A2 Revision Booklet

UPDATED
Feb 2016

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MEST 3 Exam 8
2Hrs

th

June AM

Section A 1 hour including 15 minutes reading/viewing

time 32 Marks
The first section will be based around unseen stimulus
materials which may be print, e-media, audio or moving
image based. The stimulus materials will be designed to
be easily assimilated by candidates in the space of 15
minutes and there will be time for note-taking and essay
planning. The materials will be chosen to raise issues
about:

media concepts (form, representation, institutions,

audience, values and ideology)

wider contexts

media issues and debates.

There will be three compulsory questions based
around the stimulus materials. The questions will
demand short answers to demonstrate knowledge and
understanding of the media.
Section B (60%) 1 hour 48 marks
You will have been given one of two pre-set topic areas for
study during the year. You will answer one question from a
choice of 2 questions linked to Identity and the Media
(Not New Digital Technology). Questions will be open-
ended so that you can respond to the question utilising the
media texts that you have studied for your Identity Case
Study
Assessment Objectives
AO1 Demonstrate knowledge and understanding of
media concepts, contexts and critical debates AO2
Apply knowledge and understanding when analysing
media products and processes (and evaluating own
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practical work) to show how meanings and responses

are created
SECTION A
You must be confident in your ability to deconstruct
texts quickly picking up on the key aspects of form,
codes and conventions and be able to use the right
terms, vocabulary to describe the texts and their
effects
You must be confident in your ability to compare and
contrast two texts, possibly from two different platforms
in terms of form or subject matter
You must be confident in your ability to apply relevant
theory to the text
You must be confident in your ability to consider wider
contextual, cultural and ideological issues concerning
the texts
Question not just HOW the text producers have constructed
meaning but WHY they have constructed the meanings they
have and with what possible effects on the audience, and
What connection this has to society.

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Deconstructing Texts
Technical Elements of Moving Image (Film, TV,

Gaming)

Mise-en-Scene /Framing : everything that is

included in the frame Composition : How the
elements of the scene or frame are organised
Camera Angles: Low, Eye level, High, Birds
eye, Tilted
Camera Shots: Establishing or Extreme Long shot, Long
shot, Medium shot, Point of View shot, Over The Shoulder
shot, Close-up, Extreme Close-up, Bridging shot, shot/reverse
shot
Camera Movement: Panning, Tilts, Tracking, Zoom, Aerial, Handheld

Editing: Quick cutting,

Cutaways, Wipe, Fades,
Montage
B-roll
footage
Anchorag
e
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Sound: Diegetic and Non-diegetic

Lighting: high key, low key, filtered, saturated
and de-saturated Colour
Icons & Symbols
Character dress, facial expression, body
language, representation Weather
Set
Locati
on
Contrast (music asynchronous sound,
image, voiceover etc.) Set-ups
Idents

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Technical Elements of Printed Forms (Print, Poster,

Web)

Masthea
d
Headline
s Sub-
headings
Banners
Boxes
Bullet
points
Captions
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Visual
Image
Layout &
Composition
Text to image
ratio Negative
Space Colour
Contrast
Anchorage
Emotive
Language
Imperatives
Rhetorical
Questions
Personal
Pronouns
Facts and
Statistics
Typography: Font, size,
colour etc. Coverlines
Exclusives

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Inverted pyramid
structure
Interactive
Features
Navigation
Key Concepts
Barthes Signs and Semiotics
Objects can be read as signs and these can be interpreted
literally (denotation a dove is a type of bird) or
symbolically (connotation a dove is a symbol or sign of
peace).
Media texts are made up of a series of signs that combine to
make meaning.
Halls theory of Readings
Specific signs can be put into media texts to create a
specific meaning. These texts are encoded with messages
and the audience decode the message when they engage
with the text. Advertising does this alot when the audience
encode the message that a particular product will make you
happier, more successful, more popular etc. The decoding
of a text is also called a reading and these can be preferred,
negotiated or oppositional.
A person smoking could be decoded as, and connote to
some - sophistication or cool, to others ill-health or stupidity
and to others anti-social behavior or a desire to be non-
conformist. Other signs (dress, body language, facial
expressions etc.) will add together to suggest one of these
interpretations stronger than another. All messages could be
seen as polysemic and at best media text producers will
achieve negotiated readings. Audiences will accept most of
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the dominant or preferred reading but reject some aspects of

