critical approaches sept 2015

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Individual Target: Actual Grade Grading criteria P1 P2 P3 P4 M1 M2 M3 M4 D1 D2 D3 D4 Achieved? Extended Diploma Level 3 in Media Production Assessment Title: APPROACHES TO MEDIA PRODUCTS Assessor: N Obayiuwana Student: Course code: 3EDMED Group: YEAR 2 Unit Number: 6 Unit Title: CRITICAL APPROACHES TO CREATIVE MEDIA PRODUCTS Hand out date : 30.09.15 Resubmission date: Hand in date: 11.12.15 Resubmission authorised by: (BTEC only) Date handed in: Date handed in: IMPORTANT: PLEASE READ GRADING CRITERIA AT THE END OF EACH TASK

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Individual Target:

Actual Grade

Grading criteria

P1 P2 P3 P4 M1 M2 M3 M4 D1 D2 D3 D4

Achieved?

Extended Diploma Level 3 in Media Production

Assessment Title: APPROACHES TO MEDIA PRODUCTS

Assessor: N Obayiuwana Student: Course code: 3EDMED Group: YEAR 2

Unit Number: 6 Unit Title: CRITICAL APPROACHES TO CREATIVE MEDIA PRODUCTS

Hand out date : 30.09.15 Resubmission date:

Hand in date: 11.12.15 Resubmission authorised by: (BTEC only)

Date handed in: Date handed in:

IMPORTANT: PLEASE READ GRADING CRITERIA AT THE END OF EACH TASK

Scenario This unit aims to develop your understanding of how media producers create their products for targeted audiences. It also aims to develop your critical and personal understanding of these products. Looking at media production from these perspectives will give you a more focused approach to your own production work.

Learning outcomes On completion of this unit a learner should: 1 Understand how media producers define audiences for their products 2 Understand how media producers create products for specific audiences 3 Understand how media audiences respond to media products 4 Be able to develop responses to media products

How to hand in your assessment

This assessment must be handed into Nosa Obayiuwana by the hand in date and time on the front of the assignment brief. If you have a valid reason why you will not be able to hand in the work on time, you will need to fill out and hand in an AE1. If you need to ask for a longer extension you

will need to fill out and hand in an AE2 to your Head of School at least two days before the assessment deadline. ALL WORK SHOULD BE HANDED IN DIGITALLY. YOU NEED TO ENSURE THAT YOU HAVE

SIGNED THE SUBMISSION SHEET AFTER HAND IN.

Student feedback on what you liked and/or disliked about this assessment. Tick the ones that apply to you. J K L

I enjoyed the task.

I understood the task.

The deadline was realistic.

I had enough support.

For staff use only.

Internal Verification

This assessment has been verified and form IV8 completed:

IV name: IV signature: Date:

SMOG index: 18

Student declaration:

I have read the Assignment Submission Procedure. I agree that this is my own work or my own work and that of other members of my group. It has not been copied (plagiarised) from any other source e.g. the internet, a book, another student or group of students. I know that I may FAIL this assignment if my head of school proves that this is not my own work. Student signature: Date:

TASK 1: Defining Media Audiences P1, M1, D1 SUBMISSION DATE: 14TH OCTOBER 2015: 11.30AM

For this assignment choose any THREE of the following: 1. AMAZON PRIME 2. NETFLIX 3. MORTAL COMBAT X 4. LEGEND (the film starring Tom Hardy) 5. MADE IN CHELSEA In a digital sketchbook, comprehensive explain using specific and elucidated examples, how media producers define audiences for the selected products. In your sketchbook: 1. Using appropriate academic references, define and explain geo-­demographics and psychographics.

Relate your definitions and explanations to your chosen media products and audiences.

2. Explain, using specific examples, how the major systems of categorisation work, and what each one is able to tell those who use it. You should be able to say what system is useful for what purpose.

3. Give detailed profiles and descriptions of FIVE audiences for each media product: using specific examples list and discuss the characteristics of each audience group.

4. Provide quantitative and qualitative audience research on each of the three products (audience ratings, box office figures, games sales charts, magazine sales figures, page view numbers, critics reviews, immediate audience responses etc).

