Wednesday 15 December 2021

Year 2 - Sample Exam papers and student responses

 To help you prepare for the mock coming up in the first week back after half term take a look at the sample papers and student responses included in this booklet. James has paper copies to give out to you so make sure you pick one up! Please let Naamah know if the link does not work for you.


Exam Revision Guide




Friday 3 December 2021

Year 13 - Revision and Extension Ideas

 Need some ideas/ inspiration about how to improve your knowledge and understanding of the media texts you have covered so far before the mock exams (FIRST WEEK back after Xmas!)?

Then have a look at this advert calendar - there are a range different activities, podcasts, adverts and articles to read on texts like Black Panther, Adbusters, Tide, Kiss of the Vampire, Humans and Les Revenants which could help you shine in the exams! 

Link for Calendar - https://drive.google.com/file/d/1w-Q26ecG8deNO-hTXqNyLlcL0Gy4ksfm/view?usp=sharing

Happy Revising!






Thursday 18 November 2021

Year Two T Block - Humans and its Audience







Les Revenants - Next Set Text

The Returned/Les Revenants
The Returned is difficult to categorise by genre. It won an International Emmy for best Drama Series
in 2013. It has elements of a supernatural horror text. Wikipedia classifies it as a ‘supernatural
drama’, whilst IMDb classifies it as ‘drama, fantasy, horror.’ Rotten Tomatoes classifies it as
‘Mystery/Suspense’.
It is possibly closest to a zombie text because of its focus on the ‘undead’. Gabriel Tate in The
Guardian calls it ‘A zombie series like no other’
Read the article behind and make notes on your blog.
.


 

Sunday 31 October 2021

Year Two Monday 1st November - Introduction to Humans


 Case Study One Humans





The details of our first set text for television are below:

  • Humans

  • Series 1, Episode 1

  • Written by Sam Vincent and Jonathan Brackley

  • Channel 4 (UK) and ABC (US)

  • First aired on 14th June 2015 (UK) and 28th June 2015 (US)

  • Viewing figures for our episode: 5.47 million (UK) and 1.73 million (US)

The series was announced in April 2014 as part of a partnership between Channel 4 and Xbox Entertainment Studios. However, after Microsoft closed Xbox Entertainment Studios, AMC came aboard as partners to Channel 4. 

During rehearsals, Gemma Chan and her fellow robot actors were sent to a 'synth school' run by the show's choreographer, Dan O'Neill, in a bid to rid themselves of any human physical gestures and become convincing synths. "It was about stripping back any physical tics you naturally incorporate into performance", explains Chan, who adds that it was a "relief to go home and slouch" after a day on set.

The series explores a number of science fiction themes, including artificial intelligence, consciousness, human-robot interaction, superintelligence, mind uploading and the laws of robotics.

You will need to watch the set text, episode 1 of series 1 very carefully. You can watch it here: https://www.channel4.com/programmes/humans/on-demand/56459-001. If you don't have an All4 account them you will need to sign up for one!

Using this sheet make notes as you watch the episode. You will need to make a copy of the document. Once you have completed it take screen shots of your work and add them to your blog.




Sunday 17 October 2021

First year 'interim week' tasks - WaterAid and Kiss Of The Vampire

These tasks have been designed to be as student lead as possible for your final week before half term, and are based around research and analysis. 

For this week, you will build case studies for the remaining two adverts. 

Please remember, that these adverts are two out of the three that may be explicitly referenced in the final exam! So make sure your notes are as robust as possible.

Lesson 1 - WaterAid - compiling a detailed analysis

For this lesson, you will be creating a detailed analysis of the WaterAid advert for your notes. Remember the conclusion from the last session: the WaterAid advert is an atypical advert. It subverts the conventions of charity advertising. But how? And why?

Task 1 - Analysis

  1. Rewatch the WaterAid advert. 
  2. You can watch the advert by clicking here.
  3. Using cmd+shift+4 to make screenshots. 
  4. Make six of them, from different parts of the video

For each screenshot, identify the:

  • Genre conventions (what makes it a charity advert?)
  • Shot type
  • Camera angle
  • Camera movement
  • Type of edit (for example pace)
  • Sound and diegesis 
  • Mise-en-scene: Colour
  • Mise-en-scene: Lighting
  • Mise-en-scene: Costume
  • Mise-en-scene: Setting
Remember, in the exam, you never make reference to an entire media product, even if it's only 90 seconds long! ALWAYS make reference to explicit and specific examples!!

Task 2 - Representation 

  • What messages about young women are constructed in this advert? 
  • Is Claudia a stereotypical young woman? 
  • In what ways is she relatable to the target audience? 
  • How is this representation constructed, through costume, lexis, performance?

  • What messages about Africa are constructed in this advert? 
  • How are we as an audience certain that the advert is set in Africa and not somewhere else? 
  • Where is the WaterAid Claudia advert actually filmed? Find the country where Claudia is from, and do a little research in to it. What is its capital city, its official language, its major landmarks? 

And after you've finished, consider:

Why does this advert present such a simple and straightforward representation of 'Africa'?

Task 3 - Extension 


Select a print charity advert for a charity we have not looked at yet (try googling 'Barnados print advert' if you have a strong stomach), and analyze the advert based on genre conventions, representation, narrative and persuasive techniques

Lesson 2 & 3 - Kiss of the Vampire: research and analysis

Good news! With Kiss Of The Vampire, the only questions you will really be asked about it are based around audience. However, it's still really important to understand the poster based on its use of genre conventions, and its representations, as these are things which are used to market a media product to an audience!

