'Year 11 - Paper 1 Baseline Assessment Learner Response

 1) Type up your feedback:

a. What Mark and Grade did you get? 15/42 grade 3

b. What targets were you given for the longer written questions? question 3 try to explain how people fit in each role more. 

2) Look at the mark scheme for this assessment. For Question 2 (12 mark unseen) use the indicative content in the mark scheme to identify three points that you could have referred to in your answer.

• design and layout

• typography

• non-verbal and verbal codes

3) For Question 3 (Galaxy - Propp's Character Theory) use the mark scheme to write down the main characters that you could have referenced and how we can link them to the Galaxy advert CSP. 

• Audrey as princess and car driver as hero creates a simple Romeo and Juliet romantic narrative.

• Audrey as hero driving the narrative – her quest to get off the bus and eat her chocolate creates the story.

• Audrey as dispatcher (she sets herself off on the quest to eat her chocolate).

4) Now look at Question 4 (Galaxy - Class Stereotypes). Use the mark scheme to identify three points you could have made in your answer here.

• Answers are likely to reflect that class stereotypes are used to persuade audiences to buy Galaxy by suggesting that it is an exclusive and luxurious product used by wealthy and influential people (as is the case many advertisements) and that if the audience buys the product, it will grant them entry into (or the experience of being a member of) that class. The slogan “Why have cotton when you can have silk” emphasises this.

• Audrey is a stereotypically powerful 1950s Hollywood rom-com lead: feisty, attractive, smartly dressed, slightly shallow (in a comedic and endearing way) and apparently wealthy, given her outfit and make-up – the audience is invited to want to be like her (and thus want the chocolate). She looks out of place on the bus, which might suggest a countertype to traditional ideas of class and wealth (why is such a wealthy character travelling in this way?)

• She is also stereotypically ‘upper class’ in terms of looks, outfit and demeanour, which idealises her as an aspirational figure (again, inviting the audience to admire and emulate, the typical approach of advertisements). However, this could also be regarded as a negative stereotype, since it seems to conflate wealth/class with levels of attractiveness (with links to male gaze/female objectification).

5) Next, look at Question 5 - Blackpink & Globalisation. Use the mark scheme to identify three ways the How You Like That music video has been tailored to Blackpink's global fanbase.

• Wealthier countries often produce higher-budget music videos that can overshadow local talent from less affluent regions, leading to unequal visibility.

• Use of English in lyrics/titles can negatively influence prominence of local languages, promoting a homogenised global cultural identity and narrowing cultural expression.

• The viral nature of music videos on social media platforms allows for rapid global cultural exchange, but often prioritises content from dominant Western cultures.

6) Lastly, look at Question 6 - Kiss FM & Money. Use the mark scheme to idea two revenue streams that you didn't consider in your response. How do they help to generate money for Kiss FM?

• Working with other media outlets can lead to cross-promotional opportunities that enhance advertising revenue.

• Radio stations may gather listener data and insights, which can bevaluable for advertisers looking to target specific demographics.

• Some commercial stations might receive external support or grants forinitiatives, particularly those serving underrepresented groups.

7) Thinking ahead, write down three things you are going to work on before your next mock exam in December (e.g. time management; revising CSPs etc.)

sit home and revise all the CSPs

do better in class

time management better 

OSP: Kim Kardashian - Context + LIAR

 Context

1. What is her background? Where is her family from? Who are her parents? Where did she appear early in her career?

She is the daughter of Robert Kardashian and Kris Jenner and she is a famous celebrity star on the media in different apps.

Language

1. Describe 3 differences you can see between her Instagram and TikTok (look / pace / type of content).

On Instagram she only posts brand campaigns of her own brand or partner whereas in TikTok she posts content which is quick and easy and since it is quick people keep doom scrolling

2. Explain how the genre features of TikTok change the tone of her content compared with Instagram.

Since TikTok is known as much more quick and efficient  the genre feels more calm and easier whereas Instagram is much mire brand related.

