Culture Convergence of “iphone apps!”
This week’s reading is the Convergence culture in the creative industries. I choose a different field iphone (or smart phone) application, that includes games, marketing, and advertising.
Case: Durex baby App http://www.youtube.com/watch?v=_xEoqWuN1_8
This video is focus on using the iphone app to simulate the experience of having a baby, in order to persuade people to use condoms. Before we start to check up the influence of the video, you might be curious of why would some advertiser come up with such idea? first of all, iphone is the most popular smart ipone in US. Secondly, the iphone apps are not only a “game” that users play when they have nothing to do, but a way of getting information (weather, news), keep in touch with friends (msn, skype), even useful tools in some special occasion (flashlight, measurement). Advertisers are really smart to develop this interesting app not only use the “fun” to intrigue users to download this app, but also grab a opportunity to increase their exposure of their brand, moreover, to enhance their reliability of their brand.
But Could it go without the user participation of this app?
According to Deuze, “the context of an increasingly participation media culture as shaping the way media work gets done in.” I belive that one we join the meaning of the message production, we seem to obtain more dominance in this communication activity. Once we are able to participate, it;s more likely that we could be persuaded. This Durex baby app campaign is very well done, it simulate all kind of baby cares, the scariest things for man, try to intimidate and convince mens to use a condom. Users participate in these experience, then purchase Durex to inactivate these “horrible” app crying out loud again in the midnight.
There are more and more apps trying to combine user experiences in a creative way, and try to compose a new media user habit into users. The producer and the consumer create meaning together between culture convergence. Here is a link of a blog discussing “How Big Is the Apple iPhone App Economy? The Answer Might Surprise You” . The author is Om Malik, the founder of GigaOM Network, where he is currently a senior writer. In the article, he’s talking about the value of the iphone app, and I believe this will support for my point that the iphone app is really influential in media participation, convergence culture, and creative industries.