new zealand scholarship media studies sample - … · new zealand scholarship ... le monde, and the...

© New Zealand Qualifications Authority, 2012. All rights reserved.No part of this publication may be reproduced by any means without the prior permission of the New Zealand Qualifications Authority.

SCHOLARSHIP EXEMPLAR

New Zealand ScholarshipMedia Studies

NOTE: This exemplar is adapted from the 2011 Scholarship examinations.

S

ANSWER BOOKLET

Time allowed: Three hoursTotal marks: 32

YOU MUST HAND THIS BOOKLET TO THE SUPERVISOR AT THE END OF THE EXAMINATION.

Answer your TWO selected questions in this booklet.

Use pages 2 and 12 to write the number of your chosen questions and to plan your ideas. Begin your first answer on page 3 and your second answer on page 13.

Check that this booklet has pages 2 – 21 in the correct order and that none of these pages is blank.

Question Mark

ONE

Subject knowledge 5

Critical thinking 5

TWO

Subject knowledge 5

Critical thinking 5

TOTAL 20/32

ASSESSOR’S USE ONLY

2

New Zealand Scholarship Media Studies Sample


QUEStiON NUmbER

Dvorak stated, “Don’t blame the web when the newspapers die”. But it is certain that there

will be change and worry over the future given the changes that the internet has brought

and is bringing. People once worried about the survival of radio when television came on

the scene but their concerns proved to be unfounded, as radio was able to change and

adapt and thrive. But the internet is bringing massive change that threatens to ‘kill’ the

newspaper which, after all, is an environmentally unfriendly and old fashioned media.

Furthermore, the decline in the quality of news is getting out of control and looks like it will

change forever the old ‘truth’ values of the news. Maybe the survival of the newspaper will

change that?

The author of the book, Jeff Jarvis, shows us how we are the first to ever encounter the

ability to access the news wherever and whenever we want it, all the time on the internet.

This is certainly true, and it is a key strength of the new ways of spreading the news online.

News about New Zealand, for New Zealanders, has never been more readily available, and

with websites like stuff.co.nz thriving and providing a free service then the end of the old

ways is inevitable. Or is it? One of the issues with the internet as a primary news source

is that a website’s quality is never guaranteed. It is easy to copy off someone else’s blog

or site believing what they say to be true but instead spreading rumours or lies. There is a

recent disregard for fact-checking, especially by large corporations, including Fairfax, who

control most of New Zealand’s media, and have ‘farmed out their subeditors’ according to

the Day Editor of the only independently owned daily newspaper left in New Zealand, the

Otago Daily Times.

2(b) “Don’t blame the web when newspapers die.”

John C. Dvorak

Introduction indicates several approaches; points out limitations of the newspaper, but also its ability to maintain high news values. Several perspectives and complex argument indicated.

Appropriate examples used; diversity of media texts; final analytical point not well supported. Begins analysis of both accessibility (positive) and quality (negative) of web news.

3



QUEStiON NUmbER The Otago Daily Times (ODT) is ‘a newspaper of record’. It has a reputation as an

‘unashamedly parochial’ quality newspaper and it celebrated it’s 150th celebrations this

month. It is clearly well loved in the Otago region and has a very strong readership base.

That readership has barely declined in the last decade, and the paper recently enjoyed

an impressive market penetration rate of 76%, up to 90% in some areas. It has a stable

circulation of 43,000 and approximate readership of 110,000. It is their ‘quality reputation’

that has ensured their continued success. Unlike internationally owned sites like Scoop

or stuff.co.nz, the ODT is unique in being able to provide local stories to local people

as a main focus of their work. They cover national and international stories as well but

their main strength is in knowing and understanding the local. An example of this and its

overwhelming success is when the ODT took a stand on a public issue: the retention of

neurosurgical services in Dunedin. This sort of thing is something a big international site

will find difficult to do as it does not necessarily have staff in every location. So one possible

saviour for the newspaper is in focusing on and celebrating the local.

