Year 10 Revision
- Mastering Media
- Mar 25
- 5 min read
Wave 1 Assessment: Year 10 Media
Block K: Wednesday 6th May (Period 1) and Friday 8th May (Period 5).
Block L: Monday 11th May (Period 2) and Thursday 14th May (Period 5).
Duration: 1 hour 30 minutes total.
Content Outline:
Section A: Exploring Media Language and Representation
Media Language: Students will analyze the NHS 111 print advertisement, focusing specifically on how layout, design, and images are used to communicate meanings and connotations.
Representation: Knowledge of how social and cultural contexts influence magazines (using Vogue as the set product) and a comparative study of how ethnicity is represented across the front covers of Vogue and an unseen magazine cover.
Section B: Exploring Media Industries and AudiencesMedia Industries: Understanding film regulation in the UK (BBFC), the advantages of vertical integration for the film industry, and how technological convergence is used to promote films, specifically referencing the 007 website.
Audiences: Identifying target audiences for the game Fortnite, explaining how video games use marketing to target these groups, and applying the Uses and Gratifications theory to explain how audiences interact with gaming media.
Section A: Exploring Media Language and Representation
1. Media Language: Analysis of NHS 111 "Help Us Help You"
The NHS 111 campaign, launched in December 2022, is a public health initiative designed to educate the public on using the 111 service for urgent but non-life-threatening medical issues.
Layout and Design
Visual Hierarchy: The advert uses a clear, structured layout to build trust and familiarity. It features a central image of a father and daughter in an Urgent Treatment Centre (UTC).
Color Palette: The use of NHS blue is essential for brand recognition, signaling authority and public service. A muted palette is used to evoke a sense of calm and reliability, countering the stress of a medical emergency.
Graphic Elements: A triangle symbol resembling a warning sign is included to draw immediate attention and suggest urgency without causing panic.
Images and Connotations
Setting and Props: The UTC setting is professional and clinical, utilizing medical props to convey trust and expertise. This is juxtaposed with personal items, like the daughter’s colorful bedding, to maintain a narrative of family care.
Character Portrayal: Rather than using celebrities, the campaign uses relatable, everyday characters. The father’s casual attire and protective demeanor communicate a sense of care and accessibility.
Direct Mode of Address: The tagline “Get to the help you need” uses simple, direct language to ensure it is understandable for all literacy levels.
2. Representation: Social and Cultural Contexts in Vogue
Magazines like Vogue serve as cultural artifacts that reflect and shape societal ideals.
Social and Cultural Context (The 1960s vs. Modern Day)
Historical Context: In the 1960s, women in Vogue were often depicted in passive, domestic roles, reflecting societal expectations of the time. However, features like "Heatwave Holiday" also began to represent women as independent travelers, showing a complex mix of empowerment and objectification.
Industry Evolution: Founded in 1892 and brought to the UK in 1916, Vogue has transitioned from a society paper for the elite to a global fashion authority. Under editors like Anna Wintour, the magazine moved toward featuring celebrities and bold personalities who often defy traditional standards.
Comparative Study: Ethnicity and Representation
Historical Critiques: Historically, Vogue has faced criticism for the underrepresentation of ethnic minorities. Early representations often featured White models predominantly, while non-white individuals were sometimes relegated to background or "exoticized" roles, reflecting orientalist narratives where different cultures were fetishized to support a Western worldview.
The Malala Yousafzai Case Study (July 2021):
Breaking Stereotypes: The cover featuring Malala Yousafzai represents a significant shift toward inclusive representation.
Visual Language: Unlike traditional depictions of activists as solemn, Malala is shown smiling and relaxed, dressed in elegant, minimalist clothing. This portrays her as a modern, empowered voice rather than a victim, challenging Western media's typical framing of Muslim women.
Aspirational Tone: The minimalist design and soft colors frame Malala as a role model and icon, aligning her with Vogue’s luxurious brand while respecting her authenticity.
Section B: Exploring Media Industries and Audiences
1. Media Industries: Film, Regulation, and Convergence
The film industry is a globalized market where major franchises like James Bond demonstrate the power of blockbuster brands.
Film Regulation and the BBFC
The Role of the BBFC: In the UK, the British Board of Film Classification (BBFC) is responsible for age-rating films to protect audiences, particularly children, from unsuitable content.
Contextual Comparison: While the Video Standards Council (VSC) handles games like Fortnite (PEGI 12) due to "cartoon-like" violence, the BBFC assesses films like No Time To Die based on factors like action intensity and language.
Vertical Integration and Its Advantages
Definition: Vertical integration occurs when a company owns multiple stages of the production, distribution, and exhibition process.
Advantages:
Profit Maximization: Companies can keep revenue within the institution rather than paying third parties.
Control: It allows for greater control over the branding and release schedule of a product.
Global Reach: Major media companies like Condé Nast (Vogue) or Epic Games (Fortnite) use integration to consolidate power and minimize financial risk.
Technological Convergence and the 007 Website
Cross-Media Promotion: Convergence is the process where different media forms come together. The 007 official website is a primary example of this, acting as a hub for:
Marketing and News: Promoting upcoming films like the next Bond project penned by Steven Knight.
E-commerce: A dedicated store selling "007 style" barware and decorations.
Gaming: Promoting the first trailer for new video games like 007 First Light.
Synergy: Hosting news about brand partnerships (e.g., Rolls-Royce or Aston Martin) that link luxury products to the Bond image.
2. Audiences: Fortnite and Audience Theory
Fortnite has become a global phenomenon by successfully targeting a diverse and varied audience.
Identifying the Target Audience
Demographics: While 78% of players are male, a significant 22% are female. The age range is broad, spanning from children to players over 50, challenging the stereotype of the "geeky young male" gamer.
Psychographics: The audience is often characterized by a desire for social interaction, creativity, and competition.
Marketing Strategies
Viral Marketing: Epic Games uses "enigma codes" to create buzz, such as the "Black Hole" event, where they temporarily deleted their social media presence to spark global discussion.
Celebrity and Event Synergy: Non-gaming celebrities like Travis Scott and Drake are used to reach audiences outside the traditional gaming market.
The "Seasons" Model: Borrowing from television, Fortnite uses seasons and cliffhangers to maintain long-term engagement and create a "structured progression" of narrative content.
Monetization: The game uses a Games as a Service (GaaS) model. While free-to-play, it generates massive revenue through V-bucks, used for purely cosmetic items like "skins" and "emotes" that allow for personal identity expression.
Applying Uses and Gratifications Theory (Blumler and Katz)
Audiences are active participants who choose media to satisfy specific needs, remembered by the mnemonic PIES:
Personal Identity: Players use skins and emotes to express themselves or identify with characters like Ninja.
Information/Learning: Users engage with the game’s "lore" or learn construction mechanics to improve their gameplay.
Entertainment/Escapism: Fortnite’s bright, cartoon-like aesthetic and survival-based competition provide a diversion from everyday stress.
Social Interaction: Collaborative gameplay, building alliances, and discussing in-game events on platforms like Twitch create strong social bonds.
Final Exam Tips
Timing: You have 1 hour 30 minutes. Divide your time equally between Section A and Section B (45 minutes each).
Structure: For media language questions, use the PEE (Point, Evidence, Explanation) method. For representation, ensure you mention social and cultural contexts.
Terminology: Use disciplinary vocabulary such as connotations, vertical integration, technological convergence, and Uses and Gratifications to demonstrate higher-level understanding
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