2013 Level 2 Media Studies


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  1. September 17, 2013 at 10:31 am

    OCR Nationals Level 2

    Unit 1
    Introduction to Media and Textual Analysis

    The Brief
    For this unit you will be exploring one text/visual based product and one audio/audio visual product. You will look at film posters (print based) and film trailers (audio visual).
    You will be in role as freelance journalists who will need to do research and investigations into two different products.

    Deadline:

    NAME: ____________________________

    What the specification says:
    You will need to analyse two products – one text/visual based product and one audio visual product:
    1. Explain the purpose and target audience for contrasting products in the media sector
    2. Investigate and explain the distribution channels and ownership within the media organisations for these two products
    3. Describe the content of these chosen media products using media terminology
    4. Explain how the elements within the chosen media products give meaning
    5. Explain the legal and ethical constraints for the chosen media products.

    You will produce portfolio evidence that covers both of these products.
    Your portfolio will need to be numbered chronologically on every page so that evidence can be found clearly.
    You should make it look visually appealing so you may want to use PowerPoint or other interesting ways to present your work.

    Before you hand in any work, look at the grading criteria: Pass, Merit and Distinction to help you assess your own work.
    Assessment Objective PASS MERIT DISTINCTION
    AO1
    Explain the purpose and target
    audience for contrasting products in
    the media sector
    – You give the names of the different media products.
    – Limited recognition of the purpose of the products.
    – The target audience is discussed in basic terms. – You give the names of the different media products.
    – You can identify a range of purposes for the individual media products.
    – The target audiences are defined clearly using correct media terms. – You name the contrasting media products.
    – You can clearly and accurately identify the purpose of the products.
    – You can define the target audience in detail using media terminology.
    AO2
    Investigate and explain the distribution channels and ownership
    within the media sector for the chosen products
    – You can name the owners.
    – You say how the audience or consumers can access the products.
    – You name and describe the owners.
    – You give an accurate description of how the audience/consumers gain access to the product.
    – You refer to economics or target audience when discussing institutions. – You give a detailed description of the owners.
    – You explain clearly how the audience/consumers gain access to the products.
    – You use media terminology accurately and confidently.
    AO3
    Describe the content of the chosen media products using media terminology. – You give a description of the content of the media products using general, descriptive terms.
    – You give an accurate description of the content of the media products using media terminology. – You give a comprehensive, detailed description of the content of the media products using media terminology accurately.
    AO4
    Explain how the elements within the chosen media products give meaning
    – You describe some elements found in the media products.
    – There is some explanation of how these elements add meaning. – You describe a range of the elements found in the media products.
    – You explain clearly how they add meaning using appropriate media terminology. – You give a thorough description of the elements found in the media products.
    – You explain, in detail, how they give meaning using accurate media terminology.
    AO5
    Explain the legal and ethical constraints for the chosen media products

    – You give a basic explanation of how the media production is affected by legal or ethical requirements.
    – You mention one regulatory body for each media product. – You give a detailed explanation of how media production is affected by legal or ethical requirements.
    – A regulatory body associated with the chosen type of media products is identified and discussed in detail. – You give a detailed explanation of how media production is affected by legal or ethical requirements including examples from a current debate/event.
    – A regulatory body associated with each of the chosen type of media products is identified.
    This portfolio will need to include specific section headings (like the ones underlined below) but it may also want to use smaller sub-headings in your response. It should be divided in this order:
    Section 1
    TASK:
    – Explain the purpose and target audience for contrasting products in the media sector.
    – Select one text/visual based product and one audio/audio visual product from:
    o Print products chosen from: Film Posters
    o Audio visual products chosen from: Film trailers

    Purpose:
    – Entertain
    – Inform
    – Educate
    – Persuade
    – Generate income
    – As an integral part of another product
    – Intended audience
    Audiences defined by:
    – Age
    – Gender
    – Interests
    – Fashion
    – Spending power
    – Lifestyle
    – Ethnic and cultural identity
    – Local, national and international audiences

    You should present this in a visually appealing way and may want to annotate a front page of a tabloid film poster using the headings as above.
    For the action film work you may want to use either iMovie or do a PowerPoint presentation with accompanying relevant music.

