MIGRAIN Assessment 2: 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: Really solid understanding of Audience Effects theories which is clear from your Q4 response. However, just aim to give more examples to support your arguments 

EBI: In your writing, use more media terminology (e.g. Q1 'gold writing' should be 'gold font/typography' instead). Revise Public Service Broadcasting topic/blog

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: I should've consistently used highly appropriate use of subject specific terminology throughout the question (e.g. typography/font) 

Q2: Although I got full marks for this question, I could've mentioned conglomerate ownership or diversification too 

Q3: I should've used examples and subject specific terminology to support my arguments in order to get the full marks 

Q4: I should've applied the theories to the question as well as the use of subject specific terminology to get the full marks 

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.

I would say I was a 7/10 because I did all the blog work before the assessment but I think I should've gone through past papers to see what gets full marks 

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 did manage to write about three different strategies and name three different benefits for each strategy and I got full marks for the question 

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 only got 4/9 for this question and I think it's because I didn't use examples when making my arguments. I should've mentioned the licence fee and how this contributes to the future of the BBC as well as examples of  channels the BBC owns. I also should've revised Public Service Broadcasting more so that I fully understood it enough to answer the question and get the full marks 

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 somewhat agree with the fact that the media has a damaging effect on the audience because of Bandura's social learning theory that suggests that people observe and imitate behaviour they see. And although this experiment was done on children, we still may be able to apply it to adults and how they absorb what they see on the media. This theory allows us to question whether young people should be protected from what they see on the media because they might start copying some of the behaviours they see (such as violence, drugs, gang activity, etc.). This theory also may raise awareness for parents that their children may copy stuff they see online and allow them to monitor what their child is watching to prevent them from copying these behaviours. Therefore this theory could support the fact that the media can be damaging for some audiences. 

Representation: Blog Tasks :)

Media Magazine 51

1) Why is representation an important concept in Media Studies?

Because it demonstrates how the changes in the media landscape have influenced the ways we view the world and ourselves 

2) How does the example of Kate Middleton show the way different meanings can be created in the media?

The example of Kate Middleton shows two photos of her in the same location with the same glass of wine but in one photo she is only holding it but in the other she is actually drinking it. The photo where she is drinking the glass of wine could be interpreted as her having a drinking problem because there is no other context (other than what the news chooses to portray). However, the one where she is just holding it could suggest a more refined view of her being more sophisticated than the photo where she is actually drinking it 

3) Summarise the section 'The how, who and why of media representation' in 50 words.

When creating media products, producers must consider the expectations and needs of the target audience, the limitations provided by genre codes, the type of narrative they want to create, and their institutional remit. The media must be mediated in order to get certain reactions from audiences as well as keeping them engaged (even if it is not entirely true)

4) How does Stuart Hall's theory of preferred and oppositional readings fit with representation?

Stuart Hall's theory argued that audiences do not always accept the ideology of texts passively but instead they actively think on their own cultural and social experiences to create their own interpretations. In his view, despite the mediated nature of the media, audiences are still able to take on an oppositional reading due to their personal experiences- this means that they will never have a preferred reading 

5) How has new technology changed the way representations are created in the media?

New technology means that audiences can construct and share their own media products- especially on websites, video-sharing platforms and other social media platforms. These individuals demonstrate mediation because they choose what they share and don't share on social media in order to either portray themselves as more idealistic or pitiable. This means that they create internet personas and post content to support this persona 

6) What example is provided of how national identity is represented in Britain - and how some audiences use social media to challenge this?

The free 'The Sun' newspaper that was sent to 22 million households during the 2014 World Cup which represented its own concepts of 'Englishness' by symbolic references (such as queuing, Sunday roasts, Churchill, and the Queen). The example to challenge this representation was when social media forums and comment pages allowed many people to voice their rejection of the messages and through self-representation, people were able to show that they distances themselves from the values that were portrayed in the newspaper 

Watch the clip from Luther that we studied in class (Season 1, Episode 1 - minute 7.40-10.00 and answer these final two questions:

7) Write a paragraph analysing the dominant and alternative representations you can find in the clip from Luther.

