How to answer exam questions

How do I get good grades in media? What happened to the marking scheme?

There are numerous ways to get good grades in media studies. Unlike some other subjects (such as math), where there is a correct and incorrect answer, media students are evaluated on the strength of their argument, demonstration of knowledge and understanding, and ability to textually analyze media products.

So here's a suggestion. Don't be concerned about the marking scheme. It's largely ineffective for students. Instead, focus on bolstering your argument and practicing applying knowledge and understanding. You know, the kind of thing we do every day in class!

Is it necessary for me to write an introduction?

Yes, such as questions with longer answers. As a general rule, write an introduction for anything worth 15 points or more.

How should I format an introduction, particularly in component two?

Make sure that your component two introductions always use the DAC structure. Begin by defining key terms (for example, "it is critical for media industries to not only target, but also construct audiences"). The process of building an audience entails gradually reinforcing a set of key ideologies, beliefs, and brand choices, cultivating the ideology of a common and desirable lifestyle..."). Then, illustrate your argument ("I shall argue that Woman magazine was extremely successful in constructing a target audience through the use of singular and sexist stereotypes, as well as the constant reinforcement of hegemonic patriarchal norms, in in order to guarantee financial performance with a mass market generalised audience"), before offering some frame of reference ("Woman magazine was in an excellent position to provide mass audience appeal, due to being published by the horizontally aligned feminist organization, feminists"), before providing some context ("W Move on to your first example after you've finished the introduction. Try not to begin analyzing right away. You should simply introduce your main point. The analysis will come later!

How should I go about writing an introduction, and why should I bother?

Introductions enable you to identify the history and context of what you're writing about, as well as displaying your point of view/argument from the start. To structure introductions, use DAC (definition, argument, context). This can be done in any order you like. For example, you could write something like this for a question like "Explore how the set edition of Woman magazine constructs its target audience":(D) The term "audience" refers to people who read, buy, and use media products. (A) Producers will seek to create a specific audience to sell the product to in order to maximize profit and maintain power. This will ensure a consistent and enthusiastic audience that will not only buy the product but will also interact with it on a personal level. (C) To investigate this notion, I will examine the 1964 issue of Woman magazine, a British women's lifestyle magazine published by IPC media that uses mainstream ideological perspectives to achieve a weekly circulation of 3 million copies. You don't just jump right into the answer this way, and it comes across as far more sophisticated.

How do I discuss how audiences are constructed?

An important media concept is audience construction. While many people think of audience targeting as targeting an already existing audience, audience construction is when a product's producer uses media language and leading ideological perspectives to reinforce and build an entirely new audience. Woman magazine is an excellent example of this. If you tell an audience that, from a dominant ideological perspective, this is how women should behave and this is what women should buy, the magazine can charge a premium for advertising space in traditionally 'feminine' industries like cosmetics and homeware. This allows the magazine to make the most money possible. Stuart Hall's reception theory would be ideal for this application, as you could write about the preferred reading (accepting the dominant hegemonic representation of women as mothers and being less important than men). Finally, when discussing audience construction, you should discuss the idea that media institutions exist solely for power and profit (Curran and Seaton), and that by building a dedicated audience through stereotypical, hegemonic representations of women, the magazine can ensure that its readers will return time and time again!