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City of Dublin VEC

Media Analysis 5N1298 1

City of Dublin VEC

Programme Module for

Media Analysis

Leading to

Level 5 FETAC

Media Analysis

5N1298

City of Dublin VEC


Introduction This programme module may be delivered as a standalone module leading to certification in a FETAC minor award. It may also be delivered as part of an overall validated programme leading to a Level 5 FETAC Certificate.

The teacher/tutor should familiarise themselves with the information contained in the CDVEC

programme descriptor for the relevant validated programme prior to delivering this programme

module.

The programme module is structured as follows:

1. Title of Programme Module

2. FETAC Component Title and Code

3. Duration in hours

4. Credit Value of FETAC Component

5. Status

6. Special Requirements

7. Aim of the Programme Module

8. Objectives of the Programme Module

9. Learning Outcomes

10. Indicative Content

11. Assessment a. Assessment Technique(s) b. Mapping of Learning Outcomes to Assessment Technique(s) c. Guidelines for Assessment Activities

12. Grading

13. Learner Marking Sheet(s), including Assessment Criteria

Integrated Delivery and Assessment The teacher/tutor is encouraged to integrate the delivery of content where an overlap between content of this programme module and one or more other programme modules is identified. This programme module will facilitate the learner to develop the academic and vocational language, literacy and numeracy skills relevant to the themes and content of the module. Likewise the teacher/tutor is encouraged to integrate assessment where there is an opportunity to facilitate a learner to produce one piece of assessment evidence which demonstrates the learning outcomes from more than one programme module. The integration of the delivery and assessment of level 5 Communications and level 5 Mathematics modules with that of other level 5 modules is specifically encouraged, as appropriate. Indicative Content The indicative content in Section 10 does not cover all teaching possibilities. The teacher/tutor is encouraged to be creative in devising and implementing other approaches, as appropriate. The use of examples is there to provide suggestions. The teacher/tutor is free to use other examples, as appropriate. The indicative content ensures all learning outcomes are addressed but it may not

City of Dublin VEC


follow the same sequence as that in which the learning outcomes are listed in Section 9. It is the teacher’s/tutor’s responsibility to ensure that all learning outcomes are included in the delivery of this programme module.

City of Dublin VEC


1. Title of Programme Module Media Analysis

2. Component Name and Code Media Analysis 5N1298

3. Duration in Hours 150 Hours (typical learner effort, to include both directed and self-directed learning)

4. Credit Value 15 Credits

5. Status This programme module may be compulsory or optional within the context of the validated programme. Please refer to the relevant programme descriptor, Section 9 Programme Structure

6. Special Requirements None

7. Aim of the Programme Module This programme module aims to equip the learner with the knowledge, skill and competence to

identify successful media practices using the theoretical framework that underpins practical media

work.

8. Objectives of the Programme Module To enable the learner to develop analytical skills and techniques for the interpretation of

meaning in media messages

To facilitate an appreciation issues of ownership and control in the media

To develop an awareness of ethical issues in relation to media productions

To help the learner understand the concept of media audiences and their interrelation with the mass media.

To assist the learner to develop the academic and vocational language, literacy and skills

related to Media Analysis through the medium of the indicative content

To enable the learner to take responsibility for his/her own learning.

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9. Learning Outcomes of Level 5 Media Analysis 5N1298 Learners will be able to: 1 Investigate different types of analysis of media products including semiological, feminist, marxist,

social and psychoanalytical

2 Explore how media ownership affects media provision taking account of power influence on social,

cultural, political and economic dimension

3 Interpret audience constructs of meaning taking account of narrative and character formations

while showing how representation constructs a specific reality for the media consumer

4 Analyse the concept of genre and outline the key attributes for different genres in a variety of

media products

5 Analyse media structures illustrating analytical skills and techniques for the interpretation of

meaning in media messages

6 Examine how selection and treatment contributes to our understanding of truth

7 Apply methods of message delivery in relation to differentiated audiences’ needs, readiness and

receptivity

8 Reflect on the importance of acting honestly and fairly in the gathering and interpretation of

information

9 Test accuracy and balance and represent news events accurately and without prejudice

10 Evaluate the concept of privacy and situations which may warrant intrusion into private affairs

ensuring sensitivity and good taste treating all sources, subjects and colleagues with respect

11 Reflect on legal, moral and ethical issues in Media practice.

City of Dublin VEC


10. Indicative Content This section provides suggestions for programme content but is not intended to be prescriptive. The programme module can be delivered through classroom based learning activities, group discussions, one-to-one tutorials, field trips, case studies, role play and other suitable activities, as appropriate.

