Media Analysis
Section 1—Media Analysis Attempt only ONE question from this Section. Your answer should be in the form of an essay or other extended response. Your answer should be based on a professionally produced media text you have studied. You should spend approximately 45 minutes on your answer. This section requires you to demonstrate your understanding of the Key Aspects: Narrative, Representation, Audience and Institution. All answers should combine at least two of these Key Aspects. Categories and/or Language may only be used in support of the four named Key Aspects: Narrative, Representation, Audience and Institution. Marks 1. A media text is made using narrative codes, narrative structures and narrative conventions. In a media text you have studied: (a) explain the narrative codes and/or narrative structures and/or narrative conventions which have been used, and (b) with reference to at least one other Key Aspect, explain why the narrative has been made this way. In your answer, you should link Narrative and at least one other Key Aspect. 2. In your Media Studies course, you studied how and why the representations in a particular media text were made. In a media text you have studied: (a) explain how the representations were constructed, and (b) with reference to at least one other Key Aspect, explain why these representations were made this way. In your answer, you should link Representation and at least one other Key Aspect. 3. Media texts are targeted at audiences of different genders and who have various interests, backgrounds and ages. In a media text you have studied: (a) explain how at least two different audiences have been targeted, and (b) explain how at least one other Key Aspect has been influenced by these target audiences. In your answer, you should link Audience and at least one other Key Aspect. [X210/11/01] Page two (40) (40) (40)

Section 1—Media Analysis (continued) Marks 4. Institutional factors that affect the making of a media text include ownership, internal and external controls. In a media text you have studied: (a) explain at least two institutional factors that affected the making of the text, and (b) explain how at least one other Key Aspect has been influenced by these institutional factors. In your answer, you should link Institution and at least one other Key Aspect. (40)

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Section 2—Media Production Attempt only ONE question from this Section. You should spend approximately 45 minutes on your answer. Your answer must be a written explanation and may be supported by, for example, diagrams, storyboard, script layout and any other method of communication you think appropriate. Your knowledge of media production skills and processes is being tested, not your drawing skills. Marks 1. During the media production unit you planned, made and evaluated a media product. This question focuses on the planning/pre-production stage of your production. This stage involved for example: • • • • researching your brief identifying available technology considering institutional constraints making a plan for the content and style of your product. (40)

How did you use Language and at least one other Key Aspect to make choices and decisions during this planning/pre-production stage? 2. Your local council is planning a multi-media advertising campaign to encourage greater use of local services such as leisure and recreation, parks, libraries, etc. The campaign is aimed at families. In a medium you know well, plan one advertisement for this campaign aimed at families. You must be sure to include the following. • • • State the medium you have chosen for the given audience. Indicate the content and style of your advert and give reasons for your choices. Indicate the technical and cultural codes you would use and give reasons for your choices.

Remember to give reasons for your choices from a production point of view by referring to such things as purpose, the specified target audience and/or the meanings you wish to suggest.

(40)

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Marks Section 2—Media Production (continued) 3. As she watched through the window from the pavement outside, fifteen year-old Alison Fleming saw an armed robber holding up the terrified staff of a local newsagents at gun point. She calmly watched him getting into his waiting getaway car, noted the number of the car and then alerted the police by using her mobile phone. A few days later she picked the man, Peter Wilson, out at a police identification parade and when he appeared at the High Court, he admitted the crime in the face of the evidence provided by the young girl’s eye witness account. He was jailed for five years. The girl received an award for her quick thinking. In a medium you know well, plan a media product using the above event. • • • • State the medium you have chosen. State an audience you would target. Indicate the technical and cultural codes you would use and give reasons for your choices by referring to such things as the medium, audience and/or the meanings you wish to suggest. Identify the production issues that would be specific to this particular scenario.

Your knowledge of media production skills and processes is being tested, not your drawing skills. Remember to justify your decisions from a production point of view. (40)

 

 

 

 

Media Analysis

Why does kidney disease not receive the same levels of media attention as other Australian health issues, e.g. heart attacks or diabetes?

Your task is to prepare a critical analysis of news and social media reporting about Kidney Tourism (e.g: People in Australia who have kidney disease and they travel overseas for kidney transplant etc.). This should incorporate a comparative analysis of the coverage achieved by similar health campaigns. Drawing on the research you conducted for the Issue Analysis, plus your own, original research, evaluate the extent to which this issue has/ these issues have been reported by Australian news media and on social media, and the nature of the reporting on this issue.