Basically, nothing in media studies can ever be truly separated from one another. When you discuss representation, you will also discuss media language, and how this affects audience. It's all connected!

Genre conventions  

Genre conventions are the elements of a media product that show the audience what genre the product is. For example the conventions of the comedy genre include bright colours, exaggerated faces, and humorous situations. Obviously, not all comedies are like this, but enough are that we can see that these elements are conventional for comedy. 

I'm going to give you a freebie: Kiss Of The Vampire is a horror film, and its subgenre is vampire. I really, really hope this is obvious when you see the poster. There's even a clue in the title. 

Task 1 - Genre analysis 

The following music video is absolutely packed with conventions of the vampire subgenre. Perhaps you've seen a lot of vampire films, perhaps you haven't, but this video has everything you need.

Watch the following music video and list the genre conventions/paradigmatic features/generic elements (all these terms mean the same thing lol) that make up the vampire subgenre

Ed Sheeran - Bad Habits

Task 2 - trailer analysis

You are not, I repeat NOT going to be asked to discuss the actual film, but you're going to watch the trailer for Kiss of the Vampire anyway. Why? It's an excellent example of generic fluidity

Generic fluidity - how a genre changes over time

Remember in media studies, generic usually means 'related to genre' rather that 'in general'.

Watch the following trailer, and 
  • List the genre conventions evident in it, and
  • List the ways in which the vampire genre has evolved since the 1960's

Kiss of the Vampire trailer

Task 3 - poster analysis

Click image to see in full resolution

This is what you're actually studying, so take some time now to analyse the poster. 

Analyse this poster, making notes under the following headings:

  • Generic paradigms (genre conventions)
  • Layout and design
  • Composition
  • Cinematography - camera shot type, angle, focus
  • Font size, type of font (e.g. serif/sans serif), colour etc
  • Mise-en-scène – colour, lighting, location, costume/dress, hair/make-up 
  • Graphics, logos etc.
  • Language – slogan/tagline and copy 
  • Anchorage of images and text
  • Elements of narrative
  • Representation of men and women

Task 4 -research

Kiss of the Vampire was released at the height of the British horror boom, by a production studio called Hammer, who were famous for their adaptations of classic horror tales. You're going to spend some time now researching Hammer, how they briefly cornered the market, and how they fell from popularity.

Research Hammer Film Productions, and make notes under the following headings:

History
Notable films
Most successful films
Reasons for financial decline

Task 5 - modern remake


This is a practical task and involves using Photoshop. However, if you'd rather use pen and paper, simply ask your teacher for some A3 paper, and sketch out the task to the best of your abilities...

For this task, you will create a theatrical poster for a modern remake of Kiss of the Vampire, using Photoshop and images that you find online (we're not publishing these, so no need to worry about copywrite law).

The film must be called Kiss of the Vampire, and the film must be about vampires... but you must try as hard as possible to make your remake appeal to a modern audience.

You may wish to consider the following:

  • Changes in culture, politics and society
  • Changes in taste (think about colours and fonts that will appeal to a modern audience)
  • Actors
  • Setting
  • Costume
  • Etc

***BIG TIP*** - check out some theatrical posters to recent horror films to find out what appeals to modern audiences. But remember, some of the biggest horror films of the last few decades have been hybrids like Twilight. What did these films do to get so successful..?

Friday 15 October 2021

Second year 'interim week' task - cult TV case study

 For component two section A, you will explore two very different TV shows which broadly exist in the same genre. Humans is in many ways a conventional science fiction TV show featuring androids, which focusses on family life, sex, society, and what it means to be human. Les Revenants is a French horror TV show which is pretty much unconventional in every way, taking a decidedly different approach to the zombie subgenre. 

Both of these shows can be categorised as cult TV

Cult - a media product that specifically appeals to a smaller, yet extremely enthusiastic audience

Cult TV shows are often based round horror, sci-fi , or other more niche subgenres, though not always. The important thing is that a devoted fanbase should be able to interact with the show. When you pick your own example, think: does this show have a big online following? Are there plenty of memes about it? Have there been books written about it? Can you buy merchandise related to this show? If the answer is yes, then it is likely that it is a cult show. 

Please choose a show which doesn't have mass market appeal. Love Island does have a cult following of sorts... but it's too mainstream to be truly cult... Basically don't pick Eastenders or Cash In The Attic or The One Show or The News At Ten or something

Task - pick a cult TV show, preferably one that fits in to the science fiction and/or horror genre, and answer the following questions.

Present your work as a single long blog post, and make sure it's illustrated throughout. Lots and lots of pictures. Make it look really good!

Media language - Scene analysis

Find a scene, or a trailer from your show, and conduct a detailed analysis using the toolkit for textual analysis. Remember to discuss how shot types, camera angles, colour, mise-en-scene and so on construct meaning for the audience. What does this show accomplish aesthetically that sets it apart from every other show?

Use this list to structure your response:

  • Genre codes and conventions 
  • Genre theory 
  • Genre fluidity
  • Camera work - framing and composition shot types, angle, position, movement 
  • Lighting and colour
  • Editing – pace, type of edits, continuity
  • Narrative construction, related to narrative theory
  • Sound – dialogue, music
  • Mise-en-scene – setting and location, props, costume/dress, hair/make-up 

Representation - character analysis

Select three characters from your show. Find images of each one of them. What groups do these characters represent? What elements of media language construct these characters? To what extent are these characters stereotypes? Are they a positive representation of the group they represent?

(just so you're in no doubt, when I say groups, this could refer to ethnicity, age, sexuality, gender, location, physical appearance, superpower... it really depends on the show you have selected!)

