An argument is different to making a point. You are essentially telling the examiner (and anyone else who's listening) that you are right, you are completely right, and this is why, with evidence.
So media studies is very different to other subjects, as you are not presenting a 'balanced' point of view (which is pointless and stupid because you just expected to parrot information without ever coming to any conclusion or showing any applied knowledge, but never mind). Presenting an argument shows that not only do you know the course material, you also have a clear point of view, and are able to present it.
So an argument is one sided. You might bring up other points, but only to criticise them. An argument is often passionate. You might sound a bit angry (this is good, as long as you don't sound mad). But an argument does NOT have to be complex, as we shall see today.
First sentences - defining your key term
Every extended response (this definitely means every response for component two) requires you to define the key term. So here's how you can start off any response:
Media language - Media language refers to the building blocks of media, and the elements that construct and encode the ideology of the producer
Representation - Representation refers to a re-presentation of a group, place or event by the producer of a media product to create or present their ideological perspective. Representations are essential as they can be used to allow audiences to identify with individuals, yet they can be controversial, and even offensive
Industry - Every media media industry is a specialised industry, which means that it is constructed in a way which is unique to that product
Audience - Audience refers to the people or individuals which use a media product. Audiences typically decode the meanings which producers create, and producers encode a variety of ideologies in order to reinforce their worldview
Notice anything? Each and every one of these generic openers actually takes on a similar structure. The reason for this is that A-level media studies is synoptic. Everything links to everything else. The representation of women could be an excellent point to make in an industry question, because it relates to how media products make profit and ensure power. Likewise, in a media language (textual analysis) question
Arguments for any situation
Let's come up with as many arguments as possible: at least one for every type of media question:
Media language
In this essay, I shall argue that the media language in this product creates an exciting and eye-catching media product that both positions and targets the intended audience for the purpose of creating exciting and innovative meanings
Representation
In this essay, I shall argue, that representations allow producers to construct hegemonic norms and values. In turn, audience's can choose to identify with these representations, or reject them and find them offensive
In this essay, I shall argue the use of stereotypes in (this media product) is by far the most important technique used by producers to cultivate certain ideologies in order to create a compelling and easy to read media product. Furthermore, producers will repeat these stereotypical ideologies in order to reinforce hegemonic norm, and force the audience to conform to very particular standards
In this essay, I shall argue that representations are solely used by the producer in order to present their own ideology, and to manipulate the target audience to agree with certain patriarchal hegemonic expectations. In doing so, this product reinforces conformity, and ensures that not only do the target audience conform to patriarchal hegemonic standards, they will also diligently buy the magazine each and every week
In this essay, I shall argue that representations reconstruct reality, and are a powerful ideological tool used by the producer to construct hierarchies of power
Industry
In this essay, I shall argue that the media industries are driven solely by profit, which limits any attempts to produce creative and challenging media content. This leads to exclusively biased and ideologically corrupt media being produced. I shall also argue that we should focus on creating media which is not for profit, and is not influenced by traditional models of power.
Audience
In this essay, I shall argue that audiences respond to the product I have studied in a variety of different ways, based on their own beliefs, ideologies, background and culture. In turn, producers will use a range of techniques to anchor audiences, and ensure that the audience identifies fully with the media product