Assessment 1A Relection

ASSESSMENT 1A - GBHS MEDIA STUDIES A LEVEL Marksheet

Name: Freddie Gore          Date:   29/10/2018                                                 Mark: 63

AO1: Demonstrate knowledge and understanding of the theoretical framework of media and contexts of media and their influence

AO2 Apply knowledge and understanding of the theoretical framework of media to:

Analyse media products/Evaluate academic theories/ Make judgements and draw conclusions

Level 3 57+ A/B	·         A comprehensive response to the set question ·         Comprehensive and accurate knowledge and understanding ·         Convincing, perceptive and accurate analysis ·         Convincing, perceptive and accurate evaluation ·         Highly developed and accomplished judgements and conclusions The response demonstrates a highly developed and detailed line of reasoning which is coherent and logically structured. The information presented is entirely relevant and substantiated.
Level 2 40-56 C/D	·         An adequate response to the set question ·         Adequate and generally accurate knowledge and understanding ·         Adequate and generally successful analysis ·         Adequate and generally successful evaluation ·         Adequate and generally well-reasoned judgements and conclusions The response demonstrates a line of reasoning with some structure. The information presented is in the most part relevant and supported by some evidence.
Level 1 Up to 40 D/U	·         A minimal response to the set question ·         Minimal application of knowledge and understanding ·         Analysis is minimal and/or largely descriptive and may not be relevant ·         Evaluation is minimal or brief, and is likely to be largely descriptive ·         Judgements and conclusions, if present, are minimal with limited support ·           Information presented is basic and may be ambiguous or unstructured. The information is supported by limited evidence.

Student DIRT Task

Identify a strength or strengths in your assessment: -          Reasonably well explained and valuable points where made allowing me to ensure the marks. -          I managed to give a convincing, perceptive and accurate. -          Accurate knowledge and understanding was given. What are the areas you need to improve? -          Be more specific when explaining points (How?) -          Expand on points as the first basic point was made however the development wasn’t there. -          Need to add a more comprehensive approach. What do you need to focus on for your next assessment? -          Manage my time on the question. -          Revise key terminology.

Assessment 1A Questions

LANGUAGE

With reference to the TV drama poster, answer questions 1-3

Q1: How is media language used to create meaning?

With reference to Media Language – Camera, Mise En Scene, Denotation, Connotation, Layout, Colour, Text

Q2. Who is the target audience and how do you know?

Q3. What are the various readings and interpretations of the advert?

(40)

GENRE

Q4:

What is genre? How does the theorist Steve Neale define genre? What codes and conventions are used to identify genre?

Give examples of media texts to support your answer.

 (25)

  

INDUSTRY

Q5. With reference to the industry you have researched and presented: 

·         How far do you agree with Curran and Seaton's ideas that media concentration generally limits or inhibits variety, creativity and quality?  

·         How have advances in technology affected the distribution and consumption of the media products?

·         How is the media industry you have studied regulated and are there any areas which you think may be hard to enforce?

(35)

MARK SCHEME

Questions 1-3 Media Language (40)

(Comprehensive 28-40, Adequate 18-27, Minimal 1-17, 0 No response or no response worthy of credit)

·         Comprehensive, detailed and accurate application of knowledge and understanding of

Media language to analyse source A.

·         Explaining how the media language fits these conventions, mise en scene to include layout, typography

·         Convincing, perceptive and accurate analysis of representations in Source A, which consistently provides logical connections and a good line of reasoning.

·         Reference to Source is detailed and accurate.

·         Target audience defined by main character, themes, title of programme, genre, channel 4, Sunday night at 9pm (school night). Sponsored by Lexus.

·         http://www.chrisede.net/deutschland-83-channel-4/?fbclid=IwAR3nW_nFl-iBS5LdZpsV9Oc95foUuJ_SUeOW2JFpcpKLJgNRSieUY9Iatb4

Question 4 Genre (25)

(Comprehensive 17-25, Adequate 10-16, Minimal 1-9, 0 No response or no response worthy of credit)

·         Precise and relevant reference to Steve Neale’s genre theory – repetition and difference / hybrid

·         Comprehensive, detailed and accurate application of knowledge and understanding with media examples of codes and convention of genre (ie. DISTINCT)

Question 5 Industry (35)

(Comprehensive 22-35, Adequate 11-21, Minimal 1-10, 0 No response or no response worthy of credit)

·         A comprehensive response to the set question.