The ability of newspapers to write stories they know appeal to their readers is an advantage

they have over news websites. It is thus perhaps the web’s greatest advantage, its wide

audience and accessibility, that is also a weakness. Unlike the web, newspapers know

what their specific reader base wants. The ODT editor says, ‘Once the morning newspaper

was the first place you’d read the news. Now you can get the news instantly’. But the speed

of it means that the web cannot be careful enough. The ability the newspaper has to take

the time, verify sources, and enlist expert opinions, in contrast to the web where everything

must be uploaded instantaneously or it won’t be read, is a significant point of difference and

potentially one that will keep newspapers going in an ever changing world. People want

to know their news is authentic and ‘true’, and the speed of the web makes this difficult to

guarantee.

Analysis of success of one newspaper with convincing supporting statistics and quotes.

Begins to develop critical understanding of newspaper production / consumption. Convincing analysis, well supported by quote.

4



QUEStiON NUmbER Producing both local news and quality news has ensured a loyal readership for the ODT.

But as our society continues to globalise, with it becoming easier and easier to maintain

links to overseas family, friends, and news, will such a value be placed on local news? The

ODT has a single page of global news each day, and we might ask if that is enough in an

increasingly globalised world? Can the ODT retain their ‘unashamedly parochial’ views or

will they have to broaden their news outlook? Journalist Dave Cannan bluntly admits that

readers are dying out. The target audience is definitely an older age group, as shown in

the editorial photos of Cannan as an older conservative looking man. But the ODT has also

started to change its format to try to appeal to a younger audience by launching the paper

online, the weekly Secondary Scene feature in the paper, and the Campus section of the

website in 2011. So the ODT has learnt to swim with the flow and start using the web as a

way of reaching a younger audience. The popularity of the ODT in the future depends on

the return of the young people to reading it, and editor Kirkness believes they will: ‘When

they grow up, they’ll come back, they’ll want to know what’s going on in their home town’.

The fact that it is now available online will help. Most newspapers will avoid dying if they

can manage this transition.

It is indeed the launching of online sections by already established newspapers that is

changing the media landscape. As newspapers face their demise many have tried to

establish themselves as broader media outlets, such as the ODT has done, through their

online editions while reinforcing their reputation as reputable newspapers. Successful

examples of this include The Guardian, Le Monde, and the New York Times. None of these

online sites have used a paywall to generate profit (as readers would undoubtedly rather

find other sources of news for free if that was the case). Instead they try to use advertising

to maximise potential capital and rely on the sale as well of their paper editions. The only

Extends critical understanding of newspaper production / consumption. Convincing analysis, well supported by examples / quotes. Convincing knowledge of significant media aspect – ODT.

5



QUEStiON NUmbER successful website with a paywall is Rupert Murdoch’s News Group owned Financial

Times, and it is generally people’s jobs that depend on the information it contains. These

online editions have certainly not ‘blamed the web for the newspapers death’. They have

actually embraced it.

But will ‘Generation Google’ (as Jeff Jarvis calls them) return to physical newspapers as

they age? It is certainly true that the media landscape has changed with the availability of

the web as a 24-hour news source. Newspapers do still retain some advantages over the

web, and some have adapted to the new era of ‘media outlets’, ensuring that they won’t be

going down without a fight. It won’t be the web that kills off papers, but the failure of those

papers to adapt that will see their own demise.

Reasonable analysis of newspapers embracing the ‘threat’. Awareness of current developments.

Strong, succinct conclusion draws the two essential threads of argument (availability versus reliability) together.

Overall Subject Knowledge:• Convincing knowledge of significant aspect – ODT.• Some knowledge of significant aspect – web-based news.• Critical understanding of newspaper production and consumption –

social, technological, and economic contexts considered.• Appropriate and at times illuminating use of examples / quotes.• Sound awareness of current developments.• Some knowledge of diversity of texts.Overall, the bullet points for Scholarship Subject Knowledge are met sufficiently for 5/8, but not 6/8 (borderline).

