Archana, Chanuvai and Narahar (2013) Not just the cinema viewing, it's beyond...' -A study on emerging trends in hollywood cinema spectatorship in milieu of 'media convergence Culture'. Journal of Media and Social Development, 1 (2). pp. 97-114. ISSN 2320-8244
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Abstract
The word 'convergence' is increasingly being used todescribe the imperatives reshaping media industries around the globe. Media convergence, by the sense where old and new media collide, makes the circulation of media content or message more powerful and focused by enabling the flow of content across multiple media platforms. In fact, the migration behaviour of media audience enables them to go anywhere to any extent in search of entertainment experience of their liking, thus becoming the participants of the media convergence culture. Regarding Hollywood, the increasing common mergers of media companies into corporate conglomerates to control multiple aspects of the entertainment industry is one of the crucial aspects associated with convergence culture of this cinema industry. Further, the advent of digital technology has reinvented the Hollywood cinema and made it commendable in capturing the world markets through its distribution, exhibition, advertising and reception strategies. This research paper evaluates the association between viewing habits of Hollywood cinema and youth's participation in media convergence culture. The participation in media convergence culture is exclusively related to Hollywood cinema in terms of 'seeking information on Hollywood cinema and sharing the derived movie-viewing experiences that enable interactivity and interpersonal communication, and carrying out any other extension activities'. The paper also tries to establish the gender significance, in terms ofinteractivity and participation in media convergence culture. The study reveals that Heavy viewers of Hollywood cinema participate in media convergence culture to a higher degree than moderate and low viewers. Users highly depend on internet, television and published material to seek information on Hollywood cinema or to share the derived experiences. Comparatively Male heavy viewers of Hollywood cinema, play more video games based on Hollywood themes and characters than female viewers.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Media Convergence, Convergence Culture, Youth,Hollywood cinema, cinema-viewing. |
| Subjects: | A Arts and Humanities > Journalism and Mass Media Communication |
| Divisions: | Department of > Journalism and Mass Communication |
| Depositing User: | Dr Raju C |
| Date Deposited: | 04 Feb 2021 10:18 |
| Last Modified: | 04 Feb 2021 10:18 |
| URI: | http://eprints.uni-mysore.ac.in/id/eprint/15694 |
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