Audience

Who is the exact target audience for your TV show? How do you know? Pick a key scene (which you can hopefully find easily enough on YouTube), and write a short bullet point analysis of how the product appeals to its audience.

Then, after you've analysed the scene, make a pen portrait of the exact 'perfect' audience who is targeted by your show.

Check out this site for a description of what a pen portrait is. It's a proper marketing technique, and it's strangely fun too!

Industry

For this, you're going to focus on advertising and marketing. This includes official marketing, and fan made products. Here's a list you should/could tick off:

  • Posters
  • Trailers (put in a screenshot!)
  • Print adverts
  • Publicity stunts
  • Soundtrack CD
  • Live events 
  • Magazine front covers
  • Merchandise including clothing
  • Fan produced material including parodies, fan art, and so on
  • Social media posts, both official and fan made

What show should I do?

Below are some examples of cult TV.

So just pick one of these if in doubt! Some genres, for example horror, science fiction and anime are basically automatically cult!

  • Attack on Titan
  • Breaking Bad
  • DEVS
  • Discworld
  • Dr Who
  • It's Always Sunny In Philadelphia 
  • Empire
  • The Expanse
  • Good Omens
  • Hanibal 
  • Jujutsu Kaisan
  • Kaiji
  • Lost
  • The Mandalorian
  • Maniac
  • Neon Genesis Evangelion
  • Riverdale
  • Scream
  • Sherlock
  • Squid Game
  • Star Trek (any series)
  • Stranger Things
  • Teen Titans
  • Thirteen Reasons Why
  • The Walking Dead
  • Wandavision
  • The Wire

Thursday 7 October 2021

Exploring how diametric oppositions encode narrative in print adverts

 Binary oppositions, or diametric oppositions are a way of structuring the world around us. Put simply, we cannot recognise what something IS, unless we also realise what it is NOT.

Binary oppositions are often used by media producers to quickly and easily encode meaning within a media product. Certain character archetypes will occur in narratives over and over again. Why? Because not only do we understand this, we also see the world we understand being reinforced before our eyes.

Sitcoms are an excellent example of how producers use binary oppositions to create exciting and amusing situations for the target audience.

The 90's US sitcom Friends makes almost aggressive use of diametric oppositions in order to construct meaning for it's audience, and in order to make things as funny as possible in only 22 minutes of air time/ Friends focusses on six main, very different characters:

Rachel Green - Blonde, poplar, pretty, airhead
Monica Geller - OCD, clean uptight
Ross Geller - smart, whiny, clingy, nerdy
Joey Tribiani - funny, flighty, sex addict, 
Chandler Bing - funny, sarcastic, lame
Phoebe Bouffet - hippie, musician, spacey

Most of these characters conflict with each other on an episode by episode basis! Phoebe's messy lifestyle might upset prissy Monica. Chandler's uncool way of living rubs up against Joey's carefree existence. And Ross, the worst person in the world, is the binary opposition of Rachel... which is why they end up going out!

The following print advert makes extensive use of binary oppositions in order to construct a cool, confusing and edgy narrative. But how does it do it?


  • The casual nature of the shop keeper's outfit forms a binary opposition between the exotic and colourful mise-en-scene of the costumes of the male models
  • A binary opposition is formed between the skin colour of the models: one model is black, and every other model is white. This constructs an atmosphere of diversity
  • Colour palette is warm and inviting, which contrasts with the grey, wet, rained on floor
  • Costumes are wildly varied: the smart, sophisticated suit forms a binary opposition with the preppy sports jacket
  • All the models are sitting on the wagon, creating a diametric opposition between the sophisticated hight status models and the lower status shop keeper
All these elements combine to construct an edgy, sophisticated, and even arrogant mode of address, which is fairly typical of high end fashion adverts. After all, if you spent this much money on a garment, perhaps you'd want the world to look at you in jealousy and contempt...?

Friday 1 October 2021

Second year mock exam: aims and intentions

Time allowed: up to three hours

Conditions: Please complete the assessment in silence. All students are encouraged to use headphones to drown out the noises of other classes. You may NOT ask questions after the examination has started. Please ask all questions prior to commencing the exam

Submission: please submit your completed aims and intentions essay to the Google Drive

Word limit: the aims and intentions essay must be around 500 words. Please use techniques such as bullet points to actively limit your word use

Disclosure: this essay contributes to your overall grade, as part of component 3, even if exams are cancelled again. Please take it seriously

Aims and intentions

Explore how you will address the criteria of the brief, and how you will make an effective and generically appropriate cross media production (music video and double page spread)

Use evidence from your research into similar products; the industry context; your target audience, as well as theoretical perspectives, to explain your creative decisions.

  • How and why will you use media language in your cross-media production?
  • How and why will you construct representations of individuals, groups and issues/events?
  • How will you target your intended audience?
  • How will your production conform to its industry context?
  • How will your cross-media production demonstrate digital convergence?

The brief

As you answer the above questions, please remind yourself of the brief you were set:

You must produce:

  • A cross-media production for a new artist or band in a genre (or sub-genre/ hybrid) of your choice.
  • Create an original music video and associated print material to promote the same artist or band.
  • You should create a cross-media production for a major record label (such as Atlantic Records or Capitol Records) targeting a wide, mainstream audience of 16-25 year-olds
  • The song you select for your music video cannot have an official music video already
  • You will create a new and exciting artist/singer/band/DJ with a clear brand identity

Considering the implications of social media usage

For this three hour long 'collapsed' session, we've decided to do something completely different, and basically skip ahead in terms of course content to discuss the issues and ethics surrounding social media usage.