    Section 2
    TASK:
    – Investigate and explain the distribution channels and ownership within the media sector for the chosen products

    Distribution:
    o Retail outlets
    o Television networks
    o Cinemas
    o Radio stations
    o Internet
    o Local
    o National
    o International

    Ownership:
    o Public service
    o Private
    o Independent
    o Multinational
    o Cross media

    Investigate:
    o Type of audience/consumer
    o Physical location
    o Economic success
    o Ease of use/access

    Section 3
    TASK:
    – Describe the content of the chosen media products using media terminology
    Content:
    o Games
    o Stories
    o Pictures
    o Adverts
    o Theme music
    o Photographs
    o Speech
    o Acting

    Terminology for audio visual:
    o Camera shots such as close-ups
    o Establishing shots
    o Pans

    Terminology for print:
    o Layout
    o Masthead
    o Headings
    o Captions
    o Copy
    o Quotes

    General terminology:
    o Genre
    o Narrative

    Section 4
    TASK:
    – Explain how the elements within the chosen media products give meaning
    Elements: e.g.
    o Colour
    o Materials
    o Language
    o Text
    o Music
    o Images
    o Sound effects
    o Performers
    o Subject content
    o Composition

    Meaning created through:
    o Connotation
    o Denotation
    o Use of symbols
    o Anchorage

    Meaning created through techniques:
    o Cropping
    o Choice of camera angles
    o Mood of music
    o Use of captions
    o Choice of font
    o Use of stars

    Section 5
    TASK:
    – Explain the legal and ethical constraints for the chosen media products
    Legal:
    o Copyright
    o Performing rights
    o Royalties
    o Libel

    Ethical:
    o Offensive material
    o Privacy
    o Representation

    Regulatory bodies:
    o Press Complaints Commission (PCC)
    o OFCOM (Office of Communications)
    o ASA
    o BBFC

    Further accessible ideas/questions to help you produce your portfolio for…
    Section 1: Posters
    You should investigate in detail at least 2 contrasting film posters. Look at the codes and conventions of the posters; you should aim to use specific examples from your film poster to make your answers more thorough. Try to scan in images of the posters into your answers to make it visually appealing or use poster to stick and annotate around the examples:
    • What is the purpose of the posters?
    • How does it entertain its audience?
    • Is it educational?
    • What tools of persuasion does it use?
    • How does it generate its income?
    • What other interests does the institution own that may be different from print based materials (e.g. does it have interests in films, TV, music or books)?
    • Who is their intended audience?
    • What age of people might watch the film?
    • Is it geared towards more men than women? How do you know this?
    • What interests do the audience have? How do you know this?
    • Are they interested in fashion? How do you know this?
    • What type of spending power does the audience have?
    • What type of lifestyle does their audience have?
    • What is their ethnic and cultural identity?
    • Is this audience local, national or international audiences?

    Section 1: Film
    • Watch two film trailers in class using IMDB.com and look at their purpose and who their audiences are in the same way you did for the film poster.

    • As you watch the film trailers take notes on what makes them successful action based and look at the representation of women. You may want to visit websites like: http://www.imdb.com and http://www.filmsite.org to help you find out more about action films.
    What is the purpose of the film trailers?
    • What makes the films entertaining to watch?
    • How do they inform their audience of their genre?
    • Do they educate their audiences?
    • How do they persuade them to want to watch the films?
    • How does the film company make money (generate income)?

    • What other links do film trailers have with other areas in the media (synergy)?
    • Who is the intended audience for film trailers? Give clear reasons here.
    • What age group do the audience fall into for film trailers?
    • What gender is associated with the film trailers?
    • What interest do the audience have for these film trailers?
    • What is their fashion/lifestyle/spending power?
    • What is their ethnic and cultural identity?
    • Would they be a local, national or international audience?

    Section 2: Posters/ film trailers
    You must write about both Posters and film trailers for each section to cover all the assessment objectives:
    Distribution
    Try to give specific examples and refer to your chosen products here – do not generalise!
    • Where are film trailers found?
    • How are action Posters/ film trailers distributed?
    • How is the internet of help in the distribution of Posters/ film trailers?
    • How is the internet of help in the distribution of films?
    • Are they local, national or sold internationally for both Posters/ film trailers?

    Ownership
    • Who owns the Posters/ film trailers you have been analysing?
    • What film company owns Posters/ film trailers ”?
    • Is it an independent or private company the Posters/ film trailers you are researching?
    • Is the film company private, multinational or independent?
    • What areas of cross media ownership does the have as well as the film company?

