Media assessment 2 learner response

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

Your 20 mark film essay was excellent. very close to top level. The challenge now is getting everything else to that level so we can target the top grades. 

2) Read the mark scheme for this assessment carefully (you'll need your Greenford Google login to access this). Write down the mark you achieved for each question:


Q1: 1/1

Q2:0/1

Q3:1/8

Q4: 0/2

Q5:2/2

Q6:14/20


Where you didn't achieve full marks, write WHY you think you missed out on the extra marks. Use the indicative content suggestions in the mark scheme to help with this. If you got any media terminology wrong in the assessment you can make a note of it here.

Q2- I got this question wrong because I didn't demonstrate knowledge of the theoretical framework of media studies

Q3- I got this question wrong because I didn't focus on wording in the question

Q4- I got this question wrong because I didn't demonstrate knowledge of the theoretical framework of media studies

Q6- I didn't get full marks on this question because I did not demonstrate understanding of contexts of media and their influence on media products and processes and draw conclusions

3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.

I did not successfully write about both readings. This is one of the answers that I could have wrote down 

Women are portrayed in a subversive / non-conventional way as their strength and independence is highlighted by the image (pose / pride in facial expression etc.) This is an empowering image as she is looking directly at the target audience (women) with a strong face so they can relate to her power and resilience and aspire to be similar / mobilise into action. The rolling up of the sleeves has connotations of getting ‘stuck in’ and ready for hard work and action. Her tied back hair also connotes taking her job more seriously than her appearance.

4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. You may find the blogpost on ownership and control helpful here.

Vertical integration is when one conglomerate owns different companies in the same chain of production. E.G Disney owns film studios, CGI specialists, film distributors and TV channels such as the Disney Channel. This gives Disney the chance to make money at every stage of production. Complete ownership = more profit and control over the creative process.

5) Finally, look at your 20-mark essay - question 6. Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write five points from either the exemplar answer or the mark scheme that you could have used in your answer. This will be excellent revision for a future film industry exam question.

• Black Widow as a Hollywood blockbuster cost $200m to make – far more than independent films. However, due to the impact of Covid-19 on cinemas and the film industry, the film only made $379m at the box office – much lower than similar Marvel films that usually make around $1 billion at the worldwide box office.

• The importance of franchises and star power in Hollywood blockbusters. Big names are cast to draw audiences in e.g. Scarlett Johansson. Regardless of reviews a film receives, star power ensures a degree of box office success and the Marvel franchise has a huge existing audience ready to watch the next film.

• The importance of marketing a blockbuster film worldwide is clearly demonstrated by the massive Black Widow marketing campaign across billboards, YouTube and social media. There were also interviews with the big stars across Zoom and lots of video content and teaser trailers produced by Disney and Marvel.

• Black Widow was released on IMAX and sold as the true experience for Marvel fans with the widest screen in existence. Independent films in contrast will not be shot or released on IMAX. I, Daniel Blake:

• Due to the gritty, hard hitting social message of the film it was marketed in a different way to the Hollywood ‘blockbuster’ Black Widow. Indeed, it could be argued that Ken

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