As each day passes, the hours tally and the seconds tick by, media is forever revolutionising. It is becoming bigger and better, striving with convergence and proliferation. For anything to even survive in today's world, it needs to branch on to the web, or have some form of intertextuality. Old media is new media. For example, a magazine which may not be available to purchase in a shop may be available online, possibly dating back through the decades. It’s almost unthinkable how some products can globalise within a matter of hours, like the popular video uploading site YouTube. As stated above, the internet is continually developing. Some people refer to different stages of the internet, with there currently being 3 different stages since the creation:
Web 1.0 -refers to the first stage of the World Wide Web linking webpages with hyperlinks.
Web 2.0 - the term used to describe social web, especially the current business models of sites on the World Wide Web (facebook, twitter, bebo etc.)
Web 3.0 - Some believe its most important features are the Semantic Web and personalization. Focusing on the computer elements, Conrad Wolfram has argued that Web 3.0 is where "the computer is generating new information", rather than humans. (android market, second life)
Henry Jenkins says that convergence culture is where 'old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable way' - what this means is that old media can become popular again using new media and this is achievable through intertextuality. Magazines or newspapers can display to customers that they also have a website where they can interact, look at audio and video content as well as display the stories absolutely free of charge. This effectively shows how old media can combine with new media. In terms of film marketing, an old film may have been reviewed years ago and may not be available to the general public, yet due to the collision of old and new media, these reviews could be accessible. This could attract both young and old audiences: older audiences (possibly baby boomer generation/generation x) may be able to gain access to what they had when they were younger, as well as appealing to younger audiences or generation Z who have always grown up with technology around them, which may seem like normality to use the web to find history.
Due to the increasing world of the internet anyone - like the new American dream - can go from 'rags to riches' within a few hours. The increase in web 2.0 means that people can communicate with celebrities, as well as post videos on YouTube which, with reference to web 1.0, can globalise or at least propel through the 'word of mouse'.
Relating to this, viral marketing has become almost a neccessity in the appeal of film. Blair Witch Project, coined one the highest profit making film of all time and this was achieved through the medium of internet advertising. this gained appeal from 'word of mouse' and claimed 'true story' which intrigued viewers worldwide. other films to gain massive success through viral marketing include The Dark Knight.
