January assessment learner response

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
Total=13=E
WWW: 

• You've made some progress here and in Q1+Q3 it's clear you've revised some of the terminology and theory.

EBI: 

• Written English is a problem: some of your sentences do not make sense or are hard to follow.
• Revise public service broadcasting.
• In Q3 you need to look at both sides of the argument. You also need to be far more critical and sophisticated- an A level Media student shouldn't be blaming everything or the media like a Daily Mail editorial.

2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.
QUESTION 1- Could have given one more strategy and explain them more in detail.
QUESTION 2- I could have revised more about understanding the context of BBC. I got mixed up with the context of BBC.
QUESTION 3- I missed out on applying it to the theory which i should start to practice more on.
3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?
6 I did revise but i could have revised more efficiently.

4) Look at your answer for Question 1. Did you manage to write about three different strategies and three different benefits? It's vital you read the question and follow it exactly.
I did manage to write about two strategies but i missed on one other point. I could have explained one of the strategies a little bit more to get more marks.5) Look at your answer for Question 2. Did you follow the question guidance and write about both the BBC and commercial broadcasters? What could you have added to this answer to reach a higher mark?
I did not quite talk about the commercial broadcasting which i could have a lot more. I need to do my research more on the context of BBC.6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on media effects theory. Write a new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples from the wider media. 


How far do you agree with the view that the media has a damaging effect on audiences?
You should refer to Gerbner’s cultivation theory alongside other media effects theories you have
studied.
[20 marks]

Media does have an effect on the media this could be proven through news. There was a shooting at a school in America the teenager that murdered so many children apparently watched a lot of video games that had explicit and violent scenes. Some people assumed it is is because of that the shooting happened because he was influenced to do that. If we were to link this to Cultivation theory Gerbner suggests in his cultivation theory is that when you watching something for a long period that has an effect and would influence you. It could harm the audience's mind if they watch things such as violence and inappropriate content.

Introduction to Representation

Representation: Blog task

Watch the trailer for Taken and complete the following tasks:

 

Create a new blogpost called 'Introduction to Representation' and embed the Taken trailer in the post.

1) List the different people/groups represented in the trailer (men/women/Americans etc.)



2) For each group you identify, decide whether the representation is a dominant or alternative portrayal. Explain why you think this.


3) What stereotypes can you identify in the trailer? 
The females in this trailer are always seen crying, being distressed or seen happy at some points. The women does no action in the trailer. 
The European people are seen as the villains like most of other Hollywood films.

4) Why might the Taken trailer offend or alienate certain groups?
Only the men are seen doing the action which could be offending to feminists.
European country is seen as a dangerous country more than america which could make Europeans offended.

5) Why do mainstream film and television texts such as Taken so often use stereotypes?

They think by making a film that has the typical stereotypes could get them profit which they do get, So they also make profit the easy way by having a continuous narrative stereotypes by having a big celebrity as the protagonist.

Representation theory

Read the Media Magazine feature 'Representation old and new'. This is in MM51 on page 6 - go to our Media Magazine archive to find the article. Complete the following tasks:

1) Why is representation an important concept in Media Studies?
Representation is important in media ecause it helps to create a meaning and an understanding to the audiences of what is being shown.

2) How does the example of Kate Middleton show the way different meanings can be created in the media?
In one of the picture being shown sh eis drinking wine which could represent and connote the idea that she is a heavy alcoholic which could cause problems for her reputation. On the other hand, the other picture shows her interactions with her husband which could suggest her and her husband have good communication skills.3) Summarise the section 'The how, who and why of media representation' in 50 words.
Producers will consider the expectations and needs of the target audience, the limitations provided by genre codes, the type of narrative they wish to create, their institutional remit.

4) How does Stuart Hall's theory of preferred and oppositional readings fit with representation?
Stuart hall's theory In his view ‘meanings’ and messages are not fixed by the creator of the text, but depend on the relationship between the reader/ viewer, and the text.

