Key term - digital convergence - the coming together of previously separate media industries thanks to the benefits of digital technology. For example Netflix is an example of the convergence (coming together) of film, TV and the internet.
Key term - multimedia integration - where an organisation is structured around a variety of different types of convergent media. Attitude online is multimedia, as it encourages interaction between the website, and then buying the physical magazine
Key term - hypermodality - where a media product 'goes beyond' the traditional forms of communication. When you click on a hyperlink on Attitude and move to a different article, section, or even different website, this is hypermodality
Key term - push/pull factors - changes in digital technology have 'pushed' audiences away from traditional media platforms, such as print magazines and live television. However, smart media producers can use techniques such as hashtags, viral marketing and targeting advertising to 'pull' audiences back in. The huge banner advert at the top of the Attitude site to subscribe to the print magazine is an excellent example of a 'pull factor'.
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