ONLINE Exam questions

8. How far can aspects of identity be seen to affect the way in which audiences use
online media? Discuss, with reference to Zoella and Attitude. [30]


You should refer to relevant academic theories in your response.



8 (a). Explain how social and cultural contexts influence responses to online media products. Refer to Zoella to support your response. [15]


(b). Explore how the representations on Attitude’s website position audiences. [15]

ONLINE : ZOELLA Social and cultural contexts

Responses will demonstrate knowledge and understanding of the influence of social and cultural contexts on responses to the set online product by referring to some of the following:


 cultivation theory (Gerbner) – the idea that repeated, long-term exposure to blogs and vlogs may influence the ways that users see the world
 the interrelationship between media technology and patterns of consumption and response - the context of online culture: more time spent online within target audience age group
 how audiences interact with the media and can be actively involved in media production - the context of audience participation and interactivity
 how audiences use media in different ways, reflecting demographic factors as well as aspects of identity and cultural capital
 how audience responses to and interpretations of media representations reflect social and cultural circumstances, e.g. millennial audience
 Fandom (Jenkins)
 ‘End of audience’ theory (Shirky)


In discussing the influence of social and cultural contexts on responses to Zoella, answers may, for example, explore some of the following:
 the Zoella advent calendar 2017 controversy – interpreted as too expensive by many in current economic climate
 the context of current attitudes to gender –the context of social attitudes and body image – “Who Run the World” – positive responses to “girl power” message
 the context of popular culture –‘Should’ve Gone to Specsavers’ – intertextuality provokes response of recognition and creates humour
 the context of social trends – e.g. baking, fizz, enables audience to feel on trend
 the context of ‘selfie’ culture, self-representation and social identity – audiences share their own constructed identities
 aspirational consumer culture and lifestyle – the cult of the home – Dreamy Bar Cart; audiences respond by purchasing products online
 the social context of raising awareness of mental health – in Panic Attacks, Anxiety: The Update. Responses are supportive and share experiences
 the cultural context of rituals such as Halloween, Valentine’s Day, Christmas: Nala’s Christmas Photoshoot, Booella tag on Twitter. Responses illustrate sense of shared community and greater acceptance of authenticity of constructed lifestyle

PAPER 2 : Television : THE BRIDGE

Using the resources on the blog, class notes and your own research ,  plan and explain the key points about the following areas related to The Bridge  :


Media Language

Genre  : Nordic Noir

Series 3 episode 1 :  technical codes

binary oppositions

Narrative structure and resolution


Representation

Gender

National identity

Audiences

Nationality

Mainstream/niche

Positioning

Audience pleasures


Industry 

Production and distribution

Funding

UK Broadcast and scheduling

Other global  remakes or broadcasts

Relate to genre, content of programme and possible issues




ESSENTIAL THEORY


Media language


Neale : Genre

Todorov : narrative stages

Levi Strauss : binary oppositions


Representation

Hall : stereotypes

Van Zoonen : representation of women

bell hooks : feminism as political ideology

Butler : Gender performativity


Industry

Livingstone and Lund : regulation issues

Hesmondhalgh : cultural industries












Possible questions :

To what extent can Neale’s Genre Theory be applied to the set episode of The Bridge ? ( 15 Marks)



Television production takes place within an economic context. Discuss the economic factors on The Bridge  ( 15 marks)

CASE STUDY COMPONENT 1 : Riptide

Analyse the   music video for Riptide by Vance Joy  focusing on the following elements. Refer to contextual information and technical codes to support your points.



GENRE AND AUDIENCE

Research and summarise the indie genre : conventions, influences, audience  and key artists.
What is the definition of " indie " and does the artist, video fit into this category ?


NARRATIVE AND ICONOGRAPHY

Linear , clear and resolved narrative , or fragmented montage based on the lyrics of the song ?
Analyse scenes for symbolic objects and the meaning they contain .

REPRESENTATION

How is gender represented in the video ? Look at stereotypes, repetitive motifs and how women and men are  framed narratively and through iconography.



POSTMODERNISM

Which of the following postmodernist techniques are used in the video ?

How does this change how  the audience responds to the messages, representations and other elements of the video ? Does it change the meaning ?

ANALYSING NEWSPAPERS : The Mirror and the Times

Analysing newspapers

A  Analyse the following covers in terms of how the technical codes ( main image, headline, pull quote etc.) persuade the audience to buy the newspaper and how the audience is being persuaded to respond to the main news story.Consider issues of iconography, binary oppositions and semiotics.

Then analyse which factors that make up the news agenda  ( threshold,unexpectedness, elite nations etc.) are being considered in the choice of cover story.

Then explain  the following information about the Mirror and The Times.


Tabloid or broadsheet ? Explain the differences between these terms

Ownership :  Who owns  both newspapers ? An individuial or a corporation ? Do they own anything else ? What does Curran and Seaton's theory of power and media say are the risks of some media ownership structures ? Use the media theory resource here and the theory page on the blog to find it.

What are both newspapers'  political bias ? Left or right wing ? What does that mean ?



B Research and find out which organisation is responsible for regulation of the content of British newspapers , and how you make a complaint about  accuracy or offensive  content in a newspaper.  Summarise the regulation theory of Livingstone and Lund  using the theory resource here 

.

MOCK EXAM preparation

Your mock examination is on Tuesday January 15 at 9 am.


Here is a link to some key resources for the Component 1 key media products you will be asked about in the exam.

Previous case studies can be found on the blog below, including this detailed analysis task some of you will have completed for Assassins Creed 3 : Liberation . 

SET PRODUCT : I, Daniel Blake film marketing

Analyse the visual codes, audio codes and moving image codes in the  trailer and poster, as well as your own research, for the following information :

Production information ( director/writer/stars/funding/budget/distribution )

Text :  themes, ideologies and social messages of film, genre, setting, representations, main target audience, secondary audiences, desired response from audience.

Reception : awards, reviews, critical response, political effects, etc.