Learner response: OSP assessment

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
Good knowledge of both csps- able to comment on how Hesmondalgh's views may or may not effect in the csp
Good understanding of different media theories and you are able to link to the csps
Ebi- For question one, go straight into analysis of the unseen advert and weave your understanding through your analysis of the google advert
watch your grammar in particular for Q2- proof read your writing.
24 marks B

2) Read the whole mark scheme for this assessment carefully. Identify three 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.)
Google represented as unthreatening, safe and a natural part of middle-class family life.
The repetition of the word ‘home’ may disturb audiences who see the advert as an example
that nowhere is safe from multinational capitalist giants such as Google.
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 relationship between recent technological change and dominant ideologies in the digital

media landscape.

it could be argued that Teen Vogue is replicating many of the mainstream,
hegemonic values and ideologies found across the cultural industries with regards to the
representation of women and the fashion industry.

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.

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 four well-developed paragraphs in addition to an introduction and conclusion.

INTRO

Teen vogue and The Voice are dominated by narrow ranges of values and ideologies despite the size

Supporting Hesmonglaghs point

FIRST

Agree

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.

illustrates this with a liberal agenda

is positive on gender fluidity and an increasingly non-binary approach gender identity.

Proof

October 2018

article ‘How to Break Away From the Gender Binary’.

played a partisan role in the gun violence debate and Black Lives Matter

movement (‘Black Teens Have Been Fighting for Gun Reform for Years’ – February 2018).

SECOND

disagree

Teen Vogue is owned by Conde Nast, a major global media conglomerate.

Does this make Teen Vogue hypocritical – or worthy of praise for offering a wider

range of values and ideologies?

Teen Vogue is replicating many of the mainstream,

hegemonic values and ideologies found across the cultural industries with regards to the

representation of women and the fashion industry.

proof

Teen

Vogue has run stories against capitalism (‘How I Can Critique Capitalism — Even On an

iPhone’).

100 million consumers

THIRD 

agree

offers an explicit black British perspective on news stories and issues in London

and the UK. This alone sets it apart from mainstream media and suggests that

Hesmondhalgh’s view that only a narrow range of values and ideologies are available is not

entirely accurate.

The Voice should be successful due to the opportunities that are offered by digital media

and the new media landscape in creating a platform for values and ideologies such as a

strong black British voice.

proof

Features such as the first black photographer to shoot the cover picture of

Vogue magazine (December 2018) and a suggestion to ‘Buy black on Black Friday’

(November 2018)

FORTH

Disagree

However, the poor construction of the website and social media

presence (poorly worded polls, cluttered design, low-quality photography, lack of fresh

content, poor video production values, weak sponsored content) means it is not the

powerful voice in British media it should be.

become less powerful and influential in

recent years.

CONCLUSION

Hesmonhalgh is correct despite size they have narrow ideologies however different factors effects ideologies meaning not all can be too narrow.

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.

Proof reading

Timing

Addressing the point