Y12 exam - Media Paper 1: LR
1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).
Q2 (unseen text and CSP) additional point/theory/CSP reference:
• Applying van Zoonen: building on Butler, van Zoonen argues sex role stereotypes are reinforced by the media and this advert emphasises male power, wealth and professional success. Emphasis on traditional hegemonic masculinity perhaps a reaction against the gains made by women during the 1960s culminating in the Equal Pay Act in 1970.
Q3 (music video) additional point/theory/CSP reference:
• The video has strong links to the Yeehaw Agenda, a social movement to highlight the erasing of black cowboys from the country and western cowboy aesthetic. This makes the text explicitly ideological (estimates suggest 25% of cowboys were black but media representations of this time
period are almost exclusively white).
Definition and benefits of diversification:
Diversification is when a media company branches out into a different area of the media industries.
For example, many media companies have had to diversify to internet-driven distribution (e.g.
streaming) as a result of new and digital media.
5) Finally, identify three things you plan to revise before your next Media assessment or mock exam (e.g. terminology, particular theories or CSPs etc.)
WWW: A very strong exam with the potential to move to an an A/A* next year. Section A is particularly good.
EBI: Question focus will help push you to the very top level: ruthlessly focus on the key word(s) in the question. Revise distribution for the film industry.
2) Read the mark scheme for this exam carefully, paying particular attention to the 'indicative content' for each question. This is some of the best analysis you can do as it gives you an idea of what the exam board is expecting. For your LR blogpost, identify ONE point you could have added for the first three questions in Section A:
Q1 (unseen text) additional point/theory:
• The typography on the advert is all sans serif, offering connotations of a more youthful,
modern brand. The fact the campaign encourages the audience to make this product their
“first Swiss watch” reinforces the feel this is aimed at slightly younger professional men
perhaps at the start of a lucrative career.
Q1 (unseen text) additional point/theory:
• The typography on the advert is all sans serif, offering connotations of a more youthful,
modern brand. The fact the campaign encourages the audience to make this product their
“first Swiss watch” reinforces the feel this is aimed at slightly younger professional men
perhaps at the start of a lucrative career.
Q2 (unseen text and CSP) additional point/theory/CSP reference:
• Applying van Zoonen: building on Butler, van Zoonen argues sex role stereotypes are reinforced by the media and this advert emphasises male power, wealth and professional success. Emphasis on traditional hegemonic masculinity perhaps a reaction against the gains made by women during the 1960s culminating in the Equal Pay Act in 1970.
Q3 (music video) additional point/theory/CSP reference:
• The video has strong links to the Yeehaw Agenda, a social movement to highlight the erasing of black cowboys from the country and western cowboy aesthetic. This makes the text explicitly ideological (estimates suggest 25% of cowboys were black but media representations of this time
period are almost exclusively white).
3) Now focus on Section B. Section B began with two questions testing your knowledge of industry terminology. Make sure you know the answers to these (get the answers from the mark scheme if you have to):
Benefits of vertical integration:
• Greater control of the production process
• Lower costs and higher profits
Benefits of vertical integration:
• Greater control of the production process
• Lower costs and higher profits
Definition and benefits of diversification:
Diversification is when a media company branches out into a different area of the media industries.
For example, many media companies have had to diversify to internet-driven distribution (e.g.
streaming) as a result of new and digital media.
4) The Section B CSP focus was on Blinded By The Light. The impact of new technology on distribution was a weaker area in most answers. Pick out three points from the mark scheme that you could have included in your answer here.
• New technology has reduced the costs of film production, distribution and marketing due to the rise in digital editing, YouTube and social media.
• New technology has reduced the costs of film production, distribution and marketing due to the rise in digital editing, YouTube and social media.
• Video sharing sites like YouTube allow filmmakers to find an audience without needing major industry figures or institutional support.
• Streaming has changed the way audiences watch films with audiences increasingly watching movies using streaming sites on smaller devices (such as phones and tablets) meaning cinema exhibition is struggling to retain its relevance and influence in the industry.
5) Finally, identify three things you plan to revise before your next Media assessment or mock exam (e.g. terminology, particular theories or CSPs etc.)
Diversification, theories, CSPs.
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