Exam time.

Right lads.
You are THREE questions away from this qualification.


Genre
Industry: Music
Texts: Nirvana/Miley Cyrus/Olly Murs

AudienceIndustry: Television
Texts: WalkingDead/Big Bang Theory/Life On Mars

Industry
Industry: Advertising
Texts: Halo/Gola/Dove

For your practice try this, 50 minutes on each question. 10 minutes planning/40 writing.

___________________________________________________________________________________

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.
You must refer to the three main texts you have studied in each answer.

Either,

A1. Explore the ways in which your chosen texts reinforce or challenge typical representations of gender. [30]

Or

A2. How do your chosen texts use genre conventions? [30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section, using a different media industry for each.
You must refer to the three main texts you have studied in each answer.

B1. Briefly outline the ways in which your selected industry is regulated. What impact has regulation had on your chosen texts? [30]

B2. Explore the impact of digital technologies on your selected industry. [30]

B3. How do your chosen texts attract their audiences? [30]

B4. Explore the marketing strategies used by your selected industry. Use the examples you have studied to illustrate your answer. [30]

___________________________________________________________________________________

You've done the hard work now show them what you've learned. Remember, the examiner does not want to be your friend, he couldn't care less so avoid writing emotively, get to the point, stay focused on the question, repeat the question in your answers..
Do not snatch defeat from the jaws of victory! 
All the best, it's been a real pleasure teaching you. 
Mr E.

MS4 Introduction

MS4: MEDIA – TEXT, INDUSTRY AND AUDIENCE

A written examination of two and a half hours, assessing AO1 and AO2.

AO1 Demonstrate knowledge and understanding of media concepts, contexts
and critical debates.

A02 Apply knowledge and understanding when analysing media products and
processes, and when evaluating their own practical work, to show how
meanings and responses are created.

The paper will consist of two sections:
Section A will offer two questions based on media texts;
Section B will offer four questions based on industry and audience issues.

Candidates will be required to answer one question from Section A and two
questions from Section B, using a different media industry for each answer. Each
question will require them to make reference to the three main texts they have
studied for each media industry.

Introduction

This unit contributes to synoptic assessment. It is designed to develop candidates'
understanding of the connections between different elements of the specification and
to develop their knowledge and understanding of the relationship between media
texts, their audiences and the industries which produce and distribute them.

Progression from AS is demonstrated through this emphasis on the relationship
between text, audience and industry and the debates surrounding the nature of that
relationship. Candidates' understanding of the media will also be more informed by
appropriate theoretical perspectives.

EXAM DATE  TUESDAY 10.06.2014

Content 

Centres will be required to select three different media industries from the list
below to study with their candidates.

• Television - Satellite, public service, independent broadcasting. Research; remits, audience profiles and content for specific channels. 
• Radio 
• Film 
• Music - An artist or band, not three tracks. The way they are represented and use different media texts; video, CD cover,Website.
• Newspaper 
• Magazine (including comics) 
• Advertising - Campaigns
• Computer Games 

For each industry, three main texts should provide the focus for candidates' study.
At least two of the chosen texts must be contemporary and one must be British. 
Centres are advised to select contrasting texts so that candidates acquire as wide an
understanding of the media industry as possible.

For each text selected, candidates should consider the following as appropriate:

Text 

• genre 
• narrative 
• representation 

Industry 

• production 
• distribution (and exhibition where relevant) 
• marketing and promotion 
• regulation issues 
• global implications 
• relevant historical background 

Audience 

• audience/user targeting 
• audience/user positioning 
• audience responses and user interaction 
• debates about the relationship between audiences/users and text. 

Ms4 from ealeya

Ms4 2011 candidate 1 level 4 from ealeya

June 3rd 2014, Dove

Ad Industry Dove



1. http://dlsa2mediastudies.blogspot.co.uk/2014/02/advertising-industry-dove-2.html

2. http://dlsa2mediastudies.blogspot.co.uk/2014/02/advertising-industry-dove-1.html

3. http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx

Task 1: Answer these questions in relation to the Dove Campaign for Real Beauty ad campaign

1. Who created this media message?  Why?

2. Who is the target audience?  What text, images or sounds suggest this?  

3. What is the text (literal meaning) of the message?

4. What is the subtext (unstated or hidden message)?

5. What tools of persuasion are being used?

6. What healthy messages are communicated? What unhealthy messages are communicated?

7. What part of the story is not being told?

Exam Responses

Past Papers

MEDIA STUDIES
MS4 Media - Text, Industry and Audience
EXAMINATION PAPER 2 1⁄2 hours

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.
You must refer to the three main texts you have studied in each answer.

Either,

A1. Explore the narrative structure of your three main texts.  [30]

Or,

A2. 'Most texts today mix genres.' How true is this of your three main texts?. [30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section, using a different media industry for each.
You must refer to the three main texts you have studied in each answer.

