03. unit 1 student guidebook

Learner information
OCR Level 3 Cambridge Technical in Media
Unit 01: Analysing media products and audiences
Qualification title Entry code Ofqual number
OCR Level 3 Cambridge Technical Introductory Diploma in
Media
05389 600/6176/5
LEARNER NAME: Alec Cockburn

Contents
Page Number(s)
LEARNER INFORMATION
General information for learners
This section provides learners with general information on completion of the
assignment in a question and answer format.
3
Scenario
This section contains the scenario which learners will need to be familiar
with in order to complete the tasks.
4
Tasks
This section contains all the tasks learners must complete before submission
for assessment.
5-7
Learner checklist
This checklist is provided to assist learners in ensuring that they have
completed and submitted evidence for all tasks.
8-10
2

General Information for Learners
Q Do I have to pass this assignment?
A Yes. This unit contributes to the achievement of the full qualification.
Q What help will I get?
A Your tutor will support you when completing the OCR Cambridge Technical model
assignment and will make sure that you know what resources/facilities you need and are
allowed to use.
Q What if I don’t understand something?
A It is your responsibility to read the assignment carefully and make sure you understand what
you need to do and what you should hand in. If you are not sure, check with your tutor.
Q Can I copy other people’s work?
A No. The work that you produce must be your own work and you will be asked to sign a
declaration to say that the work is your own. You should never copy the work of other
learners or allow others to copy your work. Any information that you use from other sources,
e.g. books, newspapers, professional journals, the Internet, must be clearly identified and not
presented as your own work.
Q Can I work in a group?
A Yes. However, if you work in a group at any stage you must still produce work that shows
your individual contribution.
Q How should I present my work?
A You can present your work in a variety of ways, e.g. hand-written, word-processed, on video,
digital media. However, what you choose should be appropriate to the task(s). For some
work, e.g. presentations, coaching sessions, role-play, work experience, you will need to
provide proof that you completed the task(s). A witness statement or observation sheet
could be used for this. If you are unsure, check with your tutor.
Q When I have finished, what do I need to hand in?
A You need to hand in the work that you have completed for each task. Do not include any
draft work or handouts unless these are asked for. When you hand in your work make sure
that it is labelled, titled and in the correct order for assessing.
Q How will my work be assessed?
A Your work will be marked by an assessor in your centre. The assessor will mark the work
using the assessment and grading criteria.

Scenario
Online educational resource
Your organisation has asked you to produce an online educational resource for media learners.
The resource will be used as an introduction to media analysis by focusing on a media company
and its products. You will need to look at a company which produces films and research their
structure and products.
The unique selling point (USP) of this online educational resource is that it is produced by learners
for learners as an introduction to the media world, its ownership, organisation, production
processes and products. The online educational resource will also focus on:
• media audiences;
• distribution/advertising;
• the media effects debate;
• representation;
• legal and ethical issues;
• the role of the regulatory bodies who oversee the industry.
This resource will be used to support the studies of learners undertaking a media studies course.
The information presented needs to reflect the underlying issues and be suitable for the target
audience.
You will be required to design a homepage and related webpages,containing:
• text and images/graphics – for example a logo, banner/header, text links to other pages,
advertisements, photographs of learners/tutors in lessons, etc;
• rich media – for example an audio-visual introduction to the website, interviews with
learners/tutors, animation, etc.
The webpages should contain the online education resource information you will be providing to
media learners. The related webpages should follow the same housestyle and design layout as
the homepage.
The homepage and related pages may be presented online or offline.
Ringwood Specific Brief:
• You will be making a ‘wix’ to display your ‘online educational resource for
media learners’.
• We will be studying Disney and The Force Awakens (2015) as our ‘media
company and its products’.
• All your work will go on your wix website, a link will then be put onto your
media blog under the title ‘Unit 1: Analysing Media Products and
Audiences’
4

Tasks
Introduction to the tasks
Your company has been asked to produce an educational resource for media learners. This guide
will be used as a teaching resource for learners new to the media industry. The section of the
educational resource you will need to produce is related to the film industry.
This will be the first of a range of educational resources the company wants to produce, so you will
need to design a homepage and related webpages containing:
• text and images/graphics – for example a logo, banner/header, text links to other pages,
advertisements, photographs of learners/tutors in lessons, etc;
• rich media – for example an audio-visual introduction to the website, interviews with
learners/tutors, animation, etc.
The company is keen that the related webpages should follow the same housestyle and design
layout as the homepage, so that this format can be utilised for further resources.
The homepage and related pages may be presented online or offline.