Section 1 : Methods of Analysis

LO1:Facilitate the learner to investigate different types of analysis of media products including:

Semiological

signs and sign systems and their role in the construction and reconstruction of meaning

Feminist

Understanding ideas and arguments which advocate women possessing equal rights and

opportunities to those possessed by men

Marxist

Understanding of the ideology of social conflict which is derived from the mode of production in

capitalist societies

Social

Understanding of how media producers apply market segmentation techniques, for example

demography and behavioural analysis

and Psychoanalytical

Understanding of how exposure to media texts creates personal motivations and reactions

LO4:Facilitate the learner to analyse the concept of genre and outline the key attributes for different

genres in a variety of media products for example,

Understand how Genre classifies particular styles or types of media texts by identifying

common elements. Genres may include:

Film (for example, Western, Film Noir, Gangster, Science Fiction etc.),

Newspaper and Periodicals (for example, tabloid, broadsheet, specialist trade publications,

youth magazines etc.),

Television (for example, soap opera, sitcom, drama, period drama docudrama etc.)

LO5:Explore with the learner how to analyse media structures illustrating analytical skills and

techniques for the interpretation of meaning in media messages. To include, as appropriate:

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Narrative theory, for example Tzvetan Todorov and Vladimir Propp,

Audience reception theory, for example dominant reading, oppositional reading and

negotiated reading.

LO6:To facilitate understanding of how selection and treatment contributes to our understanding of

truth by identifying, for example:

Eg Galtung and Ruge’s news values,

How representation and stereotyping are used to construct a specific reality for the media

consumer

Section 2: Ownership and Control

LO2:To assist the learner in exploring how media ownership affects media provision, taking account

of power influence on social, cultural, political and economic dimensions, by identifying sources of

power within, for example

media agencies (self-regulatory bodies and statutory regulators)

media organisations online, print, broadcast , both public and private.

Section 3: Media Ethics

LO8:To facilitate learner reflection on the importance of acting honestly and fairly in the gathering

and interpretation of information

LO9:Test accuracy and balance and represent news events accurately and without prejudice

LO10:Evaluate the concept of privacy and situations which may warrant intrusion into private affairs

ensuring sensitivity and good taste treating all sources, subjects and colleagues with respect

LO11: Reflect on legal, moral and ethical issues in Media practice.

relevant codes of ethics and standards of practice/ Legislation

Cases studies of cases of media intrusion / bias / insensitivity / taste / accuracy / public

interest

Section 4: Media Audiences

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LO3:To facilitate interpretation of audience constructs of meaning taking account of narrative and

character formations while showing how representation constructs a specific reality for the media

consumer

eg hypodermic syringe theory, culmination theory, two-step flow theory, uses and

gratification theory

LO7:Apply methods of message delivery in relation to differentiated audiences’ needs, readiness

and receptivity

eg uses and gratification theory

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11. Assessment

11a. Assessment Techniques Project 60% Examination - Theory 40%

11b. Mapping of Learning Outcomes to Assessment Techniques In order to ensure that the learner is facilitated to demonstrate the achievement of all learning outcomes from the component specification; each learning outcome is mapped to an assessment technique(s). This mapping should not restrict an assessor from taking an integrated approach to assessment.

