The document provides guidance on the Audiences and Institutions exam question for media studies. It will be worth 50 marks and focus on explanation, analysis, argument skills using examples and terminology. Students should choose three examples to discuss in detail, compare mainstream and independent media institutions/audiences, and discuss both mass and niche audiences. General advice is to create debate, draw contrasts, discuss personal experiences, and choose contemporary examples and case studies.

1. Audiences and Institutions
The Exam – what will it be like, how will it be marked,
model answers

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

3. What does the Exam look like?

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?