Generic Research: Language and digital convergence

How do media producers use language to communicate meaning?
Within the documentaries I have studied, there are many key features and conventions that are important to emulate within my own.
The interesting use of shot types within generic research 2, "The Bad Guy" documentary were used to anchor the main talent as a confident and successful man, and in a way that the audience (in the preferred reading - Stuart Hall) would be willing him to win in the final competition the talent was training for. The variation of shot types ranged from close ups of facial features, which were usually a direct mode of address, connoting his own confidence, as well as wide and medium of training beforehand. 
The use of interviews and voxpops used within the documentaries, such as generic research 1, create a sense of realism to the audience that is essential to engage them.
Most of my studied documentaries used an observational format (Ben Nichols' 6 forms of documentary) to allow the shots of the talent to create their own message, and preferably in the way intended to the audience.
How do media producers use digital convergence to link their products?
BBC3 holds clear brand identity within its colour palette across online, the documentary itself and BBC iplayer. The website also had a clear house style for the active audiences who use it regularly.
In generic research 2 it offered videos online of further behind the scenes and training, which would be something that I would be wanting to use myself, as it allows further engagement by the audience should they wish to. 
BBC3 had clear links to BBC iPlayer, in order to fulfil their remit of entertaining, educating and informing. 
The documentary pages also had links to other similar texts/documentaries, to engage the audience further.