The theatrical release poster for Te Social Dilemma proairetically encodes many of the themes that are explored in the film itself. It also nicely establishes the central ideology of the film

Starter - Keeping up to date with issues in the media

This is a vital part of the course, and essential for students who wish to get an 'A' in the exam. Luckily, it's simple. Watch loads of films, TV shows, music videos, read loads of newspapers, online media, magazines, play lots of games. Keep up to date with what's going on!

Task: read this story, published in left-leaning broadsheet The Guardian. What issues does this story raise?


Media language as a powerful and manipulative force 

In your A-level media lessons so far, through your analysis of semiotic theory, you have leanred that language is power. When we use the term 'language' in media, we are not simply talking about words, but everything you can find on the textual analysis toolkit. And the use of symbols, images, lexis and so on can not only shape an advertisement, but can also influence and potentially manipulate an audience. As we have seen from our analysis of the Tide advert, such techniques were readily used in the 1950's. Modern, digitally convergent media platforms have allowed producers to disseminate ideologies more effectively that ever before.

Ideology - the system of values and beliefs held by the producer of a media product

Language is power. Language shapes the world around us. And language can be used by those in power to reinforce certain societal hierarchies and to reinforce certain societal ideologies. In short, media can shape what we believe to be right and wrong.

This is clearly pretty scary stuff. So let's watch a scary film and have a chat about it.

Structure

This session shall be split in to two sections:

1 - The Social Dilemma screening
2 - Discussion

Initial discussion

  • What genre of film is this? How do you know?
  • Who is the target audience for this film? Again, how do you know?
  • What is the primary ideological perspective of the film? What messages is it trying to impart to the target audience? What is its agenda?
  • The film describes social media as having a "disinformation-for-profit business model". But how do social media platforms actually make money? ("advertising" isn't going to cut it here...)

Why don't we delete our social media accounts?

If social media is so undoubtably and undeniably bad, then why don't we all just delete our accounts? 

  • Social interaction
  • Can plan responses
  • Addiction
  • Investment in technology
  • FOMO (fear of missing out)
  • Anxiety
  • Worldwide practical communication
  • Supporting indie businesses 
  • Exposure for business
  • Transport
  • News
  • Global conversations, and engaging in culture

Textual analysis

Doing textual analysis of a social media platform might seem a bit weird, but frankly, online media uses the same trick and techniques that print adverts do to engage their audiences. You're still new to media, but let's break down exactly how these platforms work!

Open a social media platform, for example Instagram, Twitter, Facebook etc. 

  • How does the UI encourage audience engagement? Conduct a full textual analysis of your chosen platform

UI: User interface. How an online platform looks, and how it communicates how to use it

Engagement: primarily used with regards to online media, engagement refers to how and for how long audiences interact with an online platform

You can use the following prompts to help you with your analysis:

  • Homepage and other pages
  • Codes and conventions
  • Layout and design
  • Composition
  • Font size, type of font (e.g. serif/sans serif), colour 
  • Images/photographs - camera shot type, angle, focus
  • Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up 
  • Graphics, logos
  • Language - formal/informal mode of address?
  • Anchorage of images and text
  • Elements of narrative/structure around the site
  • Interactive features
  • Menu bar and navigation – structure and design of the site

Your own experiences and opinions

Media studies is an opinionated subject, and in order to hit an 'A' grade, you need to present an opinionated argument. This is very different from other subjects such as sociology, where your answer must be balanced. In media, you will argue that your point is more valid than any other!

The following questions will raise some issues:

  • If you push the red button on front of you, all social media platforms will cease to exist. Do you push it? Why?
  • What forms of regulation or other measures could be implemented to avoid the issues raised in the film?

Regulation: the rules and restrictions a media organisation must follow. For example, every film released in UK cinemas must be awarded a BBFC age certificate

  • What are some issues with the film you watched earlier? How could these issues be rectified?

Thursday 30 September 2021

A closer look at the Tide advert

 The following, high resolution images will allow you to take a closer look at the Tide advert, and crucially allow you to read and to analyse the advert's significant amount of copy!

Make sure to click on the below images to view in full resolution:







Twenty minute written analysis task

You can click this image to see it in full resolution 

Analyse this print advert, which is promoting Gucci's A/W 2019 collection

You may wish to make reference to:

  • Mise-en-scene
  • Anchorage
  • Composition
  • Hermenutic codes
  • Proairetic codes
  • Symbolic codes
  • Colour
  • Setting
Twenty minutes. Please publish your work to your blog as a separate blog post entitled  'twenty minute written analysis task'

Wednesday 29 September 2021

A blind analysis of the Tide print advert

The following analysis was provided by Q block students, on their first ever viewing of the Tide advert. Clearly, there's lots to discuss here!

You'd better get used to this advert, because you need to know it front and back!


