June 2016Media Product One: An advertisement for the London Collection: Luxury Apartments by Redrow Homes.

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.

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 This advert was first broadcast in January 2015, but was withdrawn by Redrow after it was criticised online for portraying an unattainable lifestyle for most Londoners.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”.

‘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?

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.

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]

Section B Identities and the Media Question 4 4. “Popular ideas about the self in society have changed, so that identity is today seen as more fluid and transformable than ever before.” David Gauntlett

5. Use your case study to explore this idea. “In an increasingly globalised world, the ability to create an ‘alternative’ identity is becoming .

New and Digital media

6. “As a result of developments in new and digital media, traditional media institutions face a struggle to survive.” Use your case study to discuss this statement.

7. Data is “retained and subsequently used without the subscriber or registered user being informed... private lives are the subject of constant surveillance”. European Court of Justice – April 2014

With reference to your case study, discuss the extent to which you agree that ‘private lives are the subject of constant surveillance’.

June 2015

Media Product One – Moving image: ‘I Do’ – advertisement for the Nexus 5 smartphone. Media Product Two – Moving image: ‘What’s Your Identity?’ – short film by Bluefish TV.

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.

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.

Question 2

In what ways are issues of personal identity presented in the media? You may refer to other products to support your answer.

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]

Section B

EitherIdentities and the Media Question 4

4. Access to social media has empowered people to assert their true identity. Does evidence from your case study suggest that this is the case?

5. “To argue that audiences have their identities shaped by the media they consume is simply to insult them. People are much smarter than that.’’ Does your case study indicate that people are ‘much smarter than that’?

The Impact of New/Digital Media

6. One of the great benefits of new and digital media is that they have enabled audiences to set their own agenda in terms of how they use the media. Does evidence from your case study support this view?

7. “We stand for a single internet where all of humanity has equal access to knowledge and ideas.” Hillary Clinton, former United States Secretary of State, January 2010.

Does your case study suggest that new and digital media have made a positive contribution to humanity?

June 2015

Media Product One – Moving image: ‘Outraged Egyptian Women Say “We Have No Fear” ’. Extract from a news report from www.therealnews.com (21 December 2011) in which Jihan Ha z reports on a historic march of 10 000 women who mobilized in central Cairo against military rule.

Media Product Two – Print: ‘About Us’ page from www.therealnews.com (accessed 31 July 2013). See insert.

Real News is a US online news network. Its aim is to ‘investigate, report and debate stories that help us understand the critical issues of our time’. It claims to target a mass audience by making news, ‘dramatic and engaging’. Real News is funded by donations from individual supporters; it does not accept funding from advertising, government or business.

In addition to the website, its videos are available on YouTube and via links on UK political websites, such as Stop the War Coalition. In the future it plans to increase its audience by moving into radio and on-demand cable television in the US and Canada.

Real News covers a wide range of news, including international events, the economy, the environment, health care and US politics. It is critical of the narrow agenda of mainstream news services. It says it will cover the big stories of the day, but ‘will broaden the definition of what’s important’.

The editors of Real News argue that all news sources are biased in some way, ‘We recognize that bias will affect the elements in a story we choose to highlight, the facts we consider important and the sources we decide to trust’. However, they claim they are transparent and provide users with ways to question, criticise and debate the work that they do. This is achieved through an online forum, a section for citizen journalism and plans for an interactive debate show.

1. How are media language techniques used to make the two media products appear believable and authoritative?

2. How successful are audiences in using new and digital media to represent themselves? You may also refer to other media products to support your answer.

3. What are the advantages and disadvantages for audiences of media products that do not rely on advertising, government or business funding?

You should refer to other media products to support your answer.

The Impact of New/Digital Media

4. New and digital media have contributed to the process of globalisation: the idea that the world is becoming increasingly interconnected through one global culture.

Using your own case study, evaluate the impact that new and digital media have had on globalisation.

5. Use your case study to evaluate whether new and digital media are a threat or an opportunity for media producers.

June 2014

Kerrang! is a multi-platform brand that includes a weekly music magazine, a radio station, podcasts, a TV channel and a website. In addition, Kerrang! is well known for its annual awards and associated tour. Audiences can follow Kerrang! on both Twitter and Facebook. It describes itself as having ‘the hottest news, reviews, gig guides, exclusive features, posters, videos and more every week’.

In April 2012 it launched a new multi-platform rock music chart, designed for ‘sharing and amplifying creative ideas and then relaying them to millions of passionate followers accessing those ideas anytime – anyplace.’

Kerrang! identifies its target audience as ‘young, individually minded and passionate consumers’. The magazine had a circulation of 370,000 in March 2012, and promises advertisers it can reach the elusive audience of

15 – 24 year olds. With 172,600 unique users, the website features an online shop, podcasts, a forum and radio segments.

Kerrang! is owned by multi-national media group Bauer Media, whose other interests include brands such as Closer, Grazia, FHM, Magic 105.4 and Box Television.

1. How does Kerrang! create a strong brand identity in these print and online products?(8 marks)

2. How is the representation of masculinity constructed to appeal to the audience?You may also refer to other media products to support your answer. (12 marks)

3. How important is it for producers of print products to have a multi-platform presence? You should refer to other media products to support your answer. (12 marks)

Section B

4. Does your case study suggest that new and digital media have had a positive impact by offering audiences a more diverse range of values and ideologies? (48 marks)

5. New and digital media have led many media producers to involve their audiences more. However audience involvement is only superficial and media producers have ensured they maintain control.

Use your case study to evaluate whether new and digital media have changed the role of producers.

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 broadcasterESPN 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 claimedthat 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.

Question 2

How has digital television transformed the viewing behaviour of audiences? You may also refer to other media products to support your answer.

Question 3

Is the media able to challenge traditional representations of femininity? You should refer to other media products to support your answer.

The Impact of New/Digital Media

4. The internet is a democratic space, where we are all free to participate equally. Using your own case study, discuss whether the impact of new and digital media is democratic. (48 marks)

5. New and digital media offer a wide range of competing ideas and opinions from experts and journalists to bloggers and social networkers, making it harder for audiences to know who to trust.

In such an environment, how does the audience know who to trust?

Media Product One – The film trailer for Eclipse from www.eclipsethemovie.com

Eclipse is the third instalment 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)

The Impact of New/Digital Media

4. The only way to survive in the digital world is to keep innovating. Do you agree?

5. Most of the traditional media’s attempts to compete with new and digital media have been too little and too late. Does your case study support this view? (48 marks)

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)

The Impact of New/Digital Media Question 6

4. Although new and digital media may promise audiences more freedom, it does not necessarily give them more power. Discuss. (48 marks)

5. New and digital media is creating one global culture. Do you think that this is true?