it. Nobody can predict or dictate how a person will read a
message.
Audience
Audiences traditionally classified through demographics -
age, gender, location, status etc. This led to A, B, C1, C2, D
categories. More recent audience classification through
psychographics values, political beliefs etc. Types of
audience include Primary, Secondary, Niche and Mass.
Many media theorists believe there is no mass audience in
the digital age as because of market or audience
segmentation.
Narrowcasting is taking over Broadcasting and the
number of texts which can attract large numbers of
television viewers is decreasing rapidly.
The same is true of film, where the industry relies on
formulaic blockbusters or franchises to generate large
incomes. In addition, many argue the world of print media
is dying but The Sun and The Mail still have significant
readership in the UK. A good example demonstrating
change is the Independent publishing I paper. This is a print
media product, for a niche audience to supplement and
boost the sales of the conventional parent product.
Although choice has grown significantly, mass appeal texts
still exist and have remained largely unaffected (Eastenders,
Coronation Street, Harry Potter Franchise etc.)

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Audiences can be Active or Passive. Passive audiences

receive media texts and are influenced by them. This may
be significantly (as in the Hypodermic Needle theory) or
subtly over time (Cultivation, Two step theory). In contrast
Active audiences respond to and negotiate the media they
consume (Uses and Gratifications, UGC, Social Networking)
Cultivation/Desensitization theory: audiences adopt the
views and beliefs presented by the media over time and
become desensitized to aspects such as violence, political
bias etc.
Two-Step Theory: that our media consumption is shaped by
the opinion leaders who influence our critical reception of
media texts. These opinion leaders can be reviewers, award
givers, news programmes which highlight or make texts
prominent or even our peers who shape opinion through
social media.
Uses and Gratifications theory: that media is used by
audiences for entertainment/diversion,
information/surveillance, maintaining personal
relationships, personal identity. This theory suggests that all
media consumption is positive for the audience. The
Audience is King making conscious choices about what to
watch and consume. But a criticism of this is that these
needs are created by the media and that they create needs
that only they can fulfill, making the audience once again
vulnerable to the effects of the media.
If the audience are King they are still constrained by
several factors such as
expense not all channels are free and not all
people can have access to all consoles, games,
films, internet experiences.
Access could be restricted for a variety of reasons by a
variety of institutions
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 Unintended access the internet in particular delivers

us to countless advertisers which we have no control
over. Audiences are products.
The illusion of power held by modern, interactive audience.
Audience can also be described as subversive and will
continually seek to oppose the dominant ideology being
delivered. This is a powerful argument consider how
audiences responded to the digitalization of music, the
response to viral campaign of Cloverfield, the audience
response to Justin Bieber, X Factor etc. The top-down force
(the media industries) try to push values on the audience
which significant groups reject, criticize and mock.
These have been termed as the resistant audience.
Questions to consider:
1) To what extent does the media construct
viewpoints that the audience automatically
accepts?
2) Many media audience theories ignore the role of
pleasure in considering consumption of media
texts. How far do you agree?
3) Audience segmentation is essential to deliver
audiences to advertisers. How far do you agree?

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Narrative
All media texts have narrative. Narratives are the threads
which pieced together make meaning. A narrative is
constructed from elements of form (codes and conventions)
and representation. Barthes states that narrative codes
typify the style of unfolding of the story (action codes,
enigma code etc.) Sometimes students find this difficult to
identify when they are deconstructing print media. In Print,
look for meanings which have been constructed through the
relationships between character types and Binary
oppositions which have been suggested. (heroes, villains,
victims). Also look carefully at language to used create these
characters (emotive, strong adjectives) and the images
used.

