January assesment LR

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: This is brilliant... your assignment for Q3 is exactly what we're looking for. Thoughtful, enganged, critical and reflective, keep this up!

EBI: Q1 and Q2 are worth revising briefly to add the detail/accuracy to reach the top level in every question.

2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.

Q1 
Benefits

• Reduce costs and increase profit
• Diversification means companies can embrace new technology and find new revenue streams e.g. music industry and streaming

Q2 :
Unique funding model for BBC and Channel 4 means channels don’t need to chase
audiences/high ratings and PSB remit means subjects are covered and people are

represented that otherwise may be ignored by commercial broadcasters.

Funding model is outdated in the digital age – licence fee of £147 a year for all BBC (and
some C4) content isn’t realistic. Young people are increasingly choosing to avoid paying the

licence fee so long-term future of funding model isn’t viable.

Q3:

Gerbner’s cultivation theory suggested that heavy TV viewers developed ‘mean world

syndrome’ and saw society as far more dangerous than it actually is. This could be

considered a significant damaging effect. It could be argued the internet exacerbates this.

Technopanics – the online version of moral panic. Links to idea the internet is dangerous and

unregulated. Suggests media perhaps can have a damaging effect on audiences.

3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?

7.5/10

4) Look at your answer for Question 1. Did you manage to write about three different strategies and three different benefits? It's vital you read the question and follow it exactly.

I believe I did, I just think I could have elaborated more


5) Look at your answer for Question 2. Did you follow the question guidance and write about both the BBC and commercial broadcasters? What could you have added to this answer to reach a higher mark?

I believe that I followed the guidance, but the main issue is that my against arguments were slightly weak. If I was to mention the BBC's advantage over commercial broadcasters, I may have gotten a better answer.


6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on media effects theory. Write a new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples from the wider media. 

Exposure to online media has also been hailed as unhealthy. This idea can be falsified due to online media platforms such as vox and vice as they introduce ideas, news stories and agendas from different angles to a mainstream audience, they bring in ideologies that healthyly contradict and contrast conventional news stories from mainstream, more traditional news outlets. helping create a more educated generation.

Media INDEX

1) Introduction to Media: 10 questions
2) Media consumption audit
3) Language: Reading an image - advert analyses
4) Reception theory
5) Semiotics: icons, indexes and symbols
6) Genre: Factsheets and genre study questions
7) Narrative: Factsheet questions
8) Audience: classification - psychographics presentation notes
9) October assessment learner response
10) Audience theory 1 - Hypodermic needle/Two-step flow/U&G
11) Audience theory 2 - Bandura and Cohen - moral panic
12) Audience theory: Media Effects factsheet
13) Industries: Ownership and Control
14) Industries: Hesmondhalgh - The Cultural Industries
15) Industries: Public Service Broadcasting
16) Industries: Regulation

17) Industries: Brand Values and Lines of Appeal

18) Representation: Introduction - Taken trailer analysis
19) Representation: Theory - MM article and application of theory
20) Representation: Feminism - Everyday Sexism & Fourth Wave MM article 
21) Representation: Feminist theory
22) January assessment learner response
23) Representing ourselves: Identity in the online age - MM article & Factsheet
24) Ideology: BBC Question Time analysis and binary opposition
25) Ideology: MM reading on ideology and the wider media

Audience: classification - psychographics presentation notes

file:///D:/New%20Downloads/Media%20Presentation%202.pdf

Collective identity and representing ourselves: blog tasks

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

We are constantly trying to shape an image of ourselves, whether or not it's online or in real life
2) List five brands you are happy to be associated with and explain how they reflect your sense of identity.

Nike: A popular brand that promoted individuality and helps highlight minorities.

Senhieser: Revolves around the idea of professionalism and efficiency

Sony/Playstation: Wildly received entertainment that continuously innovated and provides high-quality entertainment 

FujiFilm: Creativity, individuality, innovation are synonymous with fujifilm 

ITSU: They make nice food 
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

I believe that the style or aesthetic of an item/product is valued higher than the actual product itself, along with that but products are often bought due to their image and what the status gained by owning that item.

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

Media saturation plays into the idea of hyperreality, that the lives and events audiences view through their preferred media mediums are often blurred, and cannot be distinguished. This leads to imitation.
5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?

I would say it's not a reflection of myself as I tend not to post myself per say (ideas, opinions etc) instead I reserve social media for a purely aesthetic reason. In that sense yes.

6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

Everything comes with a price, in this case, the price is search history being sacrificed for convenience; as long as it is limited to that, Im ok with it.


Media Magazine cartoon

Now read the cartoon in MM62 (p36) that summarises David Gauntlett’s theories of identity. Write five bullet points summarising what you have learned from the cartoon.