    Investigate
    • What type of audience reads the film poster?
    • What type of audience/consumer watch action films?
    • What type of economic success does your film poster have?
    • How big a role do the box office receipts play in the economic success of the action films?
    • How easy is it to get hold of your film poster?
    • How easy is it to access films? (think about the internet/DVDs/places like Blockbusters/Digital TV)

    Section 3: Media content of film posters/film

    Content
    • Look through your film posters and explain the whole content:
    • Using or scanned in images of the poster itself, you should analyse and annotate a selection of stories from the film posters.
    • Analyse a choice of posters as this will allow you to focus on the type of stories covered and the target audience.
    • Give a synopsis/outline of the film watched in class.
    • Explain and how theme music was used.
    o What type of dialogue was used in the film?
    o What can you say about the acting in the film?
    Terminology for audio visual (film only)
    • Analyse the opening sequence from the film, explaining how the following are used and why:
    o types of shots
    o camera movements
    o edits
    o music.
    • You could use screen shots of the film here and put it into a storyboard to explain this clearly and effectively.
    Terminology for print
    • Look at each of the film posters you are studying and discuss the layout.
    o What does each of their mastheads connote?
    o What types of headlines are used? Give examples – do they use puns, alliteration etc?
    o What types of captions are used? Formal or informal?
    o What type of language is used in their film poster for the leader story? (This is known as the copy (the text used in the poster)
    o How do they use quotes from people in their stories? Give specific examples.
    o How does it appeal to the poster’s target audience?
    General terminology
    • What are the generic conventions of a poster? You may want to do this as a spider diagram with an image of the poster scanned into your work to make it look more visually appealing.
    • What are generic conventions of action films? Again you could do a spider diagram of a range of action films and insert pictures to make it more visually appealing.
    • What is the narrative behind the film?

    Section 4: Elements in film posters and film

    Elements:
    • Annotate the film poster and use a screen shot from the film or use the film’s poster to discuss the elements in both your film poster and film trailer.
    • Discuss the use of elements (list below), meaning and the meaning created through techniques but always link them back to the effect on the audience/consumer:
    o Colour
    o Materials
    o Language
    o Text
    o Music
    o Images
    o Sound effects
    o Performers (actors)
    o Subject content
    o Composition (how it is all put together)
    Meaning:
    • What is the denotation of the film posters? This is what you see (the surface meaning).
    • What is their connotation (this is what can be read into the meaning)? Do they dislike groups of people (particularly associated with tabloids)?
    • How are symbols used?
    • What is the anchorage of both the posters?
    • How is meaning created in the film?
    • What does the film denote?
    • What is the film’s connotation?

    Meaning created techniques:
    • How do the film posters crop their pictures?
    • How do they use captions?
    • What sort of fonts do they use?
    • What choice of camera angles do they use in the film?
    • What stars (actors) are being used?
    Section 5: Legal and ethical constraints
    • Write two separate letters:
    o one to the PCC dealing with your poster
    o one to the BBFC about the content of the action films and how the age rating was awarded.

    • Explain about these organisation’s roles and give specific examples from both of your chosen products to fulfil this assessment objective.
    o How do film posters deal with the legalities of copyright? Use examples from your film poster.
    o How do they make sure that they do not print offensive material?
    o Who are the PCC? Look at their website on http://www.pcc.org.uk and see if your film poster has had any recent complaints made; if so, what types of complaints have been made and how has the PCC dealt with them?
    o What types of copyright rules apply to films?
    o What are the performing rights of actors?
    o Who is entitled to royalties from a film? How much will they earn?
    o Explore the role of the BBFC – http://www.bbfc.co.uk – and how they regulate films. Relate this to your film that you have been studying and why they gave it the certificate (e.g. 12 or PG)?
    o How have people been represented in your film – look especially at the role of women and if they have changed over time?
    • Briefly explain what the following regulatory bodies do:
    o ASA
    o OFCOM
    • Give examples of cases they have judged on.
    • Explain why regulation of media is needed.

  2. September 17, 2013 at 2:25 pm
  3. September 17, 2013 at 2:30 pm
  4. September 17, 2013 at 2:33 pm
  5. September 24, 2013 at 1:49 pm
  6. September 26, 2013 at 1:55 pm
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