Media assessment 2 learner response

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Abdul, knowledge on denotation in regards to analysing unseen media products. Some ability to tackle 20 - mark Q with understanding of film CSPs'.

EBI: Ensure you respond to all bullet points for Q6/ 20 - mark Q. Also ensure you provide specific examples to support your responses for Q3.

Mark: 19/34 Grade: 5

2) Read the mark scheme for this assessment carefully (you'll need your Greenford Google login to access this). Write down the mark you achieved for each question:

Q1: 1
Q2: 1
Q3: 5
Q4: 0
Q5: 2
Q6: 10

Where you didn't achieve full marks, write WHY you think you missed out on the extra marks. Use the indicative content suggestions in the mark scheme to help with this. If you got any media terminology wrong in the assessment you can make a note of it here.

Vertical Integration - I had struggled to remember the definition of this key industry terminology and did not understand what to respond to the question with.

3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.

I managed to get 5 marks meaning I have used satisfactory knowledge and understanding of the theoretical framework, demonstrated by generally effective explanation of both readings. But I think I could have used this answer "The target audience might find the image patronising because it uses the word ‘We’ and suggests that the only way a woman can be successful in the work place is by appropriating male characteristics / changing." As I think it best explains what I wanted to say.


4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. You may find the blogpost on ownership and control helpful here.

Vertical integration is when one conglomerate owns different companies in the same chain of production it's benefits are: 
• Greater control over every stage of the production 
• Increasing profit 
• Having complete ownership over creative products 

5) Finally, look at your 20-mark essay - question 6Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write five points from either the exemplar answer or the mark scheme that you could 
have used in your answer. This will be excellent revision for a future film industry exam question.

• I, Daniel Blake does not offer star power in the way Marvel and Disney can but Ken Loach is a star director in the independent cinema world with 50+ years of making hard-hitting political films.

• Black Widow as a Hollywood blockbuster cost $200m to make – far more than independent films. However, due to the impact of Covid-19 on cinemas and the film industry, the film only made $379m at the box office – much lower than similar Marvel films that usually make around $1 billion at the worldwide box office.

• Black Widow was released on IMAX and sold as the true experience for Marvel fans with the widest screen in existence. Independent films in contrast will not be shot or released on IMAX.

• The importance of franchises and star power in Hollywood blockbusters. Big names are cast to draw audiences in e.g. Scarlett Johansson. Regardless of reviews a film receives, star power ensures a degree of box office success and the Marvel franchise has a huge existing audience ready to watch the next film.

• The importance of marketing a blockbuster film worldwide is clearly demonstrated by the massive Black Widow marketing campaign across billboards, YouTube and social media. There were also interviews with the big stars across Zoom and lots of video content and teaser trailers produced by Disney and Marvel.







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