Eduqas GCE Media Studies AS (Y1) Component 1 Section A Exam Walkthrough Jan 2018 question paper

1. Exam Walk Through
AS level Media Studies
Component 1: Investigating The
Media

2. What you need for the exam:
• A copy of the January 2018 exam paper
• A copy of the print resource for Section B
• To watch and make notes on the audio-visual resource
for Section A
• Paper for making notes on the audio-visual resource
(not submitted or assessed; you will be provided with a
Notes Sheet in the actual exam)
• An answer booklet / lined paper
• A pen

3. What this exam paper is all about:
This paper is Component 1: Investigating The Media.
The exam is 1 hour and 45 minutes long and out of 60 marks
It is made of two sections:
Section A: Investigating Media Language and Representation (Questions 1 & 2) –
worth 35 marks
Section B: Investigating Media Industries and Audiences (Question 3 & 4) - worth 25
marks

4. What this exam paper is all about:
This paper is assessing:
Assessment Objective 1 (AO1) Assessment Objective 2 (AO2)
Demonstrate knowledge and
understanding of:
• the theoretical framework of media
• contexts of media and their influence
on media products and processes.
Apply knowledge and understanding of the
theoretical framework of media to:
• analyse media products, including in
relation to their contexts and through
the use of academic theories
• make judgements and draw
conclusions.
• AO1 is assessed in Section B:
Investigating Media Industries and
Audiences (Questions 3 & 4)
• AO2 is assessed in Section A:
Investigating Media Language and
Representation (Questions 1 & 2)

5. What this exam paper is all about:
Section B: Investigating Media Industries and Audiences (Question 3 & 4) - worth 25
marks

6. What should I do first?
Carefully read the front cover of the exam paper.
What useful information do you notice?
Highlight or underline key points/words

7. What should I do first?
1. Read the front cover of the exam paper.

8. What should I do first?
1. Read the front cover of the exam paper.

9. Section A: Investigating Media Language and
Representation
Section A: Investigating Media Language and Representation (Questions 1 & 2)
35 marks/1 hour 30 mins
You will be asked to analyse 2 unseen media texts: one print and one audio visual
(AV). These are texts you are not expected to have seen before, but will be similar to
ones that we have studied in class (advert, film poster, newspaper, music video).
1 x Language question (10 marks)
Analyse the use of media language in an unseen media text (print or AV) to create
meaning
1 x Representation question (25 marks)
Compare the representations made in an unseen media text (print or AV) with one
of the set products/case studies studied in class: Tide, Kiss of The Vampire,
Wateraid, Formation, The Daily Mirror.
NB: you are expected to know the set products and will not be supplied copies of
them in the exam.
Whichever question is using an AV unseen text will appear first.
The second unseen media text will always be print based.

10. Section A: Representation Question
In this paper the representation question is using an AV unseen resource, so it
comes first.
Representation
Question 1 is based on the unseen audio-visual resource and the set WaterAid
audio-visual advertisement you have studied.
The audio-visual resource consists of a television advertisement for McDonald’s
Parallel Lives (2013). (https://www.youtube.com/watch?v=qIvY73HfJWM&t=1s)
You will be allowed one minute to read Question 1.
The advertisement will be shown three times.
• First viewing: watch the advertisement.
• Second viewing: watch the advertisement and make notes.
You will then have five minutes to make further notes.
• Third viewing: watch the advertisement and make final notes.
Once the third viewing has finished, you should answer Question 1.

