Editing Synergy (section)

==Synergy in the media==

The informational synergies which can be applied also in media involve a compression of transmission, access and use of information's time, the flows, circuits and means of handling information being based on a complementary, integrated, transparent and coordinated use of knowledge.<ref name = "Laura-Melinda_2011" />{{rp|9}}

In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate,<ref>{{cite book | vauthors = Campbell R, Martin C, Fabos B | title = Media & culture: Mass communication in a digital age. | location = Boston, Bedford St. Martins | date = 2007 | pages =  606 }}</ref> e.g. films, soundtracks or video games. [[Walt Disney]] pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his [[Mickey Mouse]] character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales. For example, the [[Spider-Man in film|Spider-Man films]] had toys of webshooters and figures of the characters made, as well as posters and games.<ref>{{cite journal | vauthors = Dalecki L | title = Hollywood media synergy as IMC. | journal = Journal of Integrated Marketing Communications | date = January 2008 | volume = 8 | issue = 1 | pages = 47–52 | url = http://jimc.medill.northwestern.edu/JIMCWebsite/2008/HollywoodMediaSynergy.pdf | archive-url = https://web.archive.org/web/20100613230145/http://jimc.medill.northwestern.edu/JIMCWebsite/2008/HollywoodMediaSynergy.pdf |archive-date=2010-06-13 }}</ref> The NBC sitcom [[30 Rock]] often shows the power of synergy, while also poking fun at the use of the term in the corporate world.<ref>30 Rock episode 3.09; Liz: "I hate those corporate things; a bunch of drunk people talking about 'synergy'." Jack: "First of all, never badmouth 'synergy'!"</ref> There are also different forms of synergy in popular card games like [[Magic: The Gathering]], [[Yu-Gi-Oh!]], [[Cardfight!! Vanguard]], and [[Future Card Buddyfight]].