Overall Critical Thinking:• Coherent, well structured argument, with consideration of newspaper

‘positives’ but less convincing on web-based news.• Well developed links to the quote.• High level analysis at times (aspects of ODT), less convincing on other

aspects.• Flair in written communication at times.Overall, the bullet points for Scholarship Subject Knowledge are met sufficiently for 5/8, but not 6/8.

Total essay mark: 5/8 + 5/8 = 10/16 5

6



QUEStiON NUmbER

The technology available for film-making is now incredible, as Redford stated, but we

must also remember that people have been making great films for a long time now with a

range of older technologies. What he must mean is that the special effects, while they are

impressive, do not override the importance of a good story. This is definitely the case with

science fiction (SF) films. On the face of it, they wow us with their amazing innovations in

technology and their more and more fantastically realistic worlds. But more than this they

have great stories that we can understand and relate to.

Lang’s amazing 1929 film Metropolis is remembered for its technological skill, great sets,

and story. The film features many of what have now become conventions; a futuristic,

dystopian setting, and a mad scientist. Lang used models to show the vast cityscape and

underground ghetto in his film, which has been read as a metaphor for the growing gap in

post WW1 Germany between the wealthy, powerful, aristocratic ‘owners’ and the hidden

blue collar, slaving ‘workers’. The film showed an ignorant aristocrat being taken to the

depths underneath the city to see how the ‘other half lived’. But Lang’s use of technology is

not the reason this film is remembered. It is remembered for its story, as Redford reminds

us.

Invasion of the Body Snatchers by Don Siegel is another film where the emphasis is not

placed on the technology but on the story and the meaning behind it. The film can be read

in several different ways. It is a pro-government warning about the communist threat, where

we must watch out for the alien force that will take over our bodies (communism). It is

also the opposite, a warning about the extreme anti-communist McCarthy with witch hunts

3(a) “The technology available for film-making now is incredible, but I am a big believer that it’s all in the story.” Robert Redford

Coherent introduction that indicates clear approach to quote.

Succinct analysis of film, but questionable final judgement on why it is memorable.

7



QUEStiON NUmbER taking place. Invasion of the Bodysnatchers does not use very impressive technology; it

was a pretty low budget film, but it is a product of its time, showing us the preoccupations of

America and what a crazy period it was. Don Siegel himself says he ‘never meant anything

political by it’ but most critics don’t really believe this. The theme is quite clear in the story of

characters trying to escape a town where people are turning into aliens, literally overnight,

and they no longer know who to trust.

Dr Strangelove or How I learned to Stop Worrying and Love the Bomb directed by Stanley

Kubrick, was made right after the 1963 Cuban missile crisis, and shows an American

Government that is filled with immature, irresponsible and paranoid macho men. Kubrick

also uses the conventions of a mad scientist and he toys with technology in the story as an

idiot General Jack D Ripper sends a nuclear bomb to Russia because he’s paranoid. This

shows the fascination and danger with technology that was huge at the time, given the cold

war and the threat of nuclear annihilation. This film is a satire of the American Government

of the time, but Kubrick likes to leave things up to interpretation, ‘If I told you [the meaning

of my films] it wouldn’t be ambiguous’. Kubrick uses satire and a strong, funny, slightly

crazy story to make comments on society at the time and how paranoid America had

become. The technology of the film was not that important.

Ridley Scott’s film Bladerunner deals with many themes in society and explores them

through its setting and the experiences of the main characters constrained within a

dystopian, futuristic setting. The setting of Bladerunner is a horribly polluted, acid-rain

drenched, grey and dark bleak Earth. This alone shows the message that it is not a happy

place. Scott juxtaposes this awful image with that of extreme, excessive, and recognisable

advertising in the cityscape (Coca Cola, New Worlds) to suggest the desire we all have

(in common with the film characters) to escape our boring lives. The depiction of robots

Succinct analysis, but lacks convincing supporting examples.

Succinct, convincing analysis but final judgement on film not well supported.

