Exam Walk Through

A level Media Studies

Component 1: Media Products,
Industries and Audiences
 What you need for the exam:
• A copy of the 2019 exam paper
• A copy of the print resource for Section A
• To watch and make notes on the audio-visual resource
for Section A
• Paper for making notes on the audio-visual resource
(not submitted or assessed; you will be provided with a
Notes Sheet in the actual exam)
• An answer booklet / lined paper The 2019 paper and
resource material are
• A pen available on the
secure website under
‘Resources’ > ‘Past Papers
Marking Schemes’
 What this exam paper is all about:
This paper is Component 1: Media Products, Industries and Audiences.
It is testing:

AO2 (Section A) - Apply knowledge and understanding of the theoretical

framework of media to:
• analyse media products, including in relation to their contexts and
through the use of academic theories
• make judgements and draw conclusions.

AO1 (Section B) - Demonstrate knowledge and understanding of:

• the theoretical framework of media
• contexts of media and their influence on media products and processes.

The paper is made up of 2 sections. Section A is worth 45 marks and Section

B is worth 45 marks.
The exam lasts 2 hours 15 minutes, including time to study the audio-visual
and print resources.
 What should I do first?
1. Read the front cover of the exam paper.
 What should I do first?
1. Read the front cover of the exam paper.
 What should I do first?

2. Make sure your name and candidate number are

on your answer booklet.
3. Read Question 1 and underline the key words to
guide your note taking – you have one minute to
do this.
4. Watch and make notes on the audio-visual
resource, following the instructions and timings
provided in the next slide. (The instructions are
provided in the audio-visual resource itself in the
actual exam.)
 How do I tackle Q1?
Media Language

Question 1 is based on the audio-visual resource: an advertisement which is part of the This
Girl Can campaign, produced by Sport England in 2017:
https://www.youtube.com/watch?v=mwKmYibtFYw

Explore how the combination of elements of media language influences meaning in the This
Girl Can advertisement.

Instructions from exam paper

(note: the amount of viewings for exams from 2020 onwards has now increased to three as
below, instead of two as on the exam paper)
You will be allowed one minute to read Question 1. The advertisement will be shown three
times.
First viewing: watch the advertisement.
Second viewing: watch the advertisement and make notes. You will then have five minutes to
make further notes.
Final viewing: watch the advertisement and make final notes. Once the final viewing has
 How do I tackle Q1?
Question 1: skill being tested – analysis (AO2)
Time for answering: approximately 20 minutes, not including viewing time.
Approach:

Re-read Q1 and pay attention to the key words highlighted.

Can include a wide

Command range of aspects, e.g.
word for AO2 How different
camerawork, editing, Semiotics
- analysis aspects work
sound, visual codes Connotations
together etc. Ideologies

Explore how the combination of elements of media language influences meaning in the
This Girl Can advertisement. [15] Consider mark
allocation, timing and
length of response
How might the purpose of the product affect required
its meanings?
 Top Tips for Q1
• Be selective about the aspects of media language and parts of the advert you
include – you can’t cover all of them for 15 marks so choose the most
significant/ interesting/ important in influencing meaning
• Focus on the keyword ‘combination’ – which elements of media language are
combined to influence meaning? e.g. sound and visual codes, camerawork and
editing etc. – and consider the specific effects of the combination/s, rather
than simply analysing individual elements
• Organise your response around the elements of media language you have
chosen to focus on, not as a chronological walk through – this will allow you to
explore what is most significant, provide a clear structure and develop a more
sophisticated response
• Remember this is a media language question, not a representation one – your
focus should primarily be on textual analysis of meanings within the advert, not
analysis of representations as such (as this is assessed in Q2 on this paper)
• Analyse specific shots / uses of sound / editing techniques etc. and use subject
specific terminology – you will be credited for accurate and appropriate use
 How do I tackle Q1?
Practice
• Write part of your response to Q1, using the guidance
from the previous slide.
• Use paragraphs to separate your main points based
around elements of media language.
• A paragraph may be of different lengths but should be
at least 4 sentences.
• It should be long enough to explore the element of
media language being considered.
• You have 5 minutes to complete this – press enter for
the timer!
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 How do I tackle Q1?
Feedback – Selected Points From Mark Scheme