Learning Outcome Assessment Technique

1. Investigate different types of analysis of media products including semiological, feminist, marxist, social and psychoanalytical

Project or Examination

2. Explore how media ownership affects media provision taking account of power influence on social, cultural, political and economic dimension


3. Interpret audience constructs of meaning taking account of narrative and character formations while showing how representation constructs a specific reality for the media consumer


4. Analyse the concept of genre and outline the key attributes for different genres in a variety of media products


5. Analyse media structures illustrating analytical skills and techniques for the interpretation of meaning in media messages


6. Examine how selection and treatment contributes to our understanding of truth


7. Apply methods of message delivery in relation to differentiated audiences’ needs, readiness and receptivity


8. Reflect on the importance of acting honestly and fairly in the gathering and interpretation of information


9. Test accuracy and balance and represent news events accurately and without prejudice


10. Evaluate the concept of privacy and situations which may warrant intrusion into private affairs ensuring sensitivity and good taste treating all sources, subjects and colleagues with respect


11. Reflect on legal, moral and ethical issues in Media practice. Project or Examination

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11c. Guidelines for Assessment Activities The assessor is required to devise an assessment brief, examination paper, and marking schemes for the project and examination. In devising the assessment brief and examination paper, care should be taken to ensure that the learner is given the opportunity to show evidence of achievement of ALL the learning outcomes. Assessment briefs may be designed to allow the learner to make use of a wide range of media in presenting assessment evidence, as appropriate. Quality assured procedures must be in place to ensure the reliability of learner evidence.

Project

60%

The project may be produced throughout the duration of the programme module.

The student, under supervision and guidance from the tutor, should select a suitable topic which addresses a range of LO’s or fits in to at least one of the 4 sections as outlined in the Indicative Content section 10 of the programme. The Learner will produce a project to include evidence the following: Indepth knowledge and understanding of theoretical concepts Indepth exploration of key media issues Effective selection and use of relevant research techniques Information sourced from relevant primary and secondary sources, with references and bibliography Appropriate methods of media analysis Critical evaluation with logical conclusions and recommendations Evidence for this assessment technique may take the form of written, oral, graphic, audio, visual or digital evidence, or any combination of these. Any audio, video or digital evidence must be provided in a suitable format. All instructions for the learner must be clearly outlined in an assessment brief.

Examination

40%

The examination will be two hours in duration.

In order for the student to produce evidence of having covered all the Learning Outcomes from this minor award the first section of the exam paper should contain a minimum of 10 short answer questions covering all LO’s. This could include questions asking to define terms / demonstrate understanding of terminology / key theory. The second section of the examination paper should offer the student a choice of longer essay type questions covering the key sections as outlined in the Indicative Content section 10 of the programme. 4 questions should be offered with the student attempting 3.

City of Dublin VEC


Evidence for this assessment technique may take the form of written, oral, graphic, audio, visual or digital evidence, or any combination of these. Any audio, video or digital evidence must be provided in a suitable format. All instructions for the learner must be clearly outlined in an examination paper.

12. Grading Distinction: 80% - 100% Merit: 65% - 79% Pass: 50% - 64% Unsuccessful: 0% - 49%

At levels 4, 5 and 6 major and minor awards will be graded. The grade achieved for the major award

will be determined by the grades achieved in the minor awards.

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Learner’s Name: ________________________________ Learner’s PPSN: ________________

Assessment Criteria

MaximumMark

LearnerMark

Indepth knowledge and understanding of theoretical concepts 10

Indepth exploration of key media issues 10

Effective selection and use of relevant research techniques 10

Information sourced from relevant primary and secondary sources, with

references and bibliography

10

Appropriate methods of media analysis 10

Critical evaluation with logical conclusions and recommendations 10

Assessor’s Signature: _________________________ Date: ___________________

External Authenticator’s Signature: _________________________ Date: ___________________

Media Analysis

5N1298

Learner Marking Sheet Project

60%

City of Dublin VEC


Learner’s Name: ________________________________ Learner’s PPSN: ________________

Assessment Criteria

MaximumMark

LearnerMark

Section A: Compulsory short answer questions

10 questions, answer all 10 (1 mark each)

Question No 1a:* __________

Question No 1b: __________

Question No 1c: __________

Question No 1d: __________

Question No 1e: __________

Question No 1f: __________

Question No 1g: __________

Question No 1h: __________

Question No 1i: __________

Question No 1j: __________

1

1

1

1

1

1

1

1

1

1

Subtotal

10

Section B: Essay questions 4 questions, answer 3 (10 marks each)

Question No:* __________

Question No: __________

Question No: __________

10 10 10

Subtotal

30

Total Mark

40

Assessor’s Signature: _________________________ Date: ___________________

External Authenticator’s Signature: _________________________ Date: ___________________

Media Analysis

5N1298

Learner Marking Sheet Examination

40%

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