a
word from the media staff
You are about to embark on a course in which
you will spend the next year [possibly 2 years] actively engaged as a student
of the mass media.
This is a course that you have chosen, a
course that you feel offers you the kind of learning experience that you
believe will be suited to your style of learning, your particular interests and
that you will be able to be successful in.
The commitment of the staff is to ensure that
you are given those opportunities, your commitment as a student is to ensure
that you take advantage of them.
There is no secret to being successful in
this A level. Like any other, it is
founded on 3 things:
- Attendance and
punctuality
- Applying yourself
to the work [completion; deadlines]
- Wider reading
around the basic materials covered in the lesson – an enquiring mind.
In this handbook you will find outlined as
clearly as possible the proposals as to how
we will meet our commitment to you.
There is a synopsis of the qualification for the AS, the objectives that
will be assessed and the way in which you will be assessed. There is also an over-view as to how you will
be taught and an outline of the year and the content of the lessons. Finally, there is a detailed break-down of
the five essential concepts that make up the intellectual domain of the
subject.
These are here to assist you in your
learning. They will help you plan your
work and enable any wider reading that you do to be linked into the work
planned for your lessons.
Remember:
we can teach the theory, we can teach the technological skills. Your part is
to provide the creative spark, the imaginative approach that will forge the
knowledge links that will give you the insight and understanding necessary for
success.
HOW WE DO IT – teaching and learning in Media studies
Media Studies is a
practical subject based on theoretical studies of the way that audiences use
media products and how institutions seek to make products that are popular with
audiences [and thus profitable]
To understand the
theoretical knowledge of our subject we firmly believe that you must practice
the construction of products of your own.
The Blog
You will be
expected to create a blog that you will link to the Media Studies department
blog.
You will be expected
to use your blog to chart the progress of your learning in Media. The blog is an on-going dialogue between you
and your teacher. The blog allows the best possible way of feeding back to you
on the development of your practical work.
Your blog will be used in the lesson as a learning tool for yourself and
for others in the group.
Portfolios
At different times
in the Autumn term you will be set practical tasks to complete. The tasks will involve RESEARCH which you are
expected to show on your blog and then the CONSTRUCTION of a media product – a
fashion shoot, a magazine cover and feature, a short film, a web site design
etc.
The work will have
strict time scale and deadlines as the completed work will be presented in
class by you from your blog to the rest of the group
The Briefs
The assessment of
your ability in Media will be by the creation of a portfolio of media products
completed to a brief supplied in September by the examination board.
You will first
complete 3 months research into the brief which must be uploaded to your blog
at specific times for feedback.
You will have
January to March to actually construct the products
In April you will
write a 1500 word evaluation of your work
All work –
research, products, evaluation – will be sent to the exam board for your final
assessment of what is called MEST2 and is worth 50% of your final grade.
The lessons
We need a mix of
practical analysis of existing professionally made media products, learning
about the theories that underpin our study of such products and making such
products of our own. As part of the process of developing your learning and
your understanding of the media:
You will be expected to get involved in your
own learning
- You will be
expected to bring books and folders to the lessons
- You will be
expected to lead discussion on your work
- You will be
expected to present a tutorial on an aspect of our work
- You will be
expected to conduct reading of texts prior to some lessons
You will be expected to complete homework to
deadlines
The AS Specification
The Key Concepts
The AS Specification
Media
Concepts
Forms
Representations
Audiences
Institution
Values
and Ideologies
Media
platforms
Film/Broadcasting
E-media
Print
MEST1: investigating media
The
aim of this unit is to enable candidates to investigate the media by applying
media concepts to a range of media products in order to reach an understanding
of how meanings and responses are created. Candidates should be encouraged to investigate
the contemporary media landscape and the changing contexts within which media
texts are produced and consumed.
Candidates
will investigate the processes of meaning-making in media production and
reception:
•
At the micro level within individual products
•
At a macro level in terms of technologies (also termed platforms: TV/Film; Print; E-media]
In
this specification the media platforms are referred to as broadcasting, e-media
and print, to include linear broadcasting (audio-visual) and cinema, print
media, digital/web-based and emerging media.
Candidates
will firstly investigate a wide range of media texts to familiarise themselves
with media language and media codes and conventions and then embark upon a
cross-media study.
