End of year deadlines (July 2022)

Here are a few deadlines for upcoming work. If you want to have the potential of increasing your predicted grade, here’s how to do it!

Music video final cut - due: Friday 15th July. Click here for how to do it (you will have one week after the summer holiday to make minor changes to your final cut)

Aims and intentions first draft - due: first lesson back after summer (Friday 9th September) Click here to find out all about it and to see exemplars

Learning conversation write-up - due: before the end of the academic year. Click here to find out why you should do it and what you should write

Music video REAL FINAL deadline - due Thursday 15/9/22 (Q block) and Friday 16/9/22 (other blocks). Click here for how to do it

Aims and intentions 2022 and exemplars

What is aims and intentions?

• The aims and intentions essay is a short, one page, 500 word essay
• In it, you explain what you aim to do, how you intend to do it, and how you will meet the brief of the project
• You will use evidence from your research in to music videos and the music industry that you carried out in your production workbook. If you haven't done much of your production workbook, you will have some issues in completing your aims and intentions
• This essay is to be written in the future tense. For example: I SHALL use a rapid fire montage of close up shots to engage the audience, or I WILL make intertextual reference to the horror genre through the iconography of knives, blood and fangs
• 500 words is not enough to write a normal essay. Therefore, you will be using lots of bullet points to cut down the number of words you write. It is completely fine to use LOTS of bullet points!
• You will be marked on your accurate use of media language, and your knowledge of representation, industry and target audience
• You will also make reference to appropriate theories. Good ones to use are Barthes, Levi-Strauss, and, depending on your video, various theories of representation 

What was the brief again?

Here is the 2022 brief to remind you of what you were asked to make and what you are being marked on:

• A cross-media production for a new artist or band in a popular genre (or sub-genre/ hybrid) of your choice. 
• Create an original music video and associated print or online material to promote the same artist or band. 
• You should create a cross-media production for an independent record label (such as Heavenly, Warp or Fader Label) targeting a specialised audience of 18-35 year olds who have a specific interest in your chosen genre of music.
• You must create a convincing brand identity for a new artist that appeals to your designated target audience

• Cross media production means your music video AND your magazine. The two must link together!
• Digital convergence refers to how digital technology can bring together separate media industries. So for example, your music video could and should be hosted on Youtuber and other streaming services, which means it can be accessed 

What do I need to include?

The exam board have provided detailed information, which was provided in your production workbook. But here it is again. Use these bullet points as headings in your aims an intentions! Remember, the aims and intentions essay can use headings an bullet points as you please!

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

• Cross media production means your music video AND your magazine. The two must link together!
• Digital convergence refers to how digital technology can bring together separate media industries. So for example, your music video could and should be hosted on Youtuber and other streaming services, which means it can be accessed 

Haven't I done this already?

If you have completed the whole of your production workbook, then yes, the five slides labeled 'aims and intentions' are your aims and intentions. Just copy and paste. However, I'm not sure many people got that far.

How long will this take?

Honestly? Half an hour to an hour for the first draft. It's short and straightforward, and as long as you have done the research, there won't be an issue. If you have been filling out the workbook, you may have already done it, so just copy and paste it in to a Google doc on your Drive.

What does a good one look like? 

Here are a few examples. Please keep in mind, these are from previous years, when the specification was different. So please make reference to the brief you have been set

Example one

Within my music video, it is my intention to use narrative and performance to convey themes of depression, loneliness and the idea of having to put up a happy front around other people. 

Within my video, there will be –

• Varied editing pace to fit in with the slow beat of the song.
• A range of shot types, such as close ups and establishing shots.
• A subtle but interesting narrative, most of the lyrics taken literally and the shots matching with the lyrics.
• Yellow typography uses intertextuality of Quentin Tarantino films such as ‘Jackie Brown’ and ‘Pulp Fiction’. Use of blood and gore to also link to Tarantino films.
• Using mainly natural light to convey a sense of realism and to convey the sad and dull atmosphere, some shots have brightly coloured lighting.
• Colour scheme to show a contrast between interior settings and exterior settings. Interior setting will have a green tinted, dull, vintage camera effect. The exterior shots will have a bright, saturated effect.

