EXAM QUESTION

Component 1 Section A
Media Language

HOW HAS MEDIA LANGUAGE

BEEN USED TO CONSTRUCT
MEANING AND
INTERTEXTUALITY IN THE
MUSIC VIDEO FOR ‘RIPTIDE’
BY VANCE JOY? [15]
MARK SCHEME
Band AO2 1
Apply knowledge and understanding of the theoretical framework to analyse media products.

5 13-15 marks
• Excellent, consistent and accurate application of K&U of the TF to analyse the music
video.
• Analysis of music video is perceptive, detailed and likely to be informed by relevant
theories.

4 10-12 marks
• Good, accurate application of K&U of the TF to analyse the music video.
• Analysis of music video is logical and may be informed by relevant theories.

3 7-9 marks
• Satisfactory, generally accurate application of K&U of the TF to analyse the music video.
• Analysis of music video is reasonable and straightforward.

2 4-6 marks
• Basic application of K&U of the TF to analyse the music video, although this is likely to
lack clarity, relevance and accuracy
• Analysis of music video is undeveloped and there may be a tendency to simply describe
features of the video.

1 1-3 marks
• Minimal, if any, application of K&U of the TF to analyse the music video, with significant
inaccuracies, irrelevance and lack of clarity
• Analysis of music video is superficial and generalised.

0 marks
• Response not attempted or not worthy of credit
 Component 1 Section A

In longer essay based questions such as 15 and 30 markers

it is important to:

 Write in a clear and cohesive structure (PEEL)

 Include paragraphs
 Use SPAG appropriately
 Include an Introduction, Main Body and Conclusion
 Component 1 Section A
• It is important that all of your responses to examination questions are structured and
coherent.
• Having a clear introduction, main body and conclusion to your response will help you to
achieve a more sophisticated answer.

• Your opening paragraph should:

• A) Define any key terminology showing that you understand the meaning. By defining
a relevant key word/s within the opening paragraph, you demonstrate to the
examiner that that you understand the term and can provide a focus for the rest of the
response.
• B) Demonstrate your broad understanding of the concept, for example, media
language or representation. Do not launch into the essay straight away (the analysis
of chosen texts etc.) You need to place them into context first. Make direct links to the
question.
 Component 1 Section A
A commonly used structure for Opening Paragraphs is D.I.S:

D- Define any key terminology used in the question.

I- Introduce the case study you have been asked to analyse, where
necessary, provide some brief product context.

S- Finally, end your introduction with a statements which clearly

establishes how you intend to answer the question. Give the
examiner some insight.
NOW PRACTICE WRITING AN INTRODUCTION

HOW HAS MEDIA LANGUAGE BEEN USED TO

CONSTRUCT MEANING AND INTERTEXTUALITY IN THE
MUSIC VIDEO FOR ‘RIPTIDE’ BY VANCE JOY? [15]
 HOW HAS MEDIA LANGUAGE BEEN USED TO CONSTRUCT MEANING
AND INTERTEXTUALITY IN THE MUSIC VIDEO FOR ‘RIPTIDE’ BY VANCE 1 This candidate includes an
introduction which anchors
JOY? [15]
their understanding of the
question and demonstrates
1 Opening Paragraph Example: broad knowledge of the
Media Language, for example visual, technical, audio, narrative and concept. They avoid
language codes can be analysed for meaning in a range of media texts. jumping straight into the
analysis of their case study;
Within music videos, meaning is constructed through the purposeful
instead their introduction
use of different techniques which have been used to evoke certain serves to place their
responses / effects for the audience. example within a context.
They also carefully use the
words from the question
In the music video for Riptide (2013) by Vance Joy, an Australian Indie
within the introduction to
Folk singer-songwriter, media language has been used not only to demonstrate a clear
2 communicate messages about the song through the lyrics and visuals, understanding.
but has also been constructed to include clear intertextual references
3 to other media forms.

