Section A exam tips from the exam board

Half term homework

Using the group plan, complete a timed response to the following question:

Digital media have, in many ways, changed how we consume media products. Who do you think benefits most, audiences or Producers?

Due Tuesday 2nd of June

Feedback on practice question - Identity

The future of the BBC licence fee

Iplayer has enabled audiences to watch shows on catch up, revolution ing the way British audiences access and consume BBC shows. However, it becomes harder to enforce the licence fee because of technological convergence as we watch TV on a variety of devices. It is no longer necessary to have a TV. Have a read through the following article: 

http://www.dailymail.co.uk/news/article-3085153/Up-1-000-day-stop-paying-BBC-licence-fee-claiming-no-longer-TV-watch-catch-services.html

film distribution explained

Film distribution hand out from hasnmedia

streaming

Info on streaming film from hasnmedia

viral marketing

have a look at some of the most successful viral film marketing campaigns here:



https://www.ventureharbour.com/ultimate-guide-marketing-films-tv-shows-online/

Advice from the exam board - what makes a good case study?

What makes a good case study?

Students should complete their own individual case study on the two pre-set topics.

The best case studies include:

• a range of different media products from a range of media platforms

• detailed examples from particular media products

• evidence of research into media debates and issues and relevant wider contexts; theory used to explain and support answers

• real interest in the case study chosen, evidenced by engagement with the products and issues and own opinions.

The main ways students write good Section B essays and achieve higher level marks is to do the following.



Have their own individual case study to answer the question

Students from one centre should not all have the same case study. This does not allow students to show evidence of independent study, which excludes them from the higher levels. For example, in a centre where students are all writing answers on the identity of women in film, with the same or very similar media products, theory, contexts and media debates, the students will not be able to show evidence of independent and individual study. In addition, students who have their own case study are more engaged and more willing to focus on the question, rather than repeat a pre-learned answer of descriptive points. The majority of the media products students use to support and illustrate their answer should also be individual.

Centres may want to start the pre-set topics with a class overview that introduces the topic; but then students should do their own individual case study, with their own choice of media products.



Answer the particular question that is asked

Students should not write everything they know about their case study. It is best to do a plan before the question is answered and use the key words in the question.



Show range in their answers



Students should refer to a range of different media products to support their answer; for example, by referring to a wide range of platforms (preferably all three) and products from different genres, targeted at different audiences and produced by different institutions. It often works well if students have four products to refer to in detail and others to which less detailed reference can be made.



Include detailed references to particular media products rather than just general examples

For example, a point explaining that men can reject the masculine identity shown in action films should include detailed references to particular characters, scenes and shots from action films.



Have a clear focus

Students produce better answers when they have a clear and specific focus. Very general case studies, such as gender identity in all of the media, are often too much for one case study.



Apply media issues, debates and theories

Students should ask the question:

What does their case study suggest are the current issues and critical debates in the media? The students should apply relevant media theories to their case study and media products, use the theory to answer the question and support the point made, and should not just describe a theory.



Include relevant wider contexts

Students should apply relevant economic, political, social and historical contexts to their own case study.

Example questions - Identity

Remember that the topic of 'Identity' is new this year. Sadly, this means we do not have any example answers from previous years. However, the exam board has released the following four example questions that you can use as practise questions. One of these has been done in class, one is set as your homework for next Thursday and there are two further questions for you to practise with:




Mainstream media is a powerful influence on the construction of an individual’s identity. Use your case study to explore the impact of the media in the construction of identities.

‘We are defined by the media we use.’ How does your case study suggest audiences use the media to construct their own identity?

‘Social media has only served to reinforce existing values and ideologies’. Does your case study suggest social media has played a positive or negative role in the construction of identities?

