The December mock was an excellent opportunity to test our knowledge of the CSPs in a full 90-minute exam. Your overall grade for the December mock exam may or may not be something you're happy with but the main thing is that we learn from the process and make sure we put it into practice in the upcoming February/March full mock exams. We'll work through the paper question-by-question in class but you also need to complete the learner response tasks below. December Mock Exam: Learner Response Blog Tasks
Create a blogpost called 'December Mock Exam: Learner Response'. Then work through the following tasks:
1) Type up any feedback on your paper (you don't need to write the mark and grade if you want to keep this confidential). If you only have marks and a grade on the paper, write a WWW/Next Steps yourself based on your scores.
2) Use the mark scheme for this Paper 2 mock (posted on GC) to read the answers AQA were looking for. First, write down a definition and example of non-diegetic sound (Q1.1 and 1.2).
3) Next, identify three points you could have made in Q1.3 - camerawork and the extract. Look for the indicative content in the mark scheme - these are the suggested answers from AQA.
4) Now look at Q1.4 in the mark scheme - pick out two points from the mark scheme that you could have included in your answer. 5) Look at Q2 - the 20-mark essay on representations of age and social and cultural contexts. Pick out three points from the mark scheme that you didn't include in your answer.
6) Turning your attention to Section B, write a definition and example of user-generated content - use the mark scheme to check it.
7) Look at Q4 - the 20-mark essay on the power of influencers. Pick out three points from the mark scheme that you didn't include in your own answer.
8) Now look at Q5 - the 20-mark essay on regulation and the internet. Again, pick out three points from the mark scheme that you didn't include in your own answer.
9) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for your Media mock exam? Be honest here - it's a good chance to think about how to approach the next set of mock exams.
10) List three key things you want to revise before the next mock exams in February (e.g. particular CSPs, terminology, exam technique etc.)
Complete for homework if you don't finish this in the lesson - due date on Satchel One.
The second part of our OSP CSP work is on the Audience and Industry contexts for Marcus Rashford and Kim Kardashian.
This will focus more on how technology, the internet and social media have changed society and culture for audiences and industries.
Audience
Target audience: demographics and psychographics
What is the target audience for two CSPs?
Demographics: CAGE?
Psychographics?
Audience engagement
Instagram engagement rate is a measure of how much audiences engage with posts (e.g. likes, comments). An engagement rate of 1-3% is considered good and anything 6%+ is extremely high.
Marcus Rashford’s power as an influencer is shown by his engagement rate of 6% (although recently this has dropped to 3.2% due to increasing his follower count and focusing more on football rather than his brand development).
Kim Kardashian's engagement rate is lower at 0.33% but she has over 350 million followers so can still reach and engage with huge audiences.
Celebrity influences: appeal to audiences
What is the appeal of Marcus Rashford and Kim Kardashian to audiences? Think about their campaigns, use of social media and brand associations. Also, consider their appeal to different audiences.
Use Blumler and Katz Uses and Gratifications theory:
Diversion
Personal Identity
Personal Relationships
Surveillance/information
Industries
Marcus Rashford net worth
Marcus Rashford’s net worth has been estimated at around £16m (source: Sunday Times rich list). This includes:
£300,000 per week from Manchester United (£15.6m a year)
£2m endorsement deal with Nike
Additional deals with Burberry, Jaguar Land Rover, Coca-Cola and others
He is also the youngest person to top the Sunday Times Giving List for raising £20m for good causes.
Kim Kardashian net worth
Kim Kardashian’s net worth has been estimated at $1.7 BILLION. This is from:
The Kardashians TV show on Hulu is a $100m deal
Her brands SKIMS, KKW Beauty and many more
Celebrity commercial partners & products
Watch the following videos of Marcus Rashford and Kim Kardashian to get an understanding of their brands and commercial partners.
What do the companies get from an association with Rashford or Kardashian?
Thinking about media language, how do these adverts create an emotional connection between the brand and audience?