·         A comprehensive and accurate knowledge and understanding of the industry studied

·         Answer is supported by detailed and accurate reference to Curran and Seaton.

·         Clear and precise and balanced explanation of the impact of digitally convergent media platforms on production, distribution and consumption

Cameras, editing techniques, special effects, marketing tricks online, clever campaigns that go viral, cinemas 3D, super screen, IMAX, 4D, screen X for film for eg

Podcasts, social media, interactive websites, comments etc

·         Answer is supported by generally accurate reference to the regulation of industry studied.

Charity Advert

Advert reflection

We had to create an advert on a charity supporting the LGBTQ community. Our target audience is teenagers, 13-19 year old's. We see this age category is the most necessary to cover in support for the LGBTQ as lots of bodily changes are occurring and delicate social arrangements delegated by hormones make knowing who you are a difficult, confusing task.

Our charity is called "Power Of Pride" with a slogan of "Show your true colours..."

The charity group consisted of Freddie G, Tilly J, Lily F, Leo B. All members were involved in the editing of the video and audio. Freddie focused on the research. Tilly and lily and Leo focused on the planning and responsibilities. The filming was divided between the whole group.

We split our advert into 3 segments of Start, Middle and End. This allowed us to create diversity between moods and present our message of individuality.


Feedback:

"I really liked the upbringing music and positive atmosphere which is provided" 

"The parade sequence sent a distinct message of togetherness"

What went well? 

The transitioning and filming went well. Variety of shots gave a in depth perception into our filming skills. 

The editing in time with the music provides a good flow between shots.

What can we improved? 

Our planning could have been more in depth and given us a better overlook at what out shots are going to look like etc. 

What have we learnt? 

Better team building skills and communication skills between members of the group. Our editing skills have increased exponentially. 

In the Future?

We will be able to edit a lot more swiftly and initial planning can be a lot quicker and more detailed. Overall our future productions will be at a much higher standard and will show even more skills that each member can provide. 

Power of pride ----- Show your true colours...

LGBT advert planning

Charity name: Power of Pride

Slogan:  Show your true colours...

Website: www.PowerOfPride.co.uk/ShowYourTrueColours

Start:

• Slow motion cinematic of a person curled up in a ball, alone in a sub-urban setting, helping to present aloneness.
• Gradual fade of music to help foreshadow the happier ending to our advert.
• Cinematics of people taking fun of the child.

Middle:

• 35% of teens in the LGBT community have planned suicide.
• 25% of the teens in the LGBT community have attempted suicide in the previous years.
• Close up shots of each individual with voice overs added over the clips to ad a serious stage.
• The music is gradually building up to the drop.

End:

• Cinematics of the individual leading the march, then the camera pans out showing the vast squad supporting the individual.
• Everyone is dressed in vibrant colours and a potential use of glitter and flares.

Livingstone and Lunt

Regulation:

•     the idea that there is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens (by offering protection from harmful or offensive material), and the need to further the interests of consumers (by ensuring choice, value for money, and market competition).

•    the idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media regulation at risk.

Presentation for Film

Club advert re-make

Jean Baudrillard

Jean Baudrillard (1929-2007)

• Baudrillard was a controversial Philosopher whose main ideas and concepts have been used to understand the effect of living in a postmodern environment

Postmodernism:

• the idea that in postmodern culture the boundaries between the 'real' world and the world of the media have collapsed and that it is no longer possible to distinguish between reality and simulation.
• the idea that in a postmodern age of simulacra we are immersed in a world of images which no longer refer to anything real.
• the idea that media images have come to seem more 'real' the reality they supposed represent. (hyper reality)

Hype-reality: 

• a condition in which 'reality' has been replaced by simulacra.

Simulation:

• The process in which a representation of something comes to replace the thing which actually being represented.
• The representation then becomes more important than 'the real thing'

Hesmondhalgh

Hesmondhalgh:

• The idea that cultural industry companies aim to minimise risk and maximise audiences through vertical and horizontal integration, by formatting their cultural products (e.g through the stars, genres and serials.)
• Vertical integration: One firm engaged in different parts of production (Growing raw materials, manufacturing, transporting, marketing, retailing).