  • Heavy use of sans serif font, creates an inclusive mode of address for working class audiences 
  • Informal use of lexis, for example "Tide's got what women wants", drawing in and engaging the female target audience
  • Heavy use of the colour red, which creates associations of love, romance and stereotypical female target audiences
  • Mode of address: the female character is looking up to the box, emphasising the importance of the product.
  • Intradiegetic gaze: where one character looks at another character in a media product
  • Mise en scene of clothing and hairstyle is strongly reminiscent of 1950's fashion
  • Clear use of the rule of thirds, to make make clear to the audience exactly what this advert is trying to sell
  • The mise en scene of the model's bright, happy face is a symbolic code, indicating that the product has the potential to create a bright and happy lifestyle
  • MES of pink love hearts floating above the models head further anchors the message that this product should be associated with love and romance
  • Furthermore, the use of red anchors the idea that this product should be associated with love and even passion
  • The MES of red lipstick is symbolic of love, passion and sexuality
  • The main character is a stereotypical housewife, who engages in stereotypical behaviour such as putting away clothes and wearing an apron, allowing the audience to both associate and relate to the lifestyle of the main character
  • The use of the Z line allows the target audience to quickly analyse and study the advert
  • Extensive use of snappy slogans 
  • Gesture of hugging box of tide is a symbolic code, suggesting themes of love
  • MES of red lipstick is also symbolic of love, and is a proairetic code, suggesting that she is about to kiss the box of soap

Monday 20 September 2021

Link to Google Drive for Naamah's classes

 Hi everyone

In order to access the presentations that I will be using in class please use this link - https://drive.google.com/drive/folders/1ZQYgkKmcjQ-3yDNCH6_ZB9u3ZDn068tI?usp=sharing

If possible I would save/ bookmark this link as you will need it most lessons!

Wednesday 8 September 2021

Welcome to Long Road!

 Welcome!


Hello everyone, and welcome to Long Road. You've had a strange two years, and unlike almost every student in history, you're coming to sixth form without having completed GCSE exams. We hope you're ready for the challenges ahead, and ready to push yourself harder than you ever have before (in a good way!)

Expectations

We have the following expectation of A-level media studies students:

  • To have a genuine passion for media. You should be watching TV, listening to music and using the internet in various ways each and every day!
  • To email your media teacher if you are going to be late. Obviously try not to be late though.
  • Try your best at everything, regardless of whether you think you’ll do well. One thing you will discover quite quickly is that A-level is MUCH harder than GCSE. However, we do not expect you to succeed at everything. Remember that failure is an essential part of getting good at something. 

What you need 

Every subject requires you to get a few things, and media is no different. You must get the following, please:

A memory stick. 

About 32gb would be perfect. I recommend getting one from a supermarket, as there are loads of pirate copies online. Good brands include Sandisk and Seagate. Aim to spend about a tenner. You can get cheaper memory sticks, but they're more likely to fail

You'll be using a memory stick to back up your work and transfer files. It's a good investment for all of your subjects!

Headphones, with a 1/8" jack. 

They don't need to be good. You've probably got a pair of these hanging around your house

You'll be using headphones for some video editing projects. Bluetooth is blocked on college computers for security reasons

Starting your blog

As an A-level media student, you will be completing all of your work, taking all of your notes and submitting all of your coursework  through a blog. In A-level media, we'll be using Blogger. 

Making a blog is a bit of a faff first time, but you only need to do it once. You can find instructions by clicking here. Please skip step five and six. It'll save time.

Suspense sequence

All of the above may be completed in your first lesson. In your second week (the week starting 13th September), you will plan, film and edit a short film sequence. It's likely to be absolutely awful, but you will learn so much about how and why media products are made. 

Your teacher will go through instructions for this task, but click here to find a brief rundown of the guidelines you have to follow

Judith Butler on gender, trans identity and performativity


Judith Butler is one of our key theorists, and her work on gender performativity is essential to understanding current debates around gender and sexuality. Unlike many of the theorist we study, Butler is alive and well and is in the process of publishing a new book! 

This article in the Guardian gives a nice a straightforward primer on her theoretical perspectives. In particular, this quote really clarifies what can be a complex and difficult to understand concept:

“Performative” speech acts are the kind that make something happen or seek to create a new reality. When a judge declares a sentence, for instance, they produce a new reality, and they usually have the authority to make that happen. But do we say that the judge is all-powerful? Or is the judge citing a set of conventions, following a set of procedures?

Gender performativity is NOT, therefore, simply how we 'act' our gender, though this is an important concept in itself. The ways in which we act, walk, talk, dress, and how these may be seen as masculine, feminine, or more fluid have an active affect on the world around us. This can challenge conventions and expectations, but due to the complex nature of gender performativity, can also serve to reinforce certain hegemonic expectations of gender. Yet,

At the same time, none of us are totally determined by cultural norms. Gender then becomes a negotiation, a struggle, a way of dealing with historical constraints and making new realities.

This idea of a negotiation is completely essential to all aspects of media studies, from the negotiation we have with our gender identity, to the negotiations we have with the director every time we watch a film and must choose which aspects of the ideology to accept or reject.  

You can read the interview here.

Wednesday 1 September 2021

The magazine project: dates, instructions and tips

Welcome back, second year media students! We hope you had a restful summer (and frankly extremely long), and that you're ready to hit the ground running with the magazine project and Aims and intentions mini essay.

In this post you will find all the information you need to take you through the first half-term. You may wish to bookmark it, so you can use it as a checklist and get the highest possible grade with the least amount of stress...

The secret to success

There's pretty much one thing and one thing only that your teacher will consider when marking your magazine: does it actually look like a magazine?

If you tick off all the minimum requirements, you will get a high mark for the magazine project. 

If you don't, you will not.

ALWAYS have at least two or three examples of mainstream magazines in front of you at all times throughout this project. If you are doing anything significantly different from these magazines, then your magazine is simply not generically appropriate, and will lose marks as a result.

Additionally, ALWAYS have this post open in front of you, particularly the MINIMUM REQUIREMENTS list as seen below. 

Dates and deadlines


How to get an ‘A’ in component three - there are LOTS of ways of achieving these!