•    Compare media coverage and social media discussion about kidney tourism in Australia with media coverage and social media buzz about another key Australian health issue over the recent 3-month period.
•    Select a sample of media clippings and social media results to analyse (details are given below regarding how many)
•    Media clippings and social media results should be included in an appendix to your assignment
Critique the perceived strategies of both organisations (KHA and one other, e.g. The Heart Foundation).
Consider factors such as:
•    Impact of ambassadors and case studies on media saturation/social media presence
•    Political context
•    Use of tactics such as media outreach, social media, paid advertising
•    Brand reputation
•    How organisations leverage functions/events to create awareness

As a guide, you should select a sample of news media coverage (newspaper, online news sites, radio or television) and social media (Facebook, Twitter) over a three-month period between June and September 2015. You choose the media and sites for analysis. The volume of coverage will vary between issues, but for news media you should aim to select no more than 50 articles for your quantitative research, and no more than 10 of those for your qualitative research. For the social media analysis, choose no more than 20 for qualitative analysis. You will conduct a quantitative content analysis and a qualitative discourse analysis of the mediated discussion of your issue (guidelines to be provided on Moodle and in class).

Your findings should be presented as a short report of no more than 1000 words, plus graphs and tables. You should attach evidence of your data set, in the form of PDFs or screenshots, as an appendix.

Steps in the research process:
1.    Issue identification (from Assessment 1)
2.    Research question(s)
3.    Choice of media for analysis
4.    Timeframe and sample
5.    Collection of data
6.    Analysis and discussion of data
a. Qualitative findings
b. Quantitative findings
7.    Conclusions
The following criteria will be marked holistically:
•    Critical analysis of media reporting and public discussion of an issue
•    Ability to construct an original, independent research project
•    Ability to identify and conduct both quantitative and qualitative research
•    Graphic presentation of quantitative results (tables, graphs)
•    Ability to answer research question(s) and draw conclusions about media representation of your chosen issue

Media Analysis

Why does kidney disease not receive the same levels of media attention as other Australian health issues, e.g. heart attacks or diabetes?

Your task is to prepare a critical analysis of news and social media reporting about Kidney Tourism (e.g: People in Australia who have kidney disease and they travel overseas for kidney transplant etc.). This should incorporate a comparative analysis of the coverage achieved by similar health campaigns. Drawing on the research you conducted for the Issue Analysis, plus your own, original research, evaluate the extent to which this issue has/ these issues have been reported by Australian news media and on social media, and the nature of the reporting on this issue.

•    Compare media coverage and social media discussion about kidney tourism in Australia with media coverage and social media buzz about another key Australian health issue over the recent 3-month period.
•    Select a sample of media clippings and social media results to analyse (details are given below regarding how many)
•    Media clippings and social media results should be included in an appendix to your assignment
Critique the perceived strategies of both organisations (KHA and one other, e.g. The Heart Foundation).
Consider factors such as:
•    Impact of ambassadors and case studies on media saturation/social media presence
•    Political context
•    Use of tactics such as media outreach, social media, paid advertising
•    Brand reputation
•    How organisations leverage functions/events to create awareness

As a guide, you should select a sample of news media coverage (newspaper, online news sites, radio or television) and social media (Facebook, Twitter) over a three-month period between June and September 2015. You choose the media and sites for analysis. The volume of coverage will vary between issues, but for news media you should aim to select no more than 50 articles for your quantitative research, and no more than 10 of those for your qualitative research. For the social media analysis, choose no more than 20 for qualitative analysis. You will conduct a quantitative content analysis and a qualitative discourse analysis of the mediated discussion of your issue (guidelines to be provided on Moodle and in class).

Your findings should be presented as a short report of no more than 1000 words, plus graphs and tables. You should attach evidence of your data set, in the form of PDFs or screenshots, as an appendix.

Steps in the research process:
1.    Issue identification (from Assessment 1)
2.    Research question(s)
3.    Choice of media for analysis
4.    Timeframe and sample
5.    Collection of data
6.    Analysis and discussion of data
a. Qualitative findings
b. Quantitative findings
7.    Conclusions
The following criteria will be marked holistically:
•    Critical analysis of media reporting and public discussion of an issue
•    Ability to construct an original, independent research project
•    Ability to identify and conduct both quantitative and qualitative research
•    Graphic presentation of quantitative results (tables, graphs)
•    Ability to answer research question(s) and draw conclusions about media representation of your chosen issue