The
investigations into media concepts, processes and products will link with and
inform the research into Unit 2: Creating Media, where candidates are required
to produce media artefacts taken from two of the three media platforms.
MEST 1 Assessment Objectives
- AO1
Demonstrate knowledge and understanding of media concepts, contexts
- (and
critical debates)
- AO2
Apply knowledge and understanding when analysing media products
and processes (and evaluating their
own practical work) to show how
meanings and responses are created
MEST1 Content
Texts, concepts and contexts
Candidates should start this unit by
investigating a wide range of media texts taken from the three media platforms
to enable them to understand the media languages and the codes and conventions of moving image and print texts
applicable to broadcasting (audio-visual) and cinema, digital/web-based media
(e-media) and newspapers and magazines. Centres should choose media texts that
enable candidates to identify and evaluate the ways in which the media
languages are used (media forms) and which also allow investigation and
exploration of the additional concepts of:
• Media representations
• Media institutions
• Media audiences.
The study of media forms gives
candidates an understanding of media language, including narrative and genre appreciating
how media representations are constructed provides insight into the values and
ideologies that are underpinning the media. This is also apparent in the study
of media institutions and media audiences. Study of these areas also provides
candidates with an understanding of the profound changes taking place in the
production and reception of the media, and some of the implications of these changes.
Candidates will also gain a basic
understanding of the role of marketing and the advertising industry
in financing and promoting media through
the investigation of a range of advertising texts and strategies present within
and across the media platforms. Semiotics, narrative structures, reception
theories and ideas and information relevant to the study of media texts and
media platforms should be taught insofar as they serve to help candidates
understand how meanings and responses are created in media products. However
the understanding and application of media concepts is more important than the
reproduction of theories or information.
Texts should be chosen to allow
candidates access to cross-cultural factors where appropriate. Candidates are
expected to use appropriate media terminology in their responses to the
examination questions and this should be taught from the start of the course.
The media platforms
Candidates will undertake a study of one
or more of the cross-media topic areas across at least three different
media taken from the following media platforms:
Broadcasting –
suggested texts: television and radio programmes both factual and fictional;
films; advertisements; trailers and
other audio/visual promotional material. It is advised that at least one from
each type of text should be studied.
E-media –
suggested texts: websites; blogs/wikis; podcasts; advertising and promotional
materials; radio; television; music or fi lm downloads; games and emerging
forms. It is advised that at least one from each type of text should be
studied.
Print –
suggested texts: newspapers; magazines; advertising and marketing texts
including promotional materials. It is advised that at least one from each type
of text should be studied.
The cross-media study
The knowledge and understanding of
media concepts and contexts gained through the investigation and comparison of
individual media texts will then be developed by making a detailed case study
chosen from a range of topics.
Centres should choose a topic area that
communicates with audiences across the media platforms; a topic which includes
media products that can be classified, perhaps loosely, as a genre. By making a
detailed investigation of the texts themselves, their similarities and
differences and the processes and technologies used to create them within
different media, candidates will gain a deeper and broader understanding of the
contexts of their production and reception.
They will develop their understanding
of how meanings and responses are created and received and how these meanings
and responses can vary or stay the same across different media platforms. This
approach ensures that the fluidity, flexibility and changing nature of media
production and reception is investigated and prepares candidates for the other
units in the course.
Centres may wish to teach two
cross-media topic areas but there is no obligation to do so.
The Examination for Unit 1:
Investigating Media
The examination for Unit 1 will take
the form of a two hour two-part examination paper. It will be marked out
of 80. Section A tests AO1 and Section B tests AO2. Quality of Written
Communication will be assessed in Section B.
Section A (1
hour 15 minutes including 15 minutes reading/viewing time) will consist of four
short answer questions, all compulsory, relating to a piece of unseen stimulus
material. The unseen material will take the form of either:
moving image, audio, e-media or print.
Questions will require candidates to
focus on: media forms, codes and conventions; media representations; media
institutions, media audiences and values and ideologies, and candidates will be
required to demonstrate knowledge and understanding of these media concepts and
the contexts in which they appear. 48 marks
Section B (45
minutes) will require a sustained response to one of a choice of two
questions which will give the candidates the opportunity to write about their
cross-media study. Questions will not be topic-specific but designed to allow
candidates to show what they know and understand about media products and
processes by applying their knowledge and understanding of media concepts and
contexts. 32 marks
Unit 2 MEST2
Creating Media
Introduction
In
this unit candidates will produce two linked media artefacts taken from
two of the three media platforms studied in Unit 1: Investigating Media, with a
single, accompanying evaluation and pre-production materials for both pieces.