Genre
In media Genre is important for rapid identification of the
text by the audience. This is essential in texts where time is
money such as advertising. Consumers need to be able to
recognize in seconds the type of advert with regard to
narrative structure, product and outcome. In other types of
programming too, audiences use their prior knowledge and
understanding to create meaning from the images they
read on the screen. These sets of signs from which text
producers can make choices (crime fiction: male
detective/female detective, smoking/alcohol, femme
fatale/innocent woman, well dressed in suit/scruffy shows
difficult personal life, urban environment) are called
paradigms. Chained together these create a syntagm (a
new meaning from the added signs). The paradigm and the
syntagm are central to creating genre.
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Like Representations, genre changes and adapts over time

and moulds itself to our ever changing culture and society. A
typical Postmodern feature is that of the hybrid genre, which
uses several paradigms, fuses them together to create an
original genre e.g docu- soap, sci-fi comedy, rom-com etc. this
fusing together of genre also bridges divides and can double
or maximize audience figures.
Parody and Pastiche are also features of postmodern media.
Both are thought to be generally good-natured mimicry of a
style or form rather than aggressive mockery and criticism,
although pastiche is gentler than parody. Parody often takes
a genre or specific film and subverts it exaggerating some
of the codes and conventions (Scary Movie/the Office).
Pastiche on the other hand tends to weave elements of a
genre into another. A further postmodern feature is
intertextuality which uses existing narrative within another
to create a new text.
Questions to consider:
1) Is the concept of genre still a useful tool given the
increasing use of hybrid forms?
2) How has parody been used in contemporary media?
Institution
Historically, media has always been produced by the rich
and powerful. Only a select few have the funds and
resources available to own and create an institution for

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broadcasting or publication. These are major operations

requiring large sums of money. The digital revolution has
changed this but to what extent? Anyone with a computer,
internet connection and digital video camera can broadcast
to an audience creating websites, blogs, video content,
even their own tv channel or radio station. The large
corporations conglomerate and independent, are still the
most viewed, most bought and most trusted sources for
information and entertainment. There has been a shift
however. UGC is an increasingly common feature of the
media but is supplementing it rather than replacing it.
Audiences have more interaction and control over their
media choices but it could be argued that it is still the
institutions that are providing those choices manipulated
and mediated by them. A negative shift is the power of the
conglomerate and their ownership of vast numbers of
smaller companies resulting in a watering down of diversity
and promotion of a single dominant view.
Commercial channels need to be fiercely competitive in the
media saturated market. A company like ITV must be as
competitive as possible to attract audiences so that
sponsors and advertisers will continue to pay high rates for
advertising. With low viewing figures, advertisers will go
elsewhere to get the audience. One outcome of this is the
need to drive the cost of programmes down as far as
possible, using members of the public to be the stars of the
show, buying in programmes from abroad, or using the same
programme set and actors/stars to make a variety of
programmes (Big Brother, BBLB, 24hr coverage, What
happened next type programmes and more recently
Eastenders and E20). This maximizes the investment or
initial outlay. Other ways the institution can make money
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include exporting programmes abroad and premium rate

phone lines.
Some forms of media text encourage top-down, elite-led
messaging from institutions. Magazines for example, are
created for mass audiences and a one-way communication
tool. Audiences do not interact. The institutions represent
the Elite, primary definers of society a Marxist reading of
media. However, in web content, audiences can produce,
interact and comment on the text a liberally pluralistic
reading of media.
Exam questions often focus on Brand and brand values of
institutions. Always consider what the text communicates
about the text producing institution its status? Its
quality? Its mission and purpose?
Media Debates
Representation
Media representations either reflect or, over time, create
dominant ideology. Signs together also create powerful
meanings. A syntagm is a sequence of signs which add
together to create new meaning. An example of this is a
montage picture 1 + picture 2
= meaning. A paradigm is a related set of signs which are
alternatives of each other. An example of this is a
journalists use of the word evil rather than bad.
Representation in media becomes an issue for debate
particularly in the representation of gender roles, race and
ethnicity, age, ability, social status.
Questions to consider:

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1) Media representations of the world appear so