• Purpose: advert has a clear purpose/message to make exercise seem less

daunting and encourage women of all ages to become involved

• Responses may be informed by reference to relevant theories, such as

semiotics

• Montage of images juxtaposing different, ordinary women in diverse situations

e.g. applying lipstick/playing rugby, all involving exercise - suggests women of
all ages and shapes can exercise in some way

• Final bird's eye view shot shows group of women, logo and slogan of
campaign, reinforcing it in audience’s mind

• Use of poem in voiceover and matching of images to the words, e.g. 'I'm not
cute or built to suit a fashion model size' juxtaposed alongside range of images
of different women
 How do I tackle Q2?
Question 2: skills being tested – analysis, making judgements and drawing
conclusions (AO2)
Time for answering: approximately 60 minutes, including studying print resource
Approach: Re-read Q2 and pay attention to the key words highlighted.

Command word for AO2 –

analysis, but specific Consider what you know already about
requirement here to compare these 2 papers - how might this affect
the ‘versions of reality’ they construct?

Compare how these pages from the Daily Mail and the Daily Mirror construct versions of
reality. [30]
Consider mark allocation,
timing and length of Consider how representations are
response required created through selection and
Suggests idea of representations as construction – links to ‘choices media
mediated: not ‘window on the world’ producers make’ in bullet point
but re-presentation
 Top Tips for Q2
• This is an extended response question where you gain marks for the quality of
your essay writing, including relevance of content, logical and fluent structure, use
of examples to support points or arguments – this means you should spend some
time planning your answer before writing
• Your plan should include the following:
o introduction (1 or 2 paragraphs) - outline the focus of the essay and
engage with the key words or concepts within the question; as this is a
question on representation, it would be valuable to introduce this
o main body – a series of paragraphs covering the key points of the essay
o conclusion – a final paragraph which sums up your response and forms a
conclusion in response to the question set
• Remember this is a representation question – you should aim to apply
knowledge and understanding of relevant concepts, theories and theoretical
perspectives to develop a point of view
• Ensure you address all of the bullet points in the question (on the exam paper)
• Ensure you address the specific question set, engaging directly with the key words
in the question
 How do I tackle Q2?
Practice
• Write an essay plan for your response to Q2, using the
guidance from the previous slide.
• Include paragraphs for the introduction, main body and
conclusion with headings to separate your content.
• Include at least 4 bullet points of content under each
paragraph heading.
• You should be able to write your essay from the plan.
• You have 5 minutes to complete this - press enter for
the timer!
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 How do I tackle Q2?
Feedback – Selected Points From Mark Scheme
• Application of knowledge/understanding of representation, e.g. how representations
invoke discourses/ideologies, how events/issues are represented through selection
and combination
• Mediation - paradigmatic choices, e.g. language and mode of address
• How newspapers construct versions of reality through ways in which they re-present
events:
o Similarities - e.g. events represented in both newspapers reflect
ideology/discourse of the newspaper: Daily Mirror - left-wing, liberal anti-
Republican stance in relation to US election and Daily Mail - right-wing, anti-
Labour position related to General Election
o Differences - e.g. Daily Mirror - representation of statue weeping in despair
accompanied by choice of headline reflects political ideology of newspaper,
Daily Mail – constructs positive image of Theresa May: emotive language and
photo selected to make her appear strong and in control
• Both papers clearly relate to political contexts, e.g. Daily Mail uses emotive language
offering biased view of election with aim of persuading voters; Daily Mirror attempts
to place event in global context whilst making links to the UK ('America's Brexit’) to
make it culturally relatable to readers -'what it means for you and the world’, giving an
idea of the momentous and implicitly negative repercussions of the event
 How do I tackle Q3?
Question 3: skills being tested – demonstration of knowledge and
understanding of the theoretical framework and media contexts (AO1)
Time for answering: approximately 25 minutes for whole question - 10
for 3(a)-(c), 15 for 3(d)
Approach for low tariff, short answer part-questions (3a-c)
• Answer these questions quickly – there is no need to break down
the question or plan your answer
• Use the mark allocation to guide how much time you spend on each
part-question
• Don’t spend too much time on these questions or write too much:
for example there are only 6 marks available for Q3(c) so you should
only spend maximum 6 minutes on your answer
 How do I tackle Q3(c)?
Practice

