Lady Gaga -
Promotion via the music video -
Lady Gaga used marketing via digital technology when producing music videos in order to promote each of the five singles that she released from the album "The Fame". These music videos were cleverly designed in order to gratify her target audience with a specific mode of address. An example of this is visible in the music video "Paparazzi" in which the ideology of success and wealth is central to the narrative. The camera focuses on a mansion, money and diamonds all within the first few seconds of the video before changing shot to a product placement for "Dior" which is a expensive, designer brand adding to the aspirational connotations within the music video.
The use of Twitter and it's benefits -
Lady Gaga is also well known for using the social medium Twitter to communicate with her 33 millions social networking teenage fans on regular basis. Via adopting the strategy of digital technology in her marketing Lady Gaga increases her sale by parasocial interaction and direct digital communication with her fan base. By applying the cultivation theory we are able to see that she is allowing fans to almost monitor her life activities they feel closer and have a sense of loyalty towards her as a person therefore support her in the music industry rather than illegally download her music, increasing sales. An example of Lady Gaga building this relationship is seen in the interview she did for Google in which she opened up a forum via her youtube channel allowing her fans to ask the questions; this resulted in 54000 questions being asked with a three and a half day period.
The use of Twitter and it's benefits -
Lady Gaga is also well known for using the social medium Twitter to communicate with her 33 millions social networking teenage fans on regular basis. Via adopting the strategy of digital technology in her marketing Lady Gaga increases her sale by parasocial interaction and direct digital communication with her fan base. By applying the cultivation theory we are able to see that she is allowing fans to almost monitor her life activities they feel closer and have a sense of loyalty towards her as a person therefore support her in the music industry rather than illegally download her music, increasing sales. An example of Lady Gaga building this relationship is seen in the interview she did for Google in which she opened up a forum via her youtube channel allowing her fans to ask the questions; this resulted in 54000 questions being asked with a three and a half day period.
No comments:
Post a Comment