Section A: Theoretical Evaluation of Production

Question 1(a) (half an hour on this)

Requires candidates to describe and evaluate your skill development over the course of your production work, from foundation portfolio to advance portfolio. The focus of this evaluation, must be on skills development. The question will require you to adapt this to one or two specific production practices:

1. Digital technology
2. Creativity
3. Research and planning
4. Post production
5. Using conventions from real media texts.

Example question: (June 2010) Describe how you developed research and planning skills for media production and evaluate how these skills contributed to creative decision making. Refer to a range of examples in your answer to show how these skills developed over time. (25marks)


Question 1(b) (half an hour on this)
Requires candidates to select  one production and evaluate it in relation to one of the following media concept. The list of concepts to which questions will relate is as follows:

1. Genre
2. Narrative
3. Representation
4. Audience
5. Media Language

Example question: (June 2010) Analyse media representation in one of your coursework productions. (25marks)

Mark Scheme for Question 1(a) and 1(b)
 Total section= 50marks

• Explanation/ analysis/ argument (10marks)
• Use of examples (10marks)
• Use of terminology (5marks)

History Boys Review

Jean Baaudrillard's Hyper reality

Hyper reality is where people become obsessed with video games, television and other media products and believes so much that they are real, that they loose themselves in the world and become attached to it. This can lead to things such as copycat killings.

Plato

"The Allegory of the Cave is about knowledge. What we see in the cave is what other people want us to see, not what we discover for ourselves. Outside the cave is enlightenment. Since our eyes are so maladjusted to the light, we don't know what to make of it for ourselves. So, we learn for ourselves."

Karl Marx- Marxism

Marxism in media terms.

In Karl Marx's analysis of Capitalism he wrote about 2 main social classes: the Bourgeoisie and the proletariat. Proletariat the industry working class and is under the power and influence by the Bourgeoisie  which is the property owning class. Marx argued that the capitalist bourgeoisie mercilessly exploited the proletariat. He recognised that the work carried out by the proletariat created great wealth for the capitalist.
In media terms the Polertariat are seen as the big media insturies and the Bourgeoisie are the consumers. The polertariat(owners) own the mass media and are able to control what the bourgeoisie(workers) watch and do through the many different media texts.

Roland Barthes

Barthes codes theory

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Cultral Imperialism

•  Act of nation imposing its cultural values onto another nation normally weaker.
• We have been influenced massively by America through their media and we have gained some ideologies, so we are not our own culture.
• For example in China Avatar was only allowed to be shown for a few weeks as it should corruption and China didn't want their culture to manipulated by this and it change their culture.

Judith Butler's "The Queer Theory"

"Queer theory is a set of ideas based around the idea that identities are not fixed and do not determine who we are. It suggests that it is meaningless to talk in general about 'women' or any other group, as identities consist of so many elements that to assume that people can be seen collectively on the basis of one shared characteristic is wrong. Indeed, it proposes that we deliberately challenge all notions of fixed identity, in varied and non-predictable ways. It is a mistake to think that queer theory is another name for lesbian and gay studies. They're different. Queer theory has something to say to lesbian and gay studies -- and also to a bunch of other areas of sociology and cultural theory."

Representation of Youth Past and Present.

Positive thing about youth today:

A young guy in 2008 was awarded a Pride of Britian Award for Outstanding Bravery after he jumped infront of a 100mph train to save a complete strangers life.

Negative thing about youth today:

"A young woman and man have been found guilty of beating a gay man to death in London's Trafalgar Square - a brutal reminder that despite steps towards equality, homophobic violence remains a very real threat."

http://www.bbc.co.uk/news/uk-11831556 

Positive thing about youth in the past:

In the past many young men were made to go out to war such as the Falklands War and World War Two. These young men stepped up to save their country and help others, which was extremely brave of them.

Negative thing about youth in the past:

Youth began to rebel in the 1960's against things they did not think was right, some protests were peaceful but some protests were not quite at all.