11. What should I do first?
Read Question 1 and underline the key words to guide your note taking – you have
one minute to do this.
1.Compare the representations of age in this advertisement and the set WaterAid
advertisement you have studied. In your answer, you must consider:
• how representations of age are constructed through selection and combination of
elements of media language
• the similarities and differences in the representations of age
• how far the representations relate to relevant contexts. [25]

12. What should I do first?
Read Question 1 and underline the key words to guide your note taking – you have
one minute to do this.
1.Compare the representations of age in this advertisement and the set WaterAid
advertisement you have studied. In your answer, you must consider:
• how representations of age are constructed through selection and combination of
elements of media language
• the similarities and differences in the representations of age
• how far the representations relate to relevant contexts. [25]

13. What should I do first?
Read Question 1 and underline the key words to guide your note taking – you have one
minute to do this.
1.Compare the representations of age in this advertisement and the set WaterAid
advertisement you have studied. In your answer, you must consider:
• how representations of age are constructed through selection and combination of
elements of media language
• the similarities and differences in the representations of age
• how far the representations relate to relevant contexts. [25]
Command word for AO2 –
analysis, but specific
requirement here to compare
Consider mark allocation,
timing and length of
response required
How typical/stereotypical are the
representations of age? Why might they
be so?
Use of media language
Industry context, audience
contexts, social, historical
and cultural contexts
Remember to COMPARE
the two media products
together

14. What should I do first?
1.Compare the representations of age in this advertisement and the set WaterAid
advertisement you have studied. In your answer, you must consider:
1. how representations of age are constructed through selection and combination of
elements of media language
2. the similarities and differences in the representations of age
3. how far the representations relate to relevant contexts. [25]
The bullet points under the question are really important and relate directly to the
mark scheme. You should turn each into a question in your head that you are trying
to answer. Like this:
1. How are representations of age constructed through selection and combination
of elements of media language?
2. What are the similarities and differences in the representations of age in the two
media products?
3. How far/to what extent do these representations [of age] relate to relevant
contexts.

15. What should I do first?
Question 1 is a REPRESENTATION question.
It is a good idea to write down all of the key subject specific terminology and theory
that you know about Media Representation.
This is so that you can
• Demonstrate knowledge and understanding of the theoretical framework of media
(AO1)
• Analyse media products, including in relation to their contexts and through the use of
academic theories (AO2)
What key media representation terminology and theory should you looking to apply here?
Share your ideas with the class.

16. What should I do first?
Key theory/terminology for Media Representation at AS/Year 1
• Codes
• Selection & Omission
• Construction
• Anchorage
• Stereotypes (Stuart Hall Theory)
• Ideology
• Identity (David Gauntlett Theory)
Note: These may not all be applicable in every representation question.

17. Section A Representation Question
In this paper the representation question is using an AV unseen resource, so it
comes first.
Representation
Question 1 is based on the unseen audio-visual resource and the set WaterAid
audio-visual advertisement you have studied.
The audio-visual resource consists of a television advertisement for McDonald’s
Parallel Lives (2013). (https://www.youtube.com/watch?v=qIvY73HfJWM&t=1s)
You will be allowed one minute to read Question 1.
The advertisement will be shown three times.
First viewing: watch the advertisement.
Second viewing: watch the advertisement and make notes.
You will then have five minutes to make further notes.
Third viewing: watch the advertisement and make final notes.
Once the third viewing has finished, you should answer Question 1.

18. Making Notes
You don’t need to write full sentences while watching, just shorthand/bullet points
of key things you notice that you can go back to – e.g. a significant camera shot,
piece of mise en scene or use of words.
Remember that this is a REPRESENTATION question, not LANGUAGE. But you
will need to note key elements of the unseen text to analyse the representations
constructed.
You may find using a table like this helpful:
Technical Codes:
editing, camera
sound
Visual Codes:
costume, colour,
props, location,
mise en scene,
lighting
Verbal Codes: text,
speech
Other:
representation

19. Watching and making notes
In this paper the representation question is using an AV unseen resource, so it
comes first.
For class practice, we will now watch the video twice
First viewing: watch the advertisement.
Second viewing: watch the advertisement and make notes.
You will then have five minutes to make further notes.
[We will then discuss before 3 and final viewing]
.

20. https://www.youtube.com/watch?v=qIvY73HfJWM&t=1s

21. Watching and making notes
What did you make notes on? Share your ideas with the class.
Look again at the question and bullet points:
1.Compare the representations of age in this advertisement and the set
WaterAid advertisement you have studied. In your answer, you must
consider:
• how representations of age are constructed through selection and
combination of elements of media language
• the similarities and differences in the representations of age
• how far the representations relate to relevant contexts.
Do you have the information you need to answer these questions?
What should you be looking out for in the third and final viewing?

