Media Owndership and New Media Technologies - Plan of Action:

1. First read up on Institutions generally at MEDIA KNOWALL.

2. Then find out just what the BIG SEVEN MEDIA PRODUCERS are involed in.

3. Then check out the two Misbourne Media Blogs that focus on the topics:

MISBOURNE MEDIA OWNERSHIP BLOG

MISBOURNE NEW MEDIA BLOG

5. Now you should be ready to try a sample paper from the New Technology Paper:

Unit 3 Case Study:  Institutions and Audiences (Written Paper)

Specimen question paper for Unit 3 Case Study

Time: 1 hour 30 minutes

Instructions to Candidates

Answer Section A only - IGNORE SECTION B!!!!

The marks allocated for each question are given in brackets.

The maximum total mark for the paper is 90.

All questions shod be answered in fl sentences
 

SECTION A: NEW MEDIA TECHNOLOGIES

Questions 1 and 2 must be answered by reference to the extract only.

Questions 3 and 4 draw upon wider knowledge and you are encouraged to make detailed reference to specific examples from your case study.

Read the extract carefly and answer all of the questions which follow, in fl sentences.

‘ “The inventor of the PlayStation has this dream of computer entertainment: the device in the front room as the conduit for all forms of entertainment.  That's the long-term vision.  The PlayStation 2 is the first product in realising that dream: it has all the connectivity you need for just about all digital inputs and outputs.  It will be presented as the world's best games machine, but in time, as the cable infrastructure gets into people's houses, we'll utilise that network in putting other forms of computer entertainment in front of consumers."

 
"What we are aiming for is a world of digital entertainment that transcends games.  PlayStations will undoubtedly be connected to televisions in the home.  We are consciously aiming to integrate games, movies, and music.  Add to this a network, and in five or six years, when PlayStation 3 comes out, the door will open to a completely new world." says Ray Maguire, UK Managing Director of Sony Computer Entertainment.

The missing word is "convergence".  A lot of companies are predicting a world where games, music and films will all be purchased and downloaded from the Internet, rather than delivered on compact discs.  The PlayStation 2 is based on a DVD drive, so it can be used as a movie player, and a CD audio player, as well as a games console.  This shod broaden the market and attract older consumers, not just the ones who have grown up with games.  It can be used to connect a hard disc drive or a digital video camera.  It also has a standard slot for adding a modem.

 
If it turns out that people want to download content from Sony Music and Sony Pictures and Sony websites to their Sony PlayStations, which are plugged into their Sony television sets and Sony hi-fis, it won¹t be a surprise.’

 
(Extract adapted from Jack Schofield “Sony set for total entertainment” The Guardian 24/2/2000)

You must answer the questions in fl sentences.

1a) List five likely uses for PlayStation 2 which are suggested in the extract.

[5 marks]

1b) Explain what is meant by “cable infrastructure” (line 6).

[5 marks]

1c) Outline what you understand by “convergence” (line 15).

[5 marks]

2a) Why does the extract suggest that older consumers might be attracted to the PlayStation?

[5 marks]

2b) How might Sony benefit from the mtiple capacity of the new PlayStation ?

[10 marks]

3) Using your case study findings, explain what changes to the ways in which audiences purchase and consume media texts digital technology provides.

[30 marks]

4) How far do you think new technology drives media industries?  

[30 marks]

 
The above mark boudaries apply to questions 3 and 4 for each topic.  The methods of assessment and mark boundaries for questions 1 and 2 in each case are outlined below and are question-specific. 

.

Question Specific Mark Schemes (DON'T YOU WISH YOU'D HAD THIS LAST YEAR!?)

Section A NEW MEDIA TECHNOLOGIES

Answer the following questions in fl sentences.

1a)  List FIVE likely uses for PlayStation 2 which are suggested in the extract (5 marks)

One mark each up to five for:

·        playing games

·        playing movies

·        playing CDs

·        connecting a video camera

·        connecting a computer/hard drive

·        connecting to the Internet.

1b) Explain what is meant by “cable infrastructure” (line 6, 5 marks)

1 mark for: cable equipment
2-3 marks for: cable equipment to link with the PlayStation
4-5 marks for: the whole network of cable throughout society into the home.

1c) Outline what you understand by “convergence” (line 15, 5 marks)

1 mark for: coming together
2-3 marks for: different media coming together
4-5 marks for: a sense of different media coming together and some sense of the ownership of those media being brought together.

2 a) Why does the extract suggest that older consumers might be attracted to the   PlayStation? (5 marks)

1 mark for: a reason such as playing CDs or DVDs
2-3 marks for: more than one of these reasons
4-5 marks for: a clear sense of not just the mtiple features of the console but also what those features enable which might appeal to an older consumer.

2b) How might Sony benefit from the mtiple capacity of the new PlayStation ? (10 marks)

1-3 marks for: an indication that they will sell more of them/make more money
4-7 marks for: a sense of being able to draw upon different areas of the company (software/hardware) in the marketing and sales of the product
8-10 marks for: a sophisticated understanding of the ways in which the company might use its software and hardware in tandem.

3) Using findings from your case study, explain what changes to the ways in which audiences purchase and consume media texts digital technology provides. (30 marks)

The kinds of material considered might include:

·        Ability to buy CDs, etc via the internet on mail order

·        Ability to sample media texts online and purchase them for immediate downloading

·        The availability of online texts on pay sitesthe availability of sites with free access to geographically distant media (e.g. BBC Radio online)

·        Digital TV and its various implications for extra channels, video on-demand, time-shifting, etc.

·        DVD and its range of features

·        The idea of non-linear consumption as opposed to linear narratives

·        Potential for creating media texts as a rest of digital purchase (e.g. own web sites, use of DV cameras)

·        Digital cinema.

The above list is by no means exhaustive nor need the answer cover a wide range.  An answer in-depth on one area wod be perfectly acceptable. 

4)  How far do you think new technology drives media industries? (30 marks)

The areas considered might include:

·        The role of convergence

·        In the production process, the desire for greater realism and the desire for better special effects

·        The need to differentiate product from ones rivals

·        The need to convince consumers to spend by introducing improved hardware

·        New technology providing cheaper-to-make products with more capacity

·        Consideration of historical developments of a particar technology.

The above list is by no means exhaustive nor need the answer cover a wide range.   An answer in depth on one area wod be perfectly acceptable.