OSP assessment: 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).

WWW: Able to apply preferred reading to the unseen media product. Some knowledge of Hesmondhalgh's theory in relation to the OSP CSP's 

EBI: Revise Hall's Reception theory e.g oppositional and negotiated readings. Not enough examples or evidence raised from the 2 OSP CSP's to support/validate your arguement,

12/34 D

2) Read the whole mark scheme for this assessment carefully. Identify three specific aspects from Figure 1 (the Google Home advert) that you could have mentioned in your answer (e.g. selection of image, framing and focus, colour, text etc.)

• Links Google brand to vision of ideal family life – creative play with parent; coloured pencils, paint bottle and corner of child’s picture all reinforce creativity and colour.
• Reinforces white, western, middle-class representation of family life to the exclusion of other backgrounds (race/ethnicity, sexuality, age, class). Presents the white, western ‘2.4children’ average as desirable, aspirational lifestyle – some audiences will reject this.
• Negotiated readings could include an acceptance of a warm picture of family life – plus the potential usefulness of the speaker – despite concerns over how the device uses data and the growing power of companies such as Google and Amazon.

3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (Hesmondhalgh - validity of theory/narrow range of values and ideologies).

• Alternatively, it could be argued that Taylor Swift is simply replicating many of the

mainstream, hegemonic values and ideologies found across the cultural industries with

regards to the representation of women.

• Paul Gilroy has written extensively on the experience of Black British people and his work on

‘double consciousness’ is worth exploring in relation to this question. The Voice arguably

plays an important role in offering a more diverse range of values and ideologies in offering

Black British audiences representations that more closely reflect their experience of life in

Britain. Gilroy would arguably agree with Hesmondhalgh’s view that the cultural industries

promote a narrow set of values and ideologies – ideologies that are dominated by white

voices and a white perspective.

• The ‘End of Audience’ that Clay Shirky writes about means that a wider, more diverse range

of values and ideologies are now available to consumers.

4) Use your exam response, the mark scheme and any other resources you wish to use to write a detailed essay plan for Question 2. Make sure you are planning at least three well-developed paragraphs in addition to an introduction and conclusion.

• Introduction stating my opinion and response to the question with shown understandings.
• Para 1 - discuss Clay Shirky end of audience theory and link to both CSP's
• Para 2 - show how Swift replicates values which apposes the dominant reading
• Para 3 - demonstrate the importance of Paul Gilroy's double consciousness
• Conclusion- Discuss what my final opinion and understanding is 

5) Finally, identify three key areas you plan to revise from the OSP unit before the January mock exams (e.g. CSP elements or media theories) having looked at your feedback from this assessment.

• Revise the theory's from Clay Shirky and Paul Gilroy and understand them to a good level
• Understand audience for both CSP's
• Know the history and modern history of The Voice and Taylor Swift