This has been done purposefully to enhance the viewing experience for 2 Here, the introduction
the audience and to emphasise some of the messages contained within begins with clear
the text, presenting the music video more akin to that of a short film, definitions of some key
terms. The candidate could
challenging many music video conventions.
3 Here, the candidate makes a sophisticated point that the music video has have defined the key term
been constructed purposefully for particular effects thus demonstrating a ‘intertextuality’ in more
broader knowledge of the concept of media language. The expectation is that depth to further support
this will be backed up by the analysis of specific examples of codes from the their understanding.
music video later in the essay.
 HOW HAS MEDIA LANGUAGE BEEN USED TO CONSTRUCT MEANING
AND INTERTEXTUALITY IN THE MUSIC VIDEO FOR ‘RIPTIDE’ BY VANCE
JOY? [15]

D Opening Paragraph Example:

Media Language, for example visual, technical, audio, narrative and
language codes can be analysed for meaning in a range of media texts.
Within music videos, meaning is constructed through the purposeful
use of different techniques which have been used to evoke certain
responses / effects for the audience.
I
In the music video for Riptide (2013) by Vance Joy, an Australian Indie
Folk singer-songwriter, media language has been used not only to
communicate messages about the song through the lyrics and visuals,
but has also been constructed to include clear intertextual references
S to other media forms.

This has been done purposefully to enhance the viewing experience for
the audience and to emphasise some of the messages contained within
the text, presenting the music video more akin to that of a short film,
challenging many music video conventions.
Point Denotation [Example] Connotation [Explanation]
In the opening shot …the cinematic, long shot of …purposefully positions audiences to decode a
from the Vance Joy the white clouds in the bright clear intertextual reference to feature films as
music video for Riptide, blue sky signifies the credit blocks commonly appear on film posters
his first single and beginning of the music and in film trailers. This reinforces that the music
video released in the video / narrative acting as an video has been constructed in the style of a short
US, intertextuality has opening establishing shot. film, which creates audience interest and may
been created through Additionally, at the bottom of offer a challenge to typical music video
visual and technical this shot, a billing / credit conventions. This immediately suggests a sense of
coding. Firstly… block has been introduced. uniqueness and intrigue to a new emerging artist.
This shot… This is interesting to explore further when we look
at economical contexts and the purpose of music
videos as marketing tools for artists…
YOUR TURN! WRITE A NEW P.E.E. FOR A DIFFERENT
TECHNIQUE WHICH HAS BEEN USED IN THE VIDEO TO
CREATE
Helpful connectives andINTERTEXTUALITY.
sentence starters you could use:
Firstly Similarly In contrast However
On the other hand The effect of this choice The purpose of this choice This shows that
is is
In conclusion One might argue that This illustrates that This highlights that
Consequently The denotation is The connotation of this Therefore
feature is

Helpful mid-sentence connectives to develop connotations of the denotations:

shows illustrates depicts emphasises
connotes represents contrasts gives the impression
points out proves conveys portrays
links defines expresses differs
EXAM QUESTION
Component 1 Section A
Representation
COMPARE THE CHOICES THAT
HAVE BEEN MADE IN THE
REPRESENTATION OF ETHNICITY
IN THE FILM POSTER FOR ‘BLACK
PANTHER’ (2017) AND THE
MUSIC VIDEO FOR ‘DREAM’, BY
DIZZEE RASCAL. [30]
MARK SCHEME
Band AO2 1 and 3
Apply knowledge and understanding of the theoretical framework of media to analyse media
products, including in relation to their contexts and to make judgements and draw conclusions.

5 25-30 marks
• Excellent, consistent and accurate application of K&U of the TF to analyse the unseen and set
texts.
• Analysis of how representations in the texts construct versions of reality is perceptive, detailed
and may be informed by relevant theories.
• Detailed and appropriate comparisons of ethnicity made between the texts.
• Judgements and conclusions regarding how the texts relate to relevant media contexts are
perceptive, insightful and fully supported with detailed reference to specific aspects of the texts.

4 19-24 marks
• Good, accurate application of K&U of the TF to analyse the unseen and set texts.
• Analysis of how representations in the texts construct versions of reality is logical and may be
informed by relevant theories.
• Reasonably detailed and appropriate comparisons of ethnicity made between the texts.
• Judgements and conclusions regarding how the texts relate to relevant media contexts are logical
and are supported with appropriate reference to relevant aspects of the texts.