In my music video I will be representing young people/teenagers who deal with mental health issues such as depression. I will do this by creating a binary opposition between the shots filmed inside versus the shots filmed outside. The inside shots will show the real emotion with dull, low-key lighting and the use of mise en scene such as blood and broken TVs. To contrast, the outside shots will be saturated and colourful, being filmed on a fisheye camera to represent other people. The inside shots are to represent when the artist is alone and being true to her emotions and the outside shots are to represent how people act happy around other people even when they’re not feeling that way. Some of the inspiration for this type of mise en scene such as the blood from the eyes came from scenes from Uma Thurman, creating even more intertextuality with Quentin Tarantino films.

I will appeal to my target audience of teenagers, especially those who struggle with mental health issues, since the actor is a teenager and represents some of the reality of what it’s like to deal with those issues. Mental health is a big and important discussion among young people and teenagers so i will play into that target them specifically. 

My video will conform to industry standards in the sense that it will include both narrative and performance elements and will include stereotypical elements of an indie music video such as slow paced editing and vintage mise en scene. However, my music video will subvert from industry standards by only featuring one person throughout the music video. 

I will use cross-media production to demonstrate digital convergence by creating a magazine front cover and a double page spread. I want to crest visual interest using mise en scene such as unusual costumes and props. The interview will be a very open and down to earth one, talking about things such as the artists experiences with mental health issues to link to my music video content. The photos will reflect the individuality of the artist to conform to the convention that celebrities are fashion toward and unique individuals. 

Example two

In my music video I will attempt to incorporate a complex narrative and performance, which includes key themes of depression, death, delinquency and identity.

I aim to conform to the industry standards by including these elements of a stereotypical alternative gothic song, which confronts / protests important social issues, such as mental health, as well as producing a memorable and unique video that attracts attention.

I will be including a male actor as the main subject present throughout the music video, tasked with instrumental syncing and posing for unique unsettling shots. The main subject is a white middle classed European teenager, who is inspired through 80s and 90s Gothic culture, with the representation of him being a stereotypical young adult being altered as the setting and performance changes, which represents the drastic emotions young adults face in current times, such as mental health, suicide, identity, morality and stress.

Here are some key techniques, focuses and ideologies that I will implement:

• Mixture of both close up and mid shots to convey the emotions of the artist.
• Colour grading of film to represent different emotions, such as blue symbolising depression / greyscale representing death.
• Hard cuts and ECUs to keep audience's attention and to make audiences feel unsettled / disturbed.
• Multiple film locations which represent different emotions, death and depression in the graveyard, distress and madness in the garden.
• Foreign narrative to inject the emotions of confusion and darkness into the audience's mind.
• Colour schemes that conform to the Gothic genre, with an vintage video overlay which represents the 80s / 90s Gothic culture.

Lots of the inspiration for my ideas came from analysing the music videos "Forgiveness" by Alice Glass and "Kasvetli Kutlma" by SPA, both include seemingly unrelated and unique shots, which created an overall mood of unease and darkness. I was fascinated with the idea of film appearing like it was recorded on a vintage VHS recorder, with the distorted effect connotating the emotion of confusion young adults face in modern times.

I believe that my product will appeal strongly to a young adult audience, as the cast included are shown to be stereotypical of a young adult. The alternative melancholy music and blunt dark themes both play into current teenage culture, where mental health and identity are large topics of discussion.

I will demonstrate cross-media digital convergence by producing a magazine front cover and double page spread, which will promote my video, as well as focusing on the themes presented and the artists themselves. I will use this opportunity to promote my artist and I plan to create a featured article that explores the artist's past experiences with the issues represented within my music video. 

I will encode the themes and ideologies referenced above in my magazine, through the use of the mise-en-scene, costumes will conform to the Gothic stereotype, dressing actors in black clothing to represent depressed emotion. 

I will be using media language to challenge / reinforce perceptions of stereotypes surrounding mental health and Gothic culture, referencing Stuart Hall's representation theory.