‘The variety of media available encourages us to create many different identities for ourselves’. How far do you agree with this statement?

case study new and digital media - FILM

info on 'A field in England' here:


 http://www.bfi.org.uk/news-opinion/news-bfi/features/field-england-marks-uk-distribution-first




http://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/bfi-insight-report-a-field-in-england-2013_1.pdf
















info on 'Beasts of no nation':


http://www.theguardian.com/film/2015/mar/04/netflix-beast-of-no-nation-boycotted-idris-elba

case study new and digital media - TV

http://www.theguardian.com/media/2011/apr/18/digital-video-streaming-online-Netflix


http://www.bbc.co.uk/blogs/legacy/theeditors/2011/09/ibc_in_amsterdam.html


http://www.convinceandconvert.com/social-media-strategy/5-tv-shows-using-the-power-of-the-2nd-screen-for-social-engagement/

http://www.theguardian.com/tv-and-radio/2015/feb/11/netflix-house-of-cards-tv-released-pulled
http://www.businessinsider.com/arrested-development-on-netflix-2013-1?IR=T

new and digital media terminology

Homework - practice identity question

In exam conditions - 1hour to answer the following question.

10-15 minutes of planning and 45 minutes to answer and check.

 ‘Social media has only served to reinforce existing values and ideologies’. Does your case study suggest social media has played a positive or negative role in the construction of identities?

Due: Thursday 14th of May

digital natives vs digital immigrants

Whilst Prensky comes at this idea from an education background, this idea of digital natives and digital immigrants can be applied as audience theory for the new and digital media side of the exam.

could this be used to justify primary and secondary audiences? or perhaps to explain the media consumption habits of youth audiences?

Have a read through Prensky's ideas:

Planning for section B identity Question and homework

the resource for today's lesson is here along with details of the homework (on the last slide)

DUE THURSDAY 30TH OF APRIL

Don't forget to use the website: www.mediaknowall.com

Katie Hopkins police investigation

As discussed in class, have a read through the article. As always consider who the institution is and their target audience when exploring the message within the text. 

http://www.independent.co.uk/news/people/katie-hopkins-and-the-sun-editor-reported-to-police-for-incitement-to-racial-hatred-following-migrant-boat-column-10190549.html?cmpid=facebook-post

New technology with no time for regulation?

Have you heard of periscope? The new ap enables users to live stream footage for as long as their phone has battery to a world wide audience. Viewers are able to live text the creator, asking them questions and potentially influence the producers content. 

For example, if I filmed myself interviewing somebody, you could text suggested questions or feedback as I filmed. This footage is then uploaded as a recording to the ap, should the Producer wish.

However, this week somebody used periscope to live stream leaked episodes of GOT before its scheduled broadcast. Not surprisingly, GOT producers are calling for action. 

Is there a danger with new technology that the rate at which new programmes and formats are created mean that regulation and censorship is forgotten? It seems that producers of new technology often do not fully consider the negative implications of their work until something happens. 

What are the other potential danger for audiences and producers of Periscope? 

Politics and the representation of marginalised or minority groups

In the run up the general election, the political parties are doing all they can to secure votes from the wider British public - this often means targeting minority groups (who are often otherwise overlooked) or incorporating them into their political campaigns.

Check out some of the examples that I came across this week, some can be applied to your own case studies but all are worth exploring to get an understanding of wider contemporary issues for the exam.

Representation of ethnicity - securing the 'black vote'.

Operation Black vote is a long established organisation encouraging the Black community to register and vote in the UK. Although not associated with a particular political party, they have recruited Saatchi&Saatchi (a world renowned advertising company) to design their latest poster campaign. Have a look at some of the posters below and the accompanying articles and websites.

Some things to consider -

• who is the target audience?
• How are the people within the advert being represented?
• How have the general public reacted to this campaign (both the intended audience and wider public)
• Is this an example of two step flow?

http://www.theguardian.com/football/2015/apr/15/sol-campbell-turns-skin-white-black-vote

http://www.obv.org.uk/news-blogs/dont-take-colour-out-britain

David Harewood - actor in Homeland

Sol Campbell - footballer

Tinie Tempah - singer (but you knew that...)

