Introduction to Media Studies GCSE

CBSC Media Studies Dept.

Introductory Unit: Introduction to the Media

We live in a Media saturated world, in which the technological landscape is constantly changing and evolving, offering people more opportunities to both consume and create media products. As teachers of the Media it is essential that we have a working knowledge of contemporary media issues alongside a secure understanding of new media technologies.

This unit will offer students a mix of theoretical understanding of key media concepts, alongside a working understanding of the technologies used to create media texts. Therefore in this unit students will learn the following: Theoretical Skills: Institutions- the business side of the media, and its impact on society Representation- how the media chose to represent certain groups and the potential impact of this New Media Technologies- how they shape the world in which we live Practical Skills: Apple Mac Computers- functions/shortcuts etc Digital stills cameras- for taking print images Uploading footage to Macs still images Adobe Photoshop- editing print images Blogging- setting up and maintaining a blog learning diary

CBSC Media Studies Dept.

Introduction to the Media

Learning Logs: Each student will be given a learning log to record their learning in lessons, and any extra task which they are set outside of lessons. At the end of most lessons they will record what have I learnt sections detailing what they learnt from the lesson. At the back of their logs will be a glossary to record Media Terminology as we progress through the work. Assessment Folders: Each student will also be given an assessment folder which will store their assessed pieces along with their assessment chart to record how and where they have made progress over the course. Week One Lesson 1: Baseline testing to establish entry grade. Lesson 2: Feedback from tests; assessment folders set up and target grades set. Introduction to Apple Macs and Blogging- setting up and maintaining a blog learning diary. Students learn how to use the Macs and set up a blog and record their own Media Interests. Media technician to give tutorial on blogs and Apple Macs Week Two: Institutions Lesson 1: Introduction to Media Institutions, students use iPads to research what a Media Conglomerate is and make notes on the top ones in our society. List all of the different Media which they own and operate in. Choose one to make a Wordle document of- save and print and stick into learning log. Lesson 2: Case Study- News Corporation. Students research the News Corp conglomerate and explore how institutions work, and how media ownership has become more concentrated. Week Three: New Media Technologies Lesson 1: Link the importance of new technologies to institutions and audiences (http://www.youtube.com/watch?v=hSzEFsfc9Ao the Eric Scmidt lecture has some interesting points which could be watched in excerpts) Students create a Wordle document of the new media technologies which they use regularly. Discuss how this has changed our society and the way we interact communicate. Lesson 2: How Institutions have harnessed new technologies. Students carry out research into how different institutions have utilised new technologies in their business to adapt to a changing society/audience needs.
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Week Four + five: Representation Lesson 1: Students are introduced to the concept of representation and find images which represent groups in a particular way. They then move onto taking images of the same group in two different ways which promotes a different stereotype and either conforms or challenges a stereotype. Lesson 2+3: Case Study into representation, students have a particular group to examine the representation of and complete a case study for these. This will be an assessed piece of work and will be uploaded onto their learning blogs as well as printed out and put into assessment folders. Lesson 4: Reviewing Knowledge and presenting blogs to the rest of the group. Students carry out Peer Assessment by commenting on different blogs, and feeding back to partners. The aim of the session is to consolidate students knowledge of the key concept and encourage them to look at its impact on society Week Six: New Media Technologies (NMT) Lesson 1: Students explore the new technologies which have been developed in the past 10,5,2 years and discuss the impact which they have had on society. Students should be encouraged to explore how NMT have changed the way we communicate on a global scale. They should also look at how dependent people are on them. Creative task involves students creating a Wordle document. They can also write a piece on how it has shaped our society. Lesson 2: Students continue with their research into NMT and should produce a presentation either using Prezi or they can use a flip video camera and record people and put this into their presentation. They should look at the A Level examples to give them an idea of how to lay their presentations out. Week Seven: Practical Application of NMT As this will be the last week in the half term students should review their learning and consolidate the theoretical work which they have covered. Then they should have time to carry out Photoshop tutorials in preparation for the first unit after half term on Advertising.

