This document introduces a unit on critical perspectives in media. It outlines the aims and objectives, which are to build on previous work, introduce key topics and theories, and review learning. Students will study global media and media in the online age through case studies. They must use a WordPress site for revision and research how digital natives use free, fast, and portable media. The document provides several tasks for students to complete, including defining terms, finding examples of traditional media using the web, and researching a case study on a new media technology for a blog. It emphasizes keywords students must and should use.

1. Introduction to Section B – L1
Wednesday 24th March 2015
Unit G325: Section B – Critical Perspectives in Media

2. Why?
Aims & Objectives
• WE WILL Follow on from Section A and state
how this is an equal value section.
• Introduce the 2 topics we will be studying
together and assess what you already know
about the contemporary media landscape.
• Introduce key terminology and theory YOU
WILL need to learn throughout the duration
of the exam unit.
• Review the learning.
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates,
using terminology
appropriately and with
accurate and coherent
written expression.

3. Wordpress pages have been set up for you to access revision material
and develop your understanding of Case Study examples.
YOU MUST use this site frequently!
ncrafts.wordpress.com

4. YOU MUST summarise how the media
now appeals to ‘Digital Natives’ – what
devices are out there? WHAT products
are ‘free, fast and portable’? Are they
accessible through the internet
Extension - YOU COULD research an
example online.
Marc Prensky (2001) described how audiences (much like
Early Adopters) are now defined a ‘Digital Natives’ – people
who want their media free, fast and portable.
Entrance Activity
3 minutes

5. 2 Hour Exam – 1 hour for Section B worth 50 marks.
Unit G325: Critical Perspectives in Media – Section B
Areas of focus:
•Global Media – Case studies
•Media in the Online Age – Case studies
General New Media Technologies will also be covered through out the Unit.
AO1 - Demonstrate knowledge and understanding of media concepts, contexts and critical
debates, using terminology appropriately and with accurate and coherent written
expression.
AO2 - Apply knowledge and understanding to show how meanings are created when
analyzing media products and evaluating their own practical work (Section A)

6. What is expected of you?
YOU WILL be taught a variety of contemporary Case Study examples, as well as more
historical examples, to provide context as to how the media is evolving and changing
the way we live our lives.
YOU WILL also be expected to research your own independent Case Study examples.

8. “As people individually and collectively
program the web, they’re increasingly
in command”
(Tapscott & Williams – 2006)
INTERNET
YOU MUST write down this verbal code and then
write down as many examples you can think of where
YOU are “in command” on the internet.
YOU SHOULD use your Key terms/theory handout to
apply other examples in your answer.

9. FEEDBACK
“As people individually and collectively program the web,
they’re increasingly in command”
(Tapscott & Williams – 2006)
1) Early Adopters have embraced NEW MEDIA TECHNOLOGIES such as….
2) Technological Determinism denotes how ….
3) As a result, the age of the Prosumer has emerged and traditional media products (Print
news for example) and Institutions (The Daily Mail for example) no longer have control –
or do they? This is known as Gate Keeping.
• “Vlogging” has encouraged a wave of prosumers to become ‘in command’ (Tapscott &
Williams – 2006)

10. “Lets get Digital” – Monday 14th July 2008 - John Plunkett
“The new generation of UK media power players are
ditching the traditional gatekeepers and going straight
to their audience via the web”
(Plunkett - 2008)
HISTORICAL CONTEXT

11. “…going straight to their audience via the web”
YOU MUST go online and find at least x1 example of a Traditional
Media Institution that are now accessing their audience via the
web.
YOU SHOULD write down any verbal codes/conventions that
denote their reasons for changing their methods of gatekeeping.
• WHY do the ‘MailOnline’ offer these
opportunities?
The company is using a package of video clips of goals from Premier
League soccer matches and other sporting rights to attract users to its
£7.99 a month online package.
The newspaper started charging for access to its website in August
2013, breaking ranks with other tabloids such as the Daily Mail and
The Mirror, which post stories for free consumption.

12. Quick Fire Task!
What does UCC stand for?
What is a Prosumer?
You have 2 minutes to write down your definition –
YOU COULD give an example to “back up” your understanding!

13. What have you learnt today?
YOU MUST write down x3
terms/Theories you have learnt today.
YOU COULD write down x1 more
term/Theory

14. Research a Case Study example of a New Media Technology (or
“Fad”) that has “determined the nature of society”
YOU MUST find out:
1) History of product
2) Statistics that denote it’s success
3) Useful Fact(s)
YOU SHOULD upload your findings onto a newly created Unit
G325 Page on the Blog
Due: Thursday 26th March (Next lesson)