Research – Production – Research – Production – Reflection – Key Reflection – Key

ConceptsConcepts10 steps to evidence within 10 steps to evidence within

each coursework assignmenteach coursework assignment

10 Steps to…10 Steps to…1.1. List your own initial understanding List your own initial understanding

of the conventions for the media of the conventions for the media format you will be working informat you will be working in

2.2. Research these conventions, having Research these conventions, having clear evidence for every point you clear evidence for every point you think is a conventionthink is a convention

3.3. Key Concepts: class case studiesKey Concepts: class case studies4.4. Key Concepts: individual detailed Key Concepts: individual detailed

analysis of one textanalysis of one text

10 Steps to…10 Steps to…5.5. Key Concepts through detailed Key Concepts through detailed

comparison of TWO textscomparison of TWO texts6.6. Brainstorm initial ideas for textBrainstorm initial ideas for text7.7. Research genre + genre examplesResearch genre + genre examples8.8. Pitch and refine your own idea ---- pre-Pitch and refine your own idea ---- pre-

production evidence is keyproduction evidence is key9.9. Produce, edit and gather audience Produce, edit and gather audience

feedbackfeedback10.10.Critical reflection, applying Key Concepts.Critical reflection, applying Key Concepts.Now review your presentation of evidence!Now review your presentation of evidence!

Presentation of Evidence, Presentation of Evidence, EvaluationEvaluation

Keeping the clutter down: be smart with your presentation…Keeping the clutter down: be smart with your presentation…

Combine multiple images on a single sheetCombine multiple images on a single sheet Use a cropped part of a coverUse a cropped part of a cover Screenshot planning lists to combine in a single sheetScreenshot planning lists to combine in a single sheet Photograph + combine draft layoutsPhotograph + combine draft layouts Use chartsUse charts About 500 words for research About 500 words for research Evaluation should be an annotated copy of the final cover (about 150 words)Evaluation should be an annotated copy of the final cover (about 150 words)

AO3: Research, Planning, AO3: Research, Planning, PresentationPresentation

Presentation of Evidence, A-Presentation of Evidence, A-gradegrade This example got 5/5 (A grade) for AO3 This example got 5/5 (A grade) for AO3

Research, Planning, PresentationResearch, Planning, Presentation The second part of this is in the next slide. The second part of this is in the next slide.

Work through these and (looking at the Work through these and (looking at the assessment criteria) list what you think got assessment criteria) list what you think got this student marksthis student marks

You can read the examiner’s comments belowYou can read the examiner’s comments below You can find this, and more examples, at the You can find this, and more examples, at the

AQA website: AQA website: http://www.aqa.org.uk/subjects/media-http://www.aqa.org.uk/subjects/media-

studies/gcse/media-studies-4810/past-papers-studies/gcse/media-studies-4810/past-papers-and-mark-schemes and-mark-schemes

This example comes from This example comes from http://filestore.aqa.org.uk/subjects/AQA-4810-http://filestore.aqa.org.uk/subjects/AQA-4810-W-TRB-U02EXAS-A1PM.PDF W-TRB-U02EXAS-A1PM.PDF

Presentation of Evidence, A-Presentation of Evidence, A-gradegrade

Assignment1:Assignment1: EVIDENCE TO EVIDENCE TO SUBMITSUBMIT

Include: Include: ConventionsConventions ResearchResearch KEEP WRITING BRIEF: 500 WORDS IS A SUGGESTED TOTAL!KEEP WRITING BRIEF: 500 WORDS IS A SUGGESTED TOTAL!

**combine and condense!****combine and condense!** A list of magazine conventions you have foundA list of magazine conventions you have found

You could include multiple cover images you researched on 1 or 2 You could include multiple cover images you researched on 1 or 2 sides of A4, number these, and include the numbers for each you sides of A4, number these, and include the numbers for each you observed the convention in, observed the convention in, egeg::

CONVENTION SEEN IN CONVENTION SEEN IN 3 or 4 font colours 1, 5, 63 or 4 font colours 1, 5, 6

You could also create a chart to present your findingsYou could also create a chart to present your findings A clearly annotated analysis of one OR two covers, presented on A clearly annotated analysis of one OR two covers, presented on

one sheet is the most important part of thisone sheet is the most important part of this Highlight all Highlight all terminologyterminology used with underline, colour, or highlight used with underline, colour, or highlight Add a Add a shortshort summary of any specific points from looking at summary of any specific points from looking at

covers from your genre (include an image of each cover you covers from your genre (include an image of each cover you looked at) looked at)

Exam board suggestions on Exam board suggestions on what to addresswhat to address

Analytical responses might involve some of Analytical responses might involve some of the following activities:the following activities: applying media terminology; considering the effect of applying media terminology; considering the effect of

media languagemedia language applying analytical techniques such as denotation applying analytical techniques such as denotation

and connotationand connotation identifying how genre is establishedidentifying how genre is established discussing how narrative is suggesteddiscussing how narrative is suggested making judgements about who the target audience making judgements about who the target audience

might bemight be identifying a possible secondary audience or identifying a possible secondary audience or

considering how the product might be consumed.considering how the product might be consumed.