3. Evaluate which platform gives her the most control over her brand image, and why.

Twitter as she has the most followers and views and fans which allow her to control her fans in what to do

OSP: Marcus Rashford - Context & LIAR

 Context:

1. Open his official website (marcusrashfordofficial.com). Find ONE thing that is about FOOTBALL and ONE thing that is about CAMPAIGNING. What does this balance suggest about his brand priorities?

In his website he mentions teams that he has played for to show his past journey and he also talks about how he has supported smaller charity's by donating money and helping the family's in need

Language:

Analyse the website (or a page of it) using the denotation/connotation method, then judge its coherence.

1.  Write 3 things you DENOTE (literally see).

The use of loads of colour, Photos of him when working and when hes outside,A main homepage

2.  For each, write what it CONNOTES (suggests).

The colours connote how he wants the viewers to not get bored so quickly, The photos shows when he himself does hard work showing his true self and finally the main homepage talks about himself and his journeys and the ups and downs has been through

3.  Identify ONE technical code and ONE genre (website) feature.

The website priories sanseis typography to make the logo and website itself look more modern and new and one genre feature of the website can be the dropdown menu showing how to contact him the books he is selling and  who he works with

4.  Judge: Is the site 'bitty' or 'well-integrated and coherent'? Why - and what does that say about his brand?

Yes the website is coherent as it is neatly organised with easy access and easy to use and the website itself is made more simpler

5. Describe 3 differences between his website and his Instagram/Twitter (look / content / purpose).

The website shows his clear goals of how he trys to support the poor and donate while the tiktoks show him playing and how he plays

6. How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?

He gained a trustworthy group audeince as he helps loads of familys in need and donates money to charity gaining more viewers and fans

Industry:

Imagine a brand (e.g. Burberry or Aldi) is deciding whether to pay Marcus Rashford to promote its products. Build the case.

1.  List 3 reasons it is in the brand's interest to associate with him.

He is famous around the world, His fans would follow him as they look up to him and people would normally beleive if a famous person promotes a product

2.  Explain HOW social media is used to make the association.

More huger brands reach out to him to show their products on adds on his tiktok instagram or website

3.  Identify ONE risk to the brand if it goes wrong.

Marcus Rashfords fans would not then trust him making him loose a ton of followers and fans

4.  Decide: would you advise the brand to go ahead? Justify.

Yes because by asking a famous celebrity to promote a product the fans that will follow behind them would make the bussiness increase in sales

5. Investigate ONE brand linked with Rashford (Burberry, Aldi, Nike or Tesco). Why does that brand benefit from associating with him, and how is social media used to make the link?

Nike is very well known for its sportwear and partners with football so by famous celebtritys promoting nike they would gain more sales

Audience:

Take one of his campaign posts and write all THREE readings of it.

1.  Preferred: what does he want you to think and do?

How hardworking he is in the photos taken

He donates loads of his own money to charity

    He helped a ton of familys in need

2.  Negotiated: where might a follower half-agree?

If the photo taken on purpose and after he sat back down

If he gets forces to donate by family and not willingly

3.  Oppositional: how might a critic reject it?

If he truly supports the poor to help of for views

4.  Which Uses & Gratifications need does this post serve best? Why do you believe this?

personal identity as his fans seek for help and curiosity to how he became so famous

5.  Explain how his website's mode of address (style) speaks to BOTH football fans and campaign supporters.

The website uses hybrid genre by introducing his personal and social life mixed with his football carrier and journey.

Representation:

Choose a post/page from Rashford’s website (himself, a campaign, or fans).