" [...] some came into confrontation with the police especially when anti-Vietnam demonstrations turned into physical conflict. Many students went on strike or took over their own universities demanding a say in how they were run. The high point of the youth revolt came in 1969 with the Woodstock Festival – a massive 3-day rock event that attracted over 500,000 young people. Youth revolt carried on until the end of the Vietnam War when it split into diverse groups. Traces of hippy ideas can be seen in the environmental movement today. "

http://www.learnhistory.org.uk/usa/youthrevolt.htm

"Even though an express train was hurtling towards him at 100mph, teenager Carl Duval didn't think twice about saving a complete stranger who had fallen onto a railway line."

http://www.prideofbritain.com/contentpages/winners/2008/carl-duval.aspx

Chomsky and Hall's Theories

Chomsky: relationship between profit seeking media and govts.

The propaganda model is a theory advanced by Edward S. Herman and Noam Chomsky that alleges biases in the mass media and searches to explain them in terms of structural economic causes. 
The propaganda model focuses on the inequality of wealth and power and its effects on mass-media interests and choices. It traces the routes by which money and power are able to filter out the news fit to print, marginalize dissent, and allow the government and dominant private interests to get their messages across to the public.

Propaganda model views the private media as businesses interested in the sale of a product to readers and audiences, to other businesses (advertisers) rather than that of quality news to the public. Describing the media's "societal purpose", Chomsky writes, "... the study of institutions and how they function must be scrupulously ignored, apart from fringe elements or a relatively obscure scholarly literature". The theory proposes five general classes of "filters" that determine the type of news that is presented in news media. These five classes are:

1. Ownership of the medium- The size, and profit-seeking imperative of the dominant media corporations is said to create a bias
2. Medium's funding sources-  funding generated through advertising
3. Sourcing- "The mass media are drawn into a symbiotic relationship with powerful sources of information by economic necessity and reciprocity of interest."
4. Flak-  described by Herman and Chomsky as 'negative responses to a media statement or [TV or radio] program.
5. Anti-communist ideology-  Herman and Chomsky identified was 'anti-communism'

The first three are generally regarded by the authors as being the most important.
Although the model was based mainly on the characterization of United States media, Chomsky and Herman believe the theory is equally applicable to any country that shares the basic economic structure and organizing principles which the model postulates as the cause of media biases.

Stuart Hall: Racial Clowns

"Antonio Gramsci's theory of hegemony is of particular salience to the exploration of racial representations in the media because of its focus on culture and ideology.
In order to see how hegemonic ideals of white supremacy hide themselves in current media, it is first necessary to illustrate the racist stereotypes which evolved in the media of a less liberal society. Hall outlines three base images of the 'grammar of race' employed in 'old movies'. The first is the slave figure which could take the form of either the 'dependable, loving… devoted "Mammy" with the rolling eyes, or the faithful fieldhand… attached and devoted to "his" master' (Hall, 1995:21). The underlying message of such images is clear: the slave is someone who is willing to serve their master; their devotion allows a white audience to displace any guilt about their history of colonialism and slavery.
Although loving, the slave is simultaneously depicted as unpredictable and capable of 'turning nasty', taking us to the second of Hall's base images - the native (ibid:21). Their primitive nature means they are cheating, cunning, savage and barbarian. In movies, we expect them 'to appear at any moment out of the darkness to decapitate the beautiful heroine, kidnap the children … And against them is always counterposed the isolated white figure, alone "out there", confronting his Destiny' (ibid:21).
The last of Hall's variants is that of the clown or entertainer, implying an 'innate' humour in the black man (ibid:22). Interestingly, the distinction is never made as to whether we are laughing with or at the clown; overt racism is rare in the media rather, says Hall, it is 'inferential'. "

http://www.theory.org.uk/ctr-rol6.htm

Quadrophennia and This is England Posters

Quadrophennia and This is England Posters

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Representation of Youth (Deans Lesson)

Representation of Youth (Deans Lesson)

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Representation of Youth in 50's, 60's, 70's and 80's

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Reading Media Texts

There are three possible ways in which we can 'read' media texts:

•  Preferred reading= what the media producer wants us to take from the media text for example the representation, message, ideology.
•  Negotiated reading= excepting some of the messages from the media text but not accepting it fulling. Choosing what we accept.
•  Oppositional reading= opposing the views of the media producer, not accepting any of it.

Youth

Youth

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Theories

Theories

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