AQA Sociology Media Topic Ten Markers

aqa a level Sociology
media
TOPIC TEN MARKers
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Page 2 AQA A Level Sociology topic TEN MARKERS - MEDIA
Outline and explain two ways in which new media has affected the ownership
and control of the media in the UK today. (10 marks)

One way in which new media, such as social media platforms Straight in with the first way,
and other digital media, has affected the ownership and clearly explained.
control of the media is that it has passed more of the control
onto the audience. Pluralists have always argued that the Theory brought in quickly.
audience control media content because they can choose
between a range of providers, but with new media they have
control in a more direct sense. Neophiliacs argue that new Good use of sociological
media allows more interactivity and more choice. The terminology and
audience can select what they want to watch (with understanding of concepts.
innovations like “the red button” and streaming services) and
they can also make the news (as citizen journalists) and
produce their own content. Increasingly media content is built Analysis has an evaluative
from audience contributions. Of course, the extent of this flavour (evaluation is not
audience control could be questioned, as most media required for full marks in
production is still carried out by large media corporations, outline and explain questions)
and most choice is limited to options offered by large
corporations, such as Sky or Virgin. However, it is the case
that the audience increasingly act as their own editor and
scheduler, choosing the media that interests them and Linked back well.
skipping that which does not.

Another way in which new media has affected the ownership Very clear that we have moved
and control of the media is by significantly broadening the onto the second way.
ownership of media. Marxists often point out how the media
is dominated by a small number of huge companies, such as
News International and Disney, who control huge swathes of This explanation of Marxist
media content. They criticise pluralists by saying that there criticisms of pluralism does
are false choices in the media, as companies have multiple eventually help make the point
channels or newspapers or studios, which give the impression but might have been briefer.
of competing with one another. However, with new media,
there really are a lot of new media companies on the block.
Particularly in the arena of news, young people in particular
go far beyond the main tabloid newspapers or main Reference to fake news
broadcasters. This has raised concerns about a growth in fake provides some interesting
news, as some online publications are covered by fewer analysis.
regulations than broadcast news (which has to serve a public
service remit) and newspapers (which are self-regulated).
Some of the new media companies are very small operations,
perhaps run by one or two people, who have been able to
make a mark by getting their products to “go viral”. However,
to achieve this, they often have to produce quite sensationalist
“clickbait”. While some social media companies were bought
up by big media companies (such as Google purchasing A clear link back to the
YouTube) many remain deliberately independent. question at the end.

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AQA A Level Sociology topic TEN MARKERS - MEDIA Page 3
[405 words]

Examiner comments: Mark Band: 8-10

This is a top band answer. Outline and explain questions, on paper 2, are all about bringing two
parts of the topic together that might not have been taught together. It’s important to try and
have a balanced answer: all the focus being on new media or on ownership and control would
restrict what mark could be achieved. This achieves that balance well with two plausible ways
identified.

The response is analytical, with good use of examples and clear explanations. It is a little long,
but packs a lot in.

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Outline and explain two ways in which the ownership of the media affects the
selection and presentation of news content in the UK today. (10 marks)
One way in which the ownership of the media affects the The first way is immediately
selection and presentation of news content in the UK today is outlined and linked to Marxist
the ability of owners to push their views and values through theory.
their news companies. Marxist sociologists argue that the
owners of media companies are from the bourgeoisie and use
the news to spread bourgeois ideology, as part of what
Althusser would call the ideological state apparatus. An owner Good use of a sustained and
like Rupert Murdock owns a large number of global developed example.
newspapers as well as broadcasting companies and is said to
put quite a lot of pressure on editors and journalists to follow
a particular line. His newspapers have not always taken
exactly the same position on every issue, but all his outlets
backed the Iraq War (for instance) despite widespread
opposition around the world. Murdock famously had
meetings with leading politicians (such as Tony Blair and
David Cameron) and then, arguably, ensured that news was
selected and presented in such a way as to show his preferred
political figures in a positive light. In this way, the wealthy,
bourgeois owners of the media carefully control the news to Well linked back.
achieve political outcomes that serve their interests.