Example three

In my music video, I intend to use close-up camera shots of the character’s faces to display to the audience the emotions of the characters they are all portraying in the narrative. For example there will be the following close-up shots:

• angry and heartbroken shot of the performer
• shot of the character who has been cheating looking guilty
• shot where the character who is having the affair looks at her love interest and mouths 'I love you'
• several shots of the performer and his ‘girlfriend’ laughing and smiling together 
• beat-matched shots
• video interprets the lyrics as the song is about infidelity and the narrative mirrors this
• In the magazine there will be simple, yet effective close-up shots of the artist and long shots to show the artist’s costume. The costume and location for the magazine photoshoot will be reserved, to a certain extent, to reflect the artist’s selling point of being relatable, however they will certainly show that the artist is a star and the centre of attention in the photos. 

·      Performance and action scenes will be mid shots

·      Setting scenes will be long shots

Colour scheme will not be too bright, as it will fit the mood of the song and the narrative. Predominantly:

• Whites as a background so artist stands out in shot
• Black and white shots of artist lip-syncing to suit the darker mood of narrative and song
• Saturated and vibrant greens to emphasise ‘present day’ shots
• Faded, brown tinged shots to emphasise ‘past’ shots
• The artist’s costume in the video will be one to set him apart from the other characters (for example in the argument scene the performer’s costume is brighter than the girlfriend’s), however nothing too out-there, as the artist needs to remain relatable to the target audience. 

The social group I will be representing will be young, working-class men and this is shown by:

• relatable, inexpensive and not extravagant costume to fit group stereotype
• locations such as garages for backgrounds of scenes 
• no focus on hair and make-up for the artist, as it’s not typically associated with group stereotype

I intend to target this audience by:

• Using a song by an indie/rock artist, because this is a genre typically enjoyed by the social group in question
• Topic of the song - infidelity - is something understood and often experienced by people especially in this age group so is relatable for audience
• Colour scheme not being anything too bright and quite dark in places, because young people could be put off a music video if it is so colourful, as it may appear childish - damaging artist credibility

The music video production will conform to its industry context, because it

• is approx. 3 minutes 15 seconds in length, which falls between the 3 minutes and 3 and a half minutes expected of the typical music video 
• has fast-paced editing to transition between scenes and shots 
• has a variety of locations 
• has an element of artist performance
• follows a narrative that is not complex and will be easy to follow

The music video will be consumed by an audience who will watch it on their mobile phones, TVs and computer devices, therefore this is digital convergence. This is evidence of the film industry combining itself with digital technology for the consumption purposes of its audience, e.g. if the video is streamed through YouTube.  

I will also display digital convergence through:

• the music video and magazine both being edited digitally using online platforms, tools and software 
• in my magazine article, I will include the social media handles of the artist, so that fans can engage with the artist digitally
• a link to the magazine's website for further reader-artist(s) engagement and interaction

Second year learning conversations (Michael's classes)

A learning conversation is a chat you have with your teacher about how you're doing in the subject. It's also an excellent opportunity to think ahead for the future. At our college, we are very keen on you having a vision for how you are going to achieve success, and this activity will help you achieve it. No, it will!

(If Michael is your teacher then things are a little mixed up this year, and you may well end up having your learning conversation a little later. Please keep an eye on your emails) 

In preparation for your upcoming learning conversation, it would be extremely helpful if you could answer the following questions in as much detail as possible on your blog. Please make sure you publish your blog post so I can actually see it!

• What grade did you get in your recent mock? And what feedback did you get? (if you do not know, please check your email and click here to check out the blog post that breaks down the exam and explains the feedback system)
• How are you going to action this feedback? What are you going to do better next time?
• What do you think has gone particularly well so far in the course? What are your strengths?
• What is stopping you from achieving your goals? What threats might you face, (for example not enough time, lack of organisation, pressure from other subjects...)
• Identify 3 specific targets for yourself for next year. They can be both academic and organisational goals.
• What grade do you want to achieve in media studies? Consider the grade you got in your recent mock. Are you trying to get the same grade, or higher?
• What job to you want to get after you've finished education (this can be really vague!)

KA4/1st year mock exam 2022: feedback and mark scheme

Please, please, PLEASE read the whole of this post before asking any questions, because I promise 99% of your questions are answered below!

What's this in my email?

If your teacher is Michael, you may have received or will very shortly receive an email with your grade. But it won't look like your grade. It will look like a string of numbers.

