Goodwin (2016) defines synergy in media as the use of “a variety of mediums in order to have a maximum impact on the consumer” (Goodwin, pg. 22, 2016). This concept explication highlights Walt Disney’s practices in synergy, as the conglomerate has successfully employed “the five strategies of implementation: Merchandising, intertextuality, placement, theming, and simulacra…” (Goodwin, pg. 22, 2016). This application of synergy in media practices places the audience, or the consumers, at its core.
New researchers posit that the audience is not just a component of the process, but the element that creates the synergy as it is the audience making the mental connection.
Goodwin, 2016
Cross Media Convergence
Khan and Din (2022), studying the causes and effects of convergence in media, define it as “the means of merging previously distinct outlets of media like print, TV, radio, etc., powered by the Internet and computers” (Khan & Din, pg. 123, 2022).
While researching cross-media convergence, I realized how relatively new this phenomenon is. The video below, published 11 years ago, shows just how groundbreaking it was to see social media—once a silo in the media world—become the glue for most modern marketing campaigns today.
Key Differences and Similarities
While synergy can be seen as the impact when different elements work together, cross-media convergence is the actual combination of media elements made possible by the digitization of media content.
Media synergy—the added value of a medium as a result of the presence of another medium—is considered a possible main advantage of cross-media advertising.
Voorfeld et al., 2013
Synergy can also include non-media elements such as merchandise and “physical environments such as theme parks, casinos, and even residential communities to communicate and reinforce brand messages” (Olson, 2008).
Goodwin’s (2016) example of Walt Disney theme parks + consumer products + interactive elements is a great example of synergy through non-media elements.
Cross-media convergence, in comparison, focuses solely on integrating digital media platforms such as television and social media to deliver content.
Both synergy and cross-media convergence have the same end goals: to reach a wider audience, foster engagement, and, hopefully, maximize profits.
Final Thoughts on Synergy vs. Cross-Media Convergence
Comparing these two concepts revealed the relationship, but, more importantly, it clarified the scope of synergy.
Synergy does not depend on the presence of converged digital media platforms. Convergence is one direction to achieving synergy, but not the only one.
Keywords: media synergy, cross-media convergence, media platforms, integration, audience, concept explication
References
Goodwin, J. (2016). Synergy: A concept explication. Association for Business Communication. National Communication Association Conference, Philadelphia, PA. https://www.researchgate.net/publication/308237702_A_Concept_Explication_of_Synergy
Khan, A., Din, H. (2022). Convergence in Media: Understanding its Cause and Effect. Journal of Education: Rabindra Bharati University, 6(1), 122-130. https://www.researchgate.net/publication/362546068_Convergence_in_Media_Understanding_its_cause_and_effect
Olson, S. R. (2004). The Extensions of Synergy: Product Placement Through Theming and Environmental Simulacra. Journal of Promotion Management, 10(1–2), 65–87. https://doi.org/10.1300/J057v10n01_06
Voorveld, H., Smit, E., Neijens, P. (2013). Cross-media Advertising: Brand Promotion in an Age of Media Convergence. In Diehl, S., Karmasin, M., Media and Convergence Management. Springer-Verlag Berlin Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_9
Lindsay Ashford 