Institutions and audiences exam knowledge
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Institutions and audiences exam knowledge

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    Institutions and audiences exam knowledge Institutions and audiences exam knowledge Presentation Transcript

    • Examiner’s report - general
      • Those candidates who fared less well, would only produce a response which either focused on a singular case study and struggled to address the question.
      • Some bad answers just wrote down ‘all I know’, or didn’t use evidence.
      • Candidates must have an understanding of: digital media, synergy, cross media, convergence, media technologies and audience consumption
      • address the question set
    • Jan 2009 Report
      • the nature and impact of pre-existing audiences
      • new media technologies
      • controversy
      • The best answers did not present a textual analysis of the game, but did suggest how textual elements were used within marketing
      • how social networking sites were utilised in the pre-publicity of the games release
      • terminology to enhance their points
      • synergy, convergence and horizontal vertical integration as factors in the success of the game's release
    • THE EXAM Section B: Institutions and Audiences
      • Candidates should be prepared to understand and discuss the processes of production , distribution , marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions . In addition, candidates should be familiar with:
      • the issues raised by media ownership in contemporary media practice;
      • the importance of cross media convergence and synergy in production, distribution and marketing;
      • the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;
      • the significance of proliferation in hardware and content for institutions and audiences;
      • the importance of technological convergence for institutions and audiences;
      • the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions;
      • the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.
      • This unit should be approached through contemporary examples in the form of case studies based upon one of the specified media areas.
    • T he issues raised by media ownership in contemporary media practice
      • Budgets
      • Niche vs. mass audiences
      • How budgets and marketing affect the ability to reach mass audiences
      • In film, it is argued that just a few mega media groups who own a range of media decide what the public may see. Is this true of videogames?
    • The importance of cross media convergence and synergy in production, distribution and marketing
      • Digital technology - hubs, platforms and devices (e.g. mobile phones, consoles, iPads, etc.) - download and watch films and TV programmes, use them as alarm clocks, watches, play music on them, take photos and short films, text, go online, use GPS functions, a range of apps, play games, etc.
      • Synergy – how does an institution’s size affect cross- promotion opportunities?
    • The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange
      • Graphics and production values have improved
      • Latest software for designing high-concept film posters and trailers: phone apps., online marketing, facebook, etc.
      • File-sharing and piracy are growing issues because the software exists to take the protective encryption off games. Internet enables people to make and share copies easily.
      • Worldwide release dates are getting closer to each other to counteract piracy.
      • You Tube, answering videos, audience participation.
    • The significance of proliferation in hardware and content for institutions and audiences
      • Proliferation = increase
      • Improved hardware to allow for better graphics, internet connections and DLC.
      • X- Box Kinect takes this even further, due to the disk space required to remember you.
    • The importance of technological convergence for institutions and audiences
      • Hubs (laptops/ smartphones/ consoles) bring technology together. Console networks are particularly important, as they have led to the need for DLC and improved hardware.
      • The Internet as a hub : posters, banner ads, youtube videos, interviews, trailers, official websites, games blogs, etc.
    • The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
      • Compare differences in UK/ US advertising. Note that ‘Just Dance’ ads are significantly different, whereas ‘Red Dead’ cinmea trailers were the same. What does this suggest about audiences?
    • The ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour
      • How do you consume videogames? (Socially, either via console networks or physically with someone, individually, etc.)
      • How do you access/ purchase games?
      • Do you use streaming sites, etc?
      • Identify trends and consider where the audience trends are going in the near future.
      • 1.     Link your response to the question. Use key words from the question throughout.
      • 2.     Debate & weigh up both sides of the argument:
      • 3.     Explain which industries/ institutions you are going to discuss in a brief introduction.
      • 4.     You need to mention both your case studies.
      • 5.     You must mention a variety of different games to support your points/ ideas:
      • Red Dead Redemption; Just Dance 2; GTA; Just Dance; Manhunt; Other game(s) of your choice
      • 6.     Mention specific audiences and how they are targeted
      • -through age/ gender/ time era/ taste/ lifestyle/ location
      • -do British audiences prefer British media? Is this a misconception?
      • Consider differences in advertising
      • 7.       Mention the threat of Digital Cinema to all institutions:
      • Growth of internet; Downloading/ live streaming/ file sharing; Piracy; DLC; Cost/ inflation/ credit crunch
      • 8.     Ingrain your essay with your own point of view and ideas.