• Horizontal integration: A consolidation of many firms that handle the same part of the production process.

• As well as this it holds the idea that the largest companies now operate across a number of different cultural industries.

• A third Idea from the cultural industries theory is that the radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit-orientated set of cultural industries.

Curran and Seaton

James Curran and Jean Seaton
(Power and responsibility in the media)

• Newspapers should reflect the interests of an audience otherwise they will go out of business. The practice and press can be used as a propaganda tool to influence the audience.

• ''The broad shape and nature of the press is ultimately determined by no one but its readers.''

• The free market makes the press a representative institution, newspaper and magazines are to respond to the concerns of the audience if they are to stay in business.''

• ''The press is the peoples watchdog, scrutinizing the actions of the government and holding the country's ruler to account.''

• Due to the creation of large media companies the individuality of various newspapers has been demolished, however the message is being published to a vast number of people which could bring either positive or negative effects.

• Curran found evidence that media owners did interfere and manipulate newspaper content at the expense of journalists and editors. Rupert Murdoch in 2003 strongly wanted a war with Iraq and its no coincidence that all of his 175 newspapers internationally (that he owned) supported this.

BBC Bitesize Glossary

1. brand identity
   The image a company constructs for itself through the use of logos, slogans and other marketing tools in order to appeal to an audience.
2. cross-platform
   The appearance of a media text on more than one platform; cross-platform or cross-media advertising is used to market a product like a film on the web, TV and newspapers.
3. endorsement
   The act of supporting or backing something; celebrity endorsement is often used in advertising to sell a product.
4. ethos
   The purpose, attitude and beliefs of a person or an organisation.
5. media convergence
   When audiences use one platform to consume various types of media texts.
6. media format
   A media format refers to whether the content is video, audio, print based, or a combination such as a website or video game.
7. media platform
   A media platform is where a media text is presented; this can be TV, cinema, computer, games console, digital media player, smartphone, tablet, magazine, or newspaper
8. media text
   Any media product such as a TV programme, film, magazine, video game, newspaper, music track or album created for an audience.
9. niche audience
   A small, narrow audience interested in a specific topic or theme - the opposite of a mass market audience.
10. public service broadcasting
    Public service broadcasting is for the benefit of the public and not just for profit or commercial gain; the BBC is a public service broadcaster in the UK.
11. smartphone
    A mobile phone with a powerful processor that is capable of running applications and accessing the internet.
12. tablet
    A computer device a little smaller than a laptop but with a built-in touchscreen, usually without a keyboard.

Class notes and BBC bitesize revison

L- Language
I- Industry
A- Audience
R-

USA:
Industries:

• 1983- 50 companies own 90% of the USA's media.
• 2011- 90% of the toll media is controlled by only 6 companies.

Problems with Large companies engulfing smaller, more helpless companies could potentially loose creativity, variation, personal touch and power. However large companies bring a vast audience and income. Large media companies such as Disney own and create aspects such as Film, sporting channels, music, themes park, online streams, cable network and news. Large companies stifle innovation. Whereas they provide a greater global distribution.

1. Comcast- singles last cable provider, with a $69 billion revenue.
2. Disney- $48 billion revenue per year. (Soon engulfing 21st century Fox)
3. 21st century- $32 million revenue. 

Uk: 

Rupert merdock is the owner of both The Sun and The Times newspapers. This provides a very contradictory audience. 

BBC, are a public service broadcaster-  for public benefit not for a commercial or profit gain.

Media text: any media product such as a Television programme, film, magazine or video game.

Format: video, audio, print.

Platform: where it is presented, Television, cinema, computer.

Brand identity: image of a company constructs itself to appeal to an audience.

Audience Notes

Audience

Demo graphic profile:

• a description of a particular type of customer, including their sex, age and income.
• They are classed within categories from A-E (Social status). 

Psychographic profiling:

• a description of character types (personality)

Target vs Niche:

1. Target audience is a narrowed down from a vast crowd, even though it has many segments including a specific target.
2. Niche audience includes a very target and specific audience to fit a specific character type (people who enjoy fishing).

L-

I-

A-

R-