Audience response to the campaign in the metro 17/4.

Representation of sexuality - Plaid Cymru

How about this party political broadcast for the welsh party Plaid Cymru?
Watch the first 50 seconds where the actor delivers a speech to his shocked parents as if he is 'coming out' to them.

• Is this a fair representation?
• Is this an example of a post modern technique (Parody/pastiche?)

Here is the response from Pink news: http://www.pinknews.co.uk/2015/03/11/comment-yes-plaid-cymrus-coming-out-broadcast-was-offensive/

Consider who the target audience is for the Pink news and who the target audience is for the party political broadcast. How has the gay community been represented? (throw some media terminology in there, people). 

Representation of immigrants - I am an immigrant campaign

How about this one? Again, not affiliated with a political party but certainly a direct response to the social fear surrounding immigration in the UK perpetuated by parties such as UKIP. This was a crowd funded campaign (showing the ever increasing power of the audience in response to the established media and in this case, the dominant ideologies enforced by the Bourgeoisie (Marxism anyone?) 

see an article explaining it here:  http://www.bbc.co.uk/newsbeat/article/32284435/pro-immigration-poster-campaign-launches-across-the-uk

Note that the article is from Radio 1 (think about their target demographic and why this might be of interest to them? Or is it further reinforcement of the bourgeoisie - who owns radio 1 and how powerful are they....?

pro immigration poster - crowd funded

UKIP policy poster

 

New and digital media developments - Twitter

Regulation - music videos and the BBFC

Easter homework - DUE TUESDAY 14TH OF APRIL

I hope you have a fantastic Easter holiday and a good rest. This is the final case study for the 'identity' question in the exam. It is time you took ownership of your revision now that you have completed a few case studies under guidance. Use the powerpoint below to help you select a topic and to help you narrow down resources as a starting point for your case study. 3 or 4 interesting media texts from a variety of sources should suffice. Feel free to use TV shows or recent films if applicable, but don't talk about them if you haven't seen them (believe me, I will be able to tell!)

HOMEWORK DUE TUESDAY, 14TH OF APRIL

Teens using new media technology to create identity

I have just seen an advert for a new channel 4 documentary series starting on Tuesday. It follows a group of teenagers and their use of new media.

Find out more about it here:

http://www.channel4.com/info/press/news/channel-4-announces-new-documentary-teens

Technological convergence

As we move onto the final category for the exam - new and digital media, this perfectly illustrates the term digital convergence. You could draw connections and find examples of how this impacts on identity. How do YOU think technological convergence has impacted on modern identities? 

Computer games

http://www.vice.com/en_uk/read/its-vital-to-have-video-games-that-arent-fun-159?utm_source=vicefbuk

Celebrities manufacturing their identity

Do you watch Gogglebox? If you are not familiar with it, it is a fly on the wall documentary series observing families watching and commenting on the TV (it sounds utterly ridiculous when described). It has proven to be a phenomenal success for channel 4.

One thing I noticed this week on social media was one of the stars - Scarlett Moffat. She has a facebook page and uses this to share images of herself and opinions. Here she is, supporting and cultivating her own brand of celebrity. She is controlling her own identity by choosing how she represents herself and sharing this with potential fans and audiences via social media.

This is a difficult line for 'celebrities' (I use the term 'celebrity' loosely in Scarlett's case...). There are many benefits to using new and digital media to cultivate your identity outside of Gogglebox - try thinking of a few. But what are the potential negatives? 

Have a look at Shia Laboeuf's Twitter feed to explore possible negative examples.

Death of the sub culture?

We discussed in class the different sub cultures of youth and how they were often defined and influenced by music. This article perfectly illustrates how this is changing. Whilst new and digital media makes it easier for youth audiences to create their own, individual identity; is the ease of access afforded to us by this technology eradicating social tribes?

http://i-d.vice.com/en_gb/article/are-music-subcultures-losing-their-definition?utm_source=vicefbuk

Identity and the communications act

Two young people identified in the article here were imprisoned under section 127 of the communications act for sending vile, abusive tweets to a public figure. An example of the negative impact of new and digital media on youth identity? An example of the dangers of the anonymity afforded by social media?

