2. Audiences and Institutions
Worth 50 marks (equal to Television Drama so spend
equal time on it!)
Second half of the exam
No stimulus material
Looking for three key things
Explanation Analysis Argument
Use of examples
Use of Terminology
4. What are they looking for
Explanation/Analysis/Argument (20 marks)
Understanding of the task/topic
Knowledge and Understanding of institutional/audience
practices (factual)
A clear and developed argument that is supported by
examples from case studies
Answer is relevant to the set question
5. What are they looking for?
Use of Examples (20 marks)
Case Studies – Frozen, Fifth Estate, The Hobbit, Shifty, 12
Years a Slave
Range of examples
Frequency of examples
Relevance of examples
6. What are they looking for
Use of Terminology (10 marks)
Range of terms
Spelt correctly
Use correctly
Explained and used correctly
Vertical Integration, Simultaneous Global
Release, Limited Release, Horizontal
Integration. Synthespian Synergy,
Proliferation, Produser, Fragmentation,
Conglomerate, Distribution, Viral
Marketing, Vivendi, Universal,
Convergence, Saturation Release, Platform
Release, Exchange, Multinational, Cross
Media convergence, Technological
convergence
7. Level Three
“Straightforward ideas have been expressed with some
clarity and fluency. Arguments are generally relevant,
though may stray from the point of the question. There
will be some errors of spelling, punctuation and
grammar, but these are unlikely to be intrusive or
obscure meaning”
EAA 12 – 15
EX 12 – 15
T – 6 - 7
8. Level Four
“Complex issues have been expressed clearly and
fluently. Sentences and paragraphs, consistently
relevant, have been well structured, using appropriate
technical terminology. There may be few, if any, errors
of spelling, punctuation and grammar”
EAA 16 – 20
EG – 16 – 20
T – 8 -10
9. Model Answers
Read through the two model answers supplied
Highlight any terminology in one colour
Highlight use of examples in another colour
What is the central argument and what points do that
make about it (brief summary!!!)
What else could have been discussed?
10. General Advice and Guidance
from the Examiner
Create debate in your central argument
Draw contrasts between mainstream and independent
producers/institution
Draw contrasts between mass audiences and niche
audiences
Discuss you own experiences as consumers and
contextualise these by linking back to the key ideas
Be aware of what is happening now and talk about it
Wide range of relevant and contemporary examples
Don’t go for the ‘saturation approach’ where you write
everything you can remember
Talk about more than one case study.
11. Production and Media Ownership
Discuss the issues raised by media ownership in the production and
exchange of media texts in your chosen media area
What impact does media ownership have upon the range of products
available to audiences in the media area you have studied?
Media production is dominated by global institutions, which sell their
products and services to national audiences” To what extent do you agree
with this statement?
Discuss the ways in which media products are produced and distributed to
audiences, within a media area, which you have studied. What are some
of the consequences of the production and distribution system?
12. Marketing
Cross media convergence, technological convergence
and synergy are vital processes in the successful
marketing of media products to audiences” To what
extend do you agree with this statement in relation to
your chosen media area?
To what extent does digital distribution affect marketing
and consumption of media products in the media area
you have studied?
“Successful media products depend as much upon
marketing and distribution to a specific audience as they
do upon good production practices” To what extent
would you agree with this statement, within the media
area you have studied?
13. Distribution
To what extent does digital distribution affect marketing
and consumption of media products in the media area
you have studied?
“Successful media products depend as much upon
marketing and distribution to a specific audience as they
do upon good production practices” To what extent
would you agree with this statement, within the media
area you have studied?
Evaluate the role of digital technologies in the marketing
and consumption of products in the media area you have
studied.
14. Technology
Cross media convergence, technological convergence and
synergy are vital processes in the successful marketing of
media products to audiences” To what extend do you agree
with this statement in relation to your chosen media area?
What significance does the continuing development of digital
media technology have for media institutions and audiences?
How important is technological convergence for institutions
and audience within a media are which you have studied?