The dominant representation in this clip is the exchange between the police officers in which they used vocabulary that could be associated with police. Luther's boss was white whereas Luther was black and this reinforces the stereotype that black people typically work under white people- the racial stereotypes were also reinforced by Luther as he suggests that black men are reckless as he got suspended for his rule-breaking so this reinforces negative stereotypes. Also, the stereotypes that men are emotionless and physically strong is emphasised by Luther. The alternative reading could be that Luther being a black male lead (which is not common) reflects an alternate view that may be unusual for audiences to see 

8) Write a paragraph applying a selection of our representation theories to the clip from Luther. Our summary of each theory may help you here:

Levi-Strauss: representation and ideology

Mulvey: the male gaze

Dyer: stereotyping and power

Medhurst: value judgements

Perkins: some stereotypes can be positive or true

Dyer's theory about stereotyping and power could be applied to this clip because Luther is considered an ethnic minority that does not have much power so more stereotypes can be made about them. As a black man, people may make stereotypes about him and assume that he is dangerous. Medhurst's theory about value judgements can also be applied to this clip because many stereotypes are made about the different characters based on the way they talk, what they've said and the way they look which reinforced his theory that stereotyping is shorthand for identification. 

Public Service Broadcasting: Blog Tasks :)

Ofcom report

Read the first few pages of this Ofcom report into Public Service Broadcasting.

1) How does the report suggest that TV viewing is changing?

People are increasingly viewing content in a variety of ways- can be on the television set or on other devices

2) What differences are highlighted between younger and older viewers?

Older viewers (aged 65+) have maintained a fairly stable viewing rate but there has been a decline in the daily viewing mainly among people aged 16-24 and 5-14

3) Does the report suggest audiences are satisfied with public service broadcasting TV channels?

8 in 10 adults say that they are satisfied with PSB and the satisfaction keeps on increasing (73% increase since 2015) and 24% of people who said they were satisfied said that they were very satisfied with PSB  

4) Public service broadcasting channels are a major aspect of the UK cultural industries. How much money did PSB channels spend on UK-originated content in 2016? 

£2.60bn

Goldsmiths report

Read this report from Goldsmiths University - A future for public service television: content and platforms in a digital world.

1) What does the report state has changed in the UK television market in the last 20 years?

The rapid increase in channels on UK television has changed in the last 20 years 

2) Look at page 4. What are the principles that the report suggests need to be embedded in regulation of public service broadcasting in future?

Principles independence, universality, citizenship, quality and diversity 

3) What does the report say about the BBC?

The BBC is the most important part of the television ecology but is also representative of how the advancement of technology is leading to, in some ways, the end of public service broadcasting 

4) According to the report, how should the BBC be funded in future?

By a tiered platform neutral household fee- a supplement to Council Tax or funding via general taxation with appropriate parliamentary safeguards 

5) What does the report say about Channel 4?

Plays an integral part in the public service ecology and supports the independent production sector and airing content aimed specifically at diverse audiences 

6) How should Channel 4 operate in future?

By continuing to innovate and experiment across different platforms as well as aiming to stop the fall in numbers of independent suppliers that they work with 

7) Look at page 10 - new kids on the block. What does the report say about new digital content providers and their link to public service broadcasting?

New digital content providers are providing television with the characteristics of public service broadcasting and yet appears outside the public service system 

Final questions - your opinion on public service broadcasting

1) Should the BBC retain its position as the UK’s public service broadcaster?

I think that the BBC should retain its position as the UK's public service broadcaster because it has build a respectable reputation and is trusted by so many people in the UK and has become a household name. A majority of UK TV-watchers would be devastated by the loss of the BBC. 

2) Is there a role for the BBC in the 21st century digital world?

I wholeheartedly agree that there is a role for the BBC in the 21st century digital world and this is because the BBC has a very credible news source and especially in a time where we heavily rely on the news, this would increase the significance of the BBC in the 21st century 

3) Should the BBC funding model (license fee) change? How?

I think that the BBC funding model should change because the rise in technology is reducing the dependency on the BBC so less people are paying the licensing fee so this means that the BBC can't make enough profit to carry on funding the media they are producing so they need to make changes to allow the BBC to continue growing