5) How has new technology changed the way representations are created in the media?

'Old media forms have always attempted to define and construct an identity for their audience, using certain types of representation to prescribe how people think about themselves'.Social media allow us to construct selective and controlled representations of the public identity we wish to communicate to the world.We can choose now how to represent ourselves in th public eye.

6) What example if provided of how national identity is represented in Britain - and how some audiences use social media to challenge this?
The national identity is presented through the cultural and the british citizens. Social media has used this in many ways such as the Big Ben, the queen and the red buses.Now think about today's representation theories. Go back to the Taken trailer from last week's introduction to representation and apply each theory to the trailer:

 

Write a short paragraph for each theory picking out aspects of the trailer that could be linked to that particular theory.

For example, negative representations of Eastern Europeans and women support Dyer's view that those with power stereotype those without power. It also reduces complex and varied groups to a few simplistic characteristics.

Complete this for each theory:

Dyer: stereotyping and power
Medhurst: value judgements
Perkins: some stereotypes can be positive or true
Mulvey: the male gaze
Levi-Strauss: representation and ideology

Media effect factsheet

Read Media Factsheet 030 - Media and Audiences -The Effects Debate and answer the following questions:

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
Do you play violent video games and/or watch violent films? Are you violent in 'real life'?
Yes, i do play violent video games but i am not violent in real life.

Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
On the internet yes but only if i know i need that product. Most of my shopping is done online..

Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Yes it has as i watched child marriages documentary recently and i feel like that has drawn my attention a lot.

2) What are the four categories for different effects theories?
The four categories for different effect theories direct effect theories, diffusion theories, indirect effect theories and the pluralist approach.3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 
The examples provided are 'child's play- The murder of Jamie Bulger', 'Marily Manson- The columbine High School shootings' and 'Natural Born Killers- a number of murders committed by romantically linked couples. In one case the director was sued for inciting violence although the court case was later dismissed'.4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
This was a shooting that happened at Columbine High School. That killed more than '15 people and 20 wounded'. This was because of 2 people that they believed it happened because of them playing too much violent video games. So they got injected with that idea.

5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?


6) What does Gerbner's Cultivation theory suggest?
The Gerbner's cultivation theory suggest that the 'media effects attitudes rather than behaviour'.

7) How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory? The Mail Online version of the story is here.


The front page clearly is saying that the younger generation is using too much technology. This connotes that the younger generation is given phones at such young age that their brains are still developing. So if they spend too much time on screen they are going to be influenced by what they watch.
8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
Things get more complicated when you consider this is all down to perspective. Is it good if a villain kills someone to protect his family? Is it acceptable to act violently if someone threatens a state they think is corrupt? Is it alright to steal from someone who has been violent towards you?Essentially violence is supported in action films as a method for the hero to reach his goal. The only difference between him and the villain is that we agree with the hero’s motivations.

9) What criticisms of direct effect theories are suggested in the factsheet?
This theory considers the way the media affects attitudes rather than behaviour.

10) Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?

11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?

12) Which audience theory do you think is most convincing? Why? It is important that you develop critical autonomy in judging the arguments for and against different theories and form your own opinion on these issues.

Regulation fact sheet

1) What is regulation and why do media industries need to be regulated?
Regulation is when there are certain things that is allowed to be watched. Media industries need to be regulated so the right audience is watching the right thing that is acceptable.

2) What is OFCOM responsible for?
The Office Of Communication is responsible for regulating television, radio and other things that can be relating to the internet.

3) Look at the section on the OFCOM broadcasting code. Which do you think are the three most important sections of the broadcasting code and why?
Section 8: Privacy
Section 2: Harm and offence
Section 1: Protecting the under eighteens

4) Do you agree with OFCOM that Channel 4 was wrong to broadcast 'Wolverine' at 6.55pm on a Sunday evening? Why?
Yes because it contained 6 instances of violence that was unsuitable for the children underaged.

