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figures. Branding encourages expansion of one concept, rather than the creation of new ideas. In contrast, hardware has diversified to accommodate media convergence. Hardware must be specific to each function. While most scholars argue that the flow of cross-media is accelerating, O'Donnell suggests, especially between films and video game, the semblance of media convergence is misunderstood by people outside of the media production industry. The conglomeration of media industry continues to sell the same story line in different media. For example,

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