22. Tips for Representation Question
• This is an extended response question where you gain marks for the quality of
your essay writing, including relevance of content, logical and fluent structure, use
of examples to support points or arguments – this means you should spend some
time planning your answer before writing
• Your plan should include the following:
o introduction (1 or 2 paragraphs) - outline the focus of the essay and
engage with the key words or concepts within the question; as this is a
question on representation, it would be valuable to introduce this
o main body – a series of paragraphs covering the key points of the essay
o conclusion – a final paragraph which sums up your response and forms a
conclusion in response to the question set (AO2)
• Remember this is a representation question – you should aim to apply
knowledge and understanding of relevant concepts, theories and theoretical
perspectives to develop a point of view
• Ensure you address all of the bullet points in the question (on the exam paper)
• Ensure you address the specific question set, engaging directly with the key words
in the question

23. Tips for Representation Question
• Be selective about the aspects of the two media products that you include –
you can’t cover all of them for 25 marks so choose the most significant/
interesting/ important
• Write ‘more about less’. Focus on the keywords rather than simply analysing
individual elements. It is better to develop a few points further, than try and
cover everything but not in enough depth.
• Organise your response around the elements of media representation you
have chosen to focus on, not as a chronological walk through – this will allow
you to explore what is most significant, provide a clear structure and develop a
more sophisticated response
• Remember this is a media representation question, not a language one – your
focus should primarily be on analysis of representations, not as textual analysis
of meanings within the advert as such (as this is assessed in Q2 on this paper)
• Use subject specific terminology/theory (AO1 +AO2)

24. Section A Representation Question
Group Task: Practice Paragraph Plan
In groups, you will plan at least two paragraphs/points relating to one of the
question’s bullet points.
• A paragraph may be of different lengths but should be at least 4 sentences.
• It should be long enough to explore the element of media representation
being considered.
• It use demonstrate/apply knowledge and understanding of key media
representation theory.
• It should directly address the question/bullet point
• It should use evidence from the set product(s) to support your
point/argument.
• PEEL – Point, Explanation (why? – purpose/effect), Evidence, Link (to question)
You will share your paragraph(s) with the rest of the class.
You have 5 minutes

25. Section A Representation Mark Scheme
Question will be assessed with a “Generic Mark Scheme” and a scheme of
“indicative content”
The generic mark scheme is used in all representation questions for this exam.
The indicative content refers to this year’s specific question and unseen media
text.

26. Representation Generic Mark Scheme
Question will be assessed with a “Generic Mark Scheme” and a scheme of
“indicative content”
The generic mark scheme is used in all representation questions for this exam.
The indicative content refers to this year’s specific question and unseen media
text.

27. Representation Indicative Content
Question will be assessed with a “Generic Mark Scheme” and a scheme of
“indicative content”
The generic mark scheme is used in all representation questions for this exam.
The indicative content refers to this year’s specific question and unseen media
text.

28. Section A Language Question
In this paper the language question is using an print-based unseen
resource, so it is second.
“Question 2 is based on Resource A, the front page of the Daily Mail
newspaper, published on Thursday 28th January, 2016…
Study Resource A carefully and use this when answering the question 2.“
Print Resource A (also available at
https://www.thepaperboy.com/uk/daily-mail/front-pages-
today.cfm?frontpage=44265
In exam conditions, you will be supplied the print-based
resource on a separate handout.

