Practicing how you would cope with questions that have came before, will help prepare you for your unseen texts and questions.
http://www.aqa.org.uk/subjects/media-studies/a-level/media-studies-2570/past-papers-and-mark-schemes
June 2016
Media Product One: An advertisement for the London Collection: Luxury Apartments by Redrow Homes.
Redrow Homes are a nationwide organisation; their website describes them as a ‘premium homebuilding company’. They advertise their properties on a variety of platforms, including television, online and by using social media. This advert was first broadcast in January 2015, but was withdrawn by Redrow after it was criticised online for portraying an unattainable lifestyle for most Londoners. A Redrow spokesperson admitted “we maybe didn’t get it quite right with this one”.
Media Product Two: Extract from ‘The Trews Report’ – Britain’s richest MP buys the New Era housing estate in Hoxton, London – 93 families devastated by increase in rent.
‘The Trews’ is a YouTube based web series by broadcaster/actor/comic Russell Brand. With a new episode appearing approximately every week, it involves Brand discussing a range of contemporary media topics, offering his opinion on events alongside interviews and clips from a series of collaborators. The name ‘The Trews’ is a merging of two separate words, ‘true’ and ‘news’, and the series is part of Brand’s attempts to engage a wider section of society with current affairs and political events. In March 2015, ‘The Trews’ exceeded one million subscribers.
Question 1
What media language techniques are used to make each product appear authoritative and trustworthy?
(8 marks)
Question 2
How do media products encourage audiences to agree with a certain set of values and beliefs?
You may refer to other media products to support your answer.
[12 marks]
Question 3
Should the media provide accessible platforms for alternative or oppositional voices?
You should refer to other media products to support your answer.
[12 marks]
Should the media provide accessible platforms for alternative or oppositional voices?
You should refer to other media products to support your answer.
[12 marks]
JUNE 2015
Media Product One - ‘I Do’ – advertisement for the Nexus 5 smartphone.
Product One is an advertisement, entitled ‘I Do’, for the Nexus 5 smartphone. Marketed globally by Google, the phone is promoted as being ‘Made for What Matters’ and is a low price competitor to top end smartphones such as Apple’s iPhone and the Samsung S5. The advertisement was used to support the launch of the Nexus 5 in October 2013 and gained immediate notoriety with the inclusion of a gay couple in its montage of weddings. By August 2014 the advertisement had received over two million hits on YouTube.
Media Product Two - ‘What’s Your Identity?’ – short film by Bluefish TV.
Product Two was created and distributed by Bluefish TV, a Texas-based Christian video company. Bluefish TV have produced over 600 short films designed to be used to support Christian teaching aimed at young people at meetings and gatherings. In addition to being available by download from the Bluefish TV site, many of the films are available on YouTube. This film, entitled ‘What’s Your Identity?’ is heralded as a ‘dramatic thought-provoking illustration [that] will inspire people to question what really makes up their identity’. By August 2014 it had received 9,000 hits on YouTube.
Question 1
Contrast the techniques used by each product to communicate its message.
[8 marks]
Question 2
In what ways are issues of personal identity presented in the media?
You may refer to other products to support your answer.
[12 marks]
Question 3
How important is it to media producers that audiences adopt a positive attitude to the use of new and digital media? You must refer to other products to support your answer.
[12 marks]
JAN 2013
Media Product One – ESPN title sequence from the coverage of the Women’s Super League
ESPN is a UK digital sports television channel owned by the U.S. global sports broadcaster ESPN Inc. It covers a wide range of sports including football, rugby and basketball, with live broadcasts, highlights and discussion. In 2011 it had exclusive media rights to the new Football Association Women’s Super League. England coach, Hope Powell, said: “This is a huge step for the women’s game. In this country the women’s game is growing and this league has attracted so much media attention.” In 2011 there was an average of 60,000 viewers for each match and ESPN doubled to ten the number of live games it showed in 2012.
Media Product Two – BBC highlights of the football match between England and France in the 2011 Women’s World Cup
The England women’s football team reached the quarter finals of the 2011 World Cup in Germany where they lost on penalties to France. The BBC initially planned to show the match via its interactive red button service and website. MPs and women’s sporting organisations claimed that the poor coverage could harm the development of the women’s game and stop wider public support. In response the BBC broadcast the match live on BBC2 attracting 1.67 million viewers.
Question 1
Evaluate how the narrative techniques used attempt to position the audience and to create excitement. (8 marks)
Question 2
How has digital television transformed the viewing behavior of audiences?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Is the media able to challenge traditional representations of femininity?