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Web links for GCSE Media Studies

Media Studies Forums British Movie/Media Studies Forum AQA Media Studies Forum TES Media Studies Forum Archive Media Websites Non-contemporary television archive (US) 80's multi-media material Television theme tunes Non-contemporary television museum (UK) Research guide to moving image archives Television history (US) Non-contemporary television directory UK North West Film Archive Resource and Support sites: Media Literacy UK Online reference centre for Media Literacy (US) Broad 'Edusite' - MediaEdu Media Education Association English and Media Publications and CPD Media, Communication and Culture Studies Association BBC Media Studies Support Internet Resource Catalogue CBSC Media Studies Dept. Film British Film Institute American Film Institute UK Film education site Young film-makers site Review of British film and television history Screenplay archive Internet movie database Empire Magazine online BBC online film magazine British Academy of Film and Television Arts New Media and Web-based Technologies Online journalism, web production and promotion Help with web video editing and production BBC online New Media training modules Useful guidance on cross-media and trans-media entertainment Overview of gaming issues Academic Academic guidance David Gauntlets theoretical site

Media Ethics Narrative structures, Storyboarding/telling and Blogs Narrative structures Production storyboard guidance Digital storytelling Digital storytelling learning tools clips.e2bn.org, www.storycenter.org, www.photobus.co.uk Mediascapes Regulation 'Clearcast' advertising pre-transmission examination Film Classification Federation Against Copyright Theft Government Media Regulation Advertising Standards Authority Audience Research Audit Bureau of Circulation Media Performance Data BARB Audience viewing research Radio audience research Professional Bodies and Media Organisations Advertising Association British Academy of Film and Television Arts Arts Council Media Watch Campaign Group CBSC Media Studies Dept.

'Campaign' Magazine website

Resources

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Media Studies GCSE Entry Test

As you are brand new to studying Media, it is important that your teacher gets an idea of what level you are starting at. The following test is set to determine your starting point on the course. Answer each question/complete each task in as much detail as possible: Section One: Media Language Explain what the following words/terms mean: 1. Target Audience 2. The Media 3. Stereotype 4. Global Media Company 5. Director 6. Camera shots and angles 7. Editing 8. Mise-en-scene 9. Tabloid press Section Two: Audiences Answer the following in as much detail as possible: 10. List five different ways in which you could group an audience 11. Why do you think Media products have specific target audiences 12. List five different uses a person might have for using the Media 13. How dependant do you think people are in our world on the Media? Section Three: New Media Technologies Answer the following in as much detail as possible: 14. List five examples of new media technologies (either hardware or software) which have been developed in the past 20 years (e.g. FaceBook/iPad) 15. What impact do you think the development of new media technologies has had on peoples lives? 16. How do you think the Media influences peoples opinions and beliefs? Give examples of Media texts which you think influence people? Section Four: Institutions (the business side of the Media) 17. Name five global Film Companies 18. Who is the head of News Corporation? Why was News Corporation in the News this summer? 19. Name a company which owns more than one type of Media 20. Explain why you think people should have an understanding of the Media and how it works

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Production Skills A key component of Media Studies is the creative production side- this is all about your ability to be creative and come up with your own Media texts. This is not a test of how well you can draw; it is a test to see how creative you are.
Task: Design an advert for a new brand of snack food called POPPILICIOUS- they are fruit based and aimed at children (aged 6-12). Your advert should appeal to children (as they are the audience for the product) as well as parents (as they are going to be buying the product)

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Mark Scheme
Section One (Media Language) 1 mark per correct definition 9-A 8-B 7/6-C 5/4D 3/2-E 1-F 0-U

Section Two: Audiences Each Question out of 5 marks 20-17- A 16-14-B 13-11-C 10-8-D 7-4-E 3-1-F 0-U

Section Three: New Media Technologies Each Question out of 5 marks 15-13-A 12-10-B 9-7-C 6-4-D 3-2-E 1-F 0-U

Section Four: Institutions (the business side of the Media) Q.17 out of 5 15-13-A Q.18 out of 5 12-10-B Q.19 out of 1 9-7-C Q.20 out of 4 6-4-D 3-2-E 1-F 0-U

