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2017 audience effects examples and commentary
1.
UNIT 1 COMBINED
FEEDBACK 21 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 21 © OCR 2017 Question 8 Mark scheme guidance Level 4: 16-20 marks An excellent understanding of the media effects debate and related theory is demonstrated. The examples used from media products and audiences to support ideas are wholly appropriate and justified. Sentences and paragraphs are consistently relevant, have been well structured, using appropriate terminology. There may be few, if any, errors of spelling, punctuation and grammar. • Candidates can pick any product they have studied and will look at the positive and negative effects. • This answer may not be balanced. • Top answers are likely to demonstrate an understanding of relevant media effects theory and contemporary debate (Mulvey, Cohen, Gauntlett) and choice of theorists is likely to depend on the medium and product chosen. • The answer may reference regulatory bodies in order to support ideas about media effects. Level 3: 11-15 marks A good understanding of the media effects debate and related theory is demonstrated. The examples used from media products and audiences to support ideas are appropriate and sometimes justified. There will be some errors of spelling punctuation and grammar but these are unlikely to be intrusive or obscure meaning. Level 2: 6-10 marks A basic understanding of the media effects debate and related theory is demonstrated. The examples used from media products and audiences to support ideas are mostly appropriate. There are likely to be some errors of spelling and grammar some of which may be noticeable and intrusive. Level 1: 1-5 marks Limited understanding of the media effects debate and related theory is demonstrated. The examples used from media products and audiences to support ideas are sometimes appropriate. There are likely to be some errors of spelling and grammar some of which may be noticeable and intrusive. Writing may also lack legibility. Examiner comments This question was either answered exceptionally well by candidates, or was answered badly owing to a lack of understanding or engagement with theory or case studies about the media effects debate. Again, some candidates did not reference a specific product as per the requirements of the question. It was clear that if candidates had investigated a specific product fully and applied the suggested theory such as the passive v. active audience, moral panics, Hall, Cohen, Gauntlett, Anderson, Mulvey then answers would have been more successful. Answers that explored a specific product in relation to the media effects debate and wider effects issues such as representations of gender and race demonstrated that candidates were able to fully understand the requirements of the question. Products such as Grand Theft Auto, Call of Duty, Fight Club, A Clockwork Orange, Football Factory, and Inception were deconstructed well in relation to relevant debates.
2.
UNIT 1 COMBINED
FEEDBACK 22 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 22 © OCR 2017 Exemplar candidate work Question 8 – low level answer
3.
UNIT 1 COMBINED
FEEDBACK 23 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 23 © OCR 2017 Commentary The candidate has discussed a media product (Bigorexia), yet only understood to very basic level the question (the possible positive and negative on a specific audience). The specific target audience was not identified by the candidate and the effects debate was not covered at all in any detail.This is why this is a low level answer. To move this to a medium level answer, the candidate would need to state the target audience and show some understanding of the effects debate.To do this they could reference some suggested theory about the effects debate such as the passive v. active audience and products create moral panics. To move this to a medium level answer the candidate would have needed to quote examples from the product to back up any points or suggested ideas about positive or negative effects.
4.
UNIT 1 COMBINED
FEEDBACK 24 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 24 © OCR 2017 Question 8 – medium level answer
5.
UNIT 1 COMBINED
FEEDBACK 25 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 25 © OCR 2017 Commentary The candidate has clearly discussed an appropriate media product (GrandTheft Auto), identified the target audience and understood the question (the possible positive and negative on a specific audience). Suggested theory (e.g. Anderson, Mulvey, McQuail) was used to demonstrate understanding of the media effects debate.The candidate has also clearly learnt terminology relevant to the topic (e.g. desensitisation).This is why this is a medium level answer. To move this to a high level answer, the candidate would have needed to give more specific examples from the video game to support theoretical ideas or potential positive and negative effects.To do this the candidate could have analysed a specific extract or sequence from the game to support points.
6.
UNIT 1 COMBINED
FEEDBACK 26 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 26 © OCR 2017 Question 8 – high level answer
7.
UNIT 1 COMBINED
FEEDBACK 27 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 27 © OCR 2017 Commentary The candidate has clearly discussed an appropriate media product (The Dark Knight), identified the target audience and regulatory certification (e.g. BBFC and 12A) and understood the question (the possible positive and negative on a specific audience). Suggested theory (e.g. hypodermic syringe) was used to demonstrate thorough understanding of the media effects debate. The candidate has also clearly learnt terminology relevant to the topic (e.g. desensitisation). The candidate has also given detailed examples from the film to support theoretical ideas or potential positive and negative effects. The candidate has also demonstrated their wider knowledge of the effects of their specific product on the audience (e.g. 2012 US cinema shooting). This is why this is a high level answer. To get full marks the candidate could have given specific detail about wider effects debate about the medium they have studied (e.g. wider debate about the effects of film on youth audiences).
8.
UNIT 1 COMBINED
FEEDBACK 28 OCR LEVEL 3 CAMBRIDGE TECHNICALS IN DIGITAL MEDIA 28 © OCR 2017 Commentary The candidate has clearly discussed an appropriate media product (The Dark Knight), identified the target audience and regulatory certification (e.g. BBFC and 12A) and understood the question (the possible positive and negative on a specific audience). Suggested theory (e.g. hypodermic syringe) was used to demonstrate thorough understanding of the media effects debate.The candidate has also clearly learnt terminology relevant to the topic (e.g. desensitisation). The candidate has also given detailed examples from the film to support theoretical ideas or potential positive and negative effects.The candidate has also demonstrated their wider knowledge of the effects of their specific product on the audience (e.g. 2012 US cinema shooting).This is why this is a high level answer. To get full marks the candidate could have given specific detail about wider effects debate about the medium they have studied (e.g. wider debate about the effects of film on youth audiences).
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