8



QUEStiON NUmbER as inhumanely treated slaves made to work with a limited life-span asks a central science

fiction question about what it is that makes us human, especially when the androids who so

want to be human, behave more humanly than humans themselves. The common science

fiction theme of what it is to be human is explored in depth in this film and is a powerful

story that most can relate to their own lives. We all live in a society that is getting more and

more technological and impersonal in some ways, and the power of this story is immense.

The basic question the film asks is: how can I be human in an increasingly alien and

machine-filled world? Although aided by the impressive visual technology available at the

time that still looks convincing, it is the power of the story and how it reflects our common

values as humans that has made Bladerunner so successful and famous.

The Matrix, directed by the Wachowski brothers, is an example of a SF film renowned and

remembered for its technological innovations. ‘Bullet-time’ was a special effect designed

for this film and it is used heavily; slowed-down scenes showing bullets moving in close

detail in extremely impressive technologically advanced action shots. Inspired by Japanese

anime, The Matrix features a computer-influenced aesthetic from the green numeric

opening credits to the end. The film is mainly remembered for its impressive aesthetic

appeal than its story, but it continues to be successful. However, the story is intriguing and

part of its appeal is in its difficult concepts and fascinating blend of realities. It is not easy to

follow, but the story is certainly important and memorable even if it is rather impenetrable.

Children of Men, Alfonso Cuarón’s 2006 documentary-inspired science fiction film, used

floating cameras to suggest the idea that what was happening was real-life, like live

footage (although Cuarón admits that blood splattering the camera lens was accidental

and they decided to leave it on). Cuarón deals with the apparent end of civilisation after

Convincing knowledge of film text.High level analysis of film including detailed critical examination of ideas.

Succinct analysis of appeal of film, but story not convincingly analysed.

9



QUEStiON NUmbER an unspecified incident caused worldwide infertility, except for one miracle baby. The loss

of hope in a society with no apparent future is a key theme in the film and in the book it

followed. The power lay in the message itself, the story of hope in the face of apparent

futility.

Famous author Arthur C Clarke said about science fiction, ‘I can think of no other form

of literature that so consistently addresses reality’. Although it is regarded as the most

technologically advanced genre of film (as Avatar once again demonstrates) it also offers a

compelling story and themes, as demonstrated by the films mentioned. The most powerful

films remain the ones that captivate because of their thoughtful and convincing stories as

well as providing powerful and impressive special effects.

5

Succinct analysis of film, lacking supporting examples.

Conclusion draws the two essential threads of the argument (technology versus story) together.

Overall Subject Knowledge:• Convincing knowledge of significant aspect – Bladerunner.• Knowledge of a diversity of texts – films, director commentaries.• Critical understanding at times of text consumption (the way audiences

read films).• Appropriate and illuminating use of examples / quotes at times.• Sound awareness of media history.Overall, the bullet points for Scholarship Subject Knowledge are met sufficiently for 5/8, but not 6/8 (borderline).

Overall Critical Thinking:• Coherent, well structured argument.• Well developed links to quote.• High level analysis at times (Bladerunner), less convincing on other films.• Flair in written communication at times.Overall, the bullet points for Scholarship Subject Knowledge are met sufficiently for 5/8, but not 6/8.

Essay Mark: 5/8 + 5/8 = 10/16

© New Zealand Qualifications Authority, 2012. All rights reserved.No part of this publication may be reproduced by any means without the prior permission of the New Zealand Qualifications Authority.

OUTSTANDING SCHOLARSHIP EXEMPLAR

New Zealand ScholarshipMedia Studies

NOTE: This exemplar is adapted from the 2011 Scholarship examinations.

S

ANSWER BOOKLET

Time allowed: Three hoursTotal marks: 32

YOU MUST HAND THIS BOOKLET TO THE SUPERVISOR AT THE END OF THE EXAMINATION.

Answer your TWO selected questions in this booklet.

Use pages 2 and 12 to write the number of your chosen questions and to plan your ideas. Begin your first answer on page 3 and your second answer on page 13.