However, other sociologists, including some neo-Marxists like The second way is brought in
Ralph Miliband, acknowledge that the owners of media an evaluative way – this is
companies are primarily businessmen and are not interested sometimes possible because of
in micro-managing the editorial content of the news in order the nature of the question
to manufacture political outcomes. However, being (there can be two contrasting
businessmen does mean that they are interested in making a “ways”).
profit and this too affects news content and news values.
While pluralists present this positively (as the audience being
in control) it does mean that the values impacting news are
not what is in the public interest, or a quest for the truth, but
what will sell newspapers, keep viewers or please advertisers.
In this sense, most media outlets being owned by Good analysis.
businessmen seeking the biggest profit possible means that
the most saleable and attention-grabbing news is selected and
it is presented in as entertaining and sensationalist way
possible. Eye-catching front pages and headlines are more
important than the story itself (it is not uncommon for a
headline to give a very misleading impression of the actual A clear link back to the
story for those who get past it and read the article). As such, question, which actually
bourgeois owners do affect the selection and presentation of brings to the ways together in
the news, but because they select that which will sell best, something approaching a
rather than that which most reflects their political conclusion (which is not
perspective. required).



[401 words]

Examiner Comments: Mark Band: 8-10

This is a good, top-band answer. There is good consideration of both ownership and control and
news, and two theoretical positions considered that have the advantage of having internal
evaluation and analysis (in that they specifically contrast with each other), This makes for a
satisfying and well-structured answer.

The second way does not get identified until a few lines into the second paragraph which is
unusual, but works well here because of the ability to compare and contrast the two ways.

There is no requirement for an introduction or conclusion in these answers. There is no strong
argument against a brief introduction (other than time constraints) but generally a conclusion
would be superfluous. However, sometimes it makes a satisfying final link back to the question to
talk of both points, as done here.


Outline and explain two ways in which globalisation has affected the
relationship between media and its audience. (10 marks)
One way in which globalisation has affected the relationship Quickly into the first way,
between the media and its audience is that many media which is explained well.
companies now reach a global audience and they do not
necessarily know who will consume the media, nor where or
when. Many television programmes, for instance, are
originally created for a local audience, but will later be
watched on cable or satellite channels on the other side of the This first paragraph could
world. Eventually producers start to recognise this second benefit from more sociology,
audience and start to create with them in mind, altering the although there is clear
product itself. One of the ways they discover that the product understanding of globalisation
is being consumed a long way away is that globalisation of and this is applied well.
communication has allowed audiences to interact with distant
broadcasters, sending in emails for example, commenting on
programmes or making requests. Even local radio stations
have global audiences online, establishing a completely
different sort of relationship.

Another way in which globalisation has affected the We’re straight into a second
relationship between media and its audience is that the way and we get into more
existence of global competition means the audience has more theory of the sociology of
choice than ever, putting pressure on media companies to media here, linking to
meet the audience’s needs. If you take television as an pluralism.
example, when once people had four or five channels to
choose from, there is now an almost endless selection of
possible viewing options, especially with streaming services
like Netflix or Amazon Video. This way, the new BBC sitcom is
not only having to compete with an established ITV one, but
latest programmes from all the American networks, not to
mention programmes from all around the world. This extreme
pluralism puts a lot of power in the hands of the audience.
Production companies have to go to great lengths to attract
this global audience in this saturated market, with bigger An effective and bold link back
budgets, bigger stars and bigger shocks. Here the relationship to the question.
between the media and the audience is, arguably, one where
the audience is master.

[310 words]



An efficient, top-band answer. This is a good example of how you can pick up plenty of marks
without writing a very long response. The first paragraph could have had more sociology in it
(perhaps with more detail about globalisation) but it is important to be selective and not follow
tangents.

This answer very directly addresses the question; most of its analysis comes through the
explanation of those answers and the use of illustrative examples.


Outline and explain two ways the audience affects media representations of
ethnicity in the UK today. (10 marks)

One way in which the audience affects media representations Straight in with the first way,
of ethnicity in the UK today is by demanding fairer this is well-explained with
representation and opposing negative stereotypes. In the some historical and
1970s, for example, television comedy often included racial contemporary references.
stereotypes and racially-offensive jokes. Minority-ethnic
characters in television comedy and dramas and movies often
fitted a particular stereotype and rarely were major or three-
dimensional characters. Although some argue that this is still
the case, there has certainly been a demand from audiences
for fairer representation. Minority-ethnic and anti-racist
audiences have voted with their feet by not buying or
consuming media which they find racist or offensive.
Furthermore, this impact and political action and protests has
led to advertisers abandoning publications or individuals
deemed to be racist or xenophobic. Many companies have
stopped advertising with the Daily Mail because of a Good use of examples.
perception that they have presented negative stereotypes of
some minority-ethnic groups. In turn, the Daily Mail
terminated the contract of controversial columnist Katie
Hopkins. The audience then has, both directly and indirectly, Clear link back to the question.
improved the representation and reporting of minority-ethnic
groups in the media today.

