Cambridge Technicals study of Digital Media - Print text analysis

1. Key questions to tackle a text:
• What is the text doing to you?
• How is it doing it?
• Why is it doing it?

3. L.O: to apply our knowledge of print
key concepts to an unseen textual
analysis
Must apply the key concepts to an unseen text
using correct terminology where relevant.
Should evaluate and consider the impact of
media texts upon audiences.
Could compare analysis of media texts across
different platforms.

9. Audience
• Who is the main audience? Characteristics – demographic,
psychographic, behavioural.
• What is the appeal? What does it offer the audience? (i.e. Uses
and Gratifications)
• What position does it put the audience in? Empowered?
Subordinate?
• What is the unique selling point?
Codes and conventions
• What genre does text belong to? Genre indicators.
• Key techniques to convey meaning or appeal to the audience?
• Mise-en-scene
• Editing
• Camera work and focus
• Narrative arcs, themes and patterns
• Intertextuality
• Semiology - imagery and connotation

10. How are print codes and
conventions used to
shock and scare the
audience?

11. How are print codes and
conventions used to
shock and scare the
audience in this NHS
advert?

12. Key concepts
What can you remember about the key concepts
in media?
Audience
Codes and conventions
Write 3 things you remember on post-it notes
and add to the board.