An interesting case that could be referred to in section A or B old the exam in questions relating to identity, new and digital media, regulations etc

http://www.buzzfeed.com/patricksmith/isabella-sorley-john-nimmo-interview

Minority/marginalised identity

As part of your second case study for identity, you will choose your own topic. Your identity needs to look at smaller/marginalised groups, how they form their identity and how the media constructs their identity. One option for this is looking at the identity of the LGBT community.

In a pioneering move, channel 4 have created three series centred around strong gay protagonists and the LGBT community in their shows 'Tofu', 'Cucumber' and 'Banana'. You may have seen these advertised over the last couple of months.

What is interesting about them is that, although separate shows, the characters and narratives occasionally intertwine (how postmodern!). Each is broadcast on a different channel as part of the channel 4 institution and is targeted at a different demographic.

Here is an article exploring the audience and established media response to the flagship show 'Cucumbers' dramatic and poignant finale: 

http://www.vice.com/en_uk/read/gay-tv-shows-too-much-pressure-to-succeed?utm_source=vicefbuk

some useful theories and media texts

This presentation lacks some detail and explanation but does highlight and summarise some key theories, resources, books etc.


Definitely worth a look as this will be an excellent revision tool.


Notice the interesting quotes from Plato about the representation of youth?! Not much has changed!

Media theory toolkit from Julian McDougall

YouTube

A light hearted article about the history of YouTube but it makes some interesting points about how we use new and digital media. This can be linked to audience theory - particularly the uses and grats, 2step flow, postmodernism and the effects theory.

http://i-d.vice.com/en_gb/article/10-things-youtube-has-done-for-you-in-10-years?utm_source=vicefbuk

Do music magazines still influence youth identity?

An interesting article in the Independent about the decline of the music press (and indeed, the reason for this). Definitely worth reading to get to grips with why this format influenced youth identity in the past.

http://www.independent.co.uk/arts-entertainment/music/features/when-the-nme-was-the-best-place-in-the-world-to-be-10060846.html

Charlie Brooker

 Charlie Brookers weekly wipe is back on BBC2, Thursdays at 10pm (and on iplayer).

He may draw your attention to new contemporary media issues for the exam.

Identity - theory

Youth identity case study

Youth, identity and digital media

An excellent resource written by David Buckingham (Professor of Media and Communications at Loughborough University).

You may find some interesting quotes and references in here for both the Identity and new and digital media side of the exam.

A MUST HAVE revision resource!

Some useful resources for youth and gender identity...

we will be watching and discussing Channel 4's 'Cyberbully' in Wednesday's 'biscuit lesson.


http://www.channel4.com/programmes/cyberbully


To get an idea of the role of the established media in constructing female identity and the role of the individual in manipulating that identity, watch 'Josie, the most hated woman in Britain'.
This could tie into gender and age identity, single mothers, those on benefits etc

http://www.channel4.com/programmes/josie-the-most-hated-woman-in-britain

Intro to identitites and the media

What is the difference between 'representation' and 'identity'?

This year, we see a change in the exam topic from representation to 'identity'.

Surely this is just another word meaning the same thing? Have a read through AQA's thoughts on the topic.Do have a read through, it has some excellent examples that you could explore as part of a case study:

Whatever I say I am: constructing identity in contemporary media

The new topic area for A2 Media Studies is 'Identities and the Media'; a subject choice which reflects the importance of cultural identities as a concept in both the form and content of new and traditional media. The study of identity intersects with theories of representation, audience and ideology; not surprisingly as identity is a transdisciplinary concept found in cultural studies, the humanities and social sciences. The move to theories of identity, away from representation, is also indicative of developments in the academic discipline of media studies itself.