5. Critically evaluate (compare, assess, and discriminate) the methods used to gather qualitative and

quantitative information on audiences. How do these methods help construct profiles on them (focus groups, surveys, face-­to-­face interviews, questionnaires, numerical data etc). Discuss which methods are more appropriate for a given purpose using specific examples.

6. Critically evaluate (compare, assess, and discriminate) between the different methods of categorisation

of media audiences (psychographics and geodemographics). Discuss which method, or methods, may or may not, assist producers understand audiences.

Your sketchbook must contain information on how (1) Psychographics (2) Geo-­demographics (3) Qualitative research (4) Quantitative research (5) Primary research and (6) Secondary research are useful in the targeting of audiences for your chosen products.

WHAT TO HAND IN: A DETAILED DIGITAL SKETCHBOOK IN PDF (this should include written paragraphs and annotations, images, researched data, graphs and charts, and any other material covering all the key points of the assignment).

IMPORTANT: It is advisable that you divide your sketchbook into sections dealing with each media product separately.

GRADING CRITERIA

Task 2: Media Products and their Audiences P2, M2, D2 SUBMISSION DATE: 2ND NOVEMBER 2015 12.00PM

In a 2 – 5 page word processed report, you will explain in detail how the media products above are constructed to appeal to their target audiences (Your work should contain images and text).

You must

1. Describe how different aspects of the products address specific audiences. These could include

• Colour • Narrative • Computer generated effects • Music • Camera angles

• Casting • Editing • Sound effects • Art design • Location

2. In detail, define and describe at least FIVE of these audiences.

3. Use specific examples to explain your key points. 4. Include examples of specific audience feedback in your analysis.

WHAT TO HAND IN: A 2 – 5 PAGE WORD PROCESSED REPORT IN PDF

GRADING CRITERIA P2: Learners will correctly describe aspects of media products which address a specific audience, and they will also correctly define that audience. M2: learners will show with reference to detailed examples how products are constructed to appeal to the audiences they are intended for, and will give detailed descriptions of the audiences at which products are aimed. D2: learners will explain in detail how media products are constructed to appeal to the audiences they are intended for, illustrating points made with well-­focused, detailed examples, and drawing out of their examples precisely what it is about them that exemplifies the points they illustrate. They will give full descriptions of the audiences at which products are aimed, audience classifications being clearly understood and applied with confidence and subtlety.

Task 3: Audience Responses and Behaviour P3, M3, D3 SUBMISSION DATE: 16TH & 18TH NOVEMBER 2015 9.00AM

For this task YOU will research the effects of sex and violence on 16 – 24 year olds in ONE of the following

a. Feature films b. Computer games c. Music videos d. Television series You will then give a 5 – 10 minute Powerpoint presentation in front of the class (which will be recorded by your lecturer) where you will I. Define and and explain (1) The Magic Bullet Theory (2) Uses and Gratifications Theory & (3)

Active and Passive Consumption.

II. Discuss how the difference audience theories (hypodermic needle model;; uses and gratifications theory;; passive and active consumption) affect your topic.

III. Present research gathered from authoritative sources that support your argument.

IV. Use authoritative statistical data in your argument.

V. Discuss different responses (negotiated;; preferred;; oppositional) to sex and violence in your chosen media amongst 16 -­ 24 year olds.

In your presentation remember to • Use specific examples to illustrate key points

• Compare and contrast the different audience research models • Evaluate the strengths and weaknesses of the models you discuss

• Present research done by experts in the field • Give your own opinion on the theories, and talk about how they apply (or do not apply) to the topic

WHAT TO HAND IN: (1) IN CLASS 5 – 10 MINUTE PRESENTATION (THIS WILL BE RECORDED BY YOUR LECTURER) (2) THE SUPPORTING POWERPOINT PRESENTATION (IN PDF FORMAT)

GRADING CRITERIA P3: Learners will outline correctly the major audience theories (for example, the hypodermic needle model and uses and gratifications theory). They will correctly describe some work done on effects of the media. M3: Learners will give detailed explanations of the major audience theories (for example, the hypodermic needle model and uses and gratifications theory) and will be able to make some comments on the strengths and weakness of these models. They will refer in some detail to work done on effects of the media and will be able to use that work to draw conclusions about how to deal with what are perceived as ill effects. D3: Again, explanations of the major audience theories (for example, the hypodermic needle model and uses and gratifications theory) will be fuller and more extensive with better application of examples and provision of argument to support points made. Learners will compare audience research models evaluating the strengths and weakness of these models. They will refer in detail to work done on effects of the media and will be able to use that work to draw well-­considered conclusions about how to deal with what are perceived as ill effects.