The
pre-production materials, the production work and the evaluation should
explicitly and implicitly demonstrate understanding of media concepts. It Is
expected that candidates will be actively engaging with the media concepts
throughout the unit but, perhaps, particularly during the pre-production and evaluation
phase of the unit. Therefore, an element of prior research into the production
area will be considered necessary and will be evidenced in the pre-production
materials.
Assessment Objectives
·
AO2 Apply knowledge and understanding
when analysing media products and processes and evaluating their own practical
work, to show how meanings and responses are created
·
AO3 Demonstrate the ability to plan
and construct media products using appropriate technical and creative skills
·
AO4 Demonstrate the ability to
undertake, apply and present appropriate research
Content
This
unit should develop out of Unit 1: Investigating Media, and enables candidates
to pursue their own media interests within a framework of media concepts,
contexts and issues. The productions undertaken in Unit 2: Creating Media
should be linked to the learning undertaken in Unit 1. Thus, the topic areas
studied for Unit 1 can link to the practical work for Unit 2, but candidates,
even if they work in a group, must undertake individual research, preproduction
work and assessment of the success of the production, which will be made clear
in the
evaluation.
Unit 2 will be clearly linked to Unit 1 but will be worked on independently by
candidates.
Candidates
should show awareness of cross-cultural factors, where appropriate.
What candidates need to do
Candidates need to complete a portfolio based on one of the set briefs for that examination series. They will offer for assessment two productions chosen from two of the three media platforms in their chosen brief, plus an evaluation of both production pieces with reference to the third media platform.
The
pre-production materials will demonstrate that candidates have researched
appropriate media areas and extant texts as well as considering how to target
specifi c audiences. Appropriate planning and trial work will also be included.
This will evidence the fi rst three stages of the production guide below.
The
productions will demonstrate that candidates have planning, technical and
creative skills as well as knowledge of relevant codes and conventions within
their chosen platforms.
The
evaluation will be partly a consideration of the candidate’s intentions for the
productions, but it will be largely an analysis of the success of the
productions in the light of their chosen platforms, target audiences and
relevant media concepts.
1 Pre-production work
Candidates will be expected to
research the appropriate media areas relevant to the two production tasks
undertaken. Research will include the investigation of existing products
(texts) as well as audience research. Candidates will also be required to show
evidence of appropriate planning and the targeting of the potential audience as
outlined in the Production Guide below.
2 Production work
Candidates will undertake two linked
production tasks from two different platform areas, based on one of
three Production Briefs supplied by AQA. They will be able to choose from three
options for each media platform studied in Unit 1:
• Broadcasting
• Digital/Web-based media (e-media)
• Print.
The quality of the productions should
refl ect the substantial weighting given to this component and candidates will
need to submit two fully realised products consisting substantially of
their own words and images. Whilst it is acknowledged that the use of
non-original material is widespread in the media, it is considered valuable
experience for candidates to engage in a full production process.
The use of found images, copy or audio
will only be acceptable where it would be impractical for the candidate to
produce them for themselves and such use must be carefully acknowledged. No
more than 20% of each production can consist of found material.
The length of the productions will be
relatively short, as required by the Production Brief. There may be some
repetition of images and text between the production pieces where appropriate
but it is expected that candidates will substantially rework the original
material in relation to the new platform and/or audience.
Given these constraints, candidates
will need to plan productions that are as tightly constructed as possible if
they are to fully demonstrate their knowledge of relevant codes and
conventions. The use of templated web
designs such as those found on WIX and some blog sites is not permitted
as they would not allow candidates to engage fully with the design process;
however, the use of programmes such as MUSE/Dreamweaver is acceptable.
