EXAMSTUDYPACKYear12ASMediaMEST1sectionBCrossMediaCross Platform Term2Aschedule wb Presentations&handouts areaoffocusmusic/sport/ soaps Presentations&handouts Areaoffocus:Gaming,war &conflict BroadcastdramaSherlock samplecasestudy AnsweressayCwithrefto BBC Areaoffocus:RealityTV areaoffocus:Lifestyle

style mediaairline&carads Celebrityculture ExamEssay A)Howhaveimprovementsintechnology madeadifferencetothequalityofaudience experience(Jan2011) B)Modernaudiencesarenotjustconsumers ofmediabutproducerstootowhatextent isthistrue?(June2009) C)Itisnotthestrongestwhosurvivebut thosemostresponsivetochange.Howdo successfulmediainstitutionsadaptto change(June2010) D)Explainthesimilaritiesanddifferencesin codesandconventionsacrossallthree platformsformediaproductsyouhave studied(Jan2009) E)Howdoinstitutionsuseallthree platformstoreachandgrowaudiences? (June2008) F)Towhatextentdomediaproductsyou havestudiedinform,educateandentertain? Refertoallthreeplatforms(Jan2009)

Othertitles

G)Audiencesarebecomingincreasinglypowerfulinshapingmediaoutputto whatextentisthistrue(June2010) H)Whyaremediaproductsnotequallypresentacrossallmediaplatforms?Which isthedominantplatformandwhy?(Jun2011)

I) Identify how media products from your case study make links with other media platforms. What are the reasons for these links? (Jan 2010) J) How are people and places represented in your case study? K) Has entertainment taken over as the main function of media at the expense of other roles? Is the media dumbing down in order to attract wider audiences?

 Markscheme
Level 4 (26-32 marks) Thorough and precise cross-media study Thorough application of knowledge and understanding of audience production Thorough use of a range of detailed examples from three media platforms Clear, well organised and appropriate communication. Engaged response with fluent use of media terminology At the top of this level candidates show confident understanding and application of media ideas/issues/theories/debates __________________ Level 3 (17-25 marks) Clear and concise cross-media study Sound application of knowledge and understanding of audience production Satisfactory use of a range of examples from three media platforms Clear and appropriate communication. Ideas are structured with consistency and media terminology is used accurately At the top of this level candidates show sound understanding of media ideas/issues/theories/debates

___________________
Level 2 (9-16 marks) Generalised and sketchy cross-media study Some application of knowledge and understanding of audience production Adequate use of some examples from at least two media platforms Communication of ideas may be inconsistent with some limited use of media terminology At the top of this level candidates make reference, possibly implicitly, to media ideas/issues/theories/debates ________________________ Level 1 (1-8 marks) Vague and undeveloped cross-media study Limited application of knowledge and understanding of audience production Scant or generalised use of examples from perhaps only one media platform There may be some confusion and imbalance within the response At the top of this level answers may show limited awareness of media ideas/issues/theories/debates and/or media terminology ________________________ Level 0 (0 marks) No relevant/appropriate/suitable response

Examiners marking codes L Media Language R Representation A Audience Inst Media Institution G Genre N Narrative V/I Values and Ideology Good point made Very good point made Eg Example/Illustration Eg Good Example/Illustration Ex Explanation/Exploration/Expansion/Evaluation T Terminology used Th Theories/Ideas/Debates/Issues Eg? Needs illustration Ex? Needs explanation/exploration/expansion/evaluation Rept Repetition I Irrelevant ? Query or Questionable Point Desc Description F Focus on question

Keyterminology Redbutton/interactiveTVcatchupTV, ondemandservices interactivity Convergence Crossplatform/crossmediapresence Synergysymbioticrelationship=cross dependency/interdependency Productpositioning TVRatingsnewspapercirculationwebsite hits Institutionalownershipandcontrol Regulationcontrolandcensorship Mediation Construction Personalization Hypodermicmodel (Blumler&Katz)Usesandgratifications model Oppositonal,dominant&preferredreadings (StuartHall) Active/passiveaudiences BBCPSB Hegemonyvspluralism Codes&conventionsvisual,graphical. typographical,textualcodes Cinematographiccodes,miseenscene, camerawork(shot,postion,movement, framing), Editing:continuity,MTVstyle,rhythm,graphic match,matchonaction,diegetic,nondiegetic Iconography Genrehybridgenre/puregenre Massvsnicheaudience Fragmentedaudiences audiencefragmentation ABC1s Demographic Upmarket,midmarket,downmarket Twostepflowmodel Gatekeeping Propp8charactertypes Todorov3partnarrative Binaryopposites Moralpanics Mediation

RAILINGchecklistapplyrelevantkeyconceptstoyourparticularareaoffocus/ casestudy ThinkaboutRepresentationsHowdotheydifferacrossthe3platforms?Why? Representationsofpeople,places,groups(blacks,teenagers)professionalgroups e.g.soldiers,police,teachers Howaretheserepresentationsconstructed?Aretheymadetofitacertain audience? Howdoaudiencesengagewiththesetexts?Active/passive?Whichmodelsapply: Hypodermicmodel?Uses&Gratifications?Maslow? Howdoaudiencesreceive/respondto/createtexts? Isaudienceresponselikelytobeclear,unambiguousduetoeffectiveanchoring(is thereacleardominantreadingintendedbytheproducer)oristherescopeof oppositionalreadings?) Instutitionsbehindtheproductaretheyprivate(commercial)orpublic?Linksto advertising.Merchandising,monetizing,synergy;howistheproductpositioned (scheduling,channel,magazine,newspaper) Thinkaboutotherformsofadvertisingandpromotion:sponsorshipproduct placement,celebrityendorsement Codes&Conventionshowistheproductconstructedtosuititsplatform? Cameraworkeditingvisualgraphicaltextualcodes Genericcodes&narrativeaspects;iconographyhybridity,convergence intertextuality.Narrativestructure(Todorov).Propps8charactertypes Essaytechnique clearplanning1minsandkeeptheplanopen(dontjumpstraightin) keepyourplanopenandaddtoitasyouwriteyourmainessay practisepractisepractiseandpesteryourteacherstogetitmarkeddo shortpractiseparagraphstobeginwithandbuildup clearparagraphbasedstructure:intropoint12345conclusion PEELstructureforeachparagraphPointExampleExplain/Expand,Linkto title Dontjustdescribeortellastorymakesureyouanalyse,discuss,explore Keepcomingbacktotheessayquestion.Practiseyourparagraphopeners usetheessayquestionasaguide Includeplentyofmediaspecificterminology;Showoffdontgeneralise. Showyourknowledge(specificexamples+terminology)andkeepitrelevant. ThinkIamshowingtheexaminerwhatIknowaboutmediaproducts, institutions,keyconceptsandterminology.AmIansweringthequestion. Endwithabriefconclusionreferbacktothequestionandsumup.