TASKS
LO1 (P1): Understand media products and the institutions that create them
TASK 1: CASE STUDY OF DISNEY STUDIOS
• Using your own research and the materials provided by us, create a visual fact-
file (suggested Canva, prezi or emaze) about Disney Studios that covers each of
the following:
• OWNERSHIP
• OPERATING MODEL
• PRODUCTS
• MARKETING POSITION
• COMPETITORS
• Evidence of learning does not mean you can simply print off pages from
the internet or plagiarise copy. Your case study document should be
created yourself by reading, researching and digesting all of the
information available and transforming that knowledge into a form that
shows your understanding.
LO1 (P2, M1, D1): Understand media products and the institutions that create them
TASK 2: Analytical film review of The Force Awakens
• Using your notes from class and the correct media language, analyse The Force
Awakens Trailer in as much detail as you can using examples and screen grabs
from the trailer.
• Please use the numbered points as headings/section dividers.
• This could be answered as a podcast/vodcast or in more essay based form full
of supporting images
1. GENERAL OVERVIEW
2. PURPOSE
3. GENRE
4. FORM
5. STYLE
6. CONTENT & MEANING
‘production process’ will be covered in task 4 alongside distribution and advertising
LO2 (P3, M2, D2): Understand the relationship between media products and their
target audience
Task 3: Audience Profiling Research
Part A (P3):
Using the BFI statistical yearbook (look specifically at the 2015 ones related to our film),
your theory notes and your own research, create a report/infographic/audience profile that
explains who the audience is for Force Awakens.
• You should create stereotypical avatars (online, hand-drawn, photograph) for both
male and female audiences.
• Annotate your avatars in terms of gender, age, life style, and spending power
• Include theory: NRS scale, 4C’s scale, Uses & Gratifications Theory, Cultivation
theory and Morley
Part B (M2):
6

Now that you know who your target audience is, conduct a survey or focus group to find
out more about the relationship of the chosen audience and our case study film.
Your questions should find out more about age, class, life style and spending power of
your audience.
Then analyse your findings as a results report.
Part C (D2):
As part of your results report, to achieve a distinction you need to explain:
• What aspects of the film would appeal to the target audience?
• Which aspects of the trailer would influence the target audience to view the film
You should give examples of scenes/parts of the trailer in your answer. You could also
break this in sections gender, age, lifestyle and spending power.
LO3 (P4): Understand how media products are distributed and promoted (plus
production process from LO1:P2)
TASK 4: Timeline of the Production Process for Force Awakens, including
Distribution and Advertising
1. You need to investigate the three phases of Production (Pre production, Production
and Post production) and create a timeline for Force Awakens, from Disney's
acquisition of Lucasfilm in October 2012 - Present day.
2. You should also have a timeline for distribution and advertising
• Your final timeline can be made on any format you wish. It will not be a single line,
we are expecting separate ‘branches’ with additional info.
• Suggested tools canva timeline/infogram or prezi
LO4 (P5, M3): Understand ethical, legal, and regulatory issues associated with
media products
TASK 5: Legal & Ethical, Impact and Representation Report
This is to explore how media products are created within a legal and ethical framework of
the society in which they are constructed. Producers and institutions have to be very
aware of the possible positive and negative effects that their products may have upon
individuals and communities.
• For this task you must investigate and research the legal, ethical and regulatory
restrictions within which your chosen film was made.
• Your investigation will illustrate your understanding of how these legal and
ethical requirements have an impact upon the producers, the product and
subsequently how the product may affect its audiences.
• Your discussion must be placed within the context of UK law and relevant
regulatory bodies associated with your chosen media product.
• Produce a report answering the above

