With the evolution of technology, users have more freedom and opportunity to do what they wish. If we have the technology available to us- why should we not be able to fully utilise it for our benefit? With this ideology emerging, conflicts are arising between media platforms and permissions of use.
With the progression of convergence, Jenkins has recognised three main tensions between restrictions, channels and the audiences. Digital technology means that it is easy to navigate around the set restrictions.With new channels emerging, the traditional channels such as television stations, are becoming less profitable due to audience’s abilities to gain information on their own demand. With new channels emerging, it is becoming more difficult for the flow of content to be restricted. Social media sites, such as Pinterest, allow for information to be shared in an instant. Pinterest is a medium with free-flowing digital content which allows user’s to not only interact with the website but also determine it’s content by pinning and sharing.
The last point of conflict is the audience, or the people formally known as the audience. The audience is now apart of the creation, distribution, marketing and advertising process. Pinterest has recently been seen as an effective marketing tool, with ‘Marketers…using the sites to drive “social shopping” and inspire people to collect and share pictures of their favourite products’ (Benady 2013).
The audience of this site, or the users, are also people that want to get their products and ideas out into the public domain. It is estimated that over 500,000 Pinterest accounts are business accounts (Smith 2014).
These conflicts exist between these three stakeholders because those setting the restrictions, those controlling the channels and the audience each feel entitled to their own rights. Restrictions are put in place to protect intellectual property but audiences feel that if they have the technology to access and post information, then they should have a right too their own digital identity.
Jenkins, H 2004 Technological and Cultural Convergence
Benady 2013, How Marketers Use Pinterest and Instagram To Win Customers, The Guardian, 30.3.2014, < http://www.theguardian.com/technology/2013/dec/04/how-marketers-use-pinterest-and-instagram-to-win-customers >
Smith, C 2014, By the Numbers: 59 Amazing Pinterest Stats, Digital Marketing Ramblings, 31.3.2014 < http://expandedramblings.com/index.php/pinterest-stats/#.UzkJJa2SyPV >