The study of identity signifies a move from analysing representations of groups, whether by gender, ethnicity, sexuality etc. in terms of difference and opposition, focusing instead on the concept of fluidity and performance. The limitations of representation theory in explaining the contemporary media landscape are apparent in its central method of research: the model of positive and negative images of a specific, definable group, constructed by a distanced producer and decoded by an audience. Today the line between producers and audiences is much more fluid; the range of identities available at different times during different media experiences much more extensive. The focus in representation theory on the interpretation by an audience of a product with a fixed meaning makes it inadequate in explaining the complex relationship between new media and diverse audiences. Theories of identity consider representation as one aspect of the intersection between media products, audience and identity – rather than a total theory of media. 

The concept of identity can be studied in a variety of ways across a range of media forms. A useful starting point would be queer theory, which emerged out of the frustration with more traditional approaches where identity is fixed and essentialist – such as in feminist theory. The exploration of identities which used to be – in representational terms – characterized as marginalized or absent are now apparent in more mainstream contexts. Two recent examples illustrate the shift in defining identities and the way in which definitive and circumscribed categories are challenged. In February 2014 the British Film Institute announced that their festival, previously known as the 'London Lesbian and Gay Film Festival' would have a new title, 'Flare', in order to address the outmoded concept of fixed and single identities. In a similar development, Facebook announced that it was widening its definitions of gender in users' settings from two to fifty six (although several of these categories are actually synonyms it's an impressively comprehensive list!). These examples are also relevant to the question of power and influence in the relationship between media producers and audiences. Are these cases of media organizations reflecting or shaping identities? Or perhaps they're just forms of advertising and brand development.

The idea that identities are multiple and that individuals may select different identities at different times has led to the concept of identity as a performance – a persona which can be selected or discarded at different times. This concept is particularly well suited to exploration in social media, with its use of avatars and anonymity, and to games with the role-playing of gangsters, wizards, soldiers and suburban family members, moving between ethnicity, age and gender, which exist in a virtual world which may be based on actual historical or social events.  It isn't just new media though which asks questions about how individuals experience and construct identities. In film, directors such as Sofia Coppola repeatedly examine the search for identity; The Bling Ring (Sofia Coppola, 2013) explores the identity crisis effected by celebrity culture, social media and self-representation. The recent film Only Lovers Left Alive (Jim Jarmusch, 2014) continues the vampire genre's interest in identity and otherness.

The concept of putting on an identity can also be placed in the context of audience theory. Beyond the opposition of active and passive audiences, the theory of prosthetic memory is an accessible way into discussing the relationship between audience and identities. Prosthetic memory characterises the experience of identifying with characters in films as a political one. In this context 12 Years a Slave (Steve McQueen, 2013) is not just a representation of the evils of slavery but provides the opportunity for the audience to share collective memories and to take on an identity based on an experience they did not have. As this example demonstrates, once the concept of identity as fluid and changeable is accepted, the possibilities provided by the range of self-identifications become an essential area for an understanding of the meaning and effects of media products.

Memes and terrorism - constructing identities

Does new and digital technology empower the audience? Comparisons can be drawn between the memes constructed here to the cartoonists response to Charlie Hebdo.

An example of how audience members can construct a terrorists identity? 

see the examples here

Father uses new media to defend daughter

An interesting example for both identity and new and digital media here. The Father is using social media and new and digital media technology to defend his Daughter against bullies (and their parents).
Is this a way for the Father to use technology to defend his daughters identity?
Read the article:here

The future of the Internet?

The future of the Internet? An interesting discussion with Eric Schmidt (Google) here.

Eric Schmidt is the man that suggested that your generation will have to change their identity in their lifetime - a really interesting argument for both the identity and new media section of the exam.


read the original article relating to identity here.

Youth identity - Norway's 'Child Bride'

 

A few months ago, we explored the viral marketing campaign created by a charity in Norway highlighting the issue of child brides.