natural that we can easily see them as real. To what
extent do you think this is true?
2) How far is it possible for the media to
produce fair and accurate representations?
3) Absent and marginalized representations are more
dangerous that negative ones. Do you agree?
The idea of media as a mirror reflecting society as it is or
as a tool constructing society is the reflectionist vs
constructionist view of media. It could be argued that it
could only be constructed as any media text goes through a
process of selection & mediation before appearing to the
mass. However, new digital media is having an impact on
this traditional process as more people self-represent or
represent without mediation (editing etc.)
Reality TV
In a multi-channel world, competition is fierce and the need to
broadcast programmes which are cheap and attractive to the
highest number of viewers is vital. Reality TV is formulaic
and cheap to produce. The participants (celebrity and public)
have a high economic status, in that they produce money for
the text producers, but a low cultural or social status, in that
they have no longevity and only a fleeting interest to the
media. How does this explain the lasting audience appeal?
Reality TV has grown and developed into many different
forms which can attract the broadest range of viewers. Uses
and Gratifications theory would suggest that reality TV now
fulfills the all needs: maintaining personal relationships,
affirming personal identity, diversion/entertainment and
surveillance/ information as many can share knowledge on a
range of skills, professions or topics. Often at the heart of
these programmes is the element of emotional realism which
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hooks the audience into investing their time and loyalty. With
voyeuristic power, audiences are given access to some of
the most difficult moments that public and celebrity
participants have to go through, often in the form of
Humilitainment. Part of these hooks are created by coming
up and next time.. sequences, again rewarding the
audience for staying till the very end, building a culture of
anticipation and anxiety over missing a key moment. The
never-ending and highly familiar narrative cycle including
tension, conflict and resolution keeps audiences satisfied.
News and Documentary
News is seen as central to any study of media and is
culturally, politically and historically vital to our
understanding of the world. News presents us with
information locally, nationally and globally that we would
otherwise not have access to. News plays an important
ideological role in interpreting the world for us that shapes
our attitudes and beliefs. This is partly the reason for
Baudrillards concern about our media created reality
within which we exist. News is highly selected and mediated,
presenting only 6- 10 stories in one day of the billions
worldwide.
The Digital age has changed news dramatically:

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 Digital services have enabled 24hr rolling news

channels. This has stimulated greater need for round
the clock information and constant updates.
Terrestrial news has responded to these new demands
by using ticker tape style bulletin updates, 60 second
news programmes on TV and tabloid sized quality
papers and successful commuter papers like Metro and
now i.
Internet sites concentrate on headlines and
condensed stories dumbed down content and
content without context.
There is an increasing quantity of UGC on news.
Internet and phone apps allow audiences to select the
news they are interested in which means they can
ignore other news.
An interesting point to note is that whereas news from the
BBC prides itself on unbiased objectivity and fulfilling its
mission statement to inform, and channel such as Sky
prides itself on being first for news. Speed of information as
well as 24 hour supply is becoming increasingly important,
as it raises questions about validity and reliability.
Other points of importance regarding news:
News more often than not focuses on the negative
News has been accused of dumbing down trivializing
important issues focusing more on sensational stories
News is also a commodity like any other and many
institutions are governed by the need for profit and
good viewing/circulation figures with regard to the
points above conflict and celebrity sell.
Each story featured is a possible story from a range of
other stories which could have been chosen a
paradigm. The way these stories are placed in
hierarchical order next to each other in a news bulletin
or in a paper is a syntagm
Questions to consider:
1) How have recent changes had an impact on news
coverage? Give examples to support your answer.
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2) Bias in news in inevitable. Do you agree?

3) Who selects news and why?
Moral Panics
Media has a long history of moral panic and witch hunting.
Some more recent examples include influence of violent
games on behavior and overuse of game consoles, influence
of hardcore music such as Slipknot, Marilyn Manson etc.,
spread of viral diseases like Swine Flu, Sars, Bird Flu etc.,
Social medias links to Paedophiles, Teenagers including
gangs and knife-crime, Islam and the threat of terrorism,
Asylum seekers, Benefit scroungers and out of control and
offensive Comedians. Many of these panics are symptoms of
the moment in time we are caught up in. It is rare these days
to read daily stories of young peoples involvement in drug
culture and the threat this causes to society. However, these
were the moral panics of various years in the 1970s, 1980s
and 1990s. Moral panics reach a crescendo and then rapidly
disappear.
A moral panic does not appear with a singly headline. It is
built over weeks and and months by mass media texts
showing increasing concern over an issue. The message
must be repeated over a time period to become a moral
panic. The greatest moral panic