Here's an example:

Read from left to right, this translates as:

Q1 mark - Q2 mark - Q3 mark - total mark - fine grade (1 is high, 3 is low) - feedback

Green means you exceeded your target minimum grade. Your target minimum grade is calculated from your GCSE grades. Red means you got less, yellow means you got the same, ie what is expected of you.

You can find out what the feedback means and how well you done in each question by simply checking out this post!

How we give feedback

In A-level media studies, we give feedback in four different ways:

1 - Straightforward feedback

You will get at least one piece of blunt feedback, indicated through a lower case roman numeral (eg i, ii, ii, iv...). This is the one thing (or sometimes two things) you should focus on next time. Frankly, this is the most important bit of all.

2 - A mark

A mark gives you a rough indication of how well you did in a particular question. You'll need to check out the mark scheme below for what your mark means...

Remember, in media, a mark doesn't mean a right answer. So getting 10/15 doesn't mean you got 10 things right and five things wrong! Instead it's more of a value judgement that your teacher or examiner will come to.

3  - A grade

Grades are actually the least important thing here, but they give you an indication of roughly where you are up to. Grades are not important because they are now the same as a final grade. Pedagogical studies basically suggest never giving students grades ever and only giving them suggestions for improvement. So why do we give grades? Because we have to.

4 - Qualitative feedback/indicative content

 This is the stuff that you could and should have talked about. Honestly, you should read this bit very carefully. Back in the bad old days we used to write this stuff on your sheet, but it's a total waste of time, because it takes ages writing the same old thing over and over. If one student writes something really good or misses something out that they shouldn't have, it will be included here! Digital technology rocks!

Questions and mark scheme

You can use this section to work out where your strengths lie!

Media language

1 – Explore how the combination of media language constructs meaning in the music video to Bad Habits by Ed Sheeran [15] [suggested time: at least 30 minutes]

Apply knowledge and understanding of the theoretical framework of media to analyse media products

5 - 13-15 marks

• Excellent, consistent and accurate application of knowledge and understanding of the theoretical framework to analyse the music video

• Analysis of the music video is perceptive, detailed and is likely to be informed by relevant theories

4 - 10-12 marks

• Good, accurate application of knowledge and understanding of the theoretical framework to analyse the music video

• Analysis of the music video is logical and may be informed by relevant theories 

3 - 7-9 marks

• Satisfactory, generally accurate application of knowledge and understanding of the theoretical framework to analyse the music video

• Analysis of the music video is reasonable and straightforward

2 - 4-6 marks

• Basic application of knowledge and understanding of the theoretical framework to analyse the music video, although this is likely to lack clarity, relevance and accuracy 

• Analysis of the music video is undeveloped and there may be a tendency to simply describe features of the music video

1- 1-3 marks

• Minimal, if any, application of knowledge and understanding of the theoretical framework to analyse the music video with significant inaccuracies, irrelevance and a lack of clarity 

• Analysis of the music video is superficial and generalised

0 marks

• Response not attempted or not worthy of credit

Representation 

2 – Explore the extent to which historical contexts influence representations in the set edition of Woman magazine [15] [suggested time: at least 30 minutes]

Apply knowledge and understanding of the theoretical framework of media to analyse media products, including through the use of academic theories

5 - 13-15 marks

• Excellent application of knowledge and understanding of the theoretical framework to analyse the set product 

• Analysis of the extent to which representations in the set product are influenced by historical contexts is perceptive, insightful, and informed by a detailed knowledge and understanding of relevant aspects of the theoretical framework 

4 - 10-12 marks

• Good application of knowledge and understanding of the theoretical framework to  analyse the set product 

• Analysis of the extent to which representations in the set product are influenced by historical contexts is logical and  informed by a secure knowledge and understanding of relevant aspects of the  theoretical framework 

3 - 7-9 marks 

• Satisfactory application of knowledge and understanding of the theoretical framework to analyse the set product 

• Analysis of the extent to which representations in the set product are influenced by historical contexts is reasonable and straightforward, demonstrating a generally sound knowledge and understanding of relevant aspects of the theoretical framework 

2  - 4-6 marks 

• Basic application of knowledge and understanding of the theoretical framework to analyse the set product 

• Analysis of the extent to which representations in the set product are influenced by historical contexts is undeveloped, demonstrating a partial knowledge and understanding of relevant aspects of the theoretical framework. There may be a tendency to simply describe features of the set product. 

