Institutions and audiences exam knowledge

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Institutions and audiences exam knowledge

  1. 1. Examiner’s report - general <ul><li>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. </li></ul><ul><li>Some bad answers just wrote down ‘all I know’, or didn’t use evidence. </li></ul><ul><li>Candidates must have an understanding of: digital media, synergy, cross media, convergence, media technologies and audience consumption </li></ul><ul><li>address the question set </li></ul>
  2. 2. Jan 2009 Report <ul><li>the nature and impact of pre-existing audiences </li></ul><ul><li>new media technologies </li></ul><ul><li>controversy </li></ul><ul><li>The best answers did not present a textual analysis of the game, but did suggest how textual elements were used within marketing </li></ul><ul><li>how social networking sites were utilised in the pre-publicity of the games release </li></ul><ul><li>terminology to enhance their points </li></ul><ul><li>synergy, convergence and horizontal vertical integration as factors in the success of the game's release </li></ul>
  3. 3. THE EXAM Section B: Institutions and Audiences <ul><li>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: </li></ul><ul><li>the issues raised by media ownership in contemporary media practice; </li></ul><ul><li>the importance of cross media convergence and synergy in production, distribution and marketing; </li></ul><ul><li>the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; </li></ul><ul><li>the significance of proliferation in hardware and content for institutions and audiences; </li></ul><ul><li>the importance of technological convergence for institutions and audiences; </li></ul><ul><li>the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions; </li></ul><ul><li>the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour. </li></ul><ul><li>This unit should be approached through contemporary examples in the form of case studies based upon one of the specified media areas. </li></ul>
  4. 4. T he issues raised by media ownership in contemporary media practice <ul><li>Budgets </li></ul><ul><li>Niche vs. mass audiences </li></ul><ul><li>How budgets and marketing affect the ability to reach mass audiences </li></ul><ul><li>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? </li></ul>
  5. 5. The importance of cross media convergence and synergy in production, distribution and marketing <ul><li>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. </li></ul><ul><li>Synergy – how does an institution’s size affect cross- promotion opportunities? </li></ul>
  6. 6. The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange <ul><li>Graphics and production values have improved </li></ul><ul><li>Latest software for designing high-concept film posters and trailers: phone apps., online marketing, facebook, etc. </li></ul><ul><li>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. </li></ul><ul><li>Worldwide release dates are getting closer to each other to counteract piracy. </li></ul><ul><li>You Tube, answering videos, audience participation. </li></ul>
  7. 7. The significance of proliferation in hardware and content for institutions and audiences <ul><li>Proliferation = increase </li></ul><ul><li>Improved hardware to allow for better graphics, internet connections and DLC. </li></ul><ul><li>X- Box Kinect takes this even further, due to the disk space required to remember you. </li></ul>
  8. 8. The importance of technological convergence for institutions and audiences <ul><li>Hubs (laptops/ smartphones/ consoles) bring technology together. Console networks are particularly important, as they have led to the need for DLC and improved hardware. </li></ul><ul><li>The Internet as a hub : posters, banner ads, youtube videos, interviews, trailers, official websites, games blogs, etc. </li></ul>
  9. 9. The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions <ul><li>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? </li></ul>
  10. 10. The ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour <ul><li>How do you consume videogames? (Socially, either via console networks or physically with someone, individually, etc.) </li></ul><ul><li>How do you access/ purchase games? </li></ul><ul><li>Do you use streaming sites, etc? </li></ul><ul><li>Identify trends and consider where the audience trends are going in the near future. </li></ul>
  11. 11. <ul><li>1.     Link your response to the question. Use key words from the question throughout. </li></ul><ul><li>2.     Debate & weigh up both sides of the argument: </li></ul><ul><li>3.     Explain which industries/ institutions you are going to discuss in a brief introduction. </li></ul><ul><li>4.     You need to mention both your case studies. </li></ul><ul><li>5.     You must mention a variety of different games to support your points/ ideas: </li></ul><ul><li>Red Dead Redemption; Just Dance 2; GTA; Just Dance; Manhunt; Other game(s) of your choice </li></ul><ul><li>6.     Mention specific audiences and how they are targeted </li></ul><ul><li>-through age/ gender/ time era/ taste/ lifestyle/ location </li></ul><ul><li>-do British audiences prefer British media? Is this a misconception? </li></ul><ul><li>Consider differences in advertising </li></ul><ul><li>7.       Mention the threat of Digital Cinema to all institutions: </li></ul><ul><li>Growth of internet; Downloading/ live streaming/ file sharing; Piracy; DLC; Cost/ inflation/ credit crunch </li></ul><ul><li>8.     Ingrain your essay with your own point of view and ideas. </li></ul>

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