This document provides guidance on an upcoming exam that will assess students' understanding of audiences and institutions in media studies. It details that the exam is worth 50 marks, is the second half of the exam, and will require students to demonstrate explanation, analysis, and argument supported by examples and terminology. It provides advice on achieving higher marks by expressing complex ideas clearly, using relevant examples and technical terms, and structuring responses well. Possible exam questions are outlined covering topics like media ownership, marketing, distribution, technology, and audiences.

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

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 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

4. What are they looking for?
 Use of Examples (20 marks)
 Case Studies – The Hobbit, Frozen, The Fifth Estate Shifty
12 Years a Slave and any others that you know
 Range of examples
 Frequency of examples
 Relevance of examples

5. What are they looking for Key
Terms
 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

6. 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

7. 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

8. 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.

9. 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?

10. 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?

11. 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.

12. 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?

13. Audience?
 Hollywood films have movie stars. That's why they are
more appealing to UK audiences than UK films.' How far
do you agree with this comment?
 Due in 15 March
 Plan it first!