The document outlines an assignment for a Creative Media Production course requiring students to research and explain how audiences respond to media products. It provides two tasks: 1) explain audience response theories using examples, and 2) discuss effects of gaming on audiences including violence and stereotypes. The assignment must be completed individually and submitted on the student's blog by November 14th for assessment.

1. Assignment brief
Qualification Level 3 Extended Diploma in Creative Media Production – Games Design
Unit number and title L3 Unit 6 Critical Approaches to Creative Media Products
Start date 3rd November 2014
Deadline 14th November 2014
Assessor name Harry Arnold
Assignment title HA9 – Audience Response and Behaviour
The purpose of this assignment is for you to:
Understand how media audiences respond to media products
Scenario
Working as a freelance games journalist you are going to write an illustrated critical article that unpacks a game genre of your
choice for the Games Magazine, Edge.
As part of your planning for this you will make research into how audiences respond to games.
Work to be submitted
Response Theories
Effects Debates

2. Tasks Grading
Criteria
Mapping
There is additional guidance that you will need to follow posted to Unit 6’s Moodle course and all evidence produced by you must be posted to
your blog. Where you use the web to carry out your research make sure that you have cited all sources.
Task 1 – Response Theories
Use your blog to explain the following audience theories using appropriate examples to illustrate your research:
1. The Hypodermic Needle Model
2. The Inoculation Model
3. The Two-Step Flow Model
4. The Uses & Gratifications Theory
5. The Reception Theory
Remember that you are trying to comprehensively explain how media audiences respond to media products with elucidated
examples and consistently using subject terminology correctly.
Uni t 6
P3, M3, D3
Task 2 – Effects Debates
Use your blog to explain the issues (real or imagined) relating to the effects that digital gaming may have on i ts audience using
appropriate examples to illustrate your research:
1. Violence
2. Explicit Sexual Content
3. Abusive/Inappropriate Language
4. Addiction
5. Stereotyping and Representation
6. Censorship
Remember that you are trying to comprehensively explain how media audiences respond to media products with elucidated
examples and consistently using subject terminology correctly.
Uni t 6
P3, M3, D3

3. This brief has been verified as being fit for purpose
Assessor
Signature Date
Internal verifier
Signature Date
Unit 6 Critical Approaches to Creative Media Products
P1 describe how media producers
define audiences with some
appropriate use of subject
terminology [IE].
M1 explain how media producers
define audiences with reference to
detailed illustrative examples and
with generally correct use of
subject terminology.
D1 comprehensively explain how
media producers define audiences
with elucidated examples and
consistently using subject
terminology correctly.
P2 describe how media producers
create products for specific
audiences with some appropriate
use of subject terminology [IE].
M2 explain how media producers
create products for specific
audiences with reference to
detailed illustrative examples and
with generally correct use of
subject terminology.
D2 comprehensively explain how
media producers create products for
audiences with elucidated examples
and consistently using subject
terminology correctly.
P3 describe how media audiences
respond to media products with
some appropriate use of subject
terminology [IE].
M3 explain how media audiences
respond to media products with
reference to detailed illustrative
examples and with generally correct
use of subject terminology.
D3 comprehensively explain how
media audiences respond to media
products with elucidated examples
and consistently using subject
terminology correctly.
P4 present a descriptive response
to a media product with some
appropriate use of subject
terminology [IE].
M4 present a discussion of a media
product with reference to detailed
illustrative examples and with
generally correct use of subject
terminology.
D4 present an analysis of a media
product with supporting arguments
and elucidated examples, and
consistently using subject
terminology correctly.
:PLTS: This summary references where applicable, in the square brackets, the elements of the personal,
learning and thinking skills applicable in the pass criteria. It identifies opportunities for learners to demonstrate
effective application of the referenced elements of the skills.