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in mass news today surrounds immigration and It is

interesting to consider where the blame or judgement lies
in a moral panic. It is usually the Government, the Family,
the Masses or society as a whole, the Other (China, Middle
Eastern nations, etc.) . Is it ever the media themselves?
Moral panics work by feeding into existing fear or concern,
showing the public the outcome of that fear (death, illnesss,
decline etc.) and passing a judgement.
Questions to consider:
1) How do the Media present themselves and their role in
the moral framework of society?
2) How does the media benefit from this role?
Post 9/11 and the Media
As we have seen already narrative clearly changed Post 9/11
particularly the narrative of Action film and the role of the
Action hero. Some theorists have noted that in the years
following the US also became keen on the Good vs Evil
narrative and the just war narrative with a return to films
and games on WW2 to show how justifiable war is when
faced with an evil enemy. Post 9/11 there was also a shift in
the representation of the Other. This moved unsurprisingly,
to Middle Eastern countries. This fear deepened when
attacks happened subsequently by US/UK nationals who
were Muslim Fundamentalists. Has this caused a fear of all
Other ? Could this also explain the obsession with unknown
Other of sci-fi aliens, zombies, vampires. Vampire and
Zombies are particularly interesting as the one of us but
not us fear can be explored fully.
Ownership and control, Regulation and censorship
Significant changes in recent years to traditional media
include
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 Shrinking traditional industries print media, music

industry especially the CD market, DVD sales
Expanding digital industries which in some cases
are out of the institutions control music file
sharing, film downloads, online print media
content.
The changes from mass audiences to a segmented
market leading to a huge variety of products and
choice. However, take a closer look at the choices.
Are many produced by a single corporation seeking to
maximize their profits?
The rise of the conglomerates leading to a small
group of about 8 corporations responsible for the
creation, production and distribution of nearly all
major media products in the world. Some argue this
contributes to the dominant Western world view. It
also narrows the range of choice of products and can
restrict the freedom of the text producers.
The rise of UGC and mass-amateurisation making some
previously highly skilled professionals in the industry
redundant.
Social media, blogging, comments etc, are all
examples of everyday audience interaction with and
shaping of media content. This is not controlled in a
traditional way. Content can be filtered by official sites
but the vastness of the web means no organization
can ever have the power to mediate all daily traffic.
Oppressive regimes around the world have
experienced serious uprisings in

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recent years. The power of social media and image

sharing particularly from one culture to another cannot
be ignored.
On demand services mean that there is no watershed
and content is freely available to audiences. Even
though content is flagged as being only suitable for
over 18s, unless parental controls are set on the
computer, they are accessible to all.
There have been several high profile cases regarding
privacy and the Web. The recent Footballer Twitter
super-injunction is a good case in point. Debate still
rages on about the public right to know what media
figures are up to and whether it is in the public
interest for private lives to be exposed. These issues
became public concern in recent years as facebook was
called into question over their privacy policy and
comments left on walls were considered in the public
domain rather than private chat.

Media Theories
Semiotics
Semiotics is how audiences create meanings from
messages from the systems of codes and signs.
Structuralism and Post-Structuralism
Structuralism is the process of deconstructing texts by
examining the underlying generic structure. The theory is
that the meaning exists within texts but is deep rooted
because its construction is natural to us, we have created
the text naturally without conscious thought we just need
to deconstruct the text to find it and understand it. Post-
structuralists would argue that this deep rooted structure
should not be analysed as there is no concrete meaning -
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signs are open to an infinite number of interpretations and

so do not have any useful meaning or pattern.
Postmodernism
Postmodernism is not a theory but more a collection of
elements that add together to make a text postmodern.
These elements include intertextuality, bricolage, pastiche,
parody, hybrid, CGI, Simulcrum and Hyperreality. Another
key element of Post- Modernism is the loss of metanarratives,
the big stories about how we understand the world (good vs
Evil, rags to riches, the underdog etc.) to multiple narratives
many different and opposing views of reality and the
world. It could be argued that this has increased as mass
media and technology has advanced multiple voices being
heard on the internet, true liberal pluralism.
Feminism
Feminism seeks to challenge traditional power structures
that exist between the genders. Some would argue that as
Media institutions are predominantly run by white,
middle/upper-class men their ideology is prevalent in media
texts which then

