2. Convergence Culture
• Interdependency of
communication systems
• Mixing media :
the way we see,
think about and
use media
“…where grassroots and corporate media collide, where
the power of the media producer and the power of the
consumer interact in unpredictable ways.” (Jenkins)
3.
4.
5. Crossover Appeals for Industries
• Connecting different media texts, and or
transmedia extensions via star-recognition
– Using star-generating vehicle as constant
– Often limiting the future range of performers
• Positioning the spectator/understanding the
audience celebrity loyalty
– Allowing for clear marketing strategies
– Elevating stars to primary point of identification
6. Limiting Industry Research
Fans of an existing star have already been defined:
• Age
• Gender
• Socio-economic group
• Sexual orientation
• Consumption history or preferences
7. Looking like a Teen
• Identification and flexibility in reading
different texts on different platforms
• Female viewers 12-17 “Star” demographic
– Bringing the male demo
– Bringing disposable income bringing
commitment
8. Motivating and Facilitating Sharing
• Technology changes possibilities
• From cease-and-desist to spread-the-word
9. TV, Movies, Self-Promotion
Stars adept at traversing different realms
of media production:
brand/show/interview/participant/twitter
/film/market lines/ icon…
10. Diverse Viewers – Diverse Marketing
Evangelizing, Translating, Incorporating:
• “Lead Users”
• “Retro-Curators”
• “Pop Cosmopolitans”
11. All is well, that sells well…
If all media outlets
function for a star
in gaining audience
members, retaining
fans, then all media
formats are…
equal? Less
hierarchical then in
previous times?
12. Super-System is a “go”
With viewer aid, star vehicle and corporate vertical
integration:
• Blockbuster economy re-centered on star/pop culture
figure convergence of product and intertextuality of
performer
• Media literate teens generate momentum for machinery
aid in conglomeration process and beget it
• De-centralization and de-regulation aid in diverse use of
stars in the system
13.
14. Star Linking
• It is recognition and comfort that
create the human-commodity that
is the celebrity
• Actors function as part of and
often today generate their own
“sales pitch” for an upcoming
program, movie, piece of
merchandise, line of apparel, book
series…
• If media platforms and their
hierarchical order of value become
questionable, so does stardom
hierarchy