However, minority-ethnic groups are still negatively The second way is introduced
stereotyped and negatively reported on in the media, and through some evaluation
pluralists would suggest that, if that were the case, it is (which is worth embracing if it
because that’s what the audience wants to see. Newspapers presents itself as an
that are criticised for such approaches continue to have a opportunity: two contrasting
healthy readership. Pluralists would argue that they are ways).
reflecting, rather than shaping, the views of their readers.
Opinion polls show that large numbers of UK citizens are very
concerned about levels of immigration and have strong views Well linked back at the end.
on certain subjects relating to some minority-ethnic groups
(such as quite negative attitudes towards Muslims, for
example). Indeed, there is sometimes quite an audience
backlash against reporting or drama storylines that seek to
avoid negative portrayals of minority-ethnic groups. If
negative stories about minority-ethnic groups sell papers and A clear link back to the
get viewers, then the audience is encouraging and indeed question.
demanding such representations.

[320 words]


This is a good top-band answer. Another efficient one, it presents two ways directly and explains
them clearly. There is good analysis of both ways, and this is augmented by the fact that the
second way can explicitly evaluate the first way.

Good use of examples and contemporary themes in this response.


Outline and explain two ways in which the ownership and control of the media
affects representations of social class in the media. (10 marks)

One way in which the ownership and control of the media First way directly outlined and
affects representations of social class in the media is that the then explained.
owners are very wealthy members of the ruling class, and
editors are well-paid middle class people too, and they do not
understand working-class life and as such represent them in
an unrealistic and often negative way. Furthermore, a wealthy
minority is often presented as normal on the media, for Useful illustrative example.
example on property programmes where people with huge
budgets, buying dream homes are presented as ordinary. It
can be debated as to whether this is deliberate on their part:
some traditional Marxists would suggest that bourgeois A good theoretical framework.
owners and editors present negative stories about working-
class people in order to divide the working class and turn
them against each other (therefore stories about “welfare
scroungers” cheating the system means that other working-
class people blame them for their problems, rather than the
rich or the government. Furthermore, wealth is presented as This could potentially have
normal, to avoid resentment of the of the rich and to been a second “way”, although
encourage hard work and compliance. Alternatively, it might it is successfully tied into the
be that owners and editors believe common stereotypes to be first one.
accurate because that is the only information they have, living
a life much removed from that of ordinary people, therefore Good analysis, well linked
unintentionally providing negative and stereotypical back.
representations of the working class, and more sympathetic
representations of their own class.

However, another view is that the working class in fact The second way is brought in
control the mass media, as they are its main audience, and in an evaluative way.
therefore representations of social class meet their
preferences and demands. This is a pluralist view, which Good link to theory.
suggests that the audience really controls the media, because
they choose what to consume and the media companies have
to try and meet that demand. They would point out that if a .
newspaper like the Sun reports negative stories about
“welfare scroungers” it is because that is what its working-
class readers want to read, and it chimes with their views.
There is a debate of course about whether the newspaper has Useful analysis, showing good
injected the audience with these views, like a hypodermic development.
syringe, but pluralists argue that if the readers did not agree,
they have the agency to be able to reject those messages and
buy a different newspaper. The media also often portrays the
rich negatively, as villains or corrupt (particularly in soap
operas, where the sympathetic characters are invariably
working class) which again could be those who control the Clear link back at the end.
media meeting the demands of its working-class audience.


[410 words]


This is a good top-mark answer which is particularly analytical throughout. The two ways are
very clearly identified, placed in a theoretical framework, and developed and analysed
appropriately.

There is a good balance of “ownership and control” and “social class” which is what is required to
score highly on this sort of question.