  • Use media language to demonstrate intertextuality and/or generic hybridity
  • Convey a complex representation of a social group using media language
  • Subvert and challenge typical representational stereotypes
  • Present an ideological context typical to an independent music label
  • Create a magazine that demonstrates clear stylistic, thematic and ideological links to your music video 

The project brief

  • A cross-media production for a new artist or band in a genre (or sub-genre/ hybrid) of your choice.
  • Create an original music video and associated print material to promote the same artist or band.
  • You should create a cross-media production for a major record label (such as Atlantic Records or Capitol Records) targeting a wide, mainstream audience of 16-25 year-olds.
  • The song you select for your music video cannot have an official music video already
  • You will create a new and exciting artist/singer/band/DJ with a clear brand identity

The magazine project

Task  - Create a front cover and double page feature article for a new mainstream magazine to promote your artist or band to the target audience

  • Length: 3 pages

Minimum requirements

  • Your print production must be 3 pages in length, including at least 4 original images in total

Front cover

  • Original title and masthead for the magazine; strapline
  • Cover price and barcode
  • Main cover image of the band or artist to establish their identity
  • Main cover line relating to the artist or band plus at least 2 further cover lines

Double page spread

  • An interview with the artist or band (or extract), approximately 300 words, to promote the new artist or band
  • Headline and stand-first, sub-headings, columns
  • One main image and at least 2 smaller/ minor images (all original and different from the images on the cover)
  • Representations of at least one specific social group
  • Pull quotes and/ or sidebar
  • Failure to meet any of the minimum requirements will result in a significantly lower mark...

FAQs

"But this example online doesn't have a barcode/doesn't have a strapline/has a masthead in a different place!"

This could be for a number of reasons, but digital versions posted online often are missing a barcode for whatever reason. Yours has to have everything on the list. Sorry!

"What does 'mainstream' mean in this context?"

Could you find this magazine in Tesco? Then it's mainstream. There may be a few exceptions to this, but in general the Tesco rule should work out fine. 

Examples of mainstream magazine covers







Creating a flatplan (click here!)

Monday 5 July 2021

Final week

It's the final week of the (academic) year! Sorry it's not a week long party, but for the vast majority of you, this week should be WAY more relaxed now your music video has been submitted!

Here are some things you need to complete before you go on holiday...

1 - Aims and intentions first draft

This is this week's BIG TASK. The Aims and Intentions essay is a short but important bit of writing where you explain how you met the restrictions of the brief, and why you made the decisions you made. 

You can find everything you need to know about aims and intentions in your coursework workbook, which you worked on when I was off having a baby. 

Basically, you need to answer these five questions, so copypaste them in to a word doc and get going:

  1. How and why will you use media language in your cross-media production? (remember, use the textual analysis toolkit!)
  2. How and why will you construct representations of individuals, groups and issues/events? (which group were you representing? Why?)
  3. How will you target your intended audience? (16-25 year olds)
  4. How will your production conform to its industry context? (How is this music video going to ensure the artist's financial success? How is your music video appropriate to a major label context, for example, does it have high production values and star appeal?)
  5. How will your cross-media production demonstrate digital convergence? (I'll need to explain this one a bit)

Please also recall the brief, which was to create:

  • A cross-media production for a new artist or band in a genre (or sub-genre/ hybrid) of your choice.
  • Create an original music video and associated print material to promote the same artist or band.
  • You should create a cross-media production for a major record label (such as Atlantic Records or Capitol Records) targeting a wide, mainstream audience of 16-25 year-olds.
  • The song you select for your music video cannot have an official music video already
  • You will create a new and exciting artist/singer/band/DJ with a clear brand identity
More stuff:

  • You should write the A&I essay in the future tense (I'm going to, I shall, etc)
  • You can use as many bullet points etc as you want! 
DEADLINE: final lesson

Here are some examples of what an aims and intentions essay could look like, BUT remember the spec and brief changes every year, so the instructions are always slightly different! Proceed with caution... 


2 - Music video extension 

You all will have submitted a music video. But it may or may not be up to your standards. Perhaps you've had issues and need more time. Or maybe you want to dump more crazy effects on it. This is something you may be able to do this week. But please remember: this will be on a case-by-case basis.

3 - End of year self-assessment

This is important too. 

You can find the questions you need to answer by clicking here.

All will be explained there. Please make sure you publish this to your blog, it will be checked and used to help write your UCAS reference!

4 - Magazine research

Your next coursework task is to complete a magazine front cover and double page spread. It must be a mainstream magazine, by which I mean "it could conceivably be sold in Tesco". Mainstream has a very broad meaning, so don't worry too much: pretty much every magazine genre is mainstream. But you need to research magazine covers. What do they look like? What conventions do they have? Where does everything go?? This is what you are marked on!

5 - Flatplans

Flatplans are sketched out drafts of a media product, in this case a magazine. What you will quickly learn when making a magazine is that you must be as conventional as possible otherwise your product will not look like a magazine. I cannot stress this enough: you will need to ape every convention of a magazine (creatively and in a beautiful manner...) in order to make sure your magazine actually looks like a magazine and not... somkazine actually looks like a magazine and not... something else...

Here are some instructions on making a flatplan, and some examples of what they look like!

Wednesday 30 June 2021

Assessment record for students assessed in 2021

Introduction

This is a detailed 'behind the curtain' blog that explains exactly how and why students who graduated in 2021 were assessed the way that they were. These students were, through no fault of their own affected by the coronavirus pandemic, and were unable to sit conventional end of year exams. Instead, students sat a number of very similar 'exam like assessments', which covered almost every part of the standard media studies course (with one exception, see below). 