How do the clips help Rashford or Kardashian control or build their own brand?
Marcus Rashford: Black History Month
Marcus Rashford: Nike - New Normal
Marcus Rashford: Coca-Cola
Kim Kardashian: Meat alternative
Kim Kardashian Hollywood mobile game
Industries: ownership, control and regulation
Marcus Rashford and Kim Kardashian’s online presence is partly driven by their excellent use of social media.
But who owns Twitter/X? Who owns Instagram? How much money do they make? How are they regulated?
These are key questions for GCSE Media students.
Twitter/X
Twitter was started by Jack Dorsey in 2006. It has over 500 million active users worldwide.
Twitter’s revenue is around $3 billion.
Twitter makes most of its money through advertising – promoted tweets or ‘trend takeovers’.
Marcus Rashford has 7m X followers, Kim Kardashian 75m.
In 2022 Elon Musk bought Twitter for $44 BILLION and has since added controversial new features and renamed it X.
Instagram
Instagram is an image and video sharing site launched in 2010.
In 2012 it was bought by Facebook for $1 billion. Facebook and Instagram’s parent company is now called Meta – a global conglomerate.
Instagram has over a billion active users worldwide and more than 25 million users in the UK alone.
Instagram revenue in 2023 was $61 BILLION.
Marcus Rashford has over 17m Instagram followers, Kim Kardashian 350m.
Instagram: a danger to teenagers?
Over 40% of Instagram users are aged under 23.
Research suggests that Instagram is damaging to mental health – particularly for teenage girls.
Facebook’s own research suggested this – but they allegedly kept this secret.
The research suggested one in three girls felt bad about their bodies and Instagram made this worse. It is also linked to increased anxiety and depression.
Media regulation: how do you regulate the internet and social media?
The government is introducing the Online Safety bill to try and add regulation of the internet to Ofcom’s role as media regulator. This includes:
Sending threatening posts being punishable by jail sentences.
Platforms like X and Instagram having to actively prevent users seeing harmful material – or risk being fined by Ofcom.
Platforms paying Ofcom to regulate their content.
Critics of the law have suggested social media is impossible to regulate – there is too much content – or users’ freedom of speech will be compromised.
Internet regulation: key questions
The internet is very difficult to regulate because it is global but governments are national. Also, corporations like Amazon or Facebook are now more powerful than some governments.
Media theorist Clay Shirky describes the change with digital media as going from: “Filter then publish to publish then filter”.
Anyone can publish almost anything instantly and the audience then has to filter the content they engage with.
Here's Clay Shirky talking about how the internet is changing communication - watch the first three minutes:
Finally, here is Marcus Rashford talking to Sky Sports News about what should be done about online abuse:
OSP: Audience and Industries blog tasks
Work through the following tasks to complete our OSP work:
Audience
1) Who are the potential target audiences for Marcus Rashford and Kim Kardashian's online content? Try and cover both demographics and psychographics.
2) Marcus Rashford’s online presence is partly driven by his excellent use of social media. How does he use social media to engage with his fans and make them feel part of his brand?
3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have?
4) Go to Marcus Rashford and Kim Kardashian's X or Instagram account. Find and screenshot/link three posts that show the different aspects of their brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity (e.g. awards ceremony or fashion), Brand promotion (e.g. selling a product).
6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford and Kim Kardashian's online presence be?
Preferred reading (people who support Rashford/Kardashian):
Oppositional reading (people who criticise Rashford/Kardashian):
Industries
1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money?
2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?
3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?
4) What are the worries about Instagram’s negative effects?
5) How do social media platforms manage online abuse on their platforms and why has Marcus Rashford drawn attention to this? How might this change in the future?
6) What happened by law in 2022 that changed the way the internet is regulated? Write three changes that this new law may bring in and explain why it is difficult to regulate the internet.
Due date: on Google Classroom
Grade 8/9 extension tasks
Look at this Marcus Rashford tweet. How does this help Rashford create a positive representation of himself and also control the media narrative?