Candidates may work in small groups
(no more than four) where necessary but each candidate’s contribution should be
monitored and marked accordingly with supporting comments from the teacher. It
is unlikely that group work would be necessary outside of time-based media and
where a centre wishes to consider it – eg where several candidates’ work is
linked through the design of a single website – advice should be sought from
AQA. Where group work is undertaken, the evaluation and the majority of the
pre-production materials should
be original to each candidate. Thus,
each candidate should produce individual storyboards pertaining to
the production idea before the group
decide on a final production. After two years one Production
Brief will be changed every year in each platform area for the duration of the
specification.
3 Evaluation
A combined evaluation will be
submitted for both the production pieces and it will be original to each
candidate, with a word limit of 1500 words. Each piece should be word-processed
and word counted. The evaluation should engage with the intentions for the
pieces in terms of the candidate’s research, but the body of the text should
consist of an analysis of how the productions themselves work in the light of
their specific target audiences, research, media concepts and contexts.
examinations
The AS Assessment
|
Unit 1 – MEST1
Investigating Media
50%
of AS, 25% of A Level
2
hour written examination
80
marks
Two
sections: A – four compulsory short answer questions
B –
choice of one from two essays
|
Unit 2 – MEST2
Creating Media
50%
of AS, 25% of A Level
Practical
unit, internally assessed and externally moderated
80
marks
Externally
set production briefs.
Two linked
production pieces taken from two of the three media platforms studied in Unit
1
plus
1500 word evaluation.
|
In order to write
effectively on the media you must be aware of the Key concepts. These are the toolbox of Media Studies and
knowledge of them is essential to success in each of the modules and in the
final assessments for each.
The Key Concepts
The 5 KEY CONCEPTS are:
Media Representations
Media Froms
Media Audiences
Media Institutions
Media Ideologies
Additionally the areas of genre and narrative
[which
are aspects of the concept of media language]
are so important to understanding media texts that they are also considered as
essential parts of the conceptual framework.
Media Representations
Who is being
represented?
·
In what way?
·
By whom?
Why is the subject
being represented in this way?
·
Is the representation fair and
accurate?
·
What opportunities exist for
self-representation by the subject?
Media Languages and Forms
What is the significance of the
text’s connotations?
What are the non-verbal structures
of meaning in the text?
What is the significance of
mise-en-scene?
What work is being
done by the soundtrack/commentary language of the text?
What are the
dominant images and iconography and what is their relevance to the major themes
of the text?
What sound and
visual techniques are used to convey meaning [eg camera positioning; editing;
mix of sound/image]?
Media Institutions
What is the institutional source of the text?
In what ways has
the text been influenced or shaped by the institutions which produced it?
Is the source a public
service or commercial institution? What
difference does it make to the text?
Who owns and
controls the institution concerned and does it matter?
How has the text
been distributed?
Media Values and Ideology
What are the major
values, ideologies and assumptions underpinning the text or naturalised within
it?
What criteria have
been used for selecting the content presented?
Media Audiences
To whom is the text
addressed? What is the target audience?
What assumptions
about the audience’s characteristics are implicit within the text?
What assumptions
about the audience are implicit in the text’s scheduling or positioning?
In what conditions
is the audience likely to receive the text?
Does this impact upon the formal characteristics of the text?
What do you know or
can you assume about the likely size and constituency of the audience?
What are the
probable and possible audience readings of the text?
How do you as an
audience member, read and evaluate the text?
To what extent is your reading and evaluation influenced by your age,
gender, background etc?
Narrative and Genre are aspects of the Key Concept of
media language dealt with above but these elements are so important to any
understanding of how and why media texts work that they are essential to your
work in every module in AS and A2.
Narrative
How is the
narrative organised and structured?
How is the audience
positioned in relation to the narrative?
How are characters
delineated? What is their narrative
function? How are heroes and villains
created?
What techniques of
identification and alienation are employed?
What is the role of
such features as sound, music, iconography, genre, mise-en-scene, editing etc.
within the narrative?
What are the main
themes of the narrative? What values/
ideologies does it embody?
Genre
To which genre does
the text belong?
What are the major
generic conventions within the text?
What are the major
iconographic features of the text?
What are the major
generic themes?
To what extent are
the characters generically determined?
To what extent are
the audience’s generic expectations of the text fulfilled or cheated by the
text? Does the text conform to the
characteristics of the genre or does it treat them playfully or ironically?
Does the text
feature a star, a director, a writer etc who is strongly associated with the
genre? What meanings and associations do
they have?
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