BTEC Level One / Two

Tech Award in
Creative Media Production

Component 1:
Exploring Media Products

Name: .................................................................................................

Form: ....................................... Deadline: Friday 29th January 2021

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THE COURSE

Welcome to the BTEC Tech Award in Creative Media Production. You will find this a
practical, work-related course where you will learn by completing projects and assignments
based on realistic workplace situations, activities and demands.

We aim to help you to develop your creative and technical skills, as well as helping you to
gain an understanding of the underlying theory of digital media production. In addition to
learning about the employment area you have chosen, you will develop the skills needed to
start a career in the media industry.

To do this, you will be required to produce a portfolio of practical productions supported by

paperwork and theoretical research. To be successful in doing this, you will have to work
both independently and within groups in a professional manner, showing yourself to be
organised, resourceful, reliable, committed and being capable of meeting strict deadlines.

We hope that you will benefit from this challenging, yet rewarding course and that it will
lead to you continuing your studies or eventually finding a job in the media industry.

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YOUR RESPONSIBILITIES

 You are expected to treat all equipment and accommodation with care.
 You are NOT allowed to bring food, drink or chewing gum into work areas.
 You may NOT use mobile phones while you are working, unless otherwise instructed.
 NEVER allow other students or friends to use equipment that is booked out to you, and
do not leave equipment unattended at any time. If it is damaged, lost or stolen, it is
YOUR responsibility. You will need to sign an agreement of responsibility prior to using
the department’s equipment.

If you experience any problems with equipment, ask for help from your teacher. Do not try
to repair the equipment yourself.

Please remember

It is your responsibility to back up your work onto a memory stick and / or Google Drive at the end
of every lesson. You are responsible for saving your work to the hard drive of the computer and the
safekeeping of your original material. Please remember to take your memory stick at the end of
every session, and only use the memory stick to transport work. All work should be backed-up on
computer hard drives. You must provide a folder for each unit and bring it to every session. You will
also be introduced to a referencing system to allow you to produce comprehensive bibliographies of
the materials you have used in your study.

How to contact your teacher…

Telephone: 020 8498 1300

Blog: https://zcmediastudies.wordpress.com
E-Mail: [email protected]
Twitter: @ZCMediaStudies
YouTube: ZCMediaStudies

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Component 1: Exploring Media Products

Introduction

The purpose of this unit is to develop an understanding of how media products create
meaning(s) for their audiences. This will involve examining a range of existing media
products and exploring various media production techniques.

As media technology continues to evolve and media techniques become more

sophisticated, media products have become more advanced – from 3D films, interactive
advertisements, e-magazines and mobile apps, to responsive web design.

However, the power of media products in being able to enthral, intrigue and affect
audiences has not changed.

In this component, you will develop your understanding of how media products are created
for specific audiences and purposes. You will explore the relationship between genre,
narrative and representation in media products, and develop your understanding of how
they are interpreted by audiences. You will extend your knowledge and understanding by
deconstructing existing products in one of the three sectors: audio / moving image,
publishing and interactive media. You will learn how media production techniques are used
to create different effects to communicate meaning to audiences.

This component will give you an understanding of media practitioners’ work, techniques
and technology, which are used to contribute to the creation of media products. You will
develop transferable skills, such as analysis and communication, which will help you to
progress to further study or employment in this field.

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Learning Aims

In this unit, you will:

A – Investigate Media Products
B – Explore how media products are created to provide meaning and engage audiences

Learning Aims Content

A1: Media products, audiences and purpose

* Media products, to include:

 Audio / moving image products (e.g. TV programmes, films, music videos,
animations, TV and radio advertisements, radio broadcasts, podcasts).
 Publishing products (e.g. newspapers, magazines, comics, brochures,
advertisements).
 Interactive media products (e.g. websites, mobile apps, e-magazines, mobile games,
video games, online games, advertisements).

* Audience definition, to include:

 Gender; age; socio-economic groupings; lifestyle profiles; primary target audience;
secondary audience.

* Purpose, to include:
 Information; entertainment; escapism.
 Profit; community benefit; raising awareness.
 Critical acclaim; inspiration; innovation; experimentation.

B1: Genre, narrative, representation and audience interpretation

* Genre:
 Generic characteristics, how genres change over time (e.g. sub-genres, hybrids,
subverting conventions), repetition and difference.
* Narrative:
 Storytelling; narrative structures; point of view; characterisation; themes; setting;
mode of address.

* Representation:
 Audience positioning and perspective; audience identification; stereotyping; positive
and negative representations.

* Audience interpretation:
 Passive audiences; preferred readings; active audiences.

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B2: Media Production Techniques

* Audio / moving image media products:

 Camerawork; editing; mise-en-scène; sound.

* Publishing media products:

 Layout and design; typography; photographic techniques; image editing techniques.

* Interactive media products:

 Interactive features; user interface; usability / playability; mise-en-scène; sound
design.

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Assessment Criteria for

Component 1: Exploring Media Products

Level 2
Level 1 Pass Level 1 Merit Level 2 Pass Level 2 Merit
Distinction

Learning Aim A: Investigate Media Products

A.2M1 A.2D1
A.1P1 A.2P1 Discuss the Analyse the
A.1M1
Identify media Describe media relationships relationships
Outline media
products, their products, their between media between media
products, their
purpose and purpose and products, their products, their
purpose and
audience, using audience, with purpose and specific purpose and specific
audience, using basic
limited examples reference to relevant audiences, using audiences, using
examples from one
from one or more examples across all appropriate examples considered examples
or more sectors.
sectors. three media sectors. across all three across all three
media sectors. media sectors.