Outline and explain two ways in which globalisation has affected the selection
and presentation of the news. (10 marks)

One way in which globalisation has affected the selection and Straight in with the first way.
presentation of the news is that now news editors are able to
select news stories from all around the world. While This historical context is
newspapers have always reported on some world events, the probably necessary to show
stories were often hard to verify. In some countries they how globalisation has changed
would have foreign correspondents who would wire stories this, although is a little
back to their editors. But today there is an enormous amount descriptive.
of information about most parts of the world, instantly
available. Foreign correspondents can send not just telegrams
with their views, but film footage of what is happening,
instantly. The countries themselves will have footage and
news programmes that can be accessed. And many people in
many parts of the world carry cameras around with them on
their smartphones and film the news as it happens, uploading
it instantly to sites like YouTube which can then be accessed
everywhere in the world. As such the news editor in the UK Linked back very directly to
has an almost endless supply of material to select from, from the question.
most countries in the world.

However, this same phenomenon means that people in their The second way is introduced
homes can see many different “versions” of the same news. in an evaluative manner, as it
This has an impact on the presentation of the news, because if contrasts with the first way.
it is presented inaccurately it can be challenged very quickly
and easily. Furthermore, because there are different versions
of the same story available, it can be difficult for editors to
differentiate the true story from “fake news”. The same piece Contemporary reference to
of video footage can, for instance, be used to tell very different “fake news”.
stories, especially if it is carefully edited. Photographs are not
always what they seem. For example, the Daily Mirror Useful example.
published photographs they believed to be showing British
troops abusing Iraqi prisoners, which turned out to be fakes.
This has combined to make the selection and presentation of
news more difficult. Selection, because it is important to avoid
misleading content, and presentation because a particular
angle or spin can be checked and challenged by the audience Linked back to the question
in a way that, in the past, was not possible. effectively.

[342 words]



Examiner Comments: Mark Band 8-10

A top band answer. The first paragraph is quite concise (but none the worse for that), there is
more development in the second. The overall analytical nature of the answer benefits from the
way the second “way” contrasts with the first. There are many questions where this is not
possible, but it can be quite effective when it is.

The careful links back to the question help to maintain the focus of this effective answer.


Item M

Some sociologists argue that it is not owners and editors who control media content, but instead the
audience: media companies just give the audience what they want in order to sell papers or gain viewers
and therefore make money. However, it can be questioned how much real competition there is in the
media market.

Applying material from Item M, analyse two criticisms of the view that the
audience controls the content of the mass media. (10 marks)

One criticism of the view that the audience controls the A criticism is identified,
content of mass media is that, in reality, editors control developed from a hook in the
content and the audience is only one of the factors they would item (“editors who control
consider when making editorial decisions. While the reaction media content”)
of the audience is an important consideration, the opinions of
the owners is also important (as they employ the editors and
could replace them), the views of advertisers and sponsors is Detailed and analytical
paramount as, for many media companies, they are the real reasoning.
customers. Of course, television advertisements (for example)
want to reach the biggest possible audience, but that is not
necessarily their only concern. They would also be concerned
by programmes or stories that damaged their brand or
product. They would not wish to be associated with anything Good use of key terms and
that could upset other markets beyond those that make up concepts.
that audience. Editors will also be motivated by their own
values. Because it is still the case that they are predominantly
white, middle-class, middle-aged men, that particular habitus
is likely to drive their decisions. As such, the demands of the Clear link back at end of chain
audience are an important factor, but they are not in control of reasoning.
of the content of mass media.

Another criticism of the view that audience controls the Again, a hook is found in the
content of mass media is that the media market is somewhat item (“real competition… in
illusory: there is a massive concentration of ownership. The the media market”) and
pluralist argument is that media companies have to make a developed into a clear
profit, so they compete with one another for audiences, thus criticism.
giving the audience the real power. However, this only works
if there really is a plurality of media providers for the
audience to choose from. Bagdikian, for instance, argued that
all the mass media in the US was concentrated in the hands of
five huge companies. While there have been some changes Some useful evidence provided
since he was writing, it is estimated that six companies own to back up the argument.
90% of the media market in the US. Many of those companies
also dominate in the UK. These companies also produce quite
similar content, all seeking the broadest audience possible. As
such, despite the appearance of lots of media choice, actually
there is very little, therefore the audience has an illusion of

power and control, but actually mostly consumes what it is Linked back successfully.
given. .

[369 words]


A top-band response that successfully mines the item for hooks, develops those hooks into direct
answers to the question and analyses those well. Evaluation is rewarded in Apply and Analyse
questions, and actually this response is quite evaluative, in a very focused way that never stops
answering the question. The contrast between the pluralist approach and criticisms thereof
makes for an evaluative and analytical chain of reasoning in both paragraphs.


