Monday, November 4, 2013

Postmodernism

John Storey writes that, “Another aspect of the postmodern is convergence culture, ‘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 ways” (216). This “convergence culture” is a breeding ground of both “struggle and negotiation,” and it is a result of concentrated media ownership, changes in technology, and media consumers.

An example of the postmodern embrace of this convergence culture is the popular book series The Hunger Games, by Suzanne Collins. Though the series began as novels, it eventually launched thousands of fan sites, blogs, and even a highly successful movie. The books are considered to be a part of the Young Adult Dystopian genre, and yet they were marketed to both teenagers and adults of all ages and social statuses. Also, the books can be accessed through e-readers and other electronic means – such as audio books, and the movie can be purchased at a local store or purchased online.
 
Currently, the media follows the stars of The Hunger Games movie, and it is nearly impossible to pick up a magazine or check an online entertainment blog without encountering news of Jennifer Lawrence, Josh Hutcherson, Liam Hemsworth, or Woody Harrelson – who all play leading roles. Additionally, sites like Facebook and Twitter are outlets that allow the series to gain even more of a following, and to communicate fans’ creations such as fanfictions and artworks depicting the novels’ characters. This juxtaposition of new and old media in production and consumption of The Hunger Games demonstrates the “convergence culture” in postmodernism. The success of this franchise is largely due to its versatility in means of promotion, its appeal to consumers, and its accessibility.

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