1.  Selection: what is shown? What is left out?

The homepage talks about his journey on how he became so successful and what inspired him to start donating to poor families and chairtys

2.  Construction: which media-language choices (Mise-en-scene, camera shots/angles, etc) build the representation?

Cool features like the dropdown menu on the homepage create the miss en scene as fans would be able to press on the button

3.  Stereotype check: positive, negative, or challenging a stereotype? (Consider stereotypes on all of CAGE) Justify.

I think its a positive stereotype as he has also included partners he has or is working with showing his true love and respect for other companies

4.  Describe one way he is represented positively and one stereotype he challenges.

One way he is represented positively is by the photos in which it was taken when he was helping and stereotype could be he stood there for the photo and after he left

5.  Evaluate: 'Rashford's online presence challenges negative stereotypes.' How far do you agree?

I do not agree since when Marcus Rashford uses online social life to show the poeple of how much he donates to charity and how he helps the homeless, He figures that people would know him for the kind support he gives people. This then leads to him getting more fans for both sides

'GCSE Media Studies: Coursework

Summer Project Tasks

• Brief 4 (Sports Promotion): Find the official website and social media feeds (e.g., Instagram/TikTok) of a real sports personality or presenter (e.g., Marcus Rashford, Serena Williams, Alex Scott). 

Blog Post Requirements:

Mise-en-scène & Visual Style: Take 3 screenshots. Use the CLAMPS acronym (Costume, Lighting, Actor placement/movement, Make-up, Props, Setting) to explain how a specific mood or brand identity is created. What are the denotations and connotations of these choices?

lighting shows all the achievements

costume 

actor placement 

Target Audience: Who is this media product aimed at? Explain how the language, tone, and visual style appeal directly to this target audience.

younger kides  

Branding / House Style: 

• If you chose the Sports Website: How do they maintain a consistent look (fonts, colours, logos) between the website and social media?

Task 2

The bio 

Kairo Mbeki is a fictitious professional football player, well known for his creativity and leadership. He is an attacking midfielder whose primary objective is to provide opportunities to score. Off the football pitch, Kairo advocates youth education, mental health awareness, and equality in sports. It is his dream to motivate youths to be proud of themselves and realize their ambitions.

Brand Identity

Colour palette:

• 🟨 Gold : success, ambition and achievement
• ⬛ Black : confidence and power
• ◼️ Dark Grey : professionalism
• ⬜ White : clarity and positivity

Font styles:

• Headings: Bebas Neue — bold and sporty
• Subheadings: Montserrat Bold — modern and professional
• Body text: Montserrat Regular — clean and easy to read

Logo idea:

A stylised “KM” combined with the number 10, representing Kairo Mbeki and his position as a number 10. A small crown can represent leadership and ambition.

Task 3 statement of intent

As for my website, I am going to create a sports brand for my fictional footballer known as Kairo Mbeki. Kairo is a professional footballer whose position on the field is an attacking midfielder and his jersey number is 10. I decided to choose football since this type of sport is extremely popular and has a lot of audience.

The aim of my website is to introduce Kairo to the public and to let the audience know what kind of person he is both on and off the field. His slogan will be "Beyond the game". It proves that Kairo does not just concentrate on playing football. He also aims at helping others.

Kairo will assist the youth, education, mental health and equality in sport. I have chosen such issues since they are important matters which will help me make Kairo an inspiring character. I would want the viewers to consider Kairo as an example to be followed in order to pursue one’s aspirations in life.

For my website, I will use colors black, gold, white and dark grey. Black color will depict power and self-assurance. Gold will depict success and accomplishments. On the other hand, white color will make the website look simple and easily readable. I will use Bebas Neue for the headings because the font appears simple and sports-like. For the small writing I will use Montserrat font.

The logo will have the initials of Kairo, “KM,” and the number “10.” I might incorporate a crown that symbolizes leadership and achievement. I shall use pictures such as football stadiums, football boots, and Kairo playing football to make my website appear more realistic.

On the whole, I hope that my website will be professional and inspirational. I hope that the audience will know who Kairo is and what he stands for.

End of Year 1 exam: Learner Response

 1) Type up any feedback from your teacher in full (you do not need to write the mark/grade if you do not wish to)

you have to attempt every questions this is easier with revision

2) Look at the mark scheme document linked above. Question 1.1 asks about mise-en-scene. What do we use to remember mise-en-scene? Give one example answer from the clip too - you'll find example answers in the mark scheme.