5) List five of the sections in the old Press Complaints Commission's Code of Practice. 
Section 1: Accuracy
Section 2: Opportunity to Reply
Section 3: Privacy
Section 4: Harassment
Section 5: Intrusion Into Grief and Shock

6) Why was the Press Complaints Commission criticised?
They were criticised because of the lack of statutory power.

7) What was the Leveson enquiry and why was it set up?
The Leveson enquiry was an inquiry into the “culture, practice and ethics of the press” was held, mainly as a result of the so-called phone hacking scandal.

8) What was the PCC replaced with in 2014?
The PCC was replaced by the Independent Press Standards Organisation (IPSO).

10) Why is the internet so difficult to regulate?
The internet is difficult to regulate because of the different ways that anyone can still access anything.

Industries: Ownership and control

1) Type up your research notes from the lesson - what did you find out about your allocated media conglomerate? Selection of companies: Alphabet, The Walt Disney Company, Comcast, 21st Century Fox, Facebook, Viacom, News Corp, Time Warner. If you were absent or don't have the notes, research any of the companies above and find examples of all the terminology outlined in the notes at the start of this blogpost.

2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate.

I believe that the government should prevent media conglomerate becoming too dominant because is they become too dominant it would be very hard for the much smaller companies to get more awareness and profit as more audience wold go with the media conglomerates.

Media Magazine 52 has a good feature on the changing relationship between audiences and institutions in the digital age. Go to our Media Magazine archive, click on MM52 and scroll to page 9 to read the article 'Two Key Concepts: The Relationship Between Audience and Institution'.

3) Briefly describe the production, promotion and distribution process for media companies.

production 

Production process is when the actually product is being made by the company. Promotion media companies would be the company that makes awareness of the product to the right target audiences. Distribution process for media companies would be the product actually being sold to the audience.

4) What are the different funding models for media institutions?

ITV: relies on the income made by the advertisers.

BBC: license fee paid by the public.

Sky One: Income generated by subscription fees and advertising revenue.

5) The article gives a lot of examples of major media brands and companies. Choose three examples from the article and summarise what the writer is saying about each of them. 

Marvel: Going to see a Marvel superhero film is unlikely to offer many surprises, but it is precisely this familiarity that has enabled the studio to produce enormously successful films since the late 1990s.

Disney:  Known as a family-friendly brand that focuses on children’s entertainment. It has built on its original reputation for animation, created early in the 20th century.

The Mail One: receives more income the longer a reader stays on the site, so stories will feature lots of images and videos, and sensationalised or controversial headlines.

6) What examples are provided of the new business models media companies have had to adopt due to changes in technology and distribution?

The music industry can no longer generate most of its profits through the sale of music itself, so other ways to make money have been sought.
The BBC is reconsidering its funding structure now on-demand viewing is becoming more popular.
The online newspapers now require audiences to subscribe to access their content or provide premium content to those who pay for mobile apps.

7) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?

>Amazon, Netflix and Yahoo now create, produce and ‘broadcast’ their own TV shows, such as Transparent, Orange is the New Black and Community.
>Google now owns YouTube, and has revolutionised the way we access music and moving-image entertainment and information.

8) Do you agree with the view that traditional media institutions are struggling to survive?

I agree with the view that traditional media institutions are struggling to survive because of the audience not wanting to watch it and more institutions coming out which increases the competition.

9) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape? 

Diversification would help companies survive longer in a rapidly changing media landscape.

10) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media conglomerates maintain their control?

I feel like that the audience and institution in the future will have a stronger relationship as this is a more digital age and more technologies coming out. The audience would be more dominating in this relationship.

Audience theory 2

Create a new blogpost called 'Audience theory 2 - blog tasks' and answer the following questions:

1) Social learning theory has been criticised for simplifying the causes of violence in society. Do you think the media is responsible for anti-social behaviour and violence?
I think the social media has a hand in the anti-social behaviour and the violence that happens in society because we get influenced by what we watch and in the 21st century social media and any other media platform is a part of our everyday lives.

