A2 G325: Critical Perspectives in Media: Section A

Section A: Theoretical Evaluation of Production

Candidates answer two compulsory questions. The first requires them to describe and evaluate their skills development over the course of the their production work, from Foundation Portfolio to Advanced Portfolio. The second asks them to identify one production and evaluate it in relation to one theoretical concept.

Question 1(a) requires candidates to describe and evaluate their skills development over the course of their production work, from Foundation Portfolio to Advanced Portfolio. The focus of this evaluation must be on skills development, and the question will require them to adapt this to one or two specific production practices. The list of practices to which questions will relate is as follows:

• ·      Digital Technology
• ·      Creativity
• ·      Research and Planning
• ·      Post-production
• ·      Using conventions from real media texts

In the examination, questions will be posed using one or two of these categories.

Where candidates have produced relevant work outside the context of their A Level media course, they are free additionally refer to this experience.

Question 1(b) requires candidates to select one production and evaluate it in relation to a media concept. The list of concepts to which questions will relate is as follows:

• ·      Genre
• ·      Narrative
• ·      Representation
• ·      Audience
• ·      Media language

In some circumstances, candidates will be expected to select the production that appears to relate most effectively to the specific concept that arises in the exam question. However, the requirement for candidates to evaluate one of their productions in relation to a concept does not assume that the concept will necessarily always fit easily and in an orthodox way. Thus in some cases candidates will be describing their productions in terms of them not relating straightforwardly to the concept, it is essential that candidates are sufficiently knowledgeable about the concept for either approach. Candidates may choose to write about work undertaken at AS or A2, main task or preliminary/ancillary.

Reception Theory - encoding/decoding

Stuart Hall (sociologist) refers to the codification of institutional production practices that are learned by programme makers, journalists, etc., in the course of their careers. interpretative acts are also codified. It is with these that Hall introduces an interface between interpretation, and the social and ideological position of the audience.

Hall described three broad classes of reading based on:

• Dominant codes 
• negotiated codes 
• oppositional codes

Dominant Code

The dominant is where the preferred meaning is accepted; this corresponds to the intended encoded meaning.

Negotiated Codes

A negotiated reading is a partial acceptance of a preferred reading, but one that is inflected appositionally.

Oppositional Codes

The oppositional reading is a reading that deliberately inverts the preferred reading

6) Lesson Task - Audiences

Exam Qu. 1b

Analyse one of your coursework productions in relation to audience.

A question like this might come up this summer. Particularly as the previous exam questions for Qu. 1b of Section A have been as follows:

Jan   2010 - Representation 

June 2010 - Genre 

Jan  2011 - Narrative 

This means of the 5 possible areas that have yet to come up for section 1b, only a question on Audience and Media Language remain. This does not, however, mean that there definitely will be a question on either of these areas this summer (the exam board may, for example, decide on representation again) but you will need to be prepared for all five areas just in case.  

6) Lesson Task – Audiences 

Referring to the production of your music video how did you use audience input in the production of your film.

Make exam preparation notes on the following:

• Your initial research into music video tracks and why you chose the track you did and why you thought your music track and your ideas for your music video would have audience appeal?
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• The presentation of your ideas to the group (before you decided on the track you eventually used) and the feedback from the group. This was an early presentation task. What comments did you receive and how did this influence you?
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• How did you use web 2.0 in the making of your production. What comments were made by your peers on your A2 blog how did you benefit from this information?
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• Did you manage to create a media text (in this case your music video), which actually communicated what you intended it to or did it fail to deliver your “message” either on style through mise-en-scene or via the editing or in some other way. How and why did it succeed? How and why did it fail?  
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• Did you inadvertently communicate with the visuals something you had no intention of doing i.e. your music video looked like a pop video when it was supposed to appeal to hard rock audiences?
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• How did the Public film screening help you with the evaluation of your production?
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• Was the audience feedback as you expected it to be or were their some surprise comments? If so did this make you view your film differently and why? 
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• Did you use quantitive and qualitative research and if so what were the benefits to you? 
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• Using the handout on Audience theory, which theory best suits your production? Prepare examples from the experience you had this year with regards to your production from the research & planning phase, to the actual construction and finally the evaluation, state how you think one or more audience theories suit your production.
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• For example you might think that reception theory applies to your production because your production allows the audience more then one possible reading or although you do not intend for you text to have more then one possible reading from your audience feedback you are aware that the audience interpreted your music video in a different way.
• This might also tie in with genre, in particular your interpretation of the music video in terms of illustration, amplification and disjuncture.            

Exam QU.1b: Audiences

Analyse one of your coursework productions in relation to audience.