B1. What do texts offer audiences? Refer to your three main texts in your answer. [30]

B2. How do your three main texts use digital technology? [30]

B3. How do your three main texts position audiences? [30]

B4. To what extent are your three main texts global? [30]

__________________________________________________________________________________________

MEDIA STUDIES
MS4 Media - Text, Industry and Audience
EXAMINATION PAPER 2 1⁄2 hours

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.
You must refer to the three main texts you have studied in each answer.

Either,

A1. To what extent are your chosen texts typical of their genre? [30]

Or,

A2. Explore the different representations of either women or ethnicity in your chosen texts. [30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section, using a different media industry for each.
You must refer to the three main texts you have studied in each answer.

B1. How important is the internet to your selected industry? Refer to your chosen texts in your answer. [30]

B2. How effectively is your selected industry regulated? Refer to your chosen texts in your answer. [30]

B3. How successful have your chosen texts been for their industry? [30]

B4. ‘Most media texts target a range of different audiences.’ How true is this for your chosen texts? [30]

__________________________________________________________________________________________

MEDIA STUDIES

MS4 Media - Text, Industry and Audience

EXAMINATION PAPER 2 1⁄2 hours

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.
You must refer to the three main texts you have studied in each answer.

Either

A1. Explore the ways in which your chosen texts reinforce or challenge typical representations of gender. [30]

Or

A2. How do your chosen texts use genre conventions? [30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section
You must refer to the three main texts you have studied in each answer.

B1. Briefly outline the ways in which your selected industry is regulated. What impact has regulation had on your chosen texts? [30]

B2. Explore the impact of digital technologies on your selected industry. [30]

B3. How do your chosen texts attract their audiences? [30]

B4. Explore the marketing strategies used by your selected industry. Use the examples you have studied to illustrate your answer. [30]

__________________________________________________________________________________________

MEDIA STUDIES
MS4 Media - Text, Industry and Audience
EXAMINATION PAPER 2 1⁄2 hours

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.
You must refer to the three main texts you have studied in each answer.

Either,

A1. Explore the different representations of either men or age within your three main texts. [30]

Or,

A2. How important are characters to the narrative of your three main texts? [30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section, using a different media industry for each.
You must refer to the three main texts you have studied in each answer.

B1. Assess the main advantages of the internet for your three main texts. [30]

B2. With reference to your three main texts, discuss the key features of their distribution. [30]

B3. Explore the different ways your three main texts attract their audiences. [30]

B4. How global is the appeal of your three main texts? [30]

__________________________________________________________________________________________

MEDIA STUDIES

MS4 Media - Text, Industry and Audience

EXAMINATION PAPER 2 1⁄2 hours

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.

You must refer to the three main texts you have studied in each answer.

Either,

A1. How stereotypical are the representations of gender in your chosen texts? [30]

Or,

A2. How conventional is the narrative structure of your chosen texts? [30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section, using a different media industry for each.

You must refer to the three main texts you have studied in each answer.

B1. Explore the different ways in which audiences and/or users respond to your chosen texts. [30]

B2. To what extent is the success of your chosen texts dependent on stars and/or celebrities? [30]

B3. With reference to your selected industry, explore how far your chosen texts are global [30]

B4. Explore how your chosen texts use digital technology in their marketing. [30]

__________________________________________________________________________________________

MEDIA STUDIES
MS4 Media - Text, Industry and Audience
EXAMINATION PAPER 2 1⁄2 hours

Answer one question from Section A and two questions from Section B. Once you have chosen your questions, fill in the box on the front page of this Answer Book. You must use a different media industry for each question. For each industry, refer to the three main texts you have studied.

SECTION A: TEXT
Answer one question from this section.
You must refer to the three main texts you have studied in each answer.

Either,

A1. Explore the different ways in which people are represented in your three main texts? [30]

Or,

A2. How typical are your three main texts of their genre.?[30]

SECTION B: INDUSTRY AND AUDIENCE
Answer two questions from this section, using a different media industry for each.
You must refer to the three main texts you have studied in each answer.

B1. Discuss the audience appeal of your three main texts. [30]

B2. Explore the impact of regulation on your three main texts. [30]

B3. How effectively were your three main texts marketed? [30]

B4. 'The main function of a media text is to entertain its audience.’ How true is this for your three main texts? [30]

__________________________________________________________________________________________

TV Industry - audiences

The ways in which different audiences respond to, use and interpret texts.
You need to focus on the relationship between the text and audience which is always changing.
We live in a postmodern, media-saturated world and it is no longer acceptable to suggest that there is only one way of interpreting a text and only one possible audience response.
Audiences are not mass.
They are sophisticated in their responses.
It is important also to consider the social and cultural experiences that affect audiences’ responses to a range of texts.