Check that this booklet has pages 2 – 21 in the correct order and that none of these pages is blank.

Question Mark

ONE

Subject knowledge 8

Critical thinking 8

TWO

Subject knowledge 8

Critical thinking 8

TOTAL 32/32


New Zealand Scholarship Media Studies Sample New Zealand Scholarship Media Studies Sample

Broad historical understanding evident. Mastery of Māori representation and history indicated.

Sophisticated argument introduced.


Insightful comment on irony of later death of Te Pahi linked to representation.

Clear articulation of early crisis in representation.

Rigorous analysis of long history of negative representations with illuminating examples.


Convincing critique of eurocentric vision of Māori and its roots on media control.


Persistence of negative representations in more recent films; complexity introduced by modern repositioning of Māori as subject, and Māori culture as redemptive.

Perceptive analysis.

Articulate analysis of loss of cultural identification, linked to social context (urbanisation).


Clear, perceptive analysis of the roots of perceived Māori inadequacies within the dominant pākehā systems.


Shift in current representations analysed with insight; future trends critiqued thoughtfully.

8

Overall Subject Knowledge:• Sophisticated understanding of Māori representation.• Mastery of subject – impressive depth and breadth of knowledge – history, New

Zealand film, media theory.• Complex, convincing argument – subtleties considered.• Knowledge of diversity of texts and contexts.• Critical understanding of text consumption – social, cultural, political contexts

considered.• Appropriate and illuminating specific examples used.• Sound awareness of media history, current and future developments.Overall, the bullet points for Outstanding Scholarship Subject Knowledge are met sufficiently for 8/8.

Overall Critical Thinking:• Insightful and perceptive analysis• Rigorous and enlightened critical thinking• Flexibility in approach to argument – subtleties considered• Flair in written communication• Coherent, well structured essay; various perspectives considered• Well developed, consistent links to quote• Well supported, thoughtful conclusionsOverall, the bullet points for Outstanding Scholarship Critical Thinking are met sufficiently for 8/8

Total essay mark: 8/8 + 8/8 = 16/16


Thoughtful, articulate introduction; essential tension between convention and innovation clearly established. Mastery of subject indicated.

Insightful analysis established; technology not central, social influence is. Illuminating use of quote.

Some analysis; convincing knowledge of appeal of genre in general with effective quote. Lost opportunity to analyse origins in detail or convincingly.

General overview of narrative patterns of early gangster films.

Brief outline of origins of genre.


Analyses place of anti-hero in gangster films; links to social concerns. Refers to quote.


Insightful, rigorous, and succinct analysis of the key character in an innovative gangster film; convincing links to economic and political context. Sophisticated understanding.


High level analysis with some insight; sophisticated understanding of film and relationshipwith social context, despite anachronistic mention of Watergate scandal.


Enlightened critique of film as synonymous with society. Clear and sophisticated understanding of shift from critique of government (The Godfather) to critique of society (Goodfellas).

Well supported conclusions drawn.

8

Overall Subject Knowledge:• Sophisticated understanding of innovation in and social context of gangster films. • Mastery of subject – impressive depth and breadth of knowledge – history, gangster

films.• Complex, convincing argument – subtleties considered.• Knowledge of diversity of texts and contexts.• Critical understanding of text production and consumption – social, historical,

political contexts considered.• Appropriate and illuminating specific examples used.• Sound awareness of media history.Overall, the bullet points for Outstanding Scholarship Subject Knowledge are met sufficiently for 8/8.

Overall Critical Thinking:• Insightful and perceptive analysis.• Rigorous and enlightened critical thinking.• Flexibility in approach to argument – subtleties considered.• Flair in written communication.• Coherent, well structured essay.• Well developed, consistent links to quote.• Well supported, thoughtful conclusions.Overall, the bullet points for Outstanding Scholarship Critical Thinking are met sufficiently for 8/8.

Total essay mark: 8/8 + 8/8 = 16/16

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