<< A2 Media Studies >>

1. << A2 Media Studies >> MS4: Text, Industry & Audience Exam: 15th June 2010 (2.5 hrs)

2. MS4: Text, Industry & Audience This unit contributes to synoptic assessment. It is designed to develop your understanding your knowledge and understanding of the relationship between media texts, their audiences and the industries which produce and distribute them. Progression from AS is demonstrated through this emphasis on the relationship between text, audience and industry and the debates surrounding the nature of that relationship. Your understanding of the media will also be more informed by appropriate theoretical perspectives.

3. MS2 Production Processes: Brief • We are required to select three different media industries to study. These will be: • Television • Film • Advertising • For each industry, three main texts should provide the focus for candidates' study. • At least two of the chosen texts must be contemporary and one must be British. We will select contrasting texts so that you can acquire as wide an understanding of the media industry as possible. • For each text selected, we will study the following as appropriate: TEXT, AUDIENCE & INDUSTRY

4. Text Genre: codes and conventions (comparable texts), signifiers, use of genre by industry and audience Narrative: structure, themes, characters Representation: social groups, events and issues, ideologies

5. MS4: Industry • Production • Distribution (and exhibition where relevant) • Marketing and promotion • Synergy & Convergence • Regulation issues • Global implications • Relevant historical background

6. MS4: Audience • Audience/user targeting • Audience/user positioning • Audience responses (including any controversies “in the news”) and user interaction • Debates about the relationship between audiences/users and text

7. MS4 Assessment A written examination of two and a half hours, The paper will consist of two sections: Section A will offer two questions based on media texts; Section B will offer four questions based on industry and audience issues. Candidates will be required to answer one question from Section A and two questions from Section B, using a different media industry for each answer. Each question will require them to make reference to the three main texts they have studied for each media industry.

8. MS4: Exam format, example SECTION A: TEXT Either A1. Explore the ways in which your chosen texts reinforce or challenge typical representations of gender. [30] Or A2. How do your chosen texts use genre conventions? [30] SECTION B: INDUSTRY AND AUDIENCE Answer two questions from this section B1. Briefly outline the ways in which your selected industry is regulated. What impact has regulation had on your chosen texts? [30] B2. Explore the impact of digital technologies on your selected industry. [30] B3. How do your chosen texts attract their audiences? [30] B4. Explore the marketing strategies used by your selected industry. Use the examples you have studied to illustrate your answer. [30]

9. MS4: Mark Scheme Section A examples A1. Explore the ways in which your chosen texts reinforce or challenge typical representations of gender. Will depend on the industry selected. You may decide that the representations are typical or challenging or a mix of the two. For higher grades link your responses to theoretical perspectives. You may refer to some of the following points in your answer: • character roles • stereotypical, conventional or challenging representations • theoretical perspectives which may include: - gendered perspectives linked, for example, to Laura Mulvey - post-feminist perspectives - postmodern perspectives - ideological perspectives: dominant v oppositional. » A2. How do your chosen texts use genre conventions? You may open your answers by outlining what you understand by genre conventions. Responses are likely to be based on how most media texts replicate, with some variation, standard conventions. Better answers will demonstrate some of the reasons for that approach (e.g., a balance between industry and audience interests) whilst the most sophisticated may consider the ideological implications of conforming to or challenging standard conventions.

10. MS4: Mark Scheme for example Qs Section B B1. Outline the ways in which your selected industry is regulated. What impact has regulation had on your chosen texts? Responses will be largely dependent on the industry you have selected. Answers are likely demonstrate an understanding of the relevant regulatory body (e.g. OFCOM, PCC, ASA, BBFC) and codes of practice. The impact that regulation has (or has not) had on the selected industry is likely to differ but points may include: • subject matter • content • placement • language/image used • certification/guidance. B2. Explore the impact of digital technologies on your selected industry. The impact of technology on the industry will differ depending on the industry selected. Higher grade answers are likely to be engaging with ‘explore’ rather than list connections between technologies and the selected industry. Points may include reference to: • the impact on the production of texts • the impact of convergence – the way the internet, satellite and mobile communications systems have affected production, distribution and audiences/users, particularly the potential for users to become ‘participative producers’.

11. MS4: Mark Scheme for example Qs Section B B3. How do your chosen texts attract their audiences? Begin by explaining (defining) the target audience for the text/s. Refer to the following points in your answer, depending on the media industry selected: • content: form and structure • content: representations, characters • mode of address • placement/scheduling • some references may be made to theories such as the uses and gratifications theory and to ways in which audiences are attracted to texts depending on the cultural positioning. B4. Explore the marketing strategies used by your selected industry. Use the examples you have studied to illustrate your response. Discuss a range of strategies and explore their effectiveness. Do not just simply list the strategies used by their selected industry. Depending on the industry selected, the following points may occur. • Use of television, film, print and radio advertising • Market research and audience questioning • References to theoretical frameworks such as those provided by Maslow, the 4 P’s, Young and Rubicam • Links to specialist agencies • Use of technologies such as the internet and mobile phones/handsets • Use of mail shots, freebies and special offers.

12. MS4 Case studies

13. MS4 Case studies: Research Task Between now and January you will research into your given text. You will prepare a presentation and a handout on that text for the class. Use the following MS4 mind map and the example questions when deciding what aspects of your text to research. You will need to research the text itself, as well as the industry and companies behind it. You will need to consider the text’s/industry’s relationship with their audience. Familiarise yourself with the text. Start with a textual analysis. Then research into it’s background. Use the internet, books newspapers and magazines to research.

14. MS4: Mind Map Comparable Texts Franchise? Ideology • Narrative • Structure • Conventions • Key Codes Synergy Convergence Censorship Uses and Gratifications, audience theories Audience demographics Controversies