• David gauntlett is bald 
• Argues that "Alternative ideas and images have created some space for greater diversity of ideas
• Takes into account generational differences when it comes to his work 
• Does not agree with the diea that masculinity is in crisis 
• Believes that we form narratives to frame our experiences.

Representation & Identity: Factsheet blog task

Finally, use our brilliant Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) to find Media Factsheet #72 on Collective Identity. Save it to USB or email it to yourself so you have access to the reading for homework. Read the whole of Factsheet and answer the following questions to complete our introductory work on collective identity:

1) What is collective identity? Write your own definition in as close to 50 words as possible.

Collective identity is an identity that is shared between a group of people rather than an individual. Within that group, in order to have a collective identity, the group must have at least one thing in common. A typical/well known collective identity is the American identity, the idea of patroticism towards the US. 

2) Complete the task on the factsheet (page 1) - write a list of as many things as you can that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

• Digestives
• Union Jack
• The Royal Family 
• Tea
• London
• Harry Potter
• James Bond
• Sherlock Holmes
• X-Factor and other Competition shows (Britains got talent etc)

3) How does James May's Top Toys offer a nostalgic representation of Britain?

It creates a sense of nostalgia for viewers older than the age of 30 as the presenter (who is older than 30) shows and reviews items he used to play with when he was younger.

4) How has new technology changed collective identity?

Collective identity is now an international phenomenon due to the availability of communication on an international level.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?

‘Identity is complicated; everyone thinks they have got one.’

6) What does Gauntlett suggest about creativity and identity?

Gauntlett believes that in order to effectively use creativity one must have the ability to form a unique identity

7) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

It Henry Jenkins theory of interpretive communities with the members of the facebook group creating groups for certain aspects of the movie, e.g. the fact that Shaun of the Dead has a group and, about the fact that the movie taught people the word exacerbate

Introduction to feminist theory

1) Why did Laura Bates start the Everyday Sexism project?

Laura bates started the everyday sexism project after noticing that daily sexual harassment had become a norm within society and wanted to try share the experiences of other women on a global scale


2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies?

It links to post-feminism due to the fact it's not only online but also due to the fact that it includes other genders in their discussions and archives. I feel like feminism is still required internationally. When talking about the west specifically, I feel like we're close to not needing feminism, but we're getting close.


3) Why was new technology essential to the success of the Everyday Sexism project?

It relies entirely on new technologies and the internet without it, it wouldn't have begun in the first place
4) Will there be a point in the future when the Everyday Sexism project is not required? What isYOUR view on the future of feminism?

I want there to be a point in the future where the everyday sexism project is not required, but by the looks of it seems like that will never happen even though we are so close. With the election of a notable sexual harassment offender (*cough*Trump*Cough*) as a powerful leader, it may seem like that future is quite far away. And as history has shown, feminism will evolve to meet the obstacles or opportunities it will run into. 

Media Magazine: The fourth wave?

Read the article: The Fourth Wave? Feminism in the Digital Age in MM55 (p64). You'll find the article in our Media Magazine archive here.

1) Summarise the questions in the first two sub-headings: What is networked feminism? Why is it a problem?

Networked feminism is the process of tackling equality issues through new technologies and the internet. The argument is that due to the fourth wave feminism and the technological advancements of the modern world, feminism can be left behind as they have won what they have been fighting for.


2) What are the four waves of feminism? Do you agree that we are in a fourth wave ‘networked feminism’? 

There are four waves of feminism

• First wave: Began in late 19th to early 20th century which focused on women suffrage
• Second Wave: Began in around the 1960s that campaigned for equal pay between women and men which led to the equal pay act in the 1970s
• Third Wave: Believed to have started in the 1990s till where we are now and is also called "post-feminism"
• Fourth Wave: Fourth Wave feminism is also called "networked feminism" and tackles social inequality issues found on and using modern technology.

I believe we are in the fourth wave

3) Focus on the examples in the article. Write a 100-word summary of EACH of the following: Everyday Sexism, HeForShe, FCKH8 campaign, This Girl Can.

The Everyday Sexism is a project set up by lauren bates that involved different people of different races and genders all over the world posting examples of sexism they have faced in the past. She had set up the project after realising how common the sexism she was facing had become in society. whilst she was told sexism was over, The project recieved over 50,000 enteries in december 2013 proving otherwise, three years later the project became the largest site for promoting feminism, mainly due to the websites user generated content giving people a voice all over the world

HeForShe is a movement developed by Emma Watson and presented the UN, the movement calls for men to have a more active role in the equality of women. She promoted this movement through the internet by creating a website where individuals all over the world could pledge to the movement. Through social media (and Emma Watsons name) the movement managed to generate a respectable following. In order to jump-start the following, she made a poll where she would answer questions about the movement.

