1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
Total = 21 = C
WWW - There are some really interesting ideas here that just need a little bit more clearity to push you into the top levels. Good use of theory and Q1 you decostruct the advert very well.
EBI: - In Q1, you seem to confuse the different aspects of Reception theory and this holds you back. Revise this!
In Q2, the second half of your essay lacks clarity and examples from the CSPs. Work on sharper topic sentences that focus on the question!
2) Read the whole mark scheme for this assessment carefully. Identify five specific aspects from Figure 1 (the Google Home advert) that you could have mentioned in your answer (e.g. selection of image, framing and focus, colour, text etc.)
Positions the Google Home device as at the heart of aspirational family life.
Reinforces white, western, middle-class representation of family life to the exclusion of
other backgrounds (race/ethnicity, sexuality, age, class). Presents the white, western ‘2.4
children’ average as desirable, aspirational lifestyle – some audiences will reject this.
Negotiated readings could include an acceptance of a warm picture of family life – plus the
potential usefulness of the speaker – despite concerns over how the device uses data and
the growing power of companies such as Google and Amazon.
3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (Hesmondhalgh - narrow range of values and ideologies).
The ‘End of Audience’ that Clay Shirky writes of means that a wider, more diverse range of
values and ideologies are now available to consumers. Teen Vogue illustrates this with a
liberal agenda that promotes perspectives championed by digital feminists in the late 2000s
(sometimes considered the fourth wave of feminism). Promoting Judith Butler’s view on
gender as performance, Teen Vogue is positive on gender fluidity and an increasingly non-
binary approach gender identity. This is illustrated by features such as the October 2018
article ‘How to Break Away From the Gender Binary’.
Despite appearing to champion
progressive causes, Teen Vogue in fact reinforces the expectations placed on women with
regards to beauty and appearance. This is regressive and promotes a capitalist ideal that
encourages people – particularly women – to spend money to solve ‘problems’ with their life
and appearance. These fashion and beauty stories often use narrative to create the idea of
‘solving’ problems and creating a new equilibrium.
Paul Gilroy has written extensively on the experience of black British people and his work on
‘double consciousness’ is worth exploring in relation to this question. The Voice arguably
plays an important role in offering a more diverse range of values and ideologies in offering
black British audiences representations that more closely reflect their experience of life in
Britain. Gilroy would arguably agree with Hesmondhalgh’s view that the cultural industries
promote a narrow set of values and ideologies – ideologies that are dominated by white
voices and a white perspective.
4) Use your exam response, the mark scheme and any other resources you wish to use to write a detailed essay plan for Question 2. Make sure you are planning at least five well-developed paragraphs in addition to an introduction and conclusion.
1. Hesmondhalgh is right - media is in the slow but steady process of change.
2. Yes - Teen Vogue seems to put the new stereotypes. They became left winged, political and made it trendy
3. No - Teen Vogue still has the fashion section and they promote the beauty products
4. Yes - The Voice has a really low popularity - small, less influential groups - unpopular
5. No - The Voice exists and has a small but commited audience
5) Finally, identify three key areas you plan to revise from the OSP unit (CSP aspects or theories) having looked at your feedback from this assessment.
Connecting the theories to better exampes of the CSPs
Giving more details from the CSPs, clear examples
Setting a clearer statement in my introduction
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