QR codes are an example of how the industry has utilised technological developments in marketing. In a modern society, individuals are very likely to have their smartphones with them all the time. As modern smartphones have QR scanners built into their camera app, brands can use QR codes to market a product that can be put anywhere. For example, a brand can put a QR code in a magazine, which takes readers to their online shop to buy a product they see advertised. This is a fast way of allowing the target audience to interact with the brand and its products. As they can be inserted almost anywhere, QR codes are a very useful tool that the industry can use to get their target audience to access products. It also allows for audiences to interact with each other, via the brand. For example, PayPal introduced a QR code that represents the individuals account. Other users can scan their QR code to send them money. This creates an easy and seamless way that audiences can use the app with each other, allowing for connectivity, and promotes the brand to other members of the target audience.

An example of how the industry have utilised technological developments is through the use of social media. As social media platforms reach a mass audience, brands can use it to promote their products. For example, on YouTube, brands can play advertisements before videos that target their audience. For example, the mediation app 'Calm' often advertises on videos late at night. This attracts their audience as the app helps its users get to sleep. Thus, advertising on a platform with a mass audience, at a time where it is likely they can't get to sleep, users can see the helpfulness of the app at a time they need it, and can download it straight away. By clicking the link on the advert, users are taken to the app and can download it straight from the platform they are watching YouTube on. Different social media platforms are also optimised for different devices. For example, on computers, users can access Instagram via the website, and on phones or tablets, users can access it via the app. On the app, the account's log in is saved, so users do not have to sign in every time they use it.