A2 G325: Advanced Portfolio in Media

Section A: Theoretical Evaluation of Production

Section A: Theoretical Evaluation of Production

Syllabus Specification
Candidates answer two compulsory questions:

1. The first requires them to describe and evaluate their skills development over the
course of their production work, from Foundation Portfolio to Advanced Portfolio.
2. The second asks them to identify one production and evaluate it in relation to one
theoretical concept.

Question 1 (a)
Question 1(a) requires candidates to describe and evaluate their skills development over
the course of their production work, from Foundation Portfolio to Advanced Portfolio. The
focus of this evaluation must be on skills development, and the question will require
them to adapt this to one or two specific production practices. The list of practices to
which questions will relate is as follows:

• Digital Technology
• Creativity
• Research and planning
• Post-production
• Using conventions from real media texts

In the examination, questions will be posed using one or two of these categories.
Where candidates have produced relevant work outside the context of their A Level
media course, they are free to additionally refer to this experience.

Question 1 (b)
Question 1(b) requires candidates to select one production and evaluate it in relation to
a media concept. The list of concepts to which questions will relate is as follows:

• Genre
• Narrative
• Representation
• Audience
• Media language

In the examination, questions will be set using one of these concepts only.

In some circumstances, candidates will be expected to select the production that

appears to relate most effectively to the specific concept that arises in the exam
question. However, the requirement for candidates to evaluate one of their productions
in relation to a concept does not assume that the concept will necessarily always fit
easily and in an orthodox way. Thus in some cases candidates will be describing their
productions in terms of them not relating straightforwardly to the concept. For example, a
candidate producing three websites over their two portfolios might describe ways in
 A2 G325: Advanced Portfolio in Media
Section A: Theoretical Evaluation of Production

which websites cannot be understood easily through applying conventional narrative

theory.

Whether the candidate applies the concept to the product or uses the production to
challenge the concept, it is essential that candidates are sufficiently knowledgeable
about the concept for either approach.

Candidates may choose to write about work undertaken at AS or A2, main task or
preliminary/ancillary.

Teaching Theoretical Evaluation Of Production: Question 1

Question 1(a) will focus on one or two of the following:

• Digital Technology
• Creativity
• Research and planning
• Post-production
• Using conventions from real media texts

We will need theory about:

• Working in groups
• Evaluating your own performance.
• Reflecting on experience, especially skills development

Possible sources of theory:

• Media Research Textbooks

• Key skills textbooks for:

• Working With Others

• Improving Own Learning And Performance
• Personal Skills

Digital Technology
• What software was used?
• What equipment was used?
• What were the technical pros and cons of the software and hardware?
• In what ways was technology used to create the production?
• In what ways did the technology constrain or enable the production to be developed?

Creativity
• What was the intended outcome of the production? (Assessment Objectives,
preferred readings, promotional purpose etc.)
• How were these outcomes achieved in terms of page layout and camera shot
choices (codes and conventions)?
• What stylistic techniques were used to appeal to the audience?
 A2 G325: Advanced Portfolio in Media
Section A: Theoretical Evaluation of Production

Research
Research And Planning
• What primary and secondary research was undertaken? How did it inform the
production? (Effectiveness of these kinds of research)
• What quantitative and qualitative analysis methods were employed? How did the
results form these inform the production? (Effectiveness of these kinds of research)
• How effectively were storyboards and magazine flat pans followed?

Post-
Post-Production
• What editing decisions were made? How did they inform the production?
• What particular editing tools were used and to what effect?
• How did the post-production process enhance the overall production?

Generic Media Conventions

• Genre theory. Codes and conventions of various forms etc.
• In what ways were media conventions adhered to? For example, did a music video
have fast paced editing? Did the performers act to the camera?
• What media theories were utilised? Were the representations involved appropriate to
the product?

Specific and in depth description of the skills in question must be included, e.g. how was the razor
blade tool used in Premiere to edit a clip placed in the timeline?

Explicit descriptions of progress between the two units MUST be shown.

 A2 G325: Advanced Portfolio in Media
Section A: Theoretical Evaluation of Production

Teaching Theoretical Evaluation Of Production: Question 2

For Question 1(b) students will have to choose one of their productions, either the AS production,
the A2 main task, or any of the two ancillary tasks. The question will focus on only one of the
following:

• Genre
• Narrative
• Representation
• Audience
• Media language

Genre
• What genre is the production?
• What are the codes and conventions of the production?
• How is the genre established in the candidates production?
• How does the mise-en-scène support the genre? What is the role of the specific
elements of the mise-en-scène? Refer to props, costume, makeup, location, theme
etc.
• What themes have been used?
• Have generic conventions been adhered to or subverted?
• How will the generic elements of production appeal to the audience?

Narrative
• What is the narrative structure of the product?
• How do the specific elements of the production relate to the narrative structure?
• Does the production adhere to, or subvert, narrative conventions?
• How does the narrative support the establishment of the chosen genre of the
production?
• How have narrative techniques been used to appeal to the audience?
• Refer to Todorov, Propp, Levi-Strauss, Barthes’ Enigma Code, multi-strand,
restricted, unrestricted, non-linear etc.

Representation
• Representation theory – Dyer, Mulvey, Perkins etc.
• Identify characters, events or issues within the production to discuss.
• What representational concepts are highlighted? (i.e. race, gender, cultural attitudes
etc.)
• What representations have been generated?
• Discuss the specific elements of character representation, i.e. modes of address,
facial expression, costume, behaviour etc.
• Have any stereotypical representations been generated?
• Does the production conform to, or subvert, any dominant ideologies?
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Section A: Theoretical Evaluation of Production

Audience
• Who is the target audience for the production? Define by age, race, gender, social
class etc.
• What are the social classifications of the audience, i.e. NRS ABC1, youth tribe,
ACORN classifications etc.
• Why will the production appeal to this target audience?
• What techniques and lines of appeal has the production used to attract the target
audience?
• What uses and gratifications will the target audience get from the production?
• How does the production use narrative theory?
• General theories: McQuail’s uses and gratifications theory, Vance Packard’s
hypodermic needle theory etc.

Media Language
• Identify the elements or ‘signs’ within the production that are going to be discussed.
• What connotations and significations are apparent?
• What codes and conventions have been used?
• What semiotic techniques have been used to generate meaning?
• Identify and describe the meanings generated.