1  - 1-3 marks 

• Minimal, if any, application of knowledge and understanding of the theoretical framework to analyse the set product 

• Analysis of the extent to which representations in the set product are influenced by historical contexts is superficial and generalised, demonstrating little or no knowledge and understanding of relevant aspects of the theoretical framework 

 0 marks

Response not worthy of credit

Media industries

3 – For 3a to 3e, define the following terms. In each instance, one mark shall be awarded for a correct definition, and a further mark will be awarded for a valid example [suggested time: 10 - 20 minutes]

Marks should be given to any reasonably complete definition, and any reasonably relevant example. Here are a selection of examples which would get both marks. Remember you should spend two minutes on a two mark question, or thereabouts, which is enough time to write two sentences.

a. Vertical integration [2]

Vertical integration refers to when a media conglomerate owns both the method of production and distribution. An excellent example of vertical integration would be Disney, who not only own a range of film studios (for example Pixar), but also the method of distribution these films directly to the audience (for example, through Disney +)

b. Conglomeration [2]

Conglomeration refers to the process of a company acquiring other companies, for the purposes of power and profit. An example of conglomeration would be Disney acquiring Marvel Studios.

c. Digital convergence [2]

Digital convergence refers to the coming together of previously separate industries thanks to digital technologies. An excellent example of digital convergence is Amazon using it's Prime distribution service to digitally distribute videogames in addition to films

d. Regulation [2] 

Regulation refers to the rules and restrictions a media industry must follow. An excellent example of regulation is the British Board Of Film Classification, who regulate the UK film industry, and mandate the inclusion of age certificates on all films released theatrically or on physical media in the country.

e. Tabloid [2]

A tabloid newspaper is a small format newspaper, that typically uses a more informal mode of address and a focus on soft news to target a working class audience. The Daily Mirror is a UK tabloid.

f. Political bias [2]

Political bias refers to the explicit favouring of one political party over another. For example, The UK tabloid The Daily Mirror is clearly biased in favour of both the labour party, as well as the royal family, which can be seen through it's selection of stories

g. Horizontal integration [2] 

Horizontal integration is where an organisation acquires another company in the same sector. An excellent example of this is the UK publisher and distributor Reach PLC, who specialise in producing and distributing newspapers, including Cambridge news and The Daily Mirror

Marks and grade boundaries 

E – 15 – 35%

D – 19 – 43%

C – 23 – 52% 

B – 27 – 61%

A – 31 – 71%

A*- 36 – 81%

Feedback legend

i - This number means you need to include more media language. Shot types, camera angles, serif font, mise en scene... this is how you get marks! If you got this numeral and you including a bunch of media language, you might be confused. "Why did I get this feedback?". Because you need to include more media language! That's it. Even more! This is and always will be the most given bit of feedback, so you're in good company!

Next time, go crazy with media language!

ii - This number means you need to apply your use of media language more effectively and suggest what meanings the media language constructs. For example, "Bad Habits uses low key, artificial lighting throughout the video" is great, but if you added "which creates a dark and oppressively atmosphere, reinforcing the themes of misery, death, and the vampire genre", this would be even better! Again, if you get this number and you feel you were doing this already, you simply need to include more!

Next time, really hammer home the deeper meaning of whatever it is that you are studying!

iii - This number means you should include more reference to theory. Theory is technically non-essential, but a well placed theory ALWAYS backs up your point, especially when applied in a sophisticated way. For example, "thorough the anchorage of conventional makeup and the hegemonically attractive model, the producer of Woman magazine reinforces the hegemonic ideological perspective that women's sole function within a media product is to appeal to a perceived heterosexual male audience". What this sentence does is casually make reference to Van Zoonen, without even mentioning her name. Very smooth!

Next time, cram more theory in! 

iv - This number means you should present a clear and opinionated argument, or point of view. If you get this number, it typically means that you have ticked every other box on the list, and now need to push yourself further. Presenting a clear, opinionated point of view, while backing it up with clear and appropriate examples from the text is the 'secret sauce' to getting an 'A' grade in the final exam. It's a tough road ahead, but you can do it!

Next time, be even more opinionated!