You should refer to other media products to support your answer.
(12 marks)
Media Product One – The film trailer for Eclipse from www.eclipsethemovie.com
Eclipse is the third installment of The Twilight Saga film franchise, released in the UK in July 2010. The official website says ‘Bella once again finds herself surrounded by danger as Seattle is ravaged by a string of mysterious killings and a malicious vampire continues her quest for revenge. In the midst of it all, she is forced to choose between her love for Edward and her friendship with Jacob’. Edward is a vampire and Jacob is a werewolf.
The film is a mix of horror, romance and fantasy, with a UK cinema demographic of mostly women and 15–24 year olds. Although the film was a financial success, some reviews criticised the film. The official website contains the trailer, downloadable photos, an online store and community links to Facebook, YouTube and Twitter.
Media Product Two – The film trailer for Let the Right One In from www.lettherightoneinmovie.com
Let the Right One In is a Swedish film released in the UK in August 2008. The official website describes the film as ‘disturbing, darkly atmospheric, yet unexpectedly tender’. Oskar, a lonely 12 year old boy who is bullied at school finds friendship and love with a young girl called Eli who turns out to be a vampire. Eli’s arrival coincides with a series of gruesome attacks and deaths. The film is a mix of horror, romance and drama. It was a critical success and won many awards at international film festivals. A US remake, Let Me In, was released in October 2010. The official website contains the trailer, a synopsis, press reviews, photos and a link to buy the DVD.
Question 1
ESPN is a UK digital sports television channel owned by the U.S. global sports broadcaster ESPN Inc. It covers a wide range of sports including football, rugby and basketball, with live broadcasts, highlights and discussion. In 2011 it had exclusive media rights to the new Football Association Women’s Super League. England coach, Hope Powell, said: “This is a huge step for the women’s game. In this country the women’s game is growing and this league has attracted so much media attention.” In 2011 there was an average of 60,000 viewers for each match and ESPN doubled to ten the number of live games it showed in 2012.
Media Product Two – BBC highlights of the football match between England and France in the 2011 Women’s World Cup
The England women’s football team reached the quarter finals of the 2011 World Cup in Germany where they lost on penalties to France. The BBC initially planned to show the match via its interactive red button service and website. MPs and women’s sporting organisations claimed that the poor coverage could harm the development of the women’s game and stop wider public support. In response the BBC broadcast the match live on BBC2 attracting 1.67 million viewers.
Question 1
Evaluate how the narrative techniques used attempt to position the audience and to create excitement. (8 marks)
Question 2
How has digital television transformed the viewing behavior of audiences?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Is the media able to challenge traditional representations of femininity?
You should refer to other media products to support your answer.
(12 marks)
JUNE 2012
Media Product One – The film trailer for Eclipse from www.eclipsethemovie.com
Eclipse is the third installment of The Twilight Saga film franchise, released in the UK in July 2010. The official website says ‘Bella once again finds herself surrounded by danger as Seattle is ravaged by a string of mysterious killings and a malicious vampire continues her quest for revenge. In the midst of it all, she is forced to choose between her love for Edward and her friendship with Jacob’. Edward is a vampire and Jacob is a werewolf.
The film is a mix of horror, romance and fantasy, with a UK cinema demographic of mostly women and 15–24 year olds. Although the film was a financial success, some reviews criticised the film. The official website contains the trailer, downloadable photos, an online store and community links to Facebook, YouTube and Twitter.
Media Product Two – The film trailer for Let the Right One In from www.lettherightoneinmovie.com
Let the Right One In is a Swedish film released in the UK in August 2008. The official website describes the film as ‘disturbing, darkly atmospheric, yet unexpectedly tender’. Oskar, a lonely 12 year old boy who is bullied at school finds friendship and love with a young girl called Eli who turns out to be a vampire. Eli’s arrival coincides with a series of gruesome attacks and deaths. The film is a mix of horror, romance and drama. It was a critical success and won many awards at international film festivals. A US remake, Let Me In, was released in October 2010. The official website contains the trailer, a synopsis, press reviews, photos and a link to buy the DVD.
Question 1
Evaluate how the two trailers use the narrative technique of enigma to encourage the target audience to watch the films.
(8 marks)
Question 2
Why are media products that represent outsiders, such as vampire films, so popular?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Do you think that official and unofficial websites contribute to a film’s box office success?
You should refer to other media products to support your answer.
(12 marks)
In February 2011, production of both DJ Hero 2 and Guitar Hero was stopped because of a decline in sales.
