Unit G325: Critical Perspectives In Media

Media In The Online Age

A2 G325: Critical Perspectives in Media
The purpose of this unit is to assess your knowledge and understanding of media concepts,
contexts and critical debates, through your understanding of one contemporary media issue
and your ability to evaluate your own practical work in reflective and theoretical ways.

The examination is two hours. You are required to answer two compulsory questions, on your
own production work, and one question from a choice of six topic areas.

The unit is marked out of a total of 100, with the two questions on production work marked out
of 25 each, and the media theory question marked out of 50.

There are two sections to this paper:

1. Section A: Theoretical Evaluation of Production (50 marks)

2. Section B: Contemporary Media Issues (50 marks)

Section B: Contemporary Media Issues -

Media In The Online Age
One question to be answered from a choice of six topic areas offered by OCR. There will be
two questions from each topic area. The topic areas require understanding of contemporary
media texts, industries, audiences and debates.

Through specific case studies, texts, debates and research you must demonstrate
understanding of Media In The Online Age. This understanding must combine knowledge of
at least two media and a range of texts, industries, audiences and debates.

The assessment of the response will be generic, allowing for the broadest possible range of
responses within the topic area chosen. Each topic is accompanied by four prompt questions,
and candidates must be prepared to answer an exam question that relates to one or more of
these four prompts. There should be emphasis on the historical, the contemporary and the
future in relation to the chosen topic, with most attention on the present.

Topic Content Prompts

1. How have online media developed?
2. What has been the impact of the Internet on media production?
3. How is consumer behaviour and audience response transformed by online media, in
relation to the past?
4. To what extent has convergence transformed the media?

Examples
 Music downloading and distribution,
 Online television,
 Various forms of online media production by the public or a range of other online
media forms.

In order to be fully prepared for the specific requirements of the question, the material studied
by you must cover these three elements:

 Historical – dependent on the requirements of the topic, candidates must summarise

the development of the media forms in question in theoretical contexts.
 Contemporary – current issues within the topic area.
 Future – candidates must demonstrate personal engagement with debates about the
future of the media forms / issues that the topic relates to.

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 Unit G325: Critical Perspectives In Media
Media In The Online Age
Assessment Objectives
AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical
debates, using terminology appropriately and with accurate and coherent written expression.

What We Will Be Studying

 Brief history of The Internet.
 Web 2.0./3.0
 Digital Divide
 The Long Tail.

Music And TV
 Push Media vs Pull Media
 Music Industry and Downloading
 Creative Commons, Copyright and Piracy
 Paypal on myspace, Radiohead & Nine Inch Nails, decline of retail, public ‘groomed’
for free music but expensive live tickets
 Web streamed TV content – death of schedule.
 TV on i-Pod – ‘holy grail’
 Reality check: collective viewing remains
 Comparing impacts on the two media: winners and losers.

General Internet Theory

 Democracy of access.
 Media Effects Theory.
 Regulation vs responsibilities.
 Internet Futures and utopia/dystopia.
 Funding, access and citizenship.
 Globalisation.
 Online Identities.
 Have the relationships between audiences and institutions changed?
 Convergence/Synergy.
 Distribution and exhibition.
 Artist Independence.
 Copyright, Piracy (P2P, Torrents), Creative Commons.
 Grass Roots Media: Mashups, fan films, YouTube, audience as producer.
 Interactivity.
 Online presence: Social networking.

Task

How would you accomplish the following tasks:

1. Watch an episode of Friends that was broadcast when you were in college.
2. Play a game of Tetris.
3. Research a history assignment on Marxism.
4. Find out what bands are playing The Leadmill in February.
5. Buy tickets for one of these gigs.
6. Arrange transport to get to the gig using public transport.
7. Let people know what the gig was like.
8. Watch Ghostbusters.
9. Listen to your favourite song.
10. Share your favourite songs with a friend.
11. Get today’s news headlines.
12. Find out the latest football scores.