None of this is new information for students graduating in 2021: they have been made aware time and time again of how they are assessed. However, this post allows for full transparency on this issue. It is, if anything a glimpse in to the kind of paperwork teachers need to complete, which might be something to take note of if you are considering a career in education...

Oh, and if you are NOT graduating in 2021, this post will be of VERY little use to you... sorry!

Summary

  • Students in media studies have been assessed on seven pieces of work. This comprises of three 'exam style assessments', three pieces of coursework and a 'working at' grade that surmised everything that students did up to the 'exam style assessments', not including coursework (see rationale 1-5)
  • A final grade has been reached for each student by looking at all seven pieces of evidence and using the JCQ grade descriptors (see rationale 6-9)

Assessment breakdown and coverage of assessment objectives



Rationale

1. There are three assessed ‘components’ to A-level media studies. One is coursework, and two are exams. All three have been covered by the assessment plan we have implemented as a response to the Covid-19 pandemic. 

2. Component three is NEA. Marks are awarded based on producing a technically competent media production that demonstrates a clear sense of audience and knowledge of appropriate media conventions. We have covered and completed coursework in its entirety. Aside from not being externally moderated, coursework has been completed to the same standard and procedure as a ‘normal’ year and I have confidence the grades we have assigned are accurate and fair. C3 is worth 30% of all overall marks. Therefore coursework has been taken in to less consideration than the below assessments that emulate C1 and C2.

3. Component one is called ‘Media Products, Industries and Audiences’. Many topics are covered for this assessment, though not all topics will come up in the final exam. Therefore C1 assesses breadth over depth of knowledge. It is normally assessed through an exam. It covers Ao1 and 2 in particular, though there are some opportunities to evidence AO3. We have emulated C1 through two ‘unseen assessments’ which closely mirror the questions typically found in component one. C1 is worth 35% of the overall grade.

4. Component two is called ‘Media Forms and Products in Depth’. As the name suggests, students are expected to have a significant and explicit knowledge of the set texts for this assessment. There is a big emphasis on AO3 for this unit, but AO1 and AO2 are also essential to evidence. Students are aware of what topics will come up for this exam, and are expected to prepare accordingly. Therefore, we have chosen a longer formal ‘final assessment’ to emulate this component, with the style of question, the timings and the conditions being identical to a ‘real’ exam. It is split into two questions, both worth 30 ‘marks’ (see points 6 to 9 for clarification as to why the term ‘mark’ is contentious in this context).  C2 is worth 35% of the overall grade.

5. In addition to the summative assessment detailed above, this year we are placed in to the somewhat enviable position of being able to take in to consideration formative assessment in order to form a detailed and holistic picture of our often disparate cohort. In order to surmise the myriad of low stakes assessments, which are routinely documented by our team on a series of well-maintained spreadsheets, we used a seventh assessment which stood in for all of these varied assessment methods. These low stakes tests and assessments were, of course not billed as high stakes, summative assessment, and thus are only considered in a supplementary capacity.

6. Grades and marking are different concepts. Marking, when undertaken for a formal exam, has an initially nebulous relationship with the eventual grades. This is of course because a mark can only be converted in to a grade when all marks are examined in totality at a national level. On a particularly ‘good’ year, where students are able to demonstrate higher marks within the assessment bands distributed to examiners, then the resultant grade boundaries will be adjusted downwards. The opposite is true for the inverse situation. As teachers, when faced with the necessity of providing grades, and indeed marks to students to provide feedback for formatively assessed mock grades, we must twist this absolute somewhat, and will present students with grades based on grade boundaries assigned in previous years. Of course, we will correctly inform students that grades are subject to change based on student performance at a national level. However...

7. This year there is no ‘performance on a national level’, as centres have effectively assigned their own assessment methods based on the needs of their learners. Therefore JCQ and OFQUAL have distributed not ‘grade boundaries or ‘marks’ of any sort to be used by centres, but instead a series of grade descriptors, which are to be used instead. These grade descriptors are similar to those assigned in previous years, summed up in four discreet AOs which broadly can be assigned to the pre-existing AOs. It is worth noting that these AOs differ slightly from the AOs utilised by EDUQAS. When AOs are referenced in this document, it can and should be assumed that we are referring to the JCQ AOs as opposed to any other AOs. 

8. These grade descriptors apply to all three components, and therefore superseded any pre-existing method of ‘marking’ student work. We have, of course, used these grade descriptors as has been mandated.

9. We have, however, used ‘marks’ for each assessment, in the starkest possible manner, with each ‘mark’ rigidly assigned to a grade description. However, these ‘marks’ do not exactly corroborate with marks assigned in a ‘normal’ formal end of course exam (how could they?). We have marked each assessment where appropriate out of 30. Additionally we have ‘decoupled’ two elements of coursework (the music video A/V task and the magazine print media task) to provide two separate grades, each marked out of 30. This allows greater granularity in the assignation of grades. This decoupling is of course made possible through the mandated use of grade descriptions published by JCQ.

Appendix 1- A Level Media Studies Grade Descriptors

The following grade descriptors were provided by JCQ and explicitly ratified by EDUQAS, making them the sole and only recognised way to assess work. 

A* 

To achieve grade A*, students’ evidence will show that they have securely met all the statements within the grade A descriptor, with stronger performance in most or all aspects of the grade A statements.