Indicative content

Question one (analysis of Ed Sheeran video)

• It was great seeing students writing plans, using paragraph structure, and clearly having taken this very seriously indeed. By and large, the students who clearly had done more revision got better marks. This should be obvious, and examiners will sniff out hard work from a mile off!
• There were some extremely strong responses here. If I was being pessimistic, I would point out that it wasn't a real unseen question, and students clearly had a lot of opportunities to      MES. You really don't need to spend an entire page analysing the rose! Much better to discuss the anchorage formed by the combination of lots of different elements of MES! Why not discuss how the symbolic, gothic connotations of the wilting rose form a binary opposition to the grimy, inner-city setting, which is further reinforced through the MES of bleak, low key artificial lighting? 

Question two

• I could have called this advance. Several students wrote excellent responses... and lost marks due to not making reference, or enough reference to the historical context surrounding the time in which the magazine was made!
• More successful students made explicit reference to a range of examples. Less successful students tended not to.
• Students tended to be very strong on referencing things like patriarchal hegemony and how the magazine manipulates the ideology of the audience. However, students were less strong at actually using media language to back these points up! You MUST back everything up with media language!

Question three - short answer questions

• After marking the first two questions, which students tended to do very well in, I was surprised by the many weak responses to this section. There is a big part of the A-level media studies course that frankly involves memorisation, and if you do not know the specific difference between vertical and horizontal integration, for example, you will find yourself in trouble
• Therefore, a lot of you need to get busy with flash cards!
• However, students who did well on this section tended to do really well. Basically this question threw the entire exam

Exam tips

Invigilating an exam, watching students write and having time to stare in to space, I came up with the following straightforward, no-nonsense exam tips to hopefully help you on your way...

1 - Work out exactly how long you should spend on each question before you get in to the exam, and then stick to that timing, no matter what!

2 - Keep things nice and structured by using DAC and PEA to structure your paragraphs

3 - Don't go back and check your answers: use the precious time you have to keep on writing!

If you finish early, you should keep writing. Pick another point, and keep writing. You can use an asterisk to tell the examiner where the paragraph should have gone

5 - It's not 'waffle' if you make reference to media language. So you can rant on about whatever you like as long as you make reference to subject specific terminology!

Summer work

These tasks are for potential A-level media studies students to complete BEFORE starting the first year of their course! Please read these instructions carefully, and remember: this is your opportunity to impress us right from the start!

Task one – Analysing an advert

You will be analysing an advert for a perfume/fragrance. This advert can be aimed at male audiences, female audiences, or both.  You can find an image in a magazine, newspaper, or even print out an online image. 

You are going to analyse the image and suggest what meanings it creates for its audience. This is called textual analysis, and it’s something you will be doing a lot of in Media Studies!

You will label the image explaining how the advert attracts its target audience. You may wish to stick the image to a larger piece of paper or card to make this possible. You can use the following terms:

• Target audience – Who is this advert aimed at? How old are the audience? What gender are they? Are they gay or straight? What kind of job do they work in? 

• Audience appeal – What specifically might interest the audience or give the audience pleasure? How is the target audience attracted?

• Lexis – What language does the advert use? Why has the producer of the advert picked these words in particular?

• Colour – What colours have been chosen, and why? What mood or atmosphere does the selection of colours create?

• Unique selling point – What is the most striking thing about this advert, the thing that makes it stand out from every other fragrance?

• Slogan – Does the advert use a slogan or catchphrase?

• Font – What font is used in the advert, and why has this font been used instead of any others?

Task two – Creating an advert

Draft an advert for a fragrance that appeals to a specific audience. We would like to display this work, so please make it as large (suggested size A3) and as colourful as possible. Remember to include everything that you explored in the textual analysis task. You can create your draft advert in any way that you choose, for example

• In pencil and pen

• As a collage of images found in magazines

• Using software such as Photoshop, Gimp or MS Paint

• Any combination of the above!

This work is to be submitted to your Media teacher in your first lesson. You are free to type or handwrite this work, but please submit something physical. This means that we can put it up as a display!

Top tips

• Like most of the work we complete in media studies, you have a LOT of scope for how to complete the summer work!
• We are assessing your EFFORT, not your ABILITY (you haven’t even started the course yet!). So submit something that looks cool and interesting and we’ll be very happy indeed!