Task 1: Read this post

http://dlsa2mediastudies.blogspot.co.uk/2014/05/audience-responses.html

Task 2:
Explore the different ways in which audiences/users respond to your chosen texts.
Plan your essay and spend 50 minutes writing it up. Blog or submitted handwritten.

(Consider:
Target audiences. Age, gender, class/economic stautus, location.
Television audiences and how they have changed. Fragmentation, convergance.
Does the audience identify with the characters? What is the preferred reading?
Debates around the texts:
Issues around violence for TWD.
Representation of geeks, aspergers in TBBT
Police attitudes in LoM.
Audience responses. How can different audiences have different experiences of each text? U&GT.)

Audiences Recap

Audiences Recap

When media text producers profile their audience they take into account AUDIENCE DEMOGRAPHICS 

(class/economic status, gender, age, geographical location) along with their viewing preferences/needs.

There are mass or mainstream audiences

basically large audiences who consume mainstream or popular culture (Marxist would claim that this audience is largely made up of the ‘working class’), such as Hollywood films, Eastenders, reality TV, Premiership football, simple Hollywood, tabloids

and niche audiences

A niche audience is smaller than a mass audience but usually very influential. E.g. those that Marx would define as upper class/middle class, who controlled the media and may wish to see ‘high culture’ programs. Hence the launch of BBC Four for those who wish to hear/see artistic high culture programs.

Niche audiences don’t have to be this group though, they can be any small, dedicated group who advertisers feel are worth targeting or creating products for.

Examples could include, certain films (e.g. 'adult' movies - which can not really be called ‘high art’), fishing magazines, farming programs, underwater knitting!

In other words, text producers think about the following before developing a text...

1) What social class will the primary target audience fall under?

2) What gender is the primary target audience?

3) What age will the primary target audience be?

4) What nationality will the primary target audience be?

5) What values do the primary target audience have? (Ideology).

6) Audience appeal - what will the primary target audience be looking for in a text? (UGT).

They then think about how they can best represent their primary target audience through;

genre, narrative, characters, cast, locations, cinematography, sound, editing, advertising etc.

If you are answering a question on audiences…

THE FOUR C’S (cross-cultural consumer characteristics): 

This is one of the earliest, but still most popular, ways of profiling audiences. It profiles the audience in terms of wants and needs, not simply demographic. The categories are as follows:

 • Mainstreamers (this is the largest group. They are concerned with stability, mainly buying well-known brands and consuming mainstream texts).

• Aspirers (they are seeking to improve themselves. They tend to define themselves by high status brands, absorbing the ideologies associated with the products and believing their status alters as a result).

 • Succeeders (people who feel secure and in control – generally they are in positions of power. They buy brands which reinforce their feelings of control and power).

• Reformers (idealists who actively consume eco-friendly products and buy brands which are environmentally supportive and healthy. They also buy products which establish this ‘caring and responsible’ ideology). Individuals (highly media literate, expects high-production advertising and buys product image not product, requires high-profiling sophisticated advertising campaigns).

The consumer would look to the text for one or more of these reasons:

Uses and Gratification Theory: 

 This theory is the opposite of effects theory because it relies on the premise that audiences have free will and choose to consume certain things for different reasons. The theory was developed in the 1960s and was in expanded in 1974 by Blumer and Katz who suggested a series of possible reasons why audience members might consume a media text:

• Diversion (escape from everyday problems - emotional release, relaxing, filling time etc.)

• Personal relationships (using the media for emotional and other interactions e.g. substitution soap opera for family life OR using the cinema as a social event).

• Personal identity (constructing their own identity from characters in media texts, and learning behavior and values – useful if trying to fit into a new country/culture)

• Surveillance (information gathering e.g. news, educational programming, weather reports, financial news, holiday bargains etc).

This can lead you on to ….

Stuart Hall deals with ‘Reception Theory’ study which determines how different audiences view the same text.

He found that the way audiences interpreted a text generally fell under one of the following:

• A preferred reading; of the text most likely to be received by the intended target audience who share the same ideologies (people read it as the creators intended – this is the closest to the hypodermic needle).

• An oppositional reading; generally by people who are not in the intended target audience (they reject the meaning intended and receive an alternative meaning).

• A negotiated reading; basically accept the meaning but interpret it to suit their own position/ideologies.

Then you can discuss TWO STEP FLOW ….

Which suggests that information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence. 

Which can bring you on to

Mediation and how the text tries to involve an audience through

Mode of Address, persuasive, emotive language

Don’t forget dominant ideology

Marxists are likely to find evidence in the modes of address of almost every text that confirms evidence of a class divided society in which workers are exploited by capitalists.

Feminists are likely to find evidence in the modes of address of almost every media text that there are assumptions about gender.

Always write a conclusion no matter how small.