• Question 3(c)
• Time for answering: maximum 6 minutes

• Explain two features of mainstream film production.

Refer briefly to Straight Outta Compton to support your
points. [6]
• You have 6 minutes to write your answer - press enter
for the timer!
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 How do I tackle Q3(c)?
Feedback - From Mark Scheme
Award up to 3 marks for each feature.

3 marks  Excellent, detailed and accurate explanation

2 marks  Good, accurate explanation

1 mark  Basic explanation which may be undeveloped or contain some inaccuracy

0 marks  Response not attempted or not worthy of credit

You will be credited for an understanding of the concept of the mainstream, Hollywood style film
such as:
• big budget and high concept produced by major, vertically integrated companies that have the
means to produce and distribute the film
• uses a simple narrative with universal themes which makes the film easy to market
• high production values evident in the cinematography, costumes, settings and special effects
• high profile stars that may relate to the film's genre
• larger-than-life protagonists
• visual appeal
• dramatic plot devices
• incorporates elements that are easy to market, for example iconic images, recognisable character
types and a recognisable soundtrack
 How do I tackle Q3(d)?
Question 3(d): skills being tested – demonstration of knowledge and
understanding of the theoretical framework and media contexts
(AO1), ability to draw together knowledge and understanding

In Question 3(d) you will be rewarded for drawing together knowledge

and understanding from across your full course of study, including
different areas of the theoretical framework and media contexts.

Although the focus of the question is on media contexts and industry, it

is ‘synoptic’ so you will also be credited for relevant points on media
language and representation, for example.
 How do I tackle Q3(d)?
Approach for higher tariff, longer answer part-question (Q3d)
Time for answering: approximately 15 minutes
Approach: highlight the key words in the question.

Financial factors surrounding product and how they affect

Command word it, e.g. funding, production, distribution etc.
for AO1 Broader economic context of society

Q3(d) Explain how economic contexts shape independent films.

Films made outside
Refer to I, Daniel Blake to support your points. [15] mainstream film
industry

The question is assessing knowledge and understanding of the film

industry and media contexts. Reference to the film is a way of
showing this.
 Top Tips for Q3(d)
• The question is assessing your knowledge and understanding of
the film industry and economic contexts, not of I, Daniel Blake
• Use references to the film to support your points
• Don’t include a detailed textual/semiotic analysis of the film –
there are no marks for this
• Show your knowledge and understanding by using relevant
theories e.g. Curran and Seaton, factual information, explanation
of key ideas, and relevant subject-specific terminology, e.g.
distribution, co-production etc.
• Make sure you address the ‘economic contexts’ part of the
question; this is challenging but don’t be tempted to avoid it!
• Draw on your knowledge of other parts of the theoretical
framework, e.g. here you could explain the idea that the economic
context of the film as a low budget film shapes it’s use of media
language and then give a brief example of this, e.g. everyday
 How do I tackle Q3(d)?
Practice

• Write the opening paragraphs for your response to

Q3(d), using the guidance from the previous slide.
• You have 5 minutes to complete this - press enter for
the timer!
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 How do I tackle Q3(d)?
Feedback – Selected Points From Mark Scheme

