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