A

To achieve grade A, candidates will be able to:

• demonstrate a detailed and accurate knowledge and understanding of the theoretical framework of media and the influence of relevant contexts on media products and processes

• analyse media products coherently and in detail, including in context, making accurate, often perceptive and critically informed use of the theoretical framework of media and relevant, advanced academic theories

• apply a detailed knowledge and understanding of the theoretical framework of media to make coherent, often perceptive and fully-supported judgements and conclusions, and to offer a critically informed evaluation of academic theories, where appropriate

• create a coherent and highly effective cross-media product/prototype/mock-up that explicitly targets an intended audience, applying a thorough knowledge and understanding of the theoretical framework, and making purposeful and controlled use of relevant codes and conventions to communicate meaning

Characteristics that differentiate a grade B from a grade A:

• knowledge and understanding are accurate rather than accurate, detailed and consistent

• analysis is logical rather than coherent, detailed and often perceptive

• judgements and conclusions are logical and well-supported rather than coherent, often perceptive and fully-supported

• the creation of cross-media products/prototypes/mock-ups for an intended audience is appropriate and effective rather than purposeful, controlled and highly effective

To achieve grade C, candidates will be able to:

• demonstrate a generally sound knowledge and understanding of the theoretical framework of media and the influence of relevant contexts on media products and processes

• analyse media products in a straightforward manner, including in context, making appropriate and generally sound use of the theoretical framework of media and relevant academic theories

• apply a generally sound knowledge and understanding of the theoretical framework of media to make reasonable judgements and conclusions, supported in a straightforward manner, and to offer a straightforward evaluation of academic theories, where appropriate

• create a generally appropriate cross-media product/prototype/mock-up that targets an intended audience in a straightforward way, applying a generally sound knowledge and understanding of the theoretical framework, and making satisfactory use of relevant codes and conventions to communicate meaning

To achieve grade D, students’ evidence will show that they have securely met all the statements within the grade E descriptor, with stronger performance in most or all aspects of the grade E statements. However, their evidence does not meet the minimum requirements of most of the grade C statements.

To achieve grade E, candidates will be able to:

• demonstrate a basic knowledge and understanding of the theoretical framework of media and the influence of contexts on media products and processes

• offer a basic analysis of media products, although this may be descriptive, undeveloped or lacking in clarity, making some use of the theoretical framework of media

• apply a basic knowledge and understanding of the theoretical framework of media to make some basic, undeveloped or partially supported judgements and conclusions

• create a basic cross-media product/prototype/mock-up that targets an intended audience in a basic way, applying some basic knowledge and understanding of the theoretical framework, and making some use of relevant codes and conventions to communicate meaning

A student should be graded unclassified (U) if their evidence does not meet the minimum requirements of most of the statements within the grade E descriptor.

Appendix 2 – Questions for assessments

Unseen one - Time allowed: 30 minutes

With extra time: 38 minutes

Media language

For this assessment, you will analyse the print resource, which is the theatrical poster for the 2019 South Korean drama film Parasite [STUDENTS WERE PROVIDED WITH A COLOUR REPRODUCTION OF THE THEATRICAL POSTER FOR PARASITE]

Explore the ways in which media language combines to create meaning in the theatrical poster to the drama film Parasite (2021). 

You could make reference to 

Genre conventions

The relationship between independent and mainstream cinema

Target audience and audience appeal

Unseen assessment 2

Time allowed: 30 minutes (exclusive of screening time)

With extra time: 38 minutes (exclusive of screening time)

Compare how this music video extract to Black by Dave and the video to Formation by Beyoncé represent social groups.

In your answer you must:

• consider how media language constructs representations

• consider the role of stereotypes 

• make judgements and draw conclusions about how far representations reflect social and cultural contexts

Mock assessment 

Time allowed: 100 minutes

With extra time: 125 minutes

1 - For Stuart Hall, stereotypes reflect the social attitudes of the culture and the time in which a media product is made.

Evaluate this theory of representation. Make reference to Humans and Les Revenants in your response [30] (50 minutes)

2 Explore the ways in which magazines target their audiences. Make reference to the set editions of Woman and Adbusters [30 marks, 50 minutes] 

Mock assessment resit (these questions were provided to a single student who had technical issues during the first run)

Time allowed: 100 minutes

With extra time: 125 minutes

1 - To what extent can audiences respond to the TV shows you have studied in different ways? Make reference to Les Revenants and Humans [30] (50 minutes)

2 - Liesbet Van Zoonen suggests the idea of what is male and what is female has changed dramatically over time. Explore this feminist theory. Make reference to Woman and Adbusters to support your points [30] (50 minutes)

Appendix 3 – processes of standardisation and moderation

A number of processes of standardisation and moderation were carried out in order to further legitimise the assessment process detailed in this document.

All student music video coursework (referred to as 'assessment 2' as above), was initially marked and moderated internally immediately following the 'final extended deadline' on 19/10/2020

All remaining student  coursework (referred to as 'assessment 1 through 3' as above), was initially marked and moderated internally immediately following the 'final extended deadline' on 1/12/2020

All grades and marks have been RAG rated/colour coded on the master assessment spreadsheet to allow teachers to easily get a sense of progress. The coding can be surmised: green: better than MEG, yellow, equal to MEG and red, less than MEG. 

A sample of student work was selected for each assessment. Four individual students were selected in advance for each assessment. These moderated marks and grades are indicated with purple cells on the grade excel sheet. 

All student grades, both formative and summative were discussed frequently throughout the standardisation process. Student progress, attainment, and historical precedents were taken in to account where necessary. This discussion was formally conducted on 10/06/2021 when all grades were individually discussed by the A-level media studies team. A ‘second pass’ was made on 11/06/2021, whereupon minor changes were made.