• Importance of funding to independent films – lower budgets, more co-

productions, need to secure distribution etc.
• Understanding that independent films are less driven by profit and
commercial success - more focused on appealing to audiences through
different means, for example strong narrative, themes etc.
• How economic context affects what is produced - IDB reflects economic
context of contemporary society with regard to poverty and social and
political issues
• Economic context shapes film in terms of media ownership, e.g. big film
companies or smaller ones with limited budgets - leads to obvious
constraints regarding what can be achieved
• How the narratives of independent films can focus on issues relevant to
society – IDB would not have been made by a mainstream company
 How do I tackle Q4(a) & (b)?
Question 4(a) & 4(b): skills being tested – demonstration of knowledge and
understanding of the theoretical framework (AO1)
Approach for higher tariff, longer answer part-question (Q4a & b)
Time for answering: approximately 10 minutes each part
Approach: highlight the key words in the question.

Command word Audience targeting: nature of

BBC as producer of audience, targeting through
for AO1 LNWH content etc.

Q4(a) Explain how the radio industry targets audiences.

Refer to Late Night Woman’s Hour to support your points.
[10]

The question is assessing knowledge and understanding of the

radio industry. Reference to LNWH is a way of showing this.
 How do I tackle Q4(b)?
Highlight the key words

Command word Digital technologies How audiences use/

for AO1 Effect? & convergence access/listen to/
interact with radio

Q4(b) Explain the impact of media technologies on audience consumption of

radio.
Refer to Late Night Woman’s Hour to support your points. [10]

The question is assessing knowledge and understanding of the

radio industry. Reference to LNWH is a way of showing this.
 Top Tips for Q4
• The question is assessing your knowledge and
understanding of the radio industry and radio audiences,
not of LNWH
• Use references to LNWH to support your points
• Don’t include a textual/semiotic analysis of LNWH –
there are no marks for this
• Show your knowledge and understanding by using
relevant theories e.g. Shirky – ‘end of audience’, factual
information, explanation of key ideas, and relevant
subject-specific terminology, e.g. scheduling, brand
identity etc.
• Plan your timings carefully to ensure you spend equal
time on both parts of the question
 How do I tackle Q4(b)?
Practice

• Write your response to Q4(b), using the guidance

from the previous slide.
• You have 10 minutes to complete this - press enter
for the timer!
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 How do I tackle Q4(b)?
Feedback – Selected Points From Mark Scheme
• Knowledge and understanding of the impact of media technologies on
audience consumption of radio, e.g.:
o how advances in technology have established radio as a global medium
which can be easily distributed and consumed
o effect of digital technology changes on radio, specifically the switch
from FM to DAB. DAB gives producers more freedom regarding
programming so range of devices through which radio can be
consumed has developed making it a portable medium
o availability of consumption through digitally convergent platforms, e.g.
computers and smart phones, offering easy access to the form
o audiences can listen to radio across different platforms to suit lifestyles
• Examples from LNWH:
o can be listened to live on Radio 4 or via the BBC website
o can also be consumed through podcasts, giving audience opportunities
to choose from a range of programmes according to their interests
o importance of scheduling depleted - digital platforms make accessing
programme easy
 Top Tips for C1 - Summary
• Make sure you are clear on the requirements of each section of the exam in
terms of the focus, assessment objectives, requirements etc.
• Identify the key words in, and focus of, the question carefully and ensure that
you answer the question actually set
• Use your knowledge, understanding and analysis of the set products studied in
class to inform your analysis of the ‘unseen’ products for Qs 1 and 2
• Use the language of semiotics and subject specific terminology to enhance
your textual analysis for Section A
• Spend some time planning longer answers, especially where you are being
assessed on extended response (essay writing) skills
• Pay attention to any requirements of the question, e.g. to refer to the front
cover and article etc.
• Use theory/theoretical perspectives to enhance your answers but ensure that
it is relevant and applied. Don’t include theory for the sake of it or simply
‘download’ it.
• Remember that Section B is assessing your knowledge and understanding of
media industries and audiences. The set products are vehicles for
demonstrating this - do not include textual analysis in Section B
Any Questions?
Do you have any
questions about
this exam?
If so, write them on
a post-it note and
stick it to the front
of your paper to
give to your
teacher.