Convergence and Synergy 

February 16, 2023

Cross media synergy is when two or more media institutions work together to make an image or a brand for a single product. An example of this could be an advertisement that might be more persuasive to viewers than the printed version. This will persuade the consumer to purchase the product or service due to the advertisement. Media convergence is similar to synergy in the way that it involves two or more media institutions. An example of a media convergence is a smartphone or a laptop. These devices converge information on a single device rather than carrying multiple devices. An example of media convergence in film is in the movie Skyfall. As one of the characters is laying in bed, they are holding a bottle of Heineken. This is product placement and converges two pieces of media into one. An example of synergy in media could be advertisements for movies alongside other products. Convergence and synergy allow audiences to feel closer to the film star and enables them to better make connections between their lives and the media. For institutions that are using films to advertise their product, it gives them a wider audience to advertise their product to. This in turn will make more money for the production company. Media convergence allows creators to use platforms to generate content directed at a specific group of people. When using synergy, one medium of media form is likely to have a larger impact on the audience rather than the other format. This is important so that creators can identify which platforms are more successful.