Developed in 2010, the viral campaign FKH8 was made in attempts to end sexism and hate towards all genders and sexuality, it works by users developing videos and content (which is generally posted on YouTube) that promote equality. The campaign now produce apparel and merchandise to try and spread their message. Notable celebrity personalities have taken notice of the campaign including zac effron and ellen.

4) What is your opinion with regards to feminism and new/digital media? Do you agree with the concept of a 'fourth wave' of feminism post-2010 or are recent developments like the Everyday Sexism project merely an extension of the third wave of feminism from the 1990s?

I believe that with the along with the other forms of feminism, fourth wave feminism is an evolution of feminism, not a mask of a previous iteration. It focuses on new issues that are unique with the times with a modern method of tackling it. 

Blog task: binary oppositions and ideology

Watch this clip from BBC Question Time with Russell Brand and Nigel Farage. The BBC deliberately placed the two against each other and the episode resulted in far more people watching and tweeting than usual.

1) What examples of binary opposition can you suggest from watching this clip?

Rich-poor

capitalist-socialist

left-right

nationalist-internationalist 

Old-Young

2) What ideologies are on display in this clip?

4 prominent Ideologies were displayed, all of which are binary oppositions #

Capitalist and socialist 

nationalist and internationalist 

Embed the video into your blog (as above) and answer these two questions in full paragraphs.

Ideology and your own choice of clip

Now do the same activity for a clip of your choice. Embed the YouTube video in your blog and answer the questions in detail:

1) What examples of binary opposition can you suggest from watching your clip?

The video by Saba shows two different perspectives of how the black community is shown and masculinity and the meaning of success. Along with the lyrics the main binary opposition is the depression that comes with success. 

2) What ideologies are on display in your clip?

the clip shows black identity and the drawbacks of a meritocracy. 

Feminist theory: blog tasks

Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).

1) What are the two texts the article focuses on?

The two texts are Pan am and Destiny Child

2) What examples are provided from the two texts of the 'male gaze' (Mulvey)?

Pam am and “why don’t you love me are both media products that use male gaze as a form of attracting views and interest. Pam am is constructed to be aspiring for women and entertainment for men; the song “why don’t you love me” is full of playful and sexual actions to not only appeal to women when it comes to the the standard of beauty they should “aspire” to achieve, and also to supply entertainment for the male gaze.

3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?

I think these texts represent the idea that feminism is an evolving concept and that we’ve reached a new representation of that feminism

4) Choose three words/phrases from the glossary of the article and write their definitions on your blog.

Feminism: A movement aimed at defining, establishing, and defending women’s rights

and equality to men

Post-feminism – An ideology in culture and

society that society is somehow past needing

feminism and that the attitudes and arguments

of feminism are no longer needed.

Nostalgia – A sentimental longing for the past,

often only remembering the positives of the

time.

1) How might this video contribute to Butler’s idea that gender roles are a ‘performance’?

Throughout the text, Beyonce performs and backs the stereotypes of women from the time period that is being shown in the music video (1950’s to 1960’s). This contributes to Butler’s theory (the idea that gendered behavior is a social phenomenon, not a biological one) as she clearly shows the difference of what is expected from women in the 1950-1960’s compared to what is expected from them in today's society

2) Does this video reinforce or challenge the view that women should perform certain roles in society?

It’s a little bit of both, while her performance seems like a quite stereotypical misogynistic view of what a female provides to society, the satirical nature of the video, and the fact that the performer is Beyonce (a internationally renowned women's rights figure) says otherwise

3) Would McRobbie view Beyonce as an empowering role model for women? Why?

Beyonce in the video is using her sex appeal of a form of empowerment, feminism in the 90’s was mainly focused on the idea that women need to regain their feminity and their “sex appeal” in order to be empowered.

4) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?

I believe that Beyonce uses the male gaze in an intelligent and profitable way. She acknowledges her sex appeal to attracts the male gaze for economic reasons, while still using that sex appeal to help tell other women to regain their femininity.

1) How does the video suggest representations of masculinity have changed in recent years?

The entirety of the video is explaining to men that you don't need to be a “macho man” to fall in love, you can be emotionally understanding and supportive too now.

2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?

DG suggests that masculinity is evolving and that evolution towards something new is not necessarily a bad thing

3) What is YOUR view on the representation of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?

I believe masculinity (and femininity) is whatever the hell you want it to be, we’ve gotten to a point in society where boundaries and definitions are being constantly changed (for the better), to a point where trying to place a single representation and or definition of what it means to be masculine is pointless. I will say although is that there are sources do try still give masculinity a single image, and that image is pressured onto younger minds, but due to social media and globalization, those ideals are bound to be challanged.