OSP assessment: 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).

WWW: Good references to post-colonial theory throughout your answer to question 2

EBI: More Explicit focus needed on Q2 Keywords and on the Key theorist

2) Read the whole mark scheme for this assessment carefully. Identify three specific aspects from Figure 1 (the Google Home advert) that you could have mentioned in your answer (e.g. selection of image, framing and focus, colour, text etc.)
The repetition of the word ‘home’ may disturb audiences who see the advert as an example
that nowhere is safe from multinational capitalist giants such as Google.


3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (Hesmondhalgh - validity of theory/narrow range of values and ideologies).
The way values and ideologies are constructed through the representations in the products.

The relationship between recent technological change and dominant ideologies in the digital
media landscape.

How media industries target audiences through the content and appeal of media products
and through how they are marketed, distributed and circulated.

4) Use your exam response, the mark scheme and any other resources you wish to use to write a detailed essay plan for Question 2. Make sure you are planning at least three well-developed paragraphs in addition to an introduction and conclusion.

This question assesses understanding of theories of industry, specifically Hesmondhalgh’s theory of the Cultural Industries. Responses are required to make judgements and draw conclusions about the validity of Hesmondhalgh’s view that the cultural industries are dominated by a narrow range of values and ideologies. They should refer to the online, social and participatory media CSPs to support their points.

The ‘End of Audience’ that Clay Shirky writes about means that a wider, more diverse range
of values and ideologies are now available to consumers. This would suggest
Hesmondhalgh’s theory is not valid. Zendaya’s online and social media presence arguably
supports this with her promotion of a liberal agenda that challenges attitudes towards race
and gender in society and the media industries.


5) Finally, identify three key areas you plan to revise from the OSP unit (CSP aspects or theories) having looked at your feedback from this assessment.
The main point is theories and keeping on track of what the question is asking of.

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