Production Skills A Grade Sophisticated and Creative demonstrating flair and originality, precisely targeting a dual audience B Grade Clearly aimed at a dual audience showing a clear understanding of forms and conventions through use of fonts and colours, an overall creative and engaging design C Grade Clearly aimed at an audience showing an awareness of audience motives, forms and conventions are followed, with evidence of creativity D Grade- Generally aimed at one audience, some understanding of forms and conventions through design features, some evidence although generally limited creativity shown E Grade Roughly aimed at one audience, limited understanding of forms and conventions; loosely recognisable as an advertisement F Grade- Not clearly aimed at any audience, lack of understanding of forms and conventions; not clearly identifiable as an advert Overall Grade Average the grades for an overall MS GCSE grade, e.g. A,B,B,C,A =B

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GCSE Media Studies

Name .

Initial Assessment Grade: .. Strands: 1. 2. 3. 4. 5. Media Language Audiences New Media Technologies Institutions . Production Skills .

My GCSE Media Studies Target Grade:

My strengths: ..

Areas for improvements:

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MY OWN MEDIA INTERESTS

As you are going to be studying the Media it is important to think about what the Media is made up of, and what interests you have in the Media. To begin with make a mind map of all of the things which you associate with the Media.

The Media

Films The Media

My Own Media Interests:

Horror Films

My Media

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BLOGGING
As students of the Media you will be expected to have a detailed understanding of new developments in Media technologies. You should also be able to use the new technologies available to audiences. The first technology which you are going to use will be blogging. To begin with answer the following questions: 1. What does the term blogging refer to? 2. What is the purpose of a blog? 3. What are the advantages of using a blog? You are now going to be setting up your own blogs. Working in pairs you will support one another in setting up your own blog, over the next half term you will be recording your learning on this blog, along with the Media products which you are going to be producing.

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YOUR OWN BLOG The following steps will explain what you need to include in your own blog. Getting started: 1. The address for your blog should be www.cbscmediayourname.blogspot.com 2. The title for your blog should be

Your names Media Learning Blog

Your First Entry: 1. Explain what your interests in the Media arewhat are your favourite types of Media and why. Within these what are your favourite products (for example if you say films and computer games are your favourite Media, explain which films and computer games you enjoy the most and why). Explain why you chose Media Studies as an option and what you hope to learn during the course.

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Learning Logs Glossary (Media Language)

As you progress through the GCSE Media course you will be learning new words and specific Media Terminology. To help you remember these you are going to create a glossary of terms in the back of your learning logs. To begin with you will put definitions in for these terms:

1. Target Audience 2. The Media 3. Stereotype 4. Global Media Company 5. Media Institution 6. New Media Technologies 7. Media Conglomerate

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WHO OWNS THE MEDIA? MEDIA INSTITUTIONS CASE STUDY

The Media is made up of many different companies; some are far more powerful than others these are called Media Conglomerates. A media conglomerate describes companies that own large numbers of companies in various mass media such as television, radio, publishing, movies, and the Internet. Using Wikipedia find out:

1. Who are the top five Media Conglomerates in world currently 2. What types of Media do they operate in 3. List some of the major media companies which they own Thinking Point: Why do you think having such large and powerful companies might be a dangerous thing to have in our society?

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Case Study Research

Your first task is going to involve you carrying out research into one of these companies- News Corporation and recording your findings in your learning logs. You need to find out the following details:

1. A brief history of the company- when was it set up and by whom, how have they grown since setting up? 2. What areas of the Media does it operate in- what different mediums does it produce texts in? 3. What are the names of the companies which it owns? Go to www.wordle.com and create a wordle document with the names of the major News Corp companies. Print this off and stick it in your book.
4.

Why was News Corp in the press this summer (2011)?

(Hint log onto http://www.guardian.co.uk/media/phone-hacking for help)

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Public Service Broadcasting

Alongside these large companies are public service broadcasting (PSB) companies, the largest and most famous being the BBC. Carrying on your research task answer the following:
1. When was the BBC set up and by whom? 2. What does BBC stand for? 3. What is the purpose of the BBC? 4. How is the BBC funded? 5. What areas of the Media does the BBC work in? 6. Why do you think its important that we have a PSB in

Britain?