CLAMPS: Costume, Lighting, Actor placement/movement, make-up,

props, setting.

the setting - the empty city  

3) Question 1.2 asks about narrative features in the extract. Look at the mark scheme to pick out three possible answers for this question. 

Location, Props, Costumes

4) Now focus on Question 2 - the 20 mark essay. Use the mark scheme to pick out one way Doctor Who reflects 1963 and one way His Dark Materials reflects 2020. 

Traditionally, Doctor was a white male, most often with a younger female companion, reflecting and reinforcing traditional gender roles of the times, with the man as powerful and in control and the woman as helper. Women’s helper role often been to provide an emotional, empathetic side to the programme. Reinforcing the idea that men are active, action-centred while women are more passive, emotional and sensitive

5) Reflect on your overall work and exam performance this year. What three things do you need to work on or revise in Media for Year 11? 

need to revise on everything and stay more focused in lesson and take in more ideas for the lesson   

KISS Breakfast on KISS Radio

 Context: Deregulation and the Evolution of Radio

1. What is meant by the term ‘deregulation’ in the context of the UK radio industry? How does this contrast with how the UK government historically controlled the airwaves up until the 1970s?

Deregulation dismantled these barriers.

2. Explain how deregulation dismantled ownership laws. How did this change allow multinational media conglomerates to sweep in and build massive national brand networks?

This allowed multinational conglomerates like BMG to sweep in, buy up local stations, and build massive national brand monopolies

3. In a heavily regulated era, radio stations faced strict penalties or license loss if they abandoned local programming or dropped community news quotas. How has modern deregulation allowed Bauer Media Group to cut expensive local production costs for KISS Breakfast?

Modern deregulation has drastically relaxed these format restrictions. This allows Bauer to strip away expensive local studio productions, standardise their music playlists nationally, and broadcast Kiss Breakfast across the entire country from a single studio hub

4. How does the regulation of traditional AM/FM radio frequencies differ from digital-only streams? Explain how this "light-touch" digital regulation allows Bauer to launch niche sub-stations instantly on apps without complex government approval.

Bauer can launch niche sub-stations (like KISS Afrobeats or KISSTORY R&B) on the Rayo app instantly without needing complex government approval or strict license applications

Industry: Conglomerates, Monetisation, and Multi-Brand Ecosystems

1. Who are Bauer Media Group (BMG)? Detail their scale in the UK market and contrast their commercial intent with the public service remit of the BBC.

 Bauer Media Group (BMG) is a massive, multinational cross-media conglomerate. They don't just own KISS; they operate a dominant portfolio of over 60 radio stations in the UK alone, alongside major magazine brands, digital media platforms, TV streaming, and large-scale live event organization.

2. Rather than relying on a single radio station to capture young people, Bauer utilises a multi-brand strategy. Name the spin-off sub-brands built around the flagship product and explain the industry logic behind this network. What competitors are they trying to stop young audiences from turning to?

Rather than relying on a single radio station to capture young people, Bauer uses a strategy called horizontal integration to build a network of sub-brands around the core flagship product

3. What is the Rayo platform, and how does it change BMG's monetisation model? Explain how moving from standalone station apps to a unified streaming platform allows them to shift from relying solely on advertising to securing direct consumer payments.

Historically, stations fought for a spot on the traditional AM/FM dial. Today, the battlefield is digital. Bauer has shifted its entire online operation onto a single customised streaming platform called Rayo

Audience: Targeting Gen Z, Rebranding, and Media Reception

1. Define the specific age bracket, socio-economic profile, and gender bias that KISS Breakfast targets. What are the distinct media consumption habits of this core demographic?

 KISS Breakfast is designed primarily to cater to the music tastes and lifestyles of the 15–34 audience

2. Gen Z rarely consumes media via traditional schedules.

a. What percentage of Gen Z listening to Bauer stations happens strictly via digital devices?