Media Product Two – An advert for Xbox 360 Kinect
Microsoft’s Kinect is a hands-free motion control system designed as an add on for Xbox 360 and was released in November 2010 in the UK. Players do not need a hand controller, but control the game by using their body movements and voice. Kinect is in competition with Sony’s PlayStation Move controller and Nintendo’s upgraded Wii MotionPlus. It was launched with fitness and party based games, such as Kinect Sports, Dance Central and Your Shape: Fitness Evolved. Microsoft claimed: “Whether you’re a gamer or not, anyone can play and have a blast … Kinect promises a gaming experience that’s safe, secure and fun for everyone.” Kinect holds the Guinness World Record as the fastest selling consumer electronics device ever, based on sales between November 2010 and January 2011.
(8 marks)
Question 2
Why are media products that represent outsiders, such as vampire films, so popular?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Do you think that official and unofficial websites contribute to a film’s box office success?
You should refer to other media products to support your answer.
(12 marks)
JAN 2012
Media Product One – An advert for DJ Hero 2
DJ Hero 2 is a music video game that uses a turntable-controller to simulate a DJ while players follow the actions on screen. It was developed by FreeStyleGames, published by Activision and released in October 2010. It can be played on PlayStation 3, Xbox 360 and Nintendo Wii and has an age rating of 12. In DJ Hero 2, players progress through the game by completing tasks. They can mix tracks, scratch, sample, sing and rap. Compared to the first DJ Hero game, DJ Hero 2 has more multiplayer features, and allows more freestyle play such as mixing between tracks and adding original effects. The website marketed the game with tracks from, “the biggest artists in pop, dance and hip hop including: Lady Gaga, Kanye West, Chemical Brothers, Dr. Dre, Rihanna”.In February 2011, production of both DJ Hero 2 and Guitar Hero was stopped because of a decline in sales.
Media Product Two – An advert for Xbox 360 Kinect
Microsoft’s Kinect is a hands-free motion control system designed as an add on for Xbox 360 and was released in November 2010 in the UK. Players do not need a hand controller, but control the game by using their body movements and voice. Kinect is in competition with Sony’s PlayStation Move controller and Nintendo’s upgraded Wii MotionPlus. It was launched with fitness and party based games, such as Kinect Sports, Dance Central and Your Shape: Fitness Evolved. Microsoft claimed: “Whether you’re a gamer or not, anyone can play and have a blast … Kinect promises a gaming experience that’s safe, secure and fun for everyone.” Kinect holds the Guinness World Record as the fastest selling consumer electronics device ever, based on sales between November 2010 and January 2011.
Question 1
Consider how the two adverts use mise-en-scène to sell a lifestyle.
(8 marks)
Question 2
Gaming culture is often represented negatively. How is this being challenged?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Why do media institutions celebrate new technology to market their products?
You should refer to other media products to support your answer.
(12 marks)
JUNE 2011
Media Product One – Adidas House Party Advert
Adidas launched the House Party campaign in January 2009. The advert was part of the Adidas Originals brand campaign which used television, cinema, print and online platforms. The Adidas website described the campaign as ‘set against the backdrop of a house party hosting an electric mix of people from the worlds of music, fashion and sport’. The advert includes David Beckham, The Ting Tings, Estelle, Missy Elliot, Katy Perry, Method Man and Run DMC.
The song in the advert is the Pilooski re-mix of Frankie Valli’s original version of ‘Beggin’. Adidas also created a version of the advert which enabled users to click at various points of the film to view extra footage. Xbox Live also hosted a dedicated Adidas Originals section on its portal where gamers could browse and download content.
Media Product Two – NHS & Home Office Advert
The £4m campaign targeted 18 to 24 year-olds with the slogan, ‘You wouldn't start a night like this, so why end it that way?’ There were two TV adverts in the campaign, one focusing on a young man and one on a young woman getting ready to go out. The campaign used TV, radio, press and digital platforms. The TV adverts appeared on youth programming, sport and music channels; the radio adverts on national and regional stations; and the print adverts in youth-oriented titles including Nuts, NME, Glamour and Reveal.
In The Guardian, Jacqui Smith, the Home Secretary at the time, said: ‘This new campaign will challenge people to think twice about the serious consequences of losing control. Binge drinking is not only damaging to health but it makes individuals vulnerable to harm.’
Question 1
Evaluate how each media product represents young people.
(8 marks)
Question 2
Why are shock tactics, such as those in media product two, so often used?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Consider the value of using online marketing to target a youth audience.
You should refer to other media products to support your answer.
(12 marks)
