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
Technological convergence - This is how despite technology changing, there are advancements in different blackbox's which allow them to evolve to perform similar tasks. This is making it increasingly easier for people to access different information because they can find it on their different blackboxes at any given time. 

Explain the use of converging technologies within advertising at the stages of:
  • pre-production
  • production
  • post-production
Due to the convergence in the media industry now, content creators are able to do the pre-production, production and post-production processes on one software and one device. This makes it very easy to complete the full task of creating a piece of media. In addition, they are also able to publish and distribute the content from the same device, for example posting it on social media from an iPhone. 

 This content is then able to be accessed from viewers and customers on different black box devices. The convergence allows the content to fit the screen of different devices. For example, it could work on a small iPhone, and a much larger iPad or computer screen. The convergence enables the content to have the exact same aesthetic look and function on the different devices.


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


 How technological convergence has changed the Advertising Industry:
Over the years, converging technologies have completely changed the market and how different products are able to function. A great example would be what a blackbox device, for example an iPhone is able to do now due to the converging technology now available on the market. The ability for different programmes to be compatible on an iPhone or any other mobile device has changed the way advertising and marketing companies promote their products. This has massively benefited these businesses, as it allows them to target and reach new and different target audiences, increasing the awareness and recognition for different products that are being promoted, making their jobs more effective. 
Often, advertisements are published targeting specific black box devices, such as a computer, or a smartphone, but due to the technological convergence, all marketing is able to reach people on all different devices, creating ease within the advertising industry. However, it is not only beneficial for the advertising industry, but actually makes the general publics life much easier too. This is because people are able to use their phones for anything, rather than having to switch between products when carrying out certain tasks. A perfect example of an application that is meant for a computer but is now compatible on a mobile device due to the converging technology is Microsofts newest 'Windows 10'. 

In their advert, promoting the new Windows 10 that has recently been released, Microsoft express how you are able to use it on all different black box devices, making it increasingly easy to use the software whenever you want and wherever you are. On the left, there is a screenshot of a picture within the advert explaining that it is compatible on the phone too. By doing this, Microsoft have given themselves a competitive advantage due to the ease of being able to use the software on all different devices.

 Another positive impact that converging technologies have had on the advertising industry is the ability to create an exceptional marketing campaign. Through the new and advanced softwares such as Adobe Premier Pro, Adobe After effects and Final Cut, the agencies are able to formulate the perfect advert. This is a converging technology because these softwares allow people to create 4K incredible quality shots with layering and sound effects to enhance the overall advert. These are promoted on computers and billboards to audiences, because the bigger screens mean the quality looks very good. Although, due to the converging technologies, these adverts maintain and support their 4K quality on a mobile device too, meaning they are able to promote the products on this device and increase awareness and target audiences. 
These converging technologies don't just support advertising companies in the production stages of a project, but also come in use in the pre-producition stage. This is because project management tools such as Monday.com allow the advertising agencies to manage projects efficiently and effectively. These project management tools are converging technologies because it is one software which will update everyone from different accounts, using different devices/platforms, who have access to the app. It enables amendments to be instantly seen by the project management team of each individuals progress. In addition, it is a converging technology because its easily accessible from different black box's. For example, if one member of the project management team uses the technology from their mobile phone, another member can use the technology from their computer. This is converging media because it is an evolved application which allows different black box's to perform similar tasks.
Usually professional video specific cameras are used when filming adverts or video promotions, but now phones have adapted with new convergingtechnologies which makes the cameras just as high quality and high resolution as a professional one. For example, the new Google Pixel 3 has a 4K camera, which is one of the best quality cameras on the market now. Advertising companies are therefore filming their adverts on Google Pixel 3s, which is much more convenient because they're a portable small electronic device. This converging technology is beneficial for the advertising industry and regular people due to having an easily accessible 4K quality camera.

Another way that the advertising industry has been revolutionised by converging technologies is the use of QR codes and hashtags (#). These added features which advertising companies use make it easy for customers and people interested in a product, because they can use them to see more information or be directed to the product.


QR codes are an effective addition to any social media post or advertising billboard because it allows people on their phones to scan them and take them to the product. This converging technology creates ease both for the advertising company and the customer, as the product is very easily accessible. Without this feature on a static picture advert, the customer may not take it upon themselves to find the product, rather than just scan the code and get taken straight to it.

Hashtags are also an effective piece of converging technology, because when they get trending on social media, influencers and loads of random people publicly share and post it. This increases awareness and recognition for the brand.


When Adidas partnered up with Pogba for their advert on football boots, together they came up with the hashtag #POGBOOM. This was extremely effective and lead to more people being aware of the collaboration and was the influence for people to purchase a pair of boots rather than any other. Therefore, this converging media is the perfect example of one which generates a sale.


(screenshots from google)





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