Item M
Some sociologists question whether the media really has much effect on its audience, as people are not
simply passive recipients of media messages. However, the amount of money that is spent on advertising
suggests that many believe that the media does affect the audience, even if it is through a more complex
process than some sociologists argue.

Applying material from Item M, analyse two ways in which the media is able
to affect its audience. (10 marks)

One way in which the media is able to affect its audience is, First way is identified and
according to some traditional Marxists, by acting like a clearly links to a hook in the
hypodermic syringe, injecting message into the audience, who item (“passive recipients of
act like “passive recipients”. This idea began really as a media messages”).
panicked response to the early days of mass broadcast media
but was also presented as an explanation for the impact of Useful background.
propaganda, such as in Nazi Germany. While many
sociologists doubt that this model can be accurate for the
media’s impact on adults (as they suggest they are active) it
has been suggested that it could impact children, with
particular reference to violent media images influencing Useful evidence, provided, with
children to be violent themselves. Some have pointed to suitable and focused
Bandura’s Bobo Doll experiment as evidence for this, although evaluation.
there are many criticisms of the validity of the study. Others
point to high-profile cases, such as the Jamie Bulger murder,
where the killers had watched a horror film and copied some
of what they had seen in their attack. While the counter-
argument, that many others receive these media messages
and do not react in this way, is compelling, it is clear that the Link back embedded into the
media does have some direct influence on some of its argument.
audience.

However, other sociologists have suggested that the way the An alternative way is
media influences the audience is more complex than the suggested, developed from a
hypodermic syringe model suggests. Katz and Lazarsfeld hook (“a more complex
developed the two-step flow model which suggests that the process”). This has the
media does influence its audience’s views and behaviour, but advantage of evaluating the
for the most part this is indirect. There are some members of previous way.
any community, workplace or family who are seen as opinion
leaders. These people consume media messages and their Concept well explained.
opinions in relation to those messages then influences a
number of other people. As such, several people may have
watched a television documentary and have different
thoughts about the subject, but many will defer to the view of
the opinion leader in order to be an insider. Those who did
not watch the programme will be sure to watch the next one,
in order not to be left out of the conversations. The theory

does not really address how the opinion leader reaches their Some clear, focused
views (whether they are a passive audient) or how they reach evaluation.
that position, but it does suggest the media still has significant
influence over the audience, all be it indirectly.
Good final link.
[386 words]

Examiner Comments: Mark Band 8-10

A top band response. The item is well used and the two contrasting ways are clearly explained
and developed in a focused, analytical and evaluative way.

There is plenty of sociology in here, and focus is maintained throughout.


Item M
Marxists argue that media is owned and controlled by wealthy, powerful people from the ruling class
rather than by journalists, editors and production teams. They reject the idea that the audience is really
in control of the media.

Applying material from Item M, analyse two criticisms of Marxist theories of
the ownership and control of the media. (10 marks)

One criticism of traditional Marxist theories of the ownership A first criticism is identified,
and control of the media comes from neo-Marxists, who point drawn from a hook in the item
out that the bourgeois owners of media companies do not (“journalists, editors and
have time to micro-manage media content. Marxists suggest production teams”)
the owners have a clear political view and a clear set of
economic interests and ensure that their media companies While the criticism is identified
project those views and disseminates an ideology that quickly, it does take a while to
supports their interests. But in reality, owners can have so explain it and link it to the
many business interests that they can really only control the hook.
big picture, leaving real control of media content down to
editors. Even the editors of large publications or programmes A good theoretical framework.
cannot control everything and give some autonomy to their
journalists. Neo-Marxists point out that this still leads to the
dissemination of bourgeois messages and ideology, but not
because the owner micromanages things, but because the
editors and many of the journalists come from privileged
backgrounds too, and of course they were employed by the
owners or the company and they were likely to employ people
whose opinions and values were a good fit with their own.

Another criticism of the Marxist view of the ownership and Another hook in the item (“the
control of the media is that they largely ignore the role of the audience is really in control”)
audience in controlling media content. Pluralists point out is developed into another clear
that the audience has a lot of choice in terms of what it wants criticism.
to consume, particularly so today with new media providing a
very wide range of different viewpoints and approaches. As
such it is important for media companies to offer the audience
what they want, in order to keep them as their customers. In a
free media market, the companies must meet the demands of
the customers. In this way, the audience actually has a lot of
control over what they consume from media companies. Evaluation is well embedded
While Marxist would suggest that the audience is manipulated into the chain of reasoning,
and, through ideology disseminated by the media, are given very focused and relevant.
false needs, this is criticised for presenting the audience as too
passive. People are able to have real demands for what they
want from the media, and are able to make real market
choices, therefore exercising some real control over media Clear link back.
content.