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Exploring Representation
Key Term: Representation

Representation refers to the way the media present a group of people. It is closely linked to stereotypes as representation of groups can be accurate or exaggerated; this means representation can be positive or negative.
Starter: Using the iPads find film posters or adverts which provide the following representations (open a new page for each example): 1. 2. 3. 4. 5. Young people as dangerous and aggressive Old people as boring Women as sex objects Men as strong and masculine Fat people as funny

Chose two of these examples which you found and explain to the person next to you how they represent that particular group in that way. For example is it through the use of clothing or props in the image, or is it through the use of lighting or camera angles Creating Your Own Representations You are going to create two media texts which offer the following representations: 1. Teenage boys as dangerous and aggressive (a common stereotype in the Media) 2. Teenage boys as kind and caring (an unconventional stereotype)

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Recording your Representation Knowledge

Representation is one of the key strands of learning in Media Studies; therefore it is essential that you have a good understanding of what it is and how it works in the Media.
1. In your own words explain to the person next to you what representation means, then write a brief paragraph in your books explaining it 2. Pick three groups who are commonly stereotyped in the Media and explain how those groups are generally represented, with examples (you can chose images and stick them in your books)

3. Log onto your Media Learning Blogs and write a blog entry explaining the above and add images to support your points. You should also add the images which you took last lesson and explain how they offer opposite representations of the same group Images to use:

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YEAR 9 INDEPENDENT RESEARCH PROJECT REPRESENTATION IN THE MEDIA

For this project you will individually choose to research the representation in the media of a particular social group of people that are often represented in a negative way.
EXAMPLE www.representationofoverweightpeople.blogspot.com Social Groups that you could choose: Teenagers, old people, disabled people, gay people, people from a particular ethnic group, asylum seekers, men, women, etc. If you have another idea please ask your teacher first to see if it is ok. Information People are represented in many different ways in the media, and often for some of these groups they are shown in quite a negative way. We may hear lots of stories about them committing crimes in the news or being rude etc. Or in TV shows the characters they play often are seen as bad / lonely / weak / helpless / pathetic / evil etc. Obviously these are not always accurate representations of what these types of people are really like. Instead they are negative stereotypes which are used because it is easy for audiences to understand, is familiar to them (as they have grown up with similar stories) and can be more shocking or entertaining than reality. Your task it to pick one social group from the list in the section above (or if you have another idea, ask Miss to check it is ok). You must then carry out research online to create a DETAILED blog entry discussing how people in that group are usually represented in the media. You research will be split into sections and each section should include pictures, and if possible video clips that you have found online to demonstrate your points. HOW YOUR BLOG POSTS SHOULD BE LAYED OUT Introduction In this section you should introduce the social group you are going to investigate and explain why you chose them. For example For my research project I have chosen to investigate how disabled people are represented in the media. I chose those this because someone in my family is disabled and I often get quite angry at the way they are shown on TV. I wanted to find out how they are represented in all forms of media. Section 1 Television In this section you are going to give some examples of TV characters from dramas or soaps that fit into the social group you are researching. Use pictures to illustrate your points. For each character explain whether their character is shown in a positive and negative way and explain why. To help you do this, think about whether the storylines in the show represent them as being nice people, or nasty, popular or lonely, powerful or weak etc. Try and give examples of the storylines they have had that back up your points.

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Section 2 Film In this section you are going to give some examples of films that have featured main characters from the social group you have chosen. Use pictures of the film posters or images of scenes from the film to give examples. For each film explain whether the character you have chosen has been represented in a positive or negative way. To help you do this, think about whether the film represents them as being nice people, or nasty, popular or lonely, powerful or weak etc. Try and give examples of the parts of the films that back up your points. Section 3 News In this section you are going to give some examples of news stories (either from tv news or web news or newspapers) that have featured people from the social group you have chosen. Use pictures, links or print screens to give examples of the stories. For each story explain whether the social group has been represented in a positive or negative way. To help you do this, think about whether the news stories represent them as being nice people, or nasty, popular or lonely, powerful or weak etc. Try and give examples of the parts of the news stories that back up your points. Section 4 Conclusion In this section you are going to sum up what you have found out about the ways in which the media (TV, news and film) represent the social group that you have chosen. Explain what effect all these different types of representation could have on audiences that see them.

