<< A2 Media Studies >>

MS4: Text, Industry & Audience

Exam: 2014 (2.5 hrs)
MS4: Text, Industry & Audience
This unit contributes to synoptic assessment.

It is designed to develop your understanding your knowledge
and understanding of the relationship between media texts,
their audiences and the industries which produce and
distribute them.

Progression from AS is demonstrated through this emphasis
on the relationship between text, audience and industry and
the debates surrounding the nature of that relationship.

Your understanding of the media will also be more informed
by appropriate theoretical perspectives.
MS2 Production Processes: Brief
We are required to select three different media industries to study.
These will be:

Television
Film
Advertising

For each industry, three main texts should provide the focus for
candidates' study.

At least two of the chosen texts must be contemporary and one must
be British. We will select contrasting texts so that you can acquire as
wide an understanding of the media industry as possible.

For each text selected, we will study the following as
appropriate: TEXT, AUDIENCE & INDUSTRY

Text
Genre: codes and conventions (comparable texts), signifiers,
use of genre by industry and audience

Narrative: structure, themes, characters

Representation: social groups, events and issues, ideologies

MS4: Industry
Production

Distribution (and exhibition where relevant)

Marketing and promotion

Synergy & Convergence

Regulation issues

Global implications

Relevant historical background
MS4: Audience
Audience/user targeting

Audience/user positioning

Audience responses (including any controversies
in the news) and user interaction

Debates about the relationship between
audiences/users and text

MS4 Assessment
A written examination of two and a half hours,


The paper will consist of two sections:

Section A will offer two questions based on media texts;
Section B will offer four questions based on industry and
audience issues.

Candidates will be required to answer one question from
Section A and two questions from Section B, using a different
media industry for each answer. Each question will require
them to make reference to the three main texts they have
studied for each media industry.

MS4: Exam format, example
SECTION A: TEXT

Either

A1. Explore the ways in which your chosen texts reinforce or challenge typical representations of gender. [30]

Or

A2. How do your chosen texts use genre conventions? [30]

SECTION B: INDUSTRY AND AUDIENCE

Answer two questions from this section

B1. Briefly outline the ways in which your selected industry is regulated. What impact has regulation had on your
chosen texts? [30]

B2. Explore the impact of digital technologies on your selected industry. [30]

B3. How do your chosen texts attract their audiences? [30]

B4. Explore the marketing strategies used by your selected industry. Use the examples you have studied to illustrate
your answer. [30]
Section Question Chosen (e.g. A1, B3) Media Industry: i.e., Television/Film/Advertising.
A
B
B
MS4: Mark Scheme Section A examples
A1. Explore the ways in which your chosen texts reinforce or challenge typical
representations of gender.

Will depend on the industry selected. You may decide that the representations are typical or
challenging or a mix of the two. For higher grades link your responses to theoretical perspectives.

You may refer to some of the following points in your answer:

character roles
stereotypical, conventional or challenging representations
theoretical perspectives which may include:
- gendered perspectives linked, for example, to Laura Mulvey
- post-feminist perspectives
- postmodern perspectives
- ideological perspectives: dominant v oppositional.

A2. How do your chosen texts use genre conventions?

You may open your answers by outlining what you understand by genre conventions.
Responses are likely to be based on how most media texts replicate, with some variation, standard
conventions. Better answers will demonstrate some of the reasons for that approach (e.g., a
balance between industry and audience interests) whilst the most sophisticated may consider the
ideological implications of conforming to or challenging standard conventions.
MS4: Mark Scheme for example Qs Section B
B1. Outline the ways in which your selected industry is regulated. What impact has regulation had
on your chosen texts?

Responses will be largely dependent on the industry you have selected. Answers are likely demonstrate an
understanding of the relevant regulatory body (e.g. OFCOM, PCC, ASA, BBFC) and codes of practice. The
impact that regulation has (or has not) had on the selected industry is likely to differ but points may include:
subject matter
content
placement
language/image used
certification/guidance.

B2. Explore the impact of digital technologies on your selected industry.

The impact of technology on the industry will differ depending on the industry selected. Higher grade
answers are likely to be engaging with explore rather than list connections between technologies and the
selected industry.

Points may include reference to:
the impact on the production of texts
the impact of convergence the way the internet, satellite and mobile communications
systems have affected production, distribution and audiences/users, particularly the
potential for users to become participative producers.
MS4: Mark Scheme for example Qs Section B
B3. How do your chosen texts attract their audiences?

Begin by explaining (defining) the target audience for the text/s. Refer to the following points in your
answer, depending on the media industry selected:
content: form and structure
content: representations, characters
mode of address
placement/scheduling
some references may be made to theories such as the uses and gratifications theory
and to ways in which audiences are attracted to texts depending on the cultural
positioning.

B4. Explore the marketing strategies used by your selected industry. Use the examples you
have studied to illustrate your response.

Discuss a range of strategies and explore their effectiveness. Do not just simply list the strategies
used by their selected industry. Depending on the industry selected, the following points may occur.
Use of television, film, print and radio advertising
Market research and audience questioning
References to theoretical frameworks such as those provided by Maslow, the 4 Ps,
Young and Rubicam
Links to specialist agencies
Use of technologies such as the internet and mobile phones/handsets
Use of mail shots, freebies and special offers.
MS4 Case studies
Television Film Music
The Wire (5) SNSM Lady Gaga
Knowing Me, Knowing
You Alan Partridge
Fish Tank Michael Jackson
Dirty Sexy Things The Class Amy Winehouse
MS4 Case studies: Research Task
Between now and January you will research into your given text.

You will prepare a presentation and a handout on that text for the class.

Use the following MS4 mind map and the example questions when
deciding what aspects of your text to research.

You will need to research the text itself, as well as the industry and
companies behind it. You will need to consider the texts/industrys
relationship with their audience.

Familiarise yourself with the text. Start with a textual analysis. Then
research into its background.

Use the internet, books newspapers and magazines to research.
MS4: Mind Map
Narrative
Structure
Conventions
Key Codes
Controversies
Censorship
Synergy
Convergence
Ideology
Uses and Gratifications,
audience theories
Audience demographics
Comparable Texts
Franchise?