This document provides guidance on planning and writing an essay for an exam question on the significance of digital media technology developments for media institutions and audiences. It includes sample essay questions, outlines what the examiners are looking for in terms of explanation, argument, use of examples and terminology. It provides advice on creating debate, drawing contrasts, using case studies and terminology correctly. It also gives a sample introduction and structure for a good quality answer.

1. Let’s Plan an essay question
• What significance does the continuing
development of digital media technology have
for media institutions and audiences?
• Brainstorm everything you could say about
this question.

2. 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
– Possibly a counter argument

3. 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

4. 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

5. 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

6. 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

7. 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.

8. What significance does the continuing
development of digital media
technology have for media institutions
and audiences?
• Write the introduction to this question (200
words)
• What would be your central argument and what
five key points would you make?
• Give specific details from the case studies and
explain why you would include that information.
• What other films could you talk about and what
could you say?
• What key terminology would you use (explain the
terms in your own words)

9. A Good Answer
• States an opinion
• Makes good references to
about 3 case studies
• Uses the key words from the
question
• Includes and introduction, a
few paragraphs and a
conclusion
• Writes about 4 -5 handwritten
pages
A Better Answer
• Argues their opinion throughout
and possibly includes a counter
argument
• Detailed references to a number of
case studies and links the
references to the central focus of
the question.
• Defines the key words with good
examples
• The intro clearly defines the
approach to the question, 4 main
points are covered (linked to the
question), the conclusion sums up
the central argument.
• Writes 4 -5 pages and all
information is clearly linked to the
question

10. What significance does the
continuing development of digital
media technology have for media
institutions and audiences?
Due in 20 Feb.