2) How is social learning theory relevant in the digital age? Are young people now learning behaviour from social media and the internet? Give examples.
Social learning theory is relevant in this digital age as the younger audience will learn from the social media and the internet by using that. As now in this century even the younger generation rely on the internet because of the big impact the internet has on them.
3) Research five examples of moral panic from the last 50 years. To what extent was the media responsible for these moral panics? Was the concern in society justified? How have things changed as a result of these moral panics?
Shootings increased this would be a moral panic as the gaming platform is having a very big impact on the younger  generation as the younger generation can access games with violence from anywhere an example could be they have an older sibling that plays 18+ rated games.So the younger child will be able to play the game as it is in the same household. So when they grow up and get to teen years they will think shooting is normal.

Rock music is a moral panic this is because most of the rock singers that are very well known are known to be very heavy drug users. Media has had a hand in it because they have a put a bad image on the rock music industry.

Ebola is a moral panic as that had a very big impact. This is because that was a very massive news on social media. It had a very bad image as the media showed the effects it would have if anyone got ebola. Everyone was aware of how bad ebola is.

Terrorism would be a threat to society as they are a group of people that try to destroy a country or countries. The media has presented this well by ISIS 



 4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?
That cyber bullying has created fear inside of the younger generations head.

5) How does the author suggest that technopanics should be addressed - rather than through government regulation?


6) Do you think the internet should be regulated? Should the government try and control what we can access online?
The internet should be regulated but not so much that our right for freedom is taken away from our hands.

7) Apply Gerbner's cultivation theory to new and digital media. Is the internet creating a fearful population? Are we becoming desensitised to online threats, trolling and abuse? 
In this new generation internet is in our day to day life there is no way we can stop accessing the internet but yes I do believe that internet is creating a fearful population.

8) Is heavy internet use something we should be worried about in society? How would you define 'heavy internet use'?  
I feel like heavy would be a strong word to use but yes internet is a big worry in this society and should be.

The Cultural Industries

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet 168: David Hesmondhalgh’s ‘The Cultural Industries’. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets

Read the Factsheet and complete the following questions/tasks:

1) What does the term 'Cultural Industries' actually refer to?
Cultural industries refers to the creation, production, and distribution of products of a cultural or artistic nature.

3) Why do some media products offer ideologies that challenge capitalism or inequalities in society?
Some media products offer ideologies that challenge capitalism or inequalities in society is because they try not to bias so they have to show two arguments.

4) Look at page 2 of the factsheet. What are the problems that Hesmondhalgh identifies with regards to the cultural industries?
That it is a risky business, high production costs and low reproduction costs.

5) Why are so many cultural industries a 'risky business' for the companies involved?
They are highly profitable and it is difficult to achieve high levels of profit.

7) How do cultural industry companies minimise their risks and maximise their profits? (Clue: your work on Industries - Ownership and control will help here) 
They can advertise which will maximise the profit and have a plan which will minimise the risk.

8) Do you agree that the way the cultural industries operate reflects the inequalities and injustices of wider society? Should the content creators, the creative minds behind media products, be better rewarded for their work?
I think that the creative minds behind media products should be better rewarded for their work as they help the business to make the profit that it does because without them there would be no profit.

9) Listen and read the transcript to the opening 9 minutes of the Freakonomics podcast - No Hollywood Ending for the Visual-Effects Industry. Why has the visual effects industry suffered despite the huge budgets for most Hollywood movies?

10) What is commodification? 
Commodification is the action or process of treating someone as a mere commodity.

11) Do you agree with the argument that while there are a huge number of media texts created, they fail to reflect the diversity of people or opinion in wider society?
I disagree with this statement as in this new generation there are media texts that are created they do reflect the diversity of people or opinion in wider society.