Key words to try and include

Stereotype Negative / Positive Signifies (it means shows) Representation / Represents Audience Suggests

Here is an example where I have examined the way overweight people are shown in tv / news / film. Use my example to help you see how to lay it out and what level of detail you should be using. http://representationofoverweightpeople.blogspot.com/ You have just 2 lessons and 1 homework to complete your blogs. ALL of your blogs will be posted by me onto an international database of student blogs, regardless of the quality or whether you finish. Other people from around the world will be able to comment on them so you should try and ensure they are as good as possible to show off your new media skills.

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Technological Convergence Case Studies

Key Term: Convergence
Convergence describes two phenomena; first technologies coming together, for example a mobile phone you can use as a still and moving image camera, download and watch movies on, use as an MP3 player and recorder and access the Internet with. Second, media industries are diversifying so they produce and distribute across several media- for example, a newspaper with an online version and audio podcasts or the coming together of videogames and films.

Find examples of how institutions have used technological convergence to improve their brand appeal to their audiences
For example:

In the Television Industry the BBC (a public service broadcaster) has invested in new media technologies and launched their iPlayer, they have just relaunched their website with the iPlayer feature being the most important aspect, this reflects a shift in audience viewing habits. They have also got an iPlayer App which means people can view content on their mobile devices. This demonstrates how a traditional media company has harnessed new technologies to expand their audience base and meet the needs of contemporary audiences.
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Task Find examples of how each of the following industries has used convergence to broaden their brand appeal and meet the news of their contemporary audiences: Newspaper Industry Magazine Industry Music Industry Film Industry

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New Media Technologies

As we have looked at how the representation of groups of people in the Media can play a large role in how people think and behave towards others, it is now time to look at how new technologies in the Media have and continue to change our society and the way we interact with one another.
(Show YouTube Video on convergence-http://www.youtube.com/watch?v=6ILQrUrEWe8 and Prezi presentations written by A Level students- link through www.cbscasmedia2011.blogspot.com)

How Media Technologies Have Changed Society

Over the next two weeks you are going to be looking at how the Media has developed in the new millenium, and more importantly how this has changed our society and the way we live. To begin with you are going to list all of the developments in the Media which you can think of, or find out through research, and put them into a WORDLE document. Make the list in your book then go to www.Wordle.net and put all of the terms which you can think of into a wordle. You should then save it and upload it to your blog with a paragraph explaining how you think new technologies have changed the way we live.

Written task- Explain in your own words how you think NMT have changed the way people live in our society.
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Developing Your Knowledge of New Technologies

As technologies have developed we have seen a shift from audiences just consuming the Media, to audiences producing the Media. Think about any media products which you have produced... In order to develop your skills as a producer, you are going to be learning how to use a variety of different programmes which will enable you to produce your own media texts. We have our own website which has different tutorials for you to learn from: http://cbscmedia.weebly.com/ Today we are going to start with Photoshop. The aim of the lesson is for you to learn how to start a new document, how to upload a photo to it, and how to cut a person out from a background. In order to show your learning you are going to write your own 'Guide to Using Photoshop'. To start log onto the tutorial section below: http://cbscmedia.weebly.com/photoshop.html

Developing Your Knowledge of Photoshop

In this weeks lessons you are going to be experimenting with Photoshop and learning how to manipulate photographs and create different effects. For today's lesson you should choose one of the tutorials which are on offer on the following website: http://www.photoshopstar.com You should chose a tutorial which interests you, and put your before and after pictures up on your blog, with a brief description of the tools which you used to create your image.

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CREATING A LUCOZADE ADVERT USING LIGHT EFFECTS

GO FROM THIS TO THIS!

1) In Photoshop go to File New. In the box, under the PRESET options, choose Photo and then in the SIZE option choose Photo 8x10. 2) Go to www.cbscgcsemedialessons.blogspot.com Find the picture of the footballer and right click on it and choose COPY. Go back to your Photoshop document and choose EDIT and then PASTE. Wayne will appear on your background now.

3) Go to the left of the screen and right click on the "Pen Tool" and make sure the top one called pen tool is selected.

