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AS Level Specification: Module 2
Textual Topics in Contemporary Media
Students apply the key concepts to a a more detailed study of two of
the following contemporary media topics:
- Film and Broadcast Fiction
- Documentary
- Advertising and Marketing
- British Newspapers
Assessed in a 90-minute examination
30% of AS Level, 15% of A Level
The following materials are adapted from the AQA
Exam board A Level Specification.
Module 2 is very much an extension of Module 1, with the emphasis being
on applying the Key Concepts you have learned to particular types of Media
Production.
At Sandringham, we study the following two topics in detail:
Advertising and Marketing
- Analysis and evaluation of a current advertising or marketing campaign
using the Key Concepts.
- Marketing theory, principles and practice.
- Analysis and evaluation of promotional and covert advertising techniques
(e.g. sponsorship, product placement, public relations, plugs etc).
Functions and purposes of different techniques.
- Politics and marketing (role of spin doctors; images of parties and
party leaders; political news management; debates around image v substance
etc).
- The impact of promotion, advertising and advertising funding upon
media content. Financial / ethical / professional / public service /
audience debates around this issue.
See the section on Advertising and Marketing in the Media menu.
Film and Broadcast Fiction
For this topic you will study a range of texts, including at least two
film and two broadcast fiction texts. You will use these examples to address
the following skills and issues:
- Knowledge, application and evaluation of film and media language.
For example:
- image analysis
- sound and music
- mise-en-scène
- sets and settings
- visual techniques (editing, camera positioning, lighting)
- generic conventions
- basic semiotics
- iconography
- Debates around meaning and evaluation
- Issues of audience. For example:
- audience positioning
- target audience
- the text’s assumptions about the audience
- possible audience readings and evaluations
- conditions of reception
- Your own reading and evaluation of the text, and the major cultural
and subcultural influences upon this
- Issues of representation. For example:
- gender
- race
- nationality
- region
- heroes
- villains
- historical periods
- Debates around the fairness, accuracy, function and purpose of
particular representations
- Narrative issues. For example:
- study of specific narratives
- comparison of different narrative structures and techniques
- major differences between film and television narratives
- types of television fictional narrative - soaps, series, serials
and single narratives
- influence of genre on narrative
- influence of conditions of viewing
- narrative openings and closures
- use of character and actors in narrative
- techniques of audience engagement and identification
- Institutional issues. For example:
- influence of film/broadcasting institutions upon texts
- differences within film and broadcasting institutions e.g. Hollywood
v non-Hollywood; public service v commercial broadcasting
- influence of finance, marketing and distribution upon the production
and reception of texts
- Debates around aesthetic value, profit, public-service values
etc)
- Questions of, and debates around, values and ideology.
At Sandringham you will consider these ideas through your viewings of
the following:
- Film texts
- Broadcast Fiction texts
AO1: Knowledge and application of Key Concepts
Students will apply the key concepts to a more
detailed study of two contemporary media topics, covering a range and
variety of texts.
AS 20%, 10% AL
A03i: Knowledge, application and evaluation of relevant major ideas,
theories, debates and information
This objective is tested primarily in relation to the elucidation
(explanation) of media texts.
AS 10%, 5% AL
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