Level 2
Level 1 Pass Level 1 Merit Level 2 Pass Level 2 Merit
Distinction
Learning Aim B: Explore how media products are created to
provide meaning and engage audiences

B.1P2 B.1M2 B.2P2

Identify how genre, Outline how genre, Describe how genre,
narrative and narrative and narrative and
representation are representation are representation are
used to engage used to engage used to engage B.2M2 B.2D2
audiences, with audiences, with audiences, with Discuss the Analyse the
reference to limited reference to basic reference to relevant relationship between relationship between
examples of media examples of media examples of media genre, narrative, genre, narrative,
products. products. products. representation and representation and
how production how production
techniques are used techniques are used
to create meaning to effectively create
B.1P3 B.1M3 B.2P3 and engage meaning and engage
Identify the Outline the Describe the audiences, with selected audiences,
production production production reference to with reference to
techniques used in techniques used in techniques used in appropriate examples considered examples
the creation of media the creation of media the creation of media of media products. of media products.
products, with products, with products, with
reference to limited reference to limited reference to relevant
examples. examples. examples.

Level 2
Level 1 Pass Level 1 Merit Level 2 Pass Level 2 Merit
Distinction

Overall Component Grade

Learner evidence
Learner evidence
satisfies either:
satisfies either:
Learner evidence all Level 1 Merit Learner evidence Learner evidence
all Level 2 Merit
satisfies all Level 1 criteria satisfies all Level 2 satisfies all Level 2
criteria
Pass criteria. or all Level 1 Pass Pass criteria. Distinction criteria.
or all Level 2 Pass
criteria and B.2P2,
criteria and B.2D2.
B.2P3.

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THE BRIEF

A local independent film studio, Zero Entertainment, is looking to

recruit a researcher for their company. The candidate would act as a
market researcher, as well as an in-house critic for the company’s
potential film releases.

This role requires the desired candidate to be able to demonstrate their

theoretical knowledge of a variety of media forms (film, magazine,
video game) from different eras, as well as knowledge of prospective
audiences and current industry / market trends.

You will need to produce a portfolio of work exhibiting your expertise

in relation to the [above] given media forms.

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TASKS

Your given media products:

Audio / moving image = Final Destination (2000)
Publishing = Men’s Health (UK)
Interactive = Assassin’s Creed (2008)

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TASK ONE

(Comp. 1 = A.1P1, A.1M1, A.2P1, A.2M1, A.2D1)

Create a slideshow that discusses and analyses the target audience, as well as the purpose,
of each given product.
Remember to include a bibliography of references regarding your used sources.

Things to consider:
i. Demographic profile of each audience.
ii. Psychographic profile of each audience.
iii. Potential secondary audiences.
iv. Why these products exist and the pleasures offered to the audiences.

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TASK TWO

(Comp. 1 = B.1P2, B.1M2, B.2P2, B.2M2, B.2D2)

Create an illustrated report that explores how your given media products are created to
provide meaning and to engage specific audiences.
Remember to create a separate bibliography that references your used sources.

Things to consider:
i. Genre, including techniques, of each text.
ii. Narrative structure and techniques of each text.
iii. Representation techniques and issues of each text.
iv. Audience interpretations of each text.

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TASK THREE

(Comp. 1 = B.1P3, B.1M3, B.2P3, B.2M2, B.2D2)

Create an illustrated report that analyses and evaluates how the four technical micro-
elements are used in a film to create meaning and to engage audiences.
Remember to create a separate bibliography that references your used sources.

Things to consider:
Moving image / audio: Camerawork; editing; mise-en-scene; sound.
Publishing: Layout and design; typography; photographic techniques; image editing
techniques.
Interactive: Interactive features; user interface; usability / playability; mise-en-scene.

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Task Deadlines

Task 1 Friday 25th September 2020

Task 2 Friday 6th November 2020

Task 3 Friday 22nd January 2021

Portfolio hand-in Friday 29th January 2021

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RECOMMENDED READING

Key:
Author (year), Title (edition), Publisher.
International Standard Book Number

Branston G and Stafford R (2010), The Media Student’s Book (fifth edition), Routledge.
ISBN: 978-0-415-55842-6

Connell B (2010), Exploring the Media: Text, Industry, Audience (second edition), Auteur.
ISBN: 978-1-906733-47-6

Long P and Wall T (2009) Media Studies: Texts, Production and Context, Pearson
Education.
ISBN: 978-1-4058-5847-2

McKay J (2013) The Magazines Handbook (third edition), Routledge.

ISBN: 978-0-415-61756-7

Turow J (2016), Media Today (sixth edition), Routledge.

ISBN: 978-1-138-92846-6

The Design Council UK – www.designcouncil.org.uk/about-design/Types-of-design

The Sector Skills Council for Creative Media – www.creativeskillset.org
Wikipedia entry for “Electronic Publishing” – en.wikipedia.org/wiki/Electronic_publishing
Issuu Publications – www.issuu.com

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 NOTES

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