Over 84% of Gen Z listening 

b. How does BMG package KISS Breakfast content to satisfy the visual, short-form demands of audiences on platforms like TikTok and Instagram?

Content from KISS Breakfast is heavily packaged into short-form video clips tailored for TikTok and Instagram. This satisfies the audience’s demand for visual, bite-sized entertainment when they aren't listening live.  

3. What interactive strategies does the KISS Breakfast show rely on to drive instant audience interaction, and how are these entries seamlessly completed by the listener?

The show relies heavily on active audience interaction, utilising regular tech, holiday, and cash giveaways entered seamlessly via text or the app to drive immediate engagement. 

4. Using the theoretical frameworks discussed in class, note down how a listener might interact with KISS Breakfast:

a. Give an example of a Preferred Reading vs. an Oppositional Reading of the show.

Preferred reading: listen to what they are saying 

Opposition reading: don't listen to what they are saying 

b. Apply Blumler & Katz's Uses and Gratifications Theory to KISS Breakfast. How does the show fulfil an audience's need for Diversion/Entertainment, Personal Relationships, Personal Identity, and Surveillance?

Evaluating audience data reveals why Bauer refreshed the breakfast line-up. While original hosts Jordan and Perri stabilised the show post-pandemic, Bauer introduced Tyler West and Chloe Burrows to maximize appeal to the 15–34 demographic

Radio 1 Launch CSP

 Historical, Social and Cultural Contexts

1) What radio stations were offered by the BBC before 1967?
Radio 4

2) How was BBC radio reorganised in September 1967? What were the new stations that launched?
BBC Radio 1

3) What was pirate radio and why was it popular?
There was clearly a need for a radio outlet for this music with a less formal presentation style; but there was nothing on the BBC. This led to the growth of ‘pirate’ radio stations who could produce these shows for young people, but were beyond the control of regulators.

4) Why did pirate radio stop broadcasting in 1967?
 However, the 1967 Marine Broadcasting Offences Act officially outlawed pirate radio stations. The Government had closed the legal loophole that allowed these stations to broadcast and these had a British audience of 10 to 15 million. This meant the audience had to go to Radio 1 if they wanted to listen to popular music.

5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?
Many of the pirate station DJs were then employed by BBC Radio 1, thus bringing many of the their loyal listeners with them

6) What was 'needle time' and why was it a problem for BBC Radio?
There were concerns that too much music on the radio would mean that people would no longer buy records, so the  Musicians' Union and Phonographic Performance Limited (a music licensing company) restricted the amount of recorded music that could be transmitted by the BBC during the course of any 24-hour period

7) How did BBC Radio 1 offer different content to previous BBC radio stations?
it adopted the energetic style of pirate radio, prioritizing non-stop pop music, enthusiastic disc jockeys, and content specifically targeted at teenagers and young adults

8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?
Tony Blackburn and 

9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?
 Tony Blackburn appealed to young listeners because he spoke quickly, sounded excited, and was friendly

10) How was Tony Blackburn's radio show more like pirate radio rather than traditional BBC radio content?

energetic, unscripted, and music-focused style

Audience and Industry

1) What was the target audience for BBC Radio 1 in 1967?
The Radio 1 target audience in 1967 was young people who were listening to pirate radio

2) Why did Radio 1 initially struggle to attract young listeners?
it was perceived as an outdated, conservative institution

3) What audience pleasures did Radio 1 offer listeners in 1967? (Use Blumler and Katz Uses and Gratifications theory).

Entertainment (music) Personal identity (youth culture) Social interaction (talking about music) Information (new artists and songs)

4) How is the BBC funded?

The BBC is funded by the TV Licence fee.

5) Applying Stuart Hall's Reception theory, what would the preferred and oppositional readings have been for BBC Radio 1 in 1967? 

• Preferred: Radio 1 was exciting and modern.
• Oppositional: Radio 1 was still too controlled by the BBC.