[358 words]



A very clear response which uses the item well and very clearly outlines and develops two
criticisms, as required.

The response is theoretically rich and there is a clear chain of reasoning throughout. This helps
ensure that the evaluation that is present is very focused and explicit, as it is embedded into the
argument, rather than tagged onto it.


Item M
In the wake of the News of the World phone-hacking scandal, some argued that the government should
step in and regulate the news media to prevent misbehaviour and “fake news”. In the end, enquiries
recommended a more rigorous form of self-regulation, in the light of arguments about important
freedoms.

Applying material from Item M, analyse two criticisms of the view that the
government should regulate the selection and presentation of the news. (10
marks)

One criticism of the view that the government should regulate A first criticism is identified,
the selection and presentation of the news is the view that the developed from an item hook
freedom of the press is an essential part of a free and (“important freedoms”).
democratic society. While the makers of the news, and
newspapers in particular, have behaved very badly on The whole argument is
occasion, not least in the phone-hacking scandal, which led to developed in a way that is both
the Leveson Inquiry, it is seen as very important that the analytical and evaluative.
government cannot censor the news. In other countries, it is
often seen as a sign of dictatorship or authoritarianism when
the government steps in and prevents newspapers from
publishing something or broadcasters from broadcasting
something. The danger is that they are simply protecting
themselves from criticism, and therefore manipulating public
opinion and avoiding accountability. Having said that, the Some very relevant and
BBC, as a public-sector broadcaster, is subject to government focused evaluation.
regulation (all be it of an arms-length sort, usually free of
political controversy) and is widely applauded for its
independence. As such, some argue that it would be possible
to create a state regulator for the press that was not simply
working for the government of the day (the political party
that was in power). However, the Leveson Inquiry concluded Useful link back.
that a state regulator was not the best approach.

Another argument against state regulation of the news is that A second criticism is
the newspapers already have a process of self-regulation that developed, again from a hook
usually works well, and could be improved. The Press in the item (“self-regulation”).
Complaints Commission was replaced by IPSO in 2014,
following Leveson. It is independent of the government and This is explained well with
get its funding from the bodies it regulates. While some argue evidence.
this means that IPSO, as a self-regulator, is likely to find in
favour of the press and share the norms and values of Some focused evaluation,
newspaper editors, rather than the public, it has very clear embedded into the argument.
codes of conduct to measure complaints against and does take
action. While the board does include (well-respected) people
from the world of news and journalism, it also includes people
from a legal and regulatory background. As such many,
particularly those who work in the field, would argue that

state regulation is unnecessary as well as unwelcome, because Effective link back.

there is already an effective process of regulation now.

[363 words]

Examiner Comments: Mark Band:8-10

A top-band answer which develops two hooks from the items into clear criticisms. The response
demonstrates good knowledge and understanding of the issues and some contemporary
material. Both paragraphs are effective arguments, with evaluation and analysis deeply
embedded and very effective.


Item M
The media is often accused of being a male-dominated industry. Media productions also seem to reflect
patriarchy, with women often being incidental to storylines or portrayed in a negative way. Some would
point out that audiences, including women, seem to accept these representations.

Applying material from Item M, analyse two reasons why women are
negatively stereotyped in the media. (10 marks)

One reason why women are negatively stereotyped in the A reason is identified, drawn
media is that it is a very male-dominated industry and, in a clearly from a hook in the item
patriarchal society, negative stereotypes about women are (“male-dominated industry”).
widely shared by men. Women are presented in quite limited
roles in the media, with an emphasis on sex. In dramas they
are much less likely to be complex fully-rounded characters Plenty of evidence, both from
than male characters, instead simply fitting a particular type from examples and theory.
(including “femme fatale” villains). Levi Strauss wrote about
binary opposition, and in the male-dominated media world,
men are normal and women are “other”. Many argue that this Clear evaluation.
is an old-fashioned view and that today there are more senior
women in the media industry, and also that women are now
presented in a more positive and realistic way, with more This could have been
female characters in dramas deviating from traditional gender illustrated with a specific
norms, for instance. However, it is clear that male writers, example, although it is
editors and producers continue to present women in a limited important to be selective.
and stereotypical way in the media.