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perpetuates the dominant ideology in society. This has

major implications for those in society who are either
women, non-white and working class. Mulvey suggested that
all media is created through the eyes of the heterosexual
male, called the male gaze and that as a result women are
viewed in terms of the pleasure they give to men.
Post-feminism allows women to use their sexuality for their
own benefit giving them power. However, as it is still males
that produce dominant, elite, mass media, the power of
women is questionable. Instead, the use of sexual icons has
been termed Enlightenend Sexism sexism and
Objectification which is ironic and playful as male text
producers argue that the gender war has already been won
by women, and so gender stereotypes are lighthearted and
humorous. With recent trolling of high profile women on
social networking, the no. of women in mass media
industries, the representation of women in gaming, there is
no doubt that a gender divide still exists in our Post-Feminist
culture.
Marxism, Hegemony and Liberal Pluralism
Marxism is the idea that the elite few are in a continual state
of conflict with the many or the mass. The powerful elite
wants to pay as little as possible for the labour of the mass.
The mass wants to get as much out of their work as
possible. It is therefore the role of institutions like the Media
to keep the mass happy so that they continue to offer their
full support to the capitalist ideals. Marxists would argue
that the medias use of celebrity is such a device used to
create a diversion, keeping the minds of the masses off of
the more serious issues like working conditions, pay and
rights.
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Hegemony takes this idea a step further suggesting that the

dominant group persuades the mass that the power
structure is necessary and more importantly in their favour.
This suggests a more fluid power struggle, that the ruling
group may allow the mass some victories, essentially
maintains control, not through predominant force but
negotiation.
Liberal Pluralism relates to capitalism in that it suggests a
free media that like any market economy, it responds to the
demands of the consumers. Liberal pluralists would argue
that the success of genres like reality tv are simply the
result of supply and demand. It is worth considering who the
media text producers are that are in the position to fulfill this
demand and to what extent the demand been created by
the media themselves.
Cross-Cultural factors
You should always be aware of how media texts or genre are
created in other countries. These are cross-cultural factors.
Console games, reality tv, sit-coms are modified for different
audiences. There have been a number of high profile media
products being spread around the world in recent years
which have undergone slight changes for each cultural
audience X-factor, Big Brother, The Office). Media text
products, the representations contained within them, the
dominant ideologies are culturally bound and may not
translate globally.
Globalisation

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Globalisation refers to the media texts which are

translated around the world. These are global products
and the term refers to brands (Nike, Coke, Apple etc.) as
well as texts (Toy Story, Harry Potter etc.). Much
globalisation is attributed to American industries, owned by
Western conglomerates and is sometimes referred to as
Disneyfication. This is concerning to many as it suggests
that Western (American or European) ideology is having an
impact on developing countries and that the Western view
of the world will dominate. This will and already does cause
significant conflict to people from cultures which are
significantly different to those in the west. It is important to
consider how other views, rather than those of the White,
Western Male might be marginalized and un- or mis-
represented.
SECTION A
Media Product One The game
play trailer for Call of Duty Media
Product Two The cinema trailer
for Battle for Haditha
1 How do the two media products represent war?(8
marks)
2 What is the appeal to audiences of such
shocking war films and war games? You may
refer to other media products to support your
answer. (12 marks)
3 Some media research has raised concerns about
unrestricted access to violent images. Do you think
control is necessary? You should refer to other media
products
to support your answer. (12 marks)
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Media product 1 front

page of Metro newspaper
Media Product 2 article
from the Daily Mail
1 Compare and contrast the two texts, with particular
reference to the representation of teenagers. (8 marks)
2 Consider the view that the current press treatment of
teenagers is simply another
.moral panic.(12 marks)
3 There are always concerns about new technology. In your
view, what are the possible benefits and problems attached
to social networking, particularly on the Internet? (12 marks)
Media product 1 - Homepage from
Kerrang Magazine Media product 2
Front Cover of Kerrang Magazine
1 How does Kerrang! create a strong brand identity in these
print and online products?
(8 marks)
2 How is the representation of masculinity constructed to
appeal to the audience? You may also refer to other
media products to support your answer. (12 marks)
3 How important is it for producers of print products to have a
multi-platform presence? You should refer to other media
products to support your answer. (12 marks)

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Media Product 1 Film Trailer for Eclipse from

www.eclipsethemovie.com Media Product 2
Film Trailer for Let the Right One in from
www.lettherightoneinmovie.com
1 Evaluate how the two trailers use the narrative technique
of Enigma to encourage the target audience to watch the
film. (8 marks)
2 Why are media products that represent outsiders, such as
vampire films, so popular? You may refer to other products.
(12 marks)
3 Do you think that official and unofficial websites
contribute to the films success? You should refer to other
media products to support your answer. (12 marks)
Media product 1 MoBo
awards of Best female Estelle
Media Product 2 Official
website for Estelle
1 How do the two media products represent women
in the music industry? (8 marks) 2 How and why do
programmes such as the MOBO awards appeal to
niche audiences? You may also refer to other media
products to support your answer. (12 marks)
3 What are the advantages and disadvantages for
performers of using the internet as a marketing
tool? You should also refer to other media products
to support your answer. (12 marks)

