Essay On Media Convergence

Dagnino argues that ‘the association of product placement with tax credit […] increases the financial involvement of private companies in film production in a way that enhances commercial influence upon the narrative and aesthetic features of the films’ (p. Dagnino demonstrates this argument through a case study exploring , Silvio Soldini, 2012), where the famous Disaronno liqueur was not only depicted prominently (with no obvious narrative function, as the author emphasises) but also featured in a number of promotional events during the pre-production and distribution stages of the film.Commercial companies investing in screen narratives for the purpose of publicising their products is most likely not news in film history, but the combination of product placement, tax credit, and the legitimate legal background testifies to the active cooperation between media industries and other private enterprises in visibly circulating their commodities.

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However, it is not clear how this chapter relates to media convergence or the institutional specificity of the serials’ production (as one can all too easily tally countless examples of anti-heroes in the history of cinema), and it invests perhaps too much sustained attention into character evaluation.

Moreover, Mittell’s claim that audiences engage with these questionable characters due to the length of serials seems tautological at best and does not clarify how audiences come to terms with the ethical conundrums involved in this engagement in the first place.

Following this crucial distinction Smith provides snippets of critical reviews of Nintendo games which demonstrate both a sense of affinity and delight by experienced players.

This attention to critical reception is balanced later in the chapter by an overview of Nintendo marketing strategies and a consideration of how developments in gaming technology have helped Nintendo retain the paradigmatic serial connections.

Individual chapters discuss a variety of topics (ranging from U. television to animation, from video games to European art cinema) and are divided into two parts titled ‘Production’ and ‘Circulation and Reception’.

The remarkable diversity of the topics covered in the anthology also benefit from an overarching methodology: David Bordwell’s historical poetics, which goes beyond ordinary textual analysis to link ‘screen narratives to their national, institutional and technological contexts of production, circulation and consumption’ (p. Although the editors do not offer further commentary on Bordwell’s definition they nevertheless envision historical poetics not simply as a methodology characteristic of film and media studies but more as an interdisciplinary framework that can be applied to other media.

More importantly, the editors are careful in not dismissing preceding frameworks for the sake of progress and instead stress continuity over change and transformation.

In fact, they firmly assert that ‘convergence and globalization do not invalidate the consideration of specificities’ (p.

century has been witnessing extraordinary changes in digital media technologies that transformed the means of production and reception of screen narratives.

Industrial shifts and an increasing use of the Internet enabled media companies to circulate their content globally and across a range of channels and platforms.


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