Include: Include: PlanningPlanning audience research + analysis of findings **do NOT include every questionnaire; audience research + analysis of findings **do NOT include every questionnaire;

photograph them as a fanned out pile with ONE copy clearly readable**photograph them as a fanned out pile with ONE copy clearly readable** A clear statement of your intended A clear statement of your intended PRIMARYPRIMARY and and SECONDARYSECONDARY target audiences target audiences layout sketches (you layout sketches (you mustmust have 1 have 1 or moreor more that is that is NOT computer-generatedNOT computer-generated: art : art

skills are irrelevant, you are giving a sense of the elements to include + skills are irrelevant, you are giving a sense of the elements to include + positioning of thesepositioning of these

font sheets (fonts you’ve tried, font sheets (fonts you’ve tried, eg eg for masthead: show title in different fonts)for masthead: show title in different fonts) brainstorm list of possible stories – try to include brainstorm list of possible stories – try to include some some you rejected: stories you rejected: stories notnot

included in final productionincluded in final production list of alternative headlines + sub-headings for cover storieslist of alternative headlines + sub-headings for cover stories list of possible mag./brand descriptorslist of possible mag./brand descriptors list of possible images (its helpful to have a sheet with thumbnails of multiple list of possible images (its helpful to have a sheet with thumbnails of multiple

images)images) For all of the above: clearly, specifically link to audience where you can: state For all of the above: clearly, specifically link to audience where you can: state

WHY you made choices, HOW this might appeal to your stated audience(s) – WHY you made choices, HOW this might appeal to your stated audience(s) – egeg on any list highlight the actual choice/s + BRIEFLY state why you think these will on any list highlight the actual choice/s + BRIEFLY state why you think these will work better than others for YOUR audience(s)work better than others for YOUR audience(s)

Evaluation Evaluation assessmentassessment

Include: Include: EvaluationEvaluation BE SUCCINCT (BRIEF): 150 WORDS IS A SUGGESTED TOTAL!BE SUCCINCT (BRIEF): 150 WORDS IS A SUGGESTED TOTAL! Screenshots, showing draftingScreenshots, showing drafting Annotated texts, in which you evidenceAnnotated texts, in which you evidence Research into conventions but also Research into conventions but also specific terminologyspecific terminology – it is – it is

worth highlighting this (a colour, or highlighter for example). I worth highlighting this (a colour, or highlighter for example). I use bold+pink when I’m blogging so this always stands outuse bold+pink when I’m blogging so this always stands out

This includes This includes semioticsemiotic terms ( terms (signifiersignifier, , connotationconnotation etcetc), and ), and shot shot type/angle/movement type/angle/movement ((etcetc) [) [Media LanguageMedia Language!]!]

Clear engagement with audience (all 3!): definition of your target Clear engagement with audience (all 3!): definition of your target audience/s (primary, secondary?) and how your media language audience/s (primary, secondary?) and how your media language choices (which may also link to Representation + Institution)choices (which may also link to Representation + Institution)

Sources: state the source for any information (full URL if an Sources: state the source for any information (full URL if an article, but if budget, cast, box office then the name of the article, but if budget, cast, box office then the name of the website would do (IMDB website would do (IMDB etcetc))

Include: Include: EvaluationEvaluation BE SUCCINCT (BRIEF): 150 WORDS IS A SUGGESTED BE SUCCINCT (BRIEF): 150 WORDS IS A SUGGESTED

TOTAL!TOTAL! You are marked on the following:You are marked on the following: Analyses of media texts + explanation of your pre-Analyses of media texts + explanation of your pre-

production workproduction work Use of media terminologyUse of media terminology Audience: how an audience might Audience: how an audience might

read/interpret/respond to your textread/interpret/respond to your text Clarity and structure of your analysisClarity and structure of your analysis Supporting your points with specific evidenceSupporting your points with specific evidence

Presentation of Evidence, Presentation of Evidence, EvaluationEvaluation

This example got 8/10 (A grade, but This example got 8/10 (A grade, but just short of A*) for AO2 just short of A*) for AO2 Analyse and Analyse and RespondRespond

You can read the examiner’s You can read the examiner’s comments belowcomments below

You can find this, and more examples, You can find this, and more examples, at the AQA website: at the AQA website:

http://www.aqa.org.uk/subjects/media-http://www.aqa.org.uk/subjects/media-studies/gcse/media-studies-4810/past-studies/gcse/media-studies-4810/past-papers-and-mark-schemes papers-and-mark-schemes

This example comes from This example comes from http://filestore.aqa.org.uk/subjects/AQhttp://filestore.aqa.org.uk/subjects/AQA-4810-W-TRB-U02EXAS-A1PM.PDF A-4810-W-TRB-U02EXAS-A1PM.PDF

How to improve this Evaluation: Audience Theory

The examiner noted a lack of audience theory. See if you can use any of the following to push this even higher…

Audience Theory 1: Uses and Gratifications

Blumler and Katz argues that audiences select texts for their own purposes; we shouldn’t think of them as passively swallowing the messages we encode but actively making choices and interpretations. They suggest 5 main factors behind audience choices:

Audience Theory 2: Stuart Hall and ‘readings’

Stuart Hall was another academic who thought we shouldn’t see audiences as passive, that they are active ‘readers’. He argues that no matter how carefully we encode our readings (how we’d like our text to be interpreted) with signifiers, audience response will still be influenced by age, gender, nationality, education etc. He suggests there are THREE levels of reading:

In semiotic theory, a text or image is always polysemic (has multiple possible meanings) until we anchor it (provide anchorage by combining multiple signifiers to make the connotation or reading clear – make it fixed rather than leave it floating!!!

Audience Theory 3: Web 2.0 and ‘the former audience’

Dan Gillmor goes even further than Blumler and Katz or Hall. He argues that because of digital, online media and technology we can no longer clearly distinguish the audience and producer! He claims that ‘web 2.0’ (internet that allows audience interaction: YouTube, Facebook etc) means we should now write of “the former audience”! Audiences can now create media products themselves!

Have you included anything that might link to or illustrate this theory?

Key terms and concepts You should be using most of the following in your written

work; ask if you’re unclear on any of these: Primary and secondary audience; semiotics: signifier,

denotation (detail, description) – connotation, signified (interpretation, symbolic meaning); polysemic (multiple possible meanings) – anchorage (1 clear meaning through combining signifiers); coverline, masthead, sell line