Answer the questions

1. In the information given about the products, highlight
key words particularly information about institutions,
platforms, distribution, audience reception etc.
2. Highlight key concepts and the focus in the
questions
3. Make notes during viewings 2 & 3 to help answer the
questions
KMcCabe
2015 @evenbetterif
www.slideshare.net/mccabekat

4. Start each answer with a strong evaluative

statementeg.
The most significant use
of A particularly
effective use of
Whereas text B focuses mainly on, Text B
To show you are answering the question and can
summarise points from your analysis.
5. Include detailed reference to the texts in Q1.
6. Include reference to other texts in BOTH Q2 and 3
7. Root your answers in Media Key concepts.
8. Do not waste time introducing the theory (the
examiners know what they are!) but use it to draw
out the impact on the audience/Institution/text and
wider social/cultural implications

Success Criteria
Strong evaluative
opening
statement

Reference to
key concepts/focus
in Question

Detailed reference
to Texts

Key Theories

Key Terminology

Structure of
Answer &
Readability

SECTION B
Identities and the Media:
This topic incorporates ideology, audience and new /digital media
and how it affects identity.
Areas

which could be studies include:

1. The mainstream medias role and influence in the

construction of identities
2. Audiences and identities, including audience uses and
responses, self-representation, role playing, collective identities
3. The impact of social media on identity and the role of the
individual as producer
4. Power and resistance, debates about the power of the media
and audiences, including the medias influence, varieties of
audience uses and responses, campaigning
5. Debates about dominant and marginalised identities

6. Identity politics, including diverse, fluid and multiple

identities, changing identities, alternative and queer
identities
7. Ideology, the ideas and values communicated by identities.
From the AQA Specification:
1. consider how identity is constructed across media forms and types
of producers
2. consider the role of technology in forming identity; technological
determinism or social transformation
3. consider the view of technology as threat in the construction of
identities (particularly for younger age groups)
4. consider the effect of identity politics on the media; how do
marginalised groups claim identities and how are they received by
dominant groups?
5. consider the limitations of defining individuals and groups by identity
characteristics
6. consider the use of representation as a process in defining identity.
Candidates should analyse the way that issues of identity in transformation have
become increasingly important in the content and themes of media production,
across a wide range of media output. This study might take the form of an
exploration of how one or more of a range of identities, for example post-
feminist, queer, class, post national are represented as part of a cultural
process of identity construction

Key Theories:
Judith Butler argues that our gender identity is constructed
through a repetitive performance. This performance is bound
by language, body and non-verbal cues, and is known as
Performativity. These repetitive performances are like a
trap which people can find themselves in as gender
contains the repetition of painful, oppressive norms and
routines.
Collective identity is most clearly seen in the use of Social
Media where high numbers of individual users are using
collective power to shape and construct culture. Consider the
number of campaigns run through social media. Consider
also the power of mass media texts to create our
understanding of culture (travellers, immigrants etc.)
Masculine identity has changed over time. Consider
masculinity in texts in binary opposition to femininity.
Look at cross-genre identities of men.
Self-Identity, fuelled by social sites and the internet has
changed the nature and identity of celebrity, politicians,
individuals etc. Lacan argued that we are fragmented
selves with many identities. We seek to complete ourselves
by imagining and ideal-I our ideal state of self.
Class Identity is the prevalence of representations
showing elite dominance over passive, mass underclass.
Media texts of this type have had a boom in recent years
following the London Riots of 2011

Typical questions
Identities and the Media
Mainstream Media is a powerful influence on the construction of an
individuals identity. Use your case study to explore the impact of
the media on the construction of identities.

OR
We are defined by the media we use. How does your case study
suggest audiences use the media to construct their own identity?
Identities and the Media
Social media has only served to reinforce existing values and
ideologies. Does your case study suggest social media has played a
positive or negative role in the construction of identities?
OR
The variety of media available encourages us to create many
different identities for ourselves. How far so you agree with this
statement?