This document introduces the topics that will be covered in Section B of the media studies unit, which focuses on critical perspectives in media. It outlines the aims and objectives, which are to build upon Section A and introduce key terminology and theory needed to analyze contemporary media landscapes. Students will study global media and media in the online age through case studies, and general new media technologies. They will be expected to demonstrate knowledge and understanding of media concepts, contexts, and debates by accurately applying terminology. Students must participate in online discussion forums, complete tasks summarizing media products and how audiences are engaged, and research an independent case study on a new media technology to share on the class blog.

1. Introduction to Section B – L1
Wednesday 5th March 2014
Unit G325: Section B – Critical Perspectives in Media

2. Why?
Aims & Objectives
• WE WILL Follow on from Section A and state
how this is an equal value section.
• Introduce the 2 topics we will be studying
together and assess what you already know
about the contemporary media landscape.
• Introduce key terminology and theory YOU
WILL need to learn throughout the duration
of the exam unit.
• Review the learning.
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates,
using terminology
appropriately and with
accurate and coherent
written expression.

3. A Facebook revision page has been set up for you to join and access
revision material, as well as upload your own Case Study examples.
YOU MUST use this site frequently and enjoy it!

4. YOU MUST summarise how the media
works by writing down as many
products that define who we are and
what we use.
YOU COULD use the handout you have
been given to add in some relevant
key terms/theory.
WHAT DO YOU ALREADY KNOW?

5. 2 Hour Exam – 1 hour for Section B worth 50 marks.
Unit G325: Critical Perspectives in Media – Section B
Areas of focus:
•Global Media – Case studies
•Media in the Online Age – Case studies
General New Media Technologies will also be covered through out the Unit.
AO1 - Demonstrate knowledge and understanding of media concepts, contexts and critical
debates, using terminology appropriately and with accurate and coherent written
expression.
AO2 - Apply knowledge and understanding to show how meanings are created when
analyzing media products and evaluating their own practical work (Section A)

6. What is expected of you?
YOU WILL be taught a variety of contemporary Case Study examples, as well as more
historical examples, to provide context as to how the media is evolving and changing
the way we live our lives.
YOU WILL also be expected to research your own independent Case Study examples.

8. “As people individually and collectively
program the web, they’re increasingly
in command”
(Tapscott & Williams – 2006)
INTERNET
YOU MUST write down this verbal code and then
write down as many examples you can think of
where YOU are “in command”.
YOU SHOULD use your Key terms/theory handout to
apply other examples in your answer.

9. FEEDBACK
“As people individually and collectively program the web,
they’re increasingly in command”
(Tapscott & Williams – 2006)
1) Early Adopters have embraced NEW MEDIA TECHNOLOGIES such as….
2) Technological Determinism denotes how ….
3) As a result, the age of the Prosumer has emerged and traditional media products (Print
news for example) and Institutions (The Daily Mail for example) no longer have control –
or do they? This is known as Gate Keeping.

10. “Lets get Digital” – Monday 14th July 2008 - John Plunkett
“The new generation of UK media power players are
ditching the traditional gatekeepers and going straight
to their audience via the web”
(Plunkett - 2008)
HISTORICAL CONTEXT

11. “…going straight to their audience via the web”
YOU MUST go online and find at least x1 example of a Traditional
Media Institution that are now accessing their audience via the
web.
YOU SHOULD write down any verbal codes/conventions that
denote their reasons for changing their methods of gatekeeping.

12. Quick Fire Task!
What does UCC stand for?
What is a Prosumer?
You have 2 minutes to write down your definition –
YOU COULD give an example to “back up” your understanding!

13. What have you learnt today?
YOU MUST write down x3 terms you
have learnt today.
YOU COULD write down x1 more term
at least.

14. Research a Case Study example of a New Media Technology (or
“Fad”) that has “determined the nature of society”
YOU MUST find out:
1) History of product
2) Statistics that denote it’s success
3) Useful Fact(s)
YOU SHOULD upload your findings onto your newly created
Unit G325 Page on the Blog
Due: Thursday 6th March (Next lesson)