Another reason for negative stereotypes of women in the This second reason is clearly
media, however, is audience demand. Pluralists argue that we identified and drawn from an
get the media we want: media companies are profit-seeking item hook (“audiences….accept
businesses and who need to meet the needs and demands of these representations”).
their audience in order to stay in business. Audiences do not
just tolerate stereotypical representations of women - they
clearly demand it. There is a clear considerable demand for
women in the media to be attractive and sexualized, and
certain character types, like the femme fatale, remain hugely Useful evaluation.
popular. Postmodernists would point out that there is also
significant demand for attractive sexualised male characters, Linked back to the question
and woman are a very important part of the media market. It satisfactorily.
is not so much that women are misrepresented in a
patriarchal society, but that audiences (male or female)
demand entertainment and titillation rather than realism,
especially from fiction, and this tends to include everyone
being presented stereotypically, but that those stereotypes
are not necessarily negative. However, a feminist counter- This evaluative passage is
argument is that there are much wider range of male linked back to the question
character-types, including many more sympathetic and with further evaluation.

complex ones than there are female ones.

[346 words]


A top-band answer which uses the item very effectively to answer the question. The two “reasons”
are convincing and are well supported with sociological evidence. Theory is embedded well into
the answer and there is lots of effective evaluation.


Item M
Working-class people feature heavily in the media, for example in television soaps and in comedy shows.
However, the writers, editors and producers tend to be middle class (although they might have working-
class backgrounds) and so do not necessarily show a very accurate picture of working-class life.

Applying material from Item I, analyse two ways in which working-class
people are represented in the media today. (10 marks)

One way that working-class people are presented in the The first way is quickly
media today is through positive stereotypes. Particularly in identified and is drawn from a
television soap operas, working-class characters are often hook in the item(“television
presented as the “salt of the earth”: hard-working, down-to- soaps”).
earth, family-orientated good people. Sometimes this might be
down to writers with working-class backgrounds wanting to
represent a positive version of themselves or their families, or
it might be people marketing a particular product at working-
class audiences and therefore wanting to provide a positive
and sympathetic mirror. Indeed, in soap operas, middle-class
characters are often portrayed as villains, or not to be trusted.
However, many of the television soap operas are made up of
almost exclusively working-class characters so, among the
positive stereotypes there are pretty much all the other
character types there too: the criminals, love rats, drug Some focused evaluation.
addicts, etc. Also it is a representation of working-class
people reserved almost exclusively for soap operas (and a few
television comedy shows) and does not reflect the rest of the Finishes with further
media output. In many costume dramas, for instance, any evaluation, but because it is
working-class character is either a passing peasant with no focused it retains clarity..
lines or a criminal of some sort!

Another way in which working-class people are represented A second way, clearly
in the media today is actually with very negative stereotypes. identified and drawn from a
In television comedies, stand-up routines and documentaries hook in the item (not showing
and reality TV shows, working-class people are regularly an accurate picture of
presented as lazy, feckless, “scroungers” and “chavs”. Owen working-class life).
Jones writes about the “demonization of the working class”.
Programmes like Benefits Street present a very negative view Good examples.
of people who require social security, focusing on those who
cheat the system or do not wish to work. The middle-class
comedian Simon Brodkin has made a career appearing as
cheerful “chav”, Lee Nelson. While some suggest this is a more
three-dimensional character than other TV “chavs” (such as
Little Britain’s Vicky Pollard) it still presents working-class
people negatively and as holding discriminatory views. Some Some evaluation here, and
would argue that shows like Benefits Street are presenting the bringing in a bit of sociology.
truth, not of the working class as a whole but of what Charles

Murray called the underclass. However, others respond that

what is shown is not the truth but a carefully edited version of
it designed to shock and entertain, not to inform. Linked back.

[353 words]


This is a top-band answer. The nature of the question means that it is likely to include more
empirical content and media examples than sociological theory, although it’s important to get
the sociology in there. The line of argument is clear and the item is used well.

There is plenty of evaluation in here, usually by using contrasting examples, but also through
bringing in different sociological views. This helps to boost the marks of this answer into the top
band.


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aqa a level Sociology

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Examiner Comments: Mark Band: 8-10

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state regulation is unnecessary as well as unwelcome, because Effective link back.

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complex ones than there are female ones.

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Murray called the underclass. However, others respond that

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