1. CTK – A2 Media: Unit G325 Critical Perspectives In Media: Section A Theoretical Evaluation of Production
Q1A - DEFINITIONS
OPENING PARAGRAPHS - WHEN WRITING AN ESSAY ANSWER
DIGITAL TECHNOLOGY
Digital Technology is recorded in binary code and
consists of a combination of the digits 0 (Noughts)
and 1 (Ones).
These digits are also called ‘bits’ which represent
words, videos and images.
Digital Technology enables immense amounts of
information to be compressed on to small storage
devices that can be easily preserved, transported and
shared.
Digital technology has transformed how people
communicate, listen, watch, learn and work.
CREATIVITY
A mental process involving the discovery of new ideas
or concepts, or new associations of the existing ideas
or concepts.
Creativity is any act or product that changes an
existing domain, or that transforms an existing
domain into a new one.
Creativity is to be innovative, by making connections
betweens ideas where none previously existed.
‘Thinking outside the box’ in order to generate
thoughts and manifest them into reality. The process
involves original thinking and then producing.
RESEARCH & PLANNING
The study of influences upon consumer behaviour and
needs, with an analysis of market characteristics and
trends.
The exploration of concepts and ideas, completed pre-
text construction in order to accurately deliver a
product to the market place.
The mapping out of ideas and concepts with an
intended target demographic in mind.
POST-PRODUCTION
Post-Production is a very ambiguous term used in
many different ways depending on the media area.
For Print Post-Production, it refers to manipulation of
copy and images, as well as constructing additional
content to an original document.
For film Post-Production, it refers to the editing, sound
and special effects processes.
REAL MEDIA TEXTS
Industry standard products that are currently live in the market place. Media products such as films,
magazines, songs, games and merchandise, can be referred to as ‘Texts’.
The media constructs reality texts through its own forms, codes and conventions. The media present ideologies
and value messages in its real media texts, and it is up to the audience consumer to negotiate and deconstruct
any meaning. The credibility of any real media text may be judged by the degree to which the audience
identifies with what is being portrayed.
Categories of codes include: ‘Technical Codes’ such as camera, farming, depth of field, lighting, exposure and
juxtaposition, ‘Symbolic Codes’ such as objects, setting, body language, clothing and colour, and ‘Written
Codes’ in the form of headlines, captions, speech bubbles and language and register style.
