How important is technological convergence for institutions and audiences within a media area which you have studied?
“Media production is dominated by global institutions, which sell their products and services to national audiences.” To what extent do you agree with this statement?
What significance does the continuing development of digital media technology have for media institutions and audiences?
Discuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area.
“Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices.” To what extent would you agree with this statement, within the media area you have studied?
To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?
“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to your chosen media area?
MARK SCHEME SAMPLE:
2 Section B: Institutions and Audiences
Discuss the ways in which media product(s) are produced and distributed to audiences within a media area, which you have studied.
Candidates must focus on one of the following media areas though you may make reference to other media areas, which you have studied:
Discuss the ways in which media product(s) are produced and distributed to audiences within a media area, which you have studied.
Candidates must focus on one of the following media areas though you may make reference to other media areas, which you have studied:
- Music
- Candidates will be assessed on their ability to illustrate patterns of production, distribution, exchange and consumption through relevant case study examples and their own experiences as audiences.
Candidates may cover the following material in their responses to the question:- Production practices which allow texts to be constructed for specific
audiences - Distribution and marketing strategies to raise audience awareness of
specific products or types of products - The use of new technology to facilitate more accurate targeting of
specific audiences - Audience strategies in facilitating or challenging institutional practices
Candidates should be given credit for their knowledge and understanding, illustrated through case study material, in any of these areas; there is no requirement that they should all be covered equally. Examiners should also be prepared to allow points, examples and arguments that have not been considered if they are relevant and justified.
Explanation/analysis/argument- AO1 Specific Use of examples- AO2 Specific
Use of terminology- AO1 Specific.
Level 1
Explanation/analysis/argument (0-7 marks)- Shows minimal understanding of the task
- Minimal knowledge and understanding of institutional/audience
practices – general opinions or assertions predominate - Minimal argument evident, with little reference to case study material
- Of minimal relevance to set question or a brief response (under one
and a half sides of answer booklet
- Production practices which allow texts to be constructed for specific
Use of examples (0-7 marks)• Offers minimal use of case study material• Offers a limited range of or inappropriate examples• Offers examples of minimal relevance to set question
Use of terminology (0-3 marks)• Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling, punctuation and grammar which will be noticeable and intrusive. Writing may also lack legibility.
Level 2
Explanation/analysis/argument (8-11 marks)
Some simple ideas have been expressed in an appropriate context. There are likely to be some errors of spelling, punctuation and grammar of which some may be noticeable and intrusive.
Level 3
Explanation/analysis/argument (12-15 marks)
Use of terminology (0-3 marks)• Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling, punctuation and grammar which will be noticeable and intrusive. Writing may also lack legibility.
Level 2
Explanation/analysis/argument (8-11 marks)
- Shows basic understanding of the task
- Basic knowledge and understanding of institutional/audience practices
– factual knowledge will have some accuracy - Basic argument evident, with some reference to case study material
- Some relevance to set question
- Offers some evidence from case study material
- Offers a partial range of examples from case study and/or own
experience - Offers examples of some relevance to the set question
Some simple ideas have been expressed in an appropriate context. There are likely to be some errors of spelling, punctuation and grammar of which some may be noticeable and intrusive.
Level 3
Explanation/analysis/argument (12-15 marks)
- Shows proficient understanding of the task
- Proficient knowledge and understanding of institutional/audience
practices – factual knowledge is mostly accurate - Some developed argument, supported by reference to case study
material - Mostly relevant to set question
- Offers consistent evidence from case study material
- Offers a range of examples from case study and/or own experience
- Offers examples which are mostly relevant to the set question
Use of terminology (6-7 marks)• Use of terminology is mostly accurate
Straightforward ideas have been expressed with some clarity and fluency. Arguments are generally relevant, though may stray from the point of the question. There will be some errors of spelling, punctuation and grammar, but these are unlikely to be intrusive or obscure meaning.
Use of terminology (0-3 marks)• Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling, punctuation and grammar which will be noticeable and intrusive. Writing may also lack legibility.
Level 4
Explanation/analysis/argument (16-20 marks)
Complex issues have been expressed clearly and fluently. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.
Straightforward ideas have been expressed with some clarity and fluency. Arguments are generally relevant, though may stray from the point of the question. There will be some errors of spelling, punctuation and grammar, but these are unlikely to be intrusive or obscure meaning.
Use of terminology (0-3 marks)• Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling, punctuation and grammar which will be noticeable and intrusive. Writing may also lack legibility.
Level 4
Explanation/analysis/argument (16-20 marks)
- Shows excellent understanding of the task
- Excellent knowledge and understanding of institutional/audience
practices – factual knowledge is relevant and accurate - A clear and developed argument, substantiated by detailed reference
to case study material - Clearly relevant to set question
- Offers frequent evidence from case study material – award marks to
reflect the range and appropriateness of examples from case study
and/or own experience - Offers examples which are clearly relevant to the set question
Complex issues have been expressed clearly and fluently. Sentences and paragraphs, consistently relevant, have been well structured, using appropriate technical terminology. There may be few, if any, errors of spelling, punctuation and grammar.
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