12) How does Hesmondhalgh suggest the cultural industries have changed? Identify the three most significant developments and explain why you think they are the most important.
One of the ways is that they are no longer seen as second to the 'real' economy. Some are actually vast global businesses.
Another way is that ownership and organisation is now much broader.
Thirdly they are a lot of powerful IT and technology companies that now work with cultural industries.

Industries - Brand values

Example:
1) The Starbucks brand is clever because it comes across as a friendly, local-style company when it is in fact a massive global business. Its brand values would be about quality, lifestyle and a personal touch.  Starbucks could fit into several of Dyer’s lines of appeal: Happy families - everyone wants to belong, hence Starbucks asking your name when you order. It could also fit into Successful careers – Starbucks is for hard-working, successful people who want to enjoy life. Finally, Self-importance and pride links to Starbucks taking coffee seriously and its employees and customers having genuine passion for the brand. (100 words)

2) The Starbucks brand is about quality with a personal touch. (10 words)

3) Starbucks in one word: Passion.

Audi

1) 
100 words=

Audi is the brand that is very clever in what they do they have a very classy and professional brand name that makes them stand out. They have a very unique branding. Audi can fit in to several of Dyer’s lines of appeal such as dreams and fantasy, rich, luxurious lifestyle, successful careers and many other Dyer’s lines of appeal. Audi is a brand that is very liked by the new generation as they want a car that is an Audi this generation. This is a very good thing for Audi as this means that they have a strong branding. 

2) 
10 words=

Classy, new, professional, fast , strong, luxurious, dream, silver, any colour.

3) 
1 word= 

Classy 

Apple
1)
100 words= 

Apple is a very good brand and is very well known in this generation. Apple is also a very global company that makes profit from a wide number of countries. The newest to newest phones that apple releases always a big hit and they get a very high profit after their production. This is because of the awareness and strong branding they have. In this digital age technology is a big key factor and apple would be one of the main brands that the digital age would use the products from. Apple is a very affordable brand.

2)
10 words=

Apple is a very new classy and affordable strong brand.

3)

1 word=

Affordable

Public service broadcasting

1) How does the report suggest that TV viewing is changing?
The report suggests that the number of TV viewing number has decreased.
2) What differences are highlighted between younger and older viewers?
The difference between the younger and the older generation is that the younger generation watch tv for a longer time than the older generation.3) Does the report suggest audiences are satisfied with public service broadcasting TV channels?
The report suggest that many of the younger generation do not watch a lot of public service broadcasting but the older generation that watch it mostly have a mixed opinion.4) Public service broadcasting channels are a major aspect of the UK cultural industries. How much money did PSB channels spend on UK-originated content in 2016? 
PSB channels spent £2.6 billion on UK originated content in 2016.
1) What does the report state has changed in the UK television market in the last 20 years?
The report states that the PSB channel has been decreased in the last 20 years.

3) What does the report say about the BBC?
That the government should replace the license fee that goes to BBC should be 'replaced with a more progressive funding mechanism'.
4) According to the report, how should the BBC be funded in future?
They should be funded by ' a supplement to Council Tax or funding via general taxation with appropriate parliamentary safeguards'.
5) What does the report say about Channel 4?
They occupy a 'critical place in the public service ecology'. They have been threatened by privatisation, in a whole or in part, a proposal that would threaten its public service remit'.
6) How should Channel 4 operate in future?
'Channel 4 should not be privatised'.




Final questions - your opinion on public service broadcasting

1) Should the BBC retain its position as the UK’s public service broadcaster?
I think that BBC should not retain its position as the UK's public service broadcaster.
2) Is there a role for the BBC in the 21st century digital world?
BBc should not be a public service broadcaster evacuee now in this digital age. As there are many other ways this new generation can 'educate, entertain and inform' themselves.
3) Should the BBC funding model (license fee) change? How?

The BBC funding model should change because in this new generation they do not watch much TV so they are more likely not going to purchase tv as they can just get an iPad or a computer and watch something on that if they want to.