Quentin Tarantino’s Star Wars?: Digital Cinema, Media Convergence, and Participatory Culture
I begin with reference to these various commercial spoofs of Star Wars as a reminder that such creative reworkings of science fiction film and television are no longer, and perhaps never were, restricted to fan culture, but have become an increasingly central aspect of how contemporary popular culture operates. (282)
As a consequence of these new patterns of media ownership and production, there is increasing pressure toward the technological integration of the various content delivery systems, what industry analysts refer to as convergence. Technological convergence is attractive to the media industries because it will open multiple entry points into the consumption process and at the same time, enable consumers to more quickly locate new manifestations of a popular narrative. One may be able to move from watching a television drama to ordering the soundtrack, purchasing videos, or buying products that have been effectively “placed” within the narrative universe.
Such an approach requires the constant development of media content that can provoke strong audience engagement and investment.(284)