Examiner’s report - general

• Those candidates who fared less well, would only produce a response which either focused on a singular case study and struggled to address the question.

• Some bad answers just wrote down ‘all I know’, or didn’t use evidence.

• Candidates must have an understanding of: digital media, synergy, cross media, convergence, media technologies and audience consumption

• address the question set

Jan 2009 Report

• the nature and impact of pre-existing audiences • new media technologies • controversy • The best answers did not present a textual

analysis of the game, but did suggest how textual elements were used within marketing

• how social networking sites were utilised in the pre-publicity of the games release

• terminology to enhance their points • synergy, convergence and horizontal\ vertical

integration as factors in the success of the game's release

THE EXAMSection B: Institutions and

Audiences Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with:

•the issues raised by media ownership in contemporary media practice;

•the importance of cross media convergence and synergy in production, distribution and marketing;

•the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;

•the significance of proliferation in hardware and content for institutions and audiences;

•the importance of technological convergence for institutions and audiences;

•the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions;

•the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

This unit should be approached through contemporary examples in the form of case studies based upon one of the specified media areas.

The issues raised by media ownership in contemporary media practice

• Budgets

• Niche vs. mass audiences

• How budgets and marketing affect the ability to reach mass audiences

• In film, it is argued that just a few mega media groups who own a range of media decide what the public may see. Is this true of videogames?

The importance of cross media convergence and synergy in

production, distribution and marketing • Digital technology - hubs, platforms and devices

(e.g. mobile phones, consoles, iPads, etc.) - download and watch films and TV programmes, use them as alarm clocks, watches, play music on them, take photos and short films, text, go online, use GPS functions, a range of apps, play games, etc.

• Synergy – how does an institution’s size affect cross- promotion opportunities?

The technologies that have been introduced in recent years at the levels of production,

distribution, marketing and exchange • Graphics and production values have improved • Latest software for designing high-concept film

posters and trailers: phone apps., online marketing, facebook, etc.

• File-sharing and piracy are growing issues because the software exists to take the protective encryption off games. Internet enables people to make and share copies easily.

• Worldwide release dates are getting closer to each other to counteract piracy.

• You Tube, answering videos, audience participation.

The significance of proliferation in hardware and content for institutions

and audiences • Proliferation = increase

• Improved hardware to allow for better graphics, internet connections and DLC.

• X- Box Kinect takes this even further, due to the disk space required to remember you.

The importance of technological convergence for institutions and

audiences • Hubs (laptops/ smartphones/ consoles)

bring technology together. Console networks are particularly important, as they have led to the need for DLC and improved hardware.

• The Internet as a hub : posters, banner ads, youtube videos, interviews, trailers, official websites, games blogs, etc.

The issues raised in the targeting of national and local audiences (specifically, British) by

international or global institutions • Compare differences in UK/ US

advertising. Note that ‘Just Dance’ ads are significantly different, whereas ‘Red Dead’ cinmea trailers were the same. What does this suggest about audiences?

The ways in which the candidates’ own experiences of media consumption illustrate wider

patterns and trends of audience behaviour • How do you consume videogames?

(Socially, either via console networks or physically with someone, individually, etc.)

• How do you access/ purchase games?

• Do you use streaming sites, etc?

• Identify trends and consider where the audience trends are going in the near future.

1.     Link your response to the question. Use key words from the question throughout.

2.     Debate & weigh up both sides of the argument:

3.     Explain which industries/ institutions you are going to discuss in a brief introduction.

4.     You need to mention both your case studies.

5.     You must mention a variety of different games to support your points/ ideas:

Red Dead Redemption; Just Dance 2; GTA; Just Dance; Manhunt; Other game(s) of your choice

6.     Mention specific audiences and how they are targeted-through age/ gender/ time era/ taste/ lifestyle/ location-do British audiences prefer British media? Is this a misconception?- Consider differences in advertising

7.       Mention the threat of Digital Cinema to all institutions:Growth of internet; Downloading/ live streaming/ file sharing; Piracy; DLC; Cost/

inflation/ credit crunch

8.     Ingrain your essay with your own point of view and ideas.