Assessment 1: Learner Response

 Feedback:

WWW: Clear, purposeful writing - focused on the question 

EBI: More detailed and developed answers that incorporate more media theory (e.g: Q3)

Mark scheme points:

Q1) Todorov: disequilibrium suggested by gun; character eyeline looking off-screen suggests

danger or threat; tagline references ‘survival’; no hint of new equilibrium.

Q2) Reflection of UK working class contexts in both products: urban settings; single (male)

character dressed for urban environment; similar composition and colour scheme; possible

connotations of determination, overcoming difficult backgrounds, poverty, stereotypical

masculinity, danger or threat, binary opposition (‘The Showdown’).

Q3) Neale “repetition and difference” – allows producers to evolve genre but maintain audience;

Abercrombie “television producers set out to exploit genre conventions... economic sense”

... “Genres permit the creation and maintenance of a loyal audience.”

Q4) Oppositional or counter-hegemonic readings: reinforcement of negative black stereotypes

(‘Sex, drugs and R&B’); central image aggressive or challenging; informal language (‘Bada$$’)

could suggest embracing ‘street’ culture or a lack of education; jewellery could reinforce

‘bling’ stereotype of modern urban music; ‘Who is music’s number one genius?’ could be

open to very different interpretations depending on audience demographics.

Exemplar points:

Q1) Todorov's theory of equilibrium - "The producers invite the audience to make links between their knowledge of conventional narrative structures and this media text."

Q2) The difference in ethnicity - "The fact that a black male had been used in figure 2, establishes a sense of brand value and causes the the audience to associate Nike with an urban/street lifestyle."

Q3) Abercrombie's theory - "It is clear to see that genre can build up a sense of loyalty within audience."

Q4) Oppositional reading - "Sex+drugs may be glamorising the illicit lifestyle that is associated with the music industry."

Theories that I could have used:

• Todorov's theory of equilibrium  
• Abercrombie
• Barthes

Weakest question - Q2:

• Add more detail/ add another point
• Use more media terminology 
• Mention a theory and theorist
• Write about what they have in common 
• Write about the differences between the people (ethnicity, stance etc)