January Assessment Learner Response

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: A strong assessment showing good knowledge of terminology and theory. There's also clear potential to add a few more marks in key areas. 

EBI: Keep working on unseen analysis skills (Q1) as we want to be in the top levels for this (5-8) marks. 

-Q2: Revise industry terminology

-Q4 is strong: keep developing your critical perspective, questioning theories and exploring both sides of the argument. Here you needed a little more on Cultivation Theory.

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: The verbal codes (Text) signify a range of different meanings- modern yet serif font for the artist name suggests the artist has a strong presence yet moves with the times. The 'h.i.t.h' (standing for 'Heavy is the head'- the name of the album the tour is promoting) is in an old fashioned almost medieval font that perhaps suggests royalty or power. The image has Stormzy bare-chested which arguably reinforces the sexualisation of black males in the media and reinforces traditional masculine stereotypes which contrasts with the idea of vulnerability. 

Q2: Synergy- Allows companies to maximise profit from a brand (Harry Potter) by branching out into other platforms, merchandise or products. 

Vertical integration- Allows to maintain control and profit at every stage of chain of production. 

Q3: 

FOR: 

Regulated by Ofcom so therefore maintaining standards and providing audiences somewhere to complain or raise objections to content. 

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. 

AGAINST: 

Funding model is outdated in the digital age- license fee of £147 a year for all BBC content isn't realistic. Young people are increasingly choosing to avoid paying the license fee so long-term future of funding model isn't liable. 

Younger audiences simply don't watch live TV in the same way as older generations. Streaming services such as Netflix and Amazon Prime will eventually dominate TV market eventually-PSB needs to update to find a digital place in the market. 

Q4: 

UK television regulated by Ofcom to protect audiences from inappropriate content. 

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. 

Hypodermic needle theory- largely discredited but perhaps becoming relevant again in era of 'fake news' and echo chambers. This would also support idea media has damaging effect on audiences. 

Uses & Gratifications theory- audiences are active and seek out media they wish to engage with. This would suggest media is less likely to be damaging and audiences have a high degree of control over their media consumption. 

3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment? You may also want to think here whether you had completed all the original blog tasks from last term before doing the assessment.

6 

4) Look at your answer for Question 2. 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 managed to write 2 different strategies and 1 different benefit as the benefit didn't match the strategy and the other strategy was wrong therefore the benefit would be wrong for that strategy as well. 

5) Look at your answer for Question 3. 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 i did write about both however i mainly focused on the BBC instead of including more information about commercial broadcasters. I could've added the fact that the funding model is outdated in the digital age and that young people simply don't watch live TV anymore the same way older generations do. 

6) Now look over your mark, teacher comments and the mark scheme for Question 4 - 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. 

I agree to an extent that the media has a damaging effect on audiences. The media is extremely criticised for being responsible for certain behaviours people especially younger people have developed from their sources. More and more children spend most of their time in front of a screen which watching educational videos can be beneficial however Gerbner's Cultivation theory suggests otherwise as he believes that watching TV will, over a period of time, influence the audience's ideas and perceptions of everyday life. This could be argued to be damaging to audiences if content if inappropriate or violent. However, UK television is regulated by Ofcom to protect audiences (particularly young people) from inappropriate content. In addition Gerbner also 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 as it can lead to make viewers more fearful and homogenous.