Assignment 1

Assignment 1 Introduction to the Media

This assignment aims to introduce you to the analysis and interpretation of media texts through the analysis of media language and the application of media terminology and techniques. The consumption of media texts by different audiences will be considered. Understanding will be demonstrated through a pre-production activity (analysis of an existing DVD cover).

You will be required to produce an analysis of one/ two DVD covers and provide an explanation of your analysis linked to pre-production work (your own design for a new DVD cover). Your response, including explanation, should total approximately 500 - 700 words. You will be expected to engage primarily with the key concepts of media language and audience although you may also discuss representation and institutions.

Once you have completed your research, you will present a pre-production task. You will need to explain their intentions, with particular reference to your use of media language and how it will appeal to your target audience.

Some examples of analysis below:




You would be expected to write in a reasonable amount of detail to analyse the various elements of the cover. Each of your comments would need to relate to media language (denotation/ connotation/ choice of image/ choice of typeface etc.) and what this meant for target audience (why these choices have been made)

Assignment 1 - Introduction to the Media

Topic	Analytical Task including Explanation (500-700 words)	Research, Planning and Presentation Task
Packaging of DVDs	Analyse the DVD covers for two films or television programmes. How does each cover engage the interest of its audience?	Design a DVD cover for a film or television programme. This must be targeted at a specific audience.

A brief explanation must be included of how the Research, Planning and Presentation Task addresses Media Language and Audience.

Guidance notes

Analytical responses might involve some of the following activities:

• applying media terminology; considering the effect of media language
• applying analytical techniques such as denotation and connotation
• identifying how genre is established
• discussing how narrative is suggested
• making judgments about who the target audience might be
• identifying a possible secondary audience or considering how the product might be consumed.

Responses may be submitted in a variety of formats such as annotations, charts, bullet points, continuous prose, or a combination of any of these.

Assessment Criteria for Unit 2 Assignment 1
Analyse and Respond	(AO2 10 marks)
Level 6 Candidates' analyses of media texts and the explanation of their pre-production work are convincing and effective. Media terminology is used extensively and accurately. A clear understanding of media language and of the consumption of texts by specific audiences is demonstrated. Responses are cogent, concise and well-structured with precise and accurate use of language and arguments clearly supported by evidence.	9-10 marks
Level 5 Candidates' analyses of media texts and the explanation of their pre-production work are of good quality. Media terminology is used appropriately. A sound understanding is shown of media language and of the role of audiences in the consumption of media texts. Responses are clear, concise and well-organised with generally accurate use of language and evidence used to support points.	7-8 marks
Level 4 Candidates' analyses of media texts and the explanation of their pre-production work are satisfactory. Candidates are able to use media terminology occasionally. Some understanding of media language and of the role of audiences in the consumption of media texts is demonstrated. Responses are well-organised with reasonably accurate use of language and arguments are usually supported by evidence.	5-6 marks
Level 3 Candidates show a basic grasp of textual analysis. If an explanation of their pre-production work is offered, comments are likely to be very straight-forward. There is a basic understanding of media language and of how a media product appeals to a particular audience. Responses are reasonably well-organised and points are sometimes supported by evidence.	3-4 marks
Level 2 Candidates tend to describe media texts and demonstrate limited understanding of forms and conventions. There may be some awareness of media language or of how a media product might appeal to its audience. An attempt has been made to organise responses.	1-2 marks
Level 1 No work worth the award of a mark.	0 marks

Research, Planning and Presentation	(AO3 5 marks)
Level 6 In their pre-production work candidates demonstrate flair and creativity. They produce work which is convincing, fit for purpose and engaged, would capture the interest of a potential audience and uses many appropriate forms and conventions throughout. Material is presented skilfully.	5 marks
Level 5 In their pre-production work candidates demonstrate competence and a clear understanding of the requirements of the task. Their work is clearly fit for purpose, would be likely to appeal to a potential audience and uses many appropriate forms and conventions. Material is presented effectively.	4 marks
Level 4 In their pre-production work candidates produce a satisfactory response which demonstrates an understanding of the requirements of the task generally. Work is appropriate, might interest a potential audience and mostly uses appropriate forms and conventions. Material is well presented.	3 marks
Level 3 In their pre-production work candidates offer basic responses. Their work shows some understanding and engagement with the task, might have some limited appeal to a potential audience and uses some appropriate forms and conventions. There has been an attempt to present the work appropriately.	2 marks
Level 2 In their pre-production work candidates offer some ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may be employed. Presentation of the material is limited.	1 mark
Level 1 No work worth the award of a mark.	0 marks