29. Section A Language Question
Look at the question below and highlight the key words.
2. How do codes and conventions communicate viewpoints in this
newspaper front page?[10]

30. Section A Language Question
Look at the question below and highlight the key words.
2. How do codes and conventions communicate viewpoints in this
newspaper front page?[10]

31. Section A Language Question
Look at the question below and highlight the key words.
2. How do codes and conventions communicate viewpoints in this
newspaper front page?[10]
Media Language
(Print based media language
analysis)
Create Meaning
Views, ideology, audience
positioning
Analyse and
explain, don’t just
describe. You must
also say why and
how

32. Section A Language Question
What key media language terminology and theory can you think of that
might be useful to apply here?
Share you answers with the class

33. Section A Language Question
What key media language terminology and theory can you think of that
might be useful to apply here?
Share you answers with the class
Print Analysis Vocabulary
Visual Codes: costume, colour, lighting, gesture, mise en scene, design and
layout, typography, etc
Verbal Codes: use of language – mode of address, linguistic devices (e.g.
alliteration, etc)
Newspaper specific terminology: masthead, standfirst, sensationalism, etc
CODES - Theory: Semiotics/Roland Barthes – denotation/connotation,
narrative codes (enigma, cultural, etc)
CONVENTIONS - Theory: Genre/Stephen Neale – repetition & difference

34. Making Notes
In the exam you are able to write/annotate on the print-based resource handout.
You may find using a table like this helpful:
Visual Codes: costume,
colour, props, location, mise
en scene, lighting,
typography
Verbal Codes:
Text, linguistic
devices
Conventions:
Genre conventions of
unseen product
(newspaper front page)
Viewpoints

35. Section A Language Question
Study Resource A carefully and make notes for question 2.
2. How do codes and conventions
communicate viewpoints in this
newspaper front page? [10]
In groups you will each make notes on
a different heading from the table
which you will then share with the rest
of the class.
You have 5 mins.

36. 2. How do codes and
conventions communicate
viewpoints in this newspaper
front page? [10]
In groups you will each make
notes on a different heading
from the table which you will
then share with the rest of the
class.
You have 5 mins.

37. Tips for Media Language Question
• Be selective about the aspects of media language and parts of the advert you
include – you can’t cover all of them for 10 marks so choose the most
significant/ interesting/ important in influencing meaning
• Focus on the keywords ‘codes and conventions’ and ‘viewpoints’
• Organise your response around the elements of media language you have
chosen to focus on, not as a descriptive walk through – this will allow you to
explore what is most significant, provide a clear structure and develop a more
sophisticated response
• Remember this is a media language question, not a representation one – your
focus should primarily be on textual analysis of meanings within the advert, not
analysis of representations as such.
• Analyse specific use of media language etc. This means not just identifying and
describing it, but also explaining its purpose and / or effect.
• Use subject specific terminology – you will be credited for accurate and
appropriate use

38. Section A Language Question
Practice
• Write an essay plan for your response to Q2, using the
guidance from the previous slide.
• Include paragraphs for the introduction, main body and
conclusion with headings to separate your content.
• Include at least 4 bullet points of content under each
paragraph heading.
• You should be able to write your essay from the plan.
• You have 5 minutes to complete this

39. Section A Language Mark Scheme
Question will be assessed with a “Generic Mark Scheme” and a scheme of
“indicative content”
The generic mark scheme is used in all Language questions for this exam.
The indicative content refers to this year’s specific question and unseen media
text.

40. Top Tips for C1SA - Summary
• Make sure you are clear on the requirements of each section of the
exam in terms of the focus, assessment objectives, requirements etc.
• Identify the key words in, and focus of, the question carefully and ensure
that you answer the question actually set
• Use your knowledge, understanding and analysis of the set products
studied in class to inform your analysis of the ‘unseen’ products for Qs 1
and 2
• Use the language of semiotics and subject specific terminology to
enhance your textual analysis for Section A
• Spend some time planning longer answers, especially where you are
being assessed on extended response (essay writing) skills
• Pay attention to any requirements of the question, e.g. to refer to the
front cover and article etc.
• Use theory/theoretical perspectives to enhance your answers but ensure
that it is relevant and applied. Don’t include theory for the sake of it
or simply ‘download’ it.

41. Any Questions?
Do you have any
questions about
this exam?
If so, write them on
a post-it note and
stick it to the front
of your paper to
give to your
teacher.