This document provides guidance for students on how to answer an exam question analyzing a media product in relation to media concepts. It instructs students to write about one product and evaluate it using one of the following concepts: genre, narrative, audience, media language, or representation. Students must refer to and apply at least two media theories. Examples are provided of how to analyze representation using Mulvey's male gaze theory and Goodwin's theory on active female roles. Students are also given definitions of key concepts to research and practice analyzing two music videos in relation to different concepts. Critics' quotes are provided for students to apply to their chosen concepts and videos.

1. Section 1 B
Introduction

2. What you have to do
You have half an hour to answer the question set.
There is no choice of question.
In section 1b you will write about one product and evaluate it in relation
to one of the following media concepts
Genre
Narrative
Audience
Media Language
Representation.
You will need to refer to and show understanding of at least 2 media
theories in this section of the exam.

3. How to answer the question
• You must include concrete references to your own work – using the
technical language that you analysed in the television drama unit in the AS
year is an excellent basis for this analysis.
•
• For example, if you write about representation in music video, you may well
refer to Mulvey’s ideas regarding the male gaze, discussing how your work
does or does not fit with this theory. You would then also move on to
consider Goodwin’s theory that women are not passive in some music videos.
•
• If the topic was genre you may well refer to the ideas of Vernallis about
the visual style of a music video as it attempts to capture the emotions of a
song AND include what Goodwin thinks makes music video distinct from
other forms.
•
• The key to this question is to analyse your media text as though it were a
real product, and evaluate how similar/successful it is in relation to the
media theory you are using.
•
• And don’t forget the Mark Scheme!
• Within the mark scheme you will be awarded marks for:
• Explanation, analysis and argument – (10 marks)
• Use of examples – (10 marks)
• Use of terminology – (5 marks)

4. Key concepts
Before you begin to research further into each one in the
consecutive lessons, write a summary definition to explain
what of the 5 concepts below means and includes.
NARRATIVE
MEDIA LANGUAGE
REPRESENTATION
GENRE
AUDIENCE
Put the sheet with the definition into your book

5. Critics and 1b
Unlike Section A, you must include references to critics in this section
So which concept do you think the following quotes might apply to ?
1. “In a world ordered by sexual imbalance, pleasure in looking has
been split between active/male and passive/female. The
determining male gaze projects its fantasy onto the female figure
which is styled accordingly”.
2. “In music there is a repetition of images or aspects of mise-en-scene
which gives a chorus like effect to the video. Editing reflects the beat of
the song. There are repeated shots of the artist/performer”
3. “Music videos are not like films as they attempt to capture (quite
often disconnected) moments rather than tell a complete narrative”

6. A practice
The secret to answer this question well is to treat your work
as a real media text.
So as a practice, have a look at 2 music videos:
• Nicky Minaj – Superbass
• Ed Sheeran – Lego House
For each one choose 2 of the key concepts – but make sure 4
different ones are covered in both videos ( you might choose
Representation and Genre for Nicky Minaj and Narrative as
well as Media Language for Ed Sheeran)
At the end of your notes apply one of the quotes from the
critic sheet about your chosen key concepts and this video