Now that we are starting to look at youth identity, it may be worth revisiting the Huffington Post article here

 

More links:
http://www.plan-norge.no/English

 

Some things to consider for the exam -

 

• How has new and digital media been utilised to promote the charity?
• Would you consider this a moral panic?
• Is viral marketing an effective technique in this instance? Or is their any dangers involved in creating a 'false' campaign in this fashion?

Gaming and moral panic

After our discussion in class yesterday about the impact of violent computer games on people's behaviour, I saw this in the metro this morning. Interesting that they chose to describe him as a tomb raider fan without explaining the connection or relevance of this piece of information. Is this trying to capitalise on the existing moral panic surrounding computer games after famous cases such as JamesBulger? What effect will this have on an audience?

Advertising

Advertising is dead.

Or is it?

 In an increasingly digital age, advertisers have a difficult job. We are moving away from print media and we are so familiar with traditional advertising methods that they have less impact. Advertisers are having to find new formats, locations and techniques to make us sit up and pay attention.

Whilst waiting for a train last year, I noticed this:

Do you think this is an effective form of marketing for a film? What does this tell us about who the film is targeted at?

Female representation

A couple of interesting media texts I found over the weekend that could be used in response to questions relating to representation:

Cosmopolitan UK's Suffocating Magazine Cover Is Terrifying and Beautiful

What happens when you report inaccurate information on the news?

Fox News are having a bit of a run of bad luck at the moment. It seems this 'terrorism expert' gaffe is not the first time Fox has reported inaccurate and offensive information as fact.

Have a look at a list of the 'worst things Fox News has ever done'. worst thing Fox News has done

With regards to using this in the exam, have you thought about the following -  What does this tell us about media ethics? What impact does this have on an audience? Does it empower them and encourage them to use social media to respond? How does it represent the institution? Does it make us value the BBC's values all the more?

HW. Coursework - the next stage

The second draft of your coursework essay is due: Thursday 22nd January


Your first batch of photographs/articles/footage is due: Tuesday 27th January

Cartoonists worldwide respond to the Charlie Hebdo terrorist attack

In light of recent terrorist attacks on the Paris based satirical cartoon publication, Charlie Hebdo. Cartoonists worldwide have been exercising their right to freedom of speech by designing cartoons showing their support. Some of the images are incredibly poignant. Do have a look at the list of 23 cartoons here .


Many of these were shared on Twitter, by members of the public and by people in positions of power (two step flow).

This image, amongst others was shared by Banksy on Instagram. Quite appropriate for the controversial and outspoken graffiti artist don't you think?

Can we trust the established media?

Have you seen the Fox News 'terrorist expert' discussing the recent terrorist attacks in Paris? He states that some British cities (Birmingham) are 'muslim only'. As laughable and offensive as his comments are, should we be concerned? Is this creating a negative representation of the Muslim community? Is it also creating a negative representation of the UK and more specifically, Birmingham? Whilst we, as a British audience can use our own social and cultural knowledge to identify the inaccuracies in what he is saying, an American audience are less likely to be able to do this. Can you apply the dependency theory and two step flow in your analysis of this clip?

 Try searching #foxnewsfacts on Twitter and see the public's humerous response to this mistake. Citizen journalism? Two step flow? Does this show the growing power of social media and citizen journalism?

Moral panic and ebola

Postmodernism

the male gaze theory

female representation resources

Some resources that we used whilst exploring female representation:

.

Marxism and hegemony

Female representation case study

Hyperrealism

Case study ISIS

Was ISIS inspired by the opening titles to Homeland (an american political drama based on recent terrorist events) see the article and video here: Homeland/ISIS

Audience theory

Dependency theory

How the internet effects public services

Mark scheme for section A

Top exam tips from AQA

ISIS and social media

Two articles exploring how ISIS are using social media to spread their message and create moral panic.
 

Citizen Journalism

An interesting talk looking at the pros and cons of citizen journalism with reference to specific examples.