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4) Then go to the top of the page on the left and make sure you have selected paths

Now start clicking on the outline around the Waynes body. This will create a line joined up by dots. If you want to zoom in to help you, you can use the slider on the right to zoom in and out.

5) Once you have joined up all your dots it will turn into a smooth line around him. RIGHT CLICK on this line and choose MAKE SELECTION. Go to SELECT at the top of the screen and choose INVERSE. Then hit BACKSPACE on the keyboard to delete the background. 6) Press the letter V (this will change you to the MOVE tool) Move Wayne so he is roughly in the middle of the screen.

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7) Press CONTROL and T to allow you to resize the picture and make him quite large on the page. When youre happy, press ENTER 8) Look at your layers box on the bottom right hand side. Click once on the background layer. Then go to the top to EDIT and then choose FILL. In the box that pops up, use the drop down menu to choose colour and then choose a dark grey colour and click ok. It should now look a bit like this.

9) Go to the blogger website mentioned at the beginning of this document and find a picture of a streak of light on a black background. Right click on it and choose COPY. Go back to Photoshop and choose EDIT and then PASTE. This picture will now appear in your window.

10) IF your streak appears ON TOP of Wayne instead of behind him, go to your layers on the right and drag the layer with the light streak on it, UNDER the layer that has Wayne on it.

11) In your layers box on the right, make sure you are selected on the layer with the light on it, and where it says NORMAL drop this down and choose COLOUR DODGE or

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screen instead. This will hopefully make most of the black background on the streak disappear.

12) Once you have done this, if you can STILL see some of the background from the light streak, then click on the PAINT BUCKET tool on the left hand side, and then at the top, use the drop down menu to choose clear. Then click on the parts of the background you want to delete and hopefully they should disappear.

13) Use CONTROL and T again to resize, rotate and move the streak to the place you want it. It should look like Wayne is SO fast at kicking that he is creating streaks of lightning!

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14) Repeat steps 9-13 as many times as you like so that you have a selection of different streaks in different colours. It might then look something like this.

15) Next we are going to merge the layers together into one layer. It is very important not to just merge the layers straight away as otherwise you wont be able to edit any of the layers in the future. The best thing to do is to use CONTROL and A to select the whole document. At the top choose EDIT and then COPY MERGED. Then go to FILE NEW OK (dont worry about the size). Then in the new document that opens up, go to EDIT PASTE. This will paste in your creation as one merged layer. 16) Staying in this document, go to FILTER- RENDER LENS FLARE

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17) In the box that pops up you will be able to see the position of where the computer automatically has put the lens flare ( see picture below). Move the lens flare to wherever you want it to appear. Perhaps to part of the picture that is the most explosive. Change the brightness settings to whatever you like. Click OK and your lens flare will appear on your picture!

18) Now were going to put some light on Wayne! Go to FILTER RENDER LIGHTING EFFECTS In the box that pops up, choose Soft Spotlight as the style. Click OK to see if it looks good!

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19) Go to the website again mentioned at the beginning and find the picture of the Lucozade bottle and right click and choose COPY. Go to your Photoshop document and choose EDIT and PASTE. Using the instructions from Step 12, delete the white background from the bottle.

20) Use CONTROL and T to resize the image and the MOVE (V) tool to move it around. 21) Using the TEXT tool, draw a text box on to your document. Make sure the colour of your text is set to White and that youve chosen a font and font size that you like. Write a slogan on to your advert and possibly something like a website or product name. .

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23) Throughout your work you should be saving your Photoshop document by going to FILE SAVE AS Multimedia on CBSC Students Photos Media Studies Write and then choosing either the Year 9 or Year 10 folder to save in. Make sure you name your work something with your name in so you can find it next time. 24) When you are happy that you dont have any more changes you need to make use CONTROL and S to save one last time. Then go to FILE and then SAVE AS. Click on USE ADOBE DIALOGUE in the bottom left of the pop up box. Then drop down the box that says PHOTOSHOP and change it to JPEG. Name your project something, change the Save location to YOUR DOCUMENTS and click SAVE. It is important to note that once you have saved it as a JPEG all your layers merge together and you cant edit them any more.

25) Go to your blog and upload the original picture of Wayne AND your finished JPEG to your blog and explain what you learned how to do in this lesson.

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