Learner Checklist
OCR Level 3 Cambridge Technical in Media
Unit 01: Analysing media products and audiences
LEARNER NAME:
Link to my wix site: https://alec6572.wixsite.com/mysite
For Task 1 (P1) have you: Completed ()
Investigated a media institution Yes
Evidence provided (please ): Ref/Page no(s)
 a homepage
 related webpages
Y or other (please give details):
Visual fact file to displayed on home
page
https://www.canva.com/design/DADOBS0kpQA/KXUUOTDoDM1obJ6n
R_3uXQ/edit
https://en.wikipedia.org/wiki/The_Walt_Disney_Company
Called ‘The Disney Company’ on the home page
Chosen one media product produced
by the institution to analyse
Yes
 movie database webpage(s)
Y film review webpage(s)
 or other (please give details)
_________________________
__________
https://en.wikipedia.org/wiki/Star_Wars:_The_Force_Awakens
Called ‘The Force awakens case study’ on the home page
For Task 2 (M1) have you: Completed ()
Used correct and appropriate media
terminology
Demonstrated a good understanding
of the conventions of film
Yes
 the correct use of appropriate
media terminology in the film
review webpage(s)
Y the use of relevant examples in
the film review webpage(s)
https://www.imdb.com/title/tt2488496/
Called ‘The Force Awakens case study’ on the home page
8

_________________________
__________
continued overleaf
For Task 2 (D1) have you: Completed ()
Added a section to the database webpage/s which considers the financial
intentions of the filmmaker
Demonstrated a thorough understanding of how the filmmaker uses the
conventions of the genre to convey the intended meaning of the film on the film
review webpage(s)
Yes
 the database webpage(s)
Y the film review webpage(s)
 or other (please give details) ___________________________________
Called ‘the force
awakens case
study’ on the
home page
Analysed the demographics of the target audience Yes
 webpage(s) containing an audience profile
Y or other (please give details): Creation of stereotypical
audience avatars
Audience research.pptx
Called ‘audience research’ on homepage
Produced a questionnaire, conducted a survey and
produced an analysis which shows the relationship
between the audience and the film
Yes
Y questionnaire(s) or focus group
 survey(s)
 webpage(s) analysis based on research
___________________________________
Called ‘survey’ on home page
https://www.surveymonkey.co.uk/r/ZGMF7LW
For Task 3 (D2) have you: Completed ()
Produced discussion points, used your discussion points
to conduct and record the findings from a focus group,
produced an analysis of the results
Yes
Survey Results.docx

 discussion points
Y recording(s) of the findings of a focus
group/questionnaire
___________________________________
Called ‘survey results’ on home page
continued overleaf
Investigated how the chosen media product reaches its intended audience Yes
 a webpage detailing the distribution channels
 a webpage detailing the advertising approach
Y or other (please give details): production, distribution and advertising timeline
Called ‘time line’
on the home
page
Demonstrated an understanding of the chosen media product Yes
 questionnaire(s)
 survey(s)
Y webpage(s) analysis of relevant legal and/or ethical
issues (Legal & Ethical, Impact and Representation Report)
 webpage(s) analysis of the relevant regulatory bodies
___________________________________
https://www.canva.com/design/DADS-
87wNIc/z2-
ZxXE9TDKOyRPGav3Elg/edit
Called ‘legal and ethical report’ on the
homepage
Produced a webpage/s that justifies the certification for the film
Produced a webpage/s that justifies the positioning of the film in relation to the
watershed
Yes
10

 webpage(s) based on research
Y or other (please give details): Legal & Ethical, Impact and Representation
Report)
Called ‘legal and
ethical report’ on
the homepage

03. unit 1 student guidebook

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03. unit 1 student guidebook