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).

Total: 30 / Grade: 8

WWW: Another superb assessment: well done! Excellent knowledge shown throughout.

EBI: It is difficult to find fault but in the 20-mark essay it is vital to stay sharply focused on the question. The conclusion you have at the end does this but ideally we want to bring each paragraph clearly back to the question. AQA A-Level presents this as PEEL.

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: 1/1 

Q2: 1/1

Q3: 7/8

Q4: 2/2

Q5: 2/2

Q6: 17/20

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.

Q3: I think I should've considered the patriotic aspect of the advert by analysing the colour scheme, and how that can influence the preferred and oppositional readings. I should also mention for the oppositional reading, how women are still held to a certain standard through how the woman is still wearing make-up.

Q6: I should have tried to link each paragraph back to the question (therefore...), by following the PEEL structure. I feel I should've had a more nuanced, sophisticated opinion by showing that I don't fully agree or disagree, and I missed out on including the Covid-19 factor for Black Widow, and using that as a counter-argument to show that it's possible to disagree as well.

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.

"This is an empowering image as she is looking directly at the target audience (women) with a strong face so they can relate to her power and resilience and aspire to be similar / mobilise into action."

"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."

"Women may be insulted by the lack of femininity in the advert or find the image derogatory. They may think that the woman does not promote working because to do so means looking like a man, wearing work clothes and covering your hair."

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, such as how Disney owns film studios, CGI specialists, film distributors, TV channels and streaming service Disney+.

Benefits include:

• Greater control over every stage of production
• Increasing profits
• Having complete ownership of creative products

5) Finally, look at your 20-mark essay - question 6. Read 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.

• "It could be argued that low-budget films such as Ken Loach’s I, Daniel Blake are not attempting to compete with Disney and Marvel and instead are trying to exist on their own terms." / "It is therefore important to judge the success of the films in different ways – they are competing for very different audiences and with totally different success criteria."
   > Mention that they cannot actually be compared 

• "It had already won the prestigious Palm D'or at the Cannes Film Festival which generated a lot of publicity and this was then supported with viral social media campaigns using #WeAreAllDanielBlake. > Mentioning marketing methods used by I, Daniel Blake 

• "Unfortunately, the film was hit hard by the global Covid-19 pandemic and therefore made much less at the box office than other Marvel releases." > Mentioning the impact Covid-19 had on the film

• "The $389m worldwide box office figure will have been helped slightly by the Disney+ premium streaming release..."  > Mentioning the Disney+ hybrid release 

• "This was despite Marvel’s marketing machine using every trick available – the star power of Scarlett Johansson and Florence Pugh, interviews with TV shows around the world, social media promotion, Marvel website features, IMAX-exclusive footage, billboard advertising and much more." > Mentioning as many marketing methods used by Black Widow as possible to gain marks