LR
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
WWW: Decent sense of critical autonomy and arguing a point
EBI: Both aspects need to be more comprehensive and detailed.
2) Read the whole mark scheme for this assessment carefully. Identifythree potential points that you could have made in your essay for Question 1 (Shirky, audiences and producers).
The impact of digitally convergent media platforms on media production, distribution and circulation.
How audiences use media in different ways, reflecting demographic factors as well as
aspects of identity and cultural capital.
The ‘End of Audience’ that Clay Shirky writes of means that a wider, more diverse range of
values and ideologies are now available to consumers. Teen Vogue illustrates this with a
liberal agenda that promotes perspectives championed by digital feminists in the late 2000s
(sometimes considered the fourth wave of feminism). Promoting Judith Butler’s view on
gender as performance, Teen Vogue is positive on gender fluidity and an increasingly non-
binary approach gender identity. This is illustrated by features such as the October 2018
article ‘How to Break Away From the Gender Binary’. Similarly, Teen Vogue has encouraged
activism and played a partisan role in the gun violence debate and Black Lives Matter
movement (‘Black Teens Have Been Fighting for Gun Reform for Years’ – February 2018).
These are values and ideologies that have been present in mainstream media previously but
not from a teenage magazine brand like Teen Vogue. Indeed, it is a huge change from the
content of the first print edition of Teen Vogue in 2003.
3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (values and ideologies).
The Voice should be successful due to the opportunities that are offered by digital media
and the new media landscape in creating a platform for values and ideologies such as a
strong black British voice. However, the poor construction of the website and social media
presence (dead links, cluttered design, low-quality photography, lack of fresh content, poor
video production values) means it is not the powerful voice in British media it should be.
Paul Gilroy has written extensively on the experience of black British people and his work on
‘double consciousness’ is worth exploring in relation to this question. The Voice arguably
plays an important role in offering a more diverse range of values and ideologies in offering
black British audiences representations that more closely reflect their experience of life in
Britain. Gilroy would arguably agree with Hesmondhalgh’s view that the cultural industries
promote a narrow set of values and ideologies – ideologies that are dominated by white
voices and a white perspective.
The relationship between recent technological change and dominant ideologies in the digital
media landscape.
4) Use your exam response, the mark scheme and any other resource you wish to use to write a detailed essay plan for Question 1. Make sure you are planning at least five well-developed paragraphs in addition to a brief introduction and conclusion.
Mention audiences, Industries, Teen vogue, The voice, accountability journalism and clay shirky's theories. Tie newspapers into this such as Daily Mail and Mail online.
The impact of digitally convergent media platforms on media production, distribution and
circulation.
How media industries target audiences through the content and appeal of media products
and through the ways in which they are marketed, distributed and circulated.
How media organisations reflect the different needs of mass and specialised audiences,
including through targeting.
How audiences use media in different ways, reflecting demographic factors as well as
aspects of identity and cultural capital.
5) Finally, do the same for Question 2. Remember, Question 2 is a synoptic question so your answer must refer to aspects from the whole A Level Media course. Therefore, make sure you are bringing in CSPs, theories or debates from across the whole course of study.
Focusing on the CSP's in depth analysis on both of them and how it appeals to audiences.
The role of the cultural industries in society and the way media products can influence or
impact on audiences.
The relationship of recent technological change and media production, distribution and
circulation.
How media industries target audiences through the content and appeal of media products
and through the ways in which they are marketed, distributed and circulated.
The relationship between recent technological change and dominant ideologies in the digital
media landscape.
WWW: Decent sense of critical autonomy and arguing a point
EBI: Both aspects need to be more comprehensive and detailed.
2) Read the whole mark scheme for this assessment carefully. Identifythree potential points that you could have made in your essay for Question 1 (Shirky, audiences and producers).
The impact of digitally convergent media platforms on media production, distribution and circulation.
How audiences use media in different ways, reflecting demographic factors as well as
aspects of identity and cultural capital.
The ‘End of Audience’ that Clay Shirky writes of means that a wider, more diverse range of
values and ideologies are now available to consumers. Teen Vogue illustrates this with a
liberal agenda that promotes perspectives championed by digital feminists in the late 2000s
(sometimes considered the fourth wave of feminism). Promoting Judith Butler’s view on
gender as performance, Teen Vogue is positive on gender fluidity and an increasingly non-
binary approach gender identity. This is illustrated by features such as the October 2018
article ‘How to Break Away From the Gender Binary’. Similarly, Teen Vogue has encouraged
activism and played a partisan role in the gun violence debate and Black Lives Matter
movement (‘Black Teens Have Been Fighting for Gun Reform for Years’ – February 2018).
These are values and ideologies that have been present in mainstream media previously but
not from a teenage magazine brand like Teen Vogue. Indeed, it is a huge change from the
content of the first print edition of Teen Vogue in 2003.
3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (values and ideologies).
The Voice should be successful due to the opportunities that are offered by digital media
and the new media landscape in creating a platform for values and ideologies such as a
strong black British voice. However, the poor construction of the website and social media
presence (dead links, cluttered design, low-quality photography, lack of fresh content, poor
video production values) means it is not the powerful voice in British media it should be.
Paul Gilroy has written extensively on the experience of black British people and his work on
‘double consciousness’ is worth exploring in relation to this question. The Voice arguably
plays an important role in offering a more diverse range of values and ideologies in offering
black British audiences representations that more closely reflect their experience of life in
Britain. Gilroy would arguably agree with Hesmondhalgh’s view that the cultural industries
promote a narrow set of values and ideologies – ideologies that are dominated by white
voices and a white perspective.
The relationship between recent technological change and dominant ideologies in the digital
media landscape.
4) Use your exam response, the mark scheme and any other resource you wish to use to write a detailed essay plan for Question 1. Make sure you are planning at least five well-developed paragraphs in addition to a brief introduction and conclusion.
Mention audiences, Industries, Teen vogue, The voice, accountability journalism and clay shirky's theories. Tie newspapers into this such as Daily Mail and Mail online.
The impact of digitally convergent media platforms on media production, distribution and
circulation.
How media industries target audiences through the content and appeal of media products
and through the ways in which they are marketed, distributed and circulated.
How media organisations reflect the different needs of mass and specialised audiences,
including through targeting.
How audiences use media in different ways, reflecting demographic factors as well as
aspects of identity and cultural capital.
5) Finally, do the same for Question 2. Remember, Question 2 is a synoptic question so your answer must refer to aspects from the whole A Level Media course. Therefore, make sure you are bringing in CSPs, theories or debates from across the whole course of study.
Focusing on the CSP's in depth analysis on both of them and how it appeals to audiences.
The role of the cultural industries in society and the way media products can influence or
impact on audiences.
The relationship of recent technological change and media production, distribution and
circulation.
How media industries target audiences through the content and appeal of media products
and through the ways in which they are marketed, distributed and circulated.
The relationship between recent technological change and dominant ideologies in the digital
media landscape.
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