Task 4: Analysis of Content P4, M4, D4 FINAL SUBMISSION DATE: 11TH DECEMBER 2015 3.30PM

For this task, YOU will write a 2 – 5 page critical article discussing 1. How the vampire genre has changed from it’s initial inception to the present day 2. In your article you MUST apply a critical approach to analysis (Genre theory, Structuralism, Semiotics, Realism, Surrealism

(CONTINUES ON THE NEXT PAGE)

WHAT TO HAND IN: A 2 – 5 PAGE WORD PROCESSED ARTICLE

REMEMBER:

GRADING CRITERIA P4: learners will outline reasonable responses to specific texts employing some recognisable critical methodology. They will correctly describe the main codes and conventions of a genre and will make some attempt to address narrative and representation. M4: learners will apply a specific critical approach with some focus to explain a personal response to media products. Detailed examples will be given but learners will not elucidate these examples to show how they illustrate the points they support. Learners will talk about a genre in such a way as to show how the distinctive codes and conventions of that genre define it, how they relate to the genre and what sort of pleasures they might derive from it. Learners will understand, for example, that audiences recognise the formulaic and often very predictable outcomes of genres, and will derive much of their pleasure from that. Explorations of narratives and representational issues will go beyond superficial points and learners will be able to discuss some of the issues raised by this aspect of genres. D4: discussion of the chosen products will be sophisticated, showing how, for example, symbolic codes and conventions are exploited when representing character. Explorations of narratives and representational issues will be sophisticated. Learners will justify points made using supporting arguments or evidence, and develop ideas critically (that is, compare, assess and discriminate).

In your work 1. Apply a critical approach to analysis (content analysis;; semiotic analysis;; structuralism, realism, formalism, surrealism).

2. Discuss the codes and conventions of the genre (content, style, symbolic, technical, cultural).

3. Write about the way the genre has changed over time (ideological shifts, re-­definition, obsolescence, changes in audience).

4. Discuss the various narrative structures that exist within the example selected (single strand;; multi strand;; closed;; open;; linear;; non linear;; alternative narratives;; enigma;; climax;; equilibrium).

5. Analyse representation with the media product you have chosen (positive;; negative;; the representation of different social groups;; the representation of social issues;; stereotyping;; presence and absence).

6. Use specific examples to illustrate the points that you make 7. Justify the points that you make with evidence and, or, arguments. 8. Develop your ideas critically (compare, assess, discriminate).

Assessor marking grid Student name:

Grading Criteria

Grading criteria

Achieved (ü) Not attempted

(NA) Fail (F)

Referral 1 (R1) Referral 2 (R2)

Comments/Feedback

Target date for referal

P1 describe how media producers define audiences with some appropriate use of subject terminology [IE]

M1 explain how media producers define audiences with reference to detailed illustrative examples and with generally correct use of subject terminology

D1 comprehensively explain how media producers define audiences with elucidated examples and consistently using subject terminology correctly

P2 describe how media producers create products for specific audiences with some appropriate use of subject terminology [IE]

M2 explain how media producers create products for specific audiences with reference to detailed illustrative examples and with generally correct use of subject terminology

D2

comprehensively explain how media producers create products for audiences with elucidated examples and consistently using subject terminology correctly

P3 describe how media audiences respond to media products with some appropriate use of subject terminology [IE]

M3 explain how media audiences respond to media products with reference to detailed illustrative examples and with generally correct use of subject terminology

D3 comprehensively explain how media audiences respond to media products with elucidated examples and consistently using subject terminology correctly

P4

present a descriptive response to a media product with some appropriate use of subject terminology. [IE]

(CONTINUES ON THE NEXT PAGE)

M4

present a discussion of a media product with reference to detailed illustrative examples and with generally correct use of subject terminology.

D4 present an analysis of a media product with supporting arguments and elucidated examples, and consistently using subject terminology correctly.

General comments I certify that the evidence submitted for this assignment is my own. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice.

Student signature:

Date:

Assessor signature:

Date of marking: