Media Synergy & Michael Moore
JWF_PSY769_MediaSynergy_WEB.pdf
Preface
The goal of this paper is to establish Michael Moore as a force in the media who is able to use media synergy in a way typically seen in use by major media conglomerates. After establishing this, we can begin to analyze effects of crossing media formats and styles on audience interest and processing. To begin this analysis of media synergy, we need to establish how Moore is involved with media creation and promotion. Section I: Michael Moore and Media reviews Moore’s early and varied media experiences. His experiences, as well as responses to some situations, are important to understanding points made later in the paper. As we explore the implications of Moore’s media involvement it becomes clear that past experiences build toward his identity formation, integration of entertainment and information, and understanding of media promotion. Section I establishes Moore’s background in relation to media and media synergy.
Sections II and III detail the making and promotion of Moore’s two top-grossing documentary films, Bowling for Columbine and Fahrenheit 9/11. These sections explore the culmination of Moore’s media awareness and experience as well as his growth between the two films. It is also in these sections that we begin to explore how Moore interwove entertainment styles with the documentary format and how this might affect audience interpretation of his films.
Section IV: Promotion, Controversy and Media constructs a comparison of Moore’s on- and off-screen tactics to draw coverage to himself and his documentary films, leading into Section V: Media Synergy and Michael Moore. Having established Moore’s media background and successes, we are now able to begin exploring the connections between Moore and media synergy. This section expands upon the meaning of media synergy, how Moore aims for synergy in promotion and creation of his products, and addresses trends in media consumption.
Section VI: A Progressing Relationship Between Entertainment and Information takes the links of media synergy beyond the creation and promotion of media content and into an investigation of changing ideals in the media sphere. Using Moore’s documentary films as an example of the crossover between entertainment and information, we look more closely at various methods used to draw viewer attention. Finally, the paper concludes with Section VII: Implications for Media Psychology and Future Research.