3 13-18 marks
• Satisfactory, generally accurate application of K&U of the TF to analyse the unseen and set texts.
• Analysis of how representations in the texts construct versions of reality is reasonable and
straightforward.
• Satisfactory comparisons of ethnicity made between the texts, although there may be more
focus on one of the texts.
• Judgements and conclusions regarding how the texts relate to relevant media contexts are
straightforward and supported with some reference to relevant aspects of the texts.
 COMPARE THE CHOICES THAT HAVE BEEN MADE IN THE
REPRESENTATION OF ETHNICITY IN THE FILM POSTER FOR ‘BLACK 1 This candidate includes an
PANTHER’ (2018) AND THE MUSIC VIDEO FOR ‘DREAM’, BY DIZZEE introduction which anchors
RASCAL. [30] their understanding of the
question and demonstrates
broad knowledge of the
Opening Paragraph Example:
1 concept. They avoid
Representation in the media is the way in which media texts like music jumping straight into the
videos and film posters offer the audience versions of reality and analysis of their texts;
present certain social groups in a particular way. All representations are instead their introduction
constructions. The way in which the representation is constructed is serves to place their
2 influenced by the messages and ideas that the producers of the text examples within a context.
encode / want to convey to the audience.

In the music video for Dream (2004) by Dizzee Rascal, an English hip
hop, rap and grime artist, and the film poster for the 2018 Marvel 2 Here, the candidate could
superhero film Black Panther, the representation of ethnicity is both have used the media term,
similar and contrasting in different aspects. ‘ideology’ instead of ‘ideas’
to make the response
3 more sophisticated and to
Representations have a different purpose according to the type and demonstrate media
genre of the text, the context surrounding the text and the target knowledge.
audience. For example, with regard to representations of ethnicity,
different ethnic groups are represented in different ways depending on
the specific text and its context. It is a too simple a statement to say
that all representations of ethnicity are negative as it is much more
complex than
Here,that.
3 the candidate makes a sophisticated point that representations differ
according to their context thus demonstrating a broader knowledge of the
concept. The expectation is that this will be backed up by a specific examples
from the texts later in the essay.
 COMPARE THE CHOICES THAT HAVE BEEN MADE IN THE
REPRESENTATION OF ETHNICITY IN THE FILM POSTER FOR ‘BLACK
PANTHER’ (2018) AND THE MUSIC VIDEO FOR ‘DREAM’, BY DIZZEE
RASCAL. [30]

Opening Paragraph Example:

D Representation in the media is the way in which media texts like music
videos and film posters offer the audience versions of reality and
present certain social groups in a particular way. All representations are
constructions. The way in which the representation is constructed is
influenced by the messages and ideas that the producers of the text
encode / want to convey to the audience.

I In the music video for Dream (2004) by Dizzee Rascal, an English hip
hop, rap and grime artist, and the film poster for the 2018 Marvel
superhero film Black Panther, the representation of ethnicity is both
similar and contrasting in different aspects.
S
Representations have a different purpose according to the type and
genre of the text, the context surrounding the text and the target
audience. For example, with regard to representations of ethnicity,
different ethnic groups are represented in different ways depending on
the specific text and its context. It is a too simple a statement to say
that all representations of ethnicity are negative as it is much more
complex than that.
Point
In the music video for Dream by Dizzee
Rascal, ethnic representations have
been constructed to reinforce
significant differences between
different social groups. To some extent,
representations of Black youth culture
have been represented in a negative,
stereotypical way. However, the video
does also attempt to subvert negative
ethnic representations through the
construction of the narrative in the
video.
Denotation [Example]
The music video is constructed to show
a positive story of a rapper who
triumphs over adversity, gets a record
deal and becomes a success. This is
reinforced in the video by showing a
juxtaposition between Dizzee as a
young black rapper to the older white
female who endorses the positive
messages in the video through
approving facial expressions as Dizzee
starts to change his lifestyle. This…
Connotation [Explanation]
…encourages young people (and typical
fans of the rap genre) to work hard and
‘go far’, by showing Dizzee overcoming
his adolescent and criminal lifestyle in
favour of working hard for a record
deal. This may appeal to an audience as
a refreshing change from more
stereotypically negative
representations of Black youths in the
media and has been mediated to
represent Dizzee positively and as a
role model from a minority ethnic
group.

Helpful connectives and sentence starters you could use:

Firstly Similarly In contrast However
On the other hand The effect of this choice The purpose of this choice This shows that
is is
In conclusion One might argue that This illustrates that This highlights that
Consequently The denotation is The connotation of this Therefore
feature is

Helpful mid-sentence connectives to develop connotations of the denotations:

shows illustrates depicts emphasises
connotes represents contrasts gives the impression
points out proves conveys portrays
links defines expresses differs
HOMEWORK:

Write a new PEE

paragraph analysing the
representation of
ethnicity in the Black
Panther film poster. In
this paragraph, consider
how the poster
compares to the music
video for Dream. Are
the representations
similar or different?
Why?