AQA-7572-1-MEDIA STUDIES FINAL MARK SCHEME PAPER 1;Media One-A LEVEL-Jun24-v1.0.

AQA-7572-1-MEDIA STUDIES FINAL MARK SCHEME PAPER 1;Media One-A LEVEL-Jun24-v1.0. Question Marking guidance Total marks 02 Explain how the audience positioning techniques used to advertise products reflect historical and cultural contexts. You should refer to the advertisement for Omega watches in Figure 1 and the advertising Close Study Product Score to support your answer. AO1 1b, AO1 2a and AO1 2b Demonstrate understanding of the theoretical framework of media (4 marks). Demonstrate knowledge of contexts of media and their influence on media products and processes (4 marks). Demonstrate understanding of contexts of media and their influence on media products and processes (4 marks). 12 Level Mark range Description 4 10–12 • Excellent and accurate understanding of the theoretical framework that is demonstrated by consistently appropriate explanation of how media products use audience positioning. • Excellent knowledge and understanding of the influences of the historical and cultural contexts on media products that is consistently supported by highly appropriate and effective reference to the set products. • Consistent highly appropriate use of subject-specific terminology throughout. 3 7–9 • Good understanding of the theoretical framework that is demonstrated via frequent appropriate explanation of how media products use audience positioning. • Good knowledge and understanding of the influences of the historical and cultural contexts on media products that is usually supported by mostly appropriate and effective reference to the set products. • Frequent appropriate use of subject-specific terminology throughout. 2 4–6 • Satisfactory understanding of the theoretical framework that is demonstrated by generally appropriate explanation of how media products use audience positioning. • Some satisfactory knowledge and understanding of the influences of the historical and cultural contexts on media products that is sometimes supported by generally appropriate reference to the set products but inconsistently effective. • Generally appropriate use of subject-specific terminology throughout. 000006 Page 6 of 20 MEDIA STUDIES MARK SCHEME – A-LEVEL MEDIA STUDIES – 7572/1 – JUNE 2024 7 Indicative content This question assesses understanding of the theoretical framework of representation and knowledge and understanding of the contexts of media and their influence on media products and processes particularly focusing on (though not limited to): • the effect of historical and cultural contexts on representations • how representations may invoke discourses and ideologies and position audiences. • Note: There is no requirement to cover both products equally or to be comparative. Responses which fail to address both CSPs should not normally be awarded marks above the top of Level 2 (6). Historical and cultural contexts: • media products and the representations in them can be seen as a product of the historical and cultural contexts in which they are created • products may take up particular cultural standpoints from which to address their intended audiences and this may be contingent on their historical context • products must reflect the cultural values of their target audiences in order to be successful. In relation to the two products: • both products advertise items aimed at men. That said, the idealised version of masculinity featured in the contemporary Bond-themed advertisement suggests that it could also be used to attract ‘women buying for men’. This is arguably less in evidence with Score as the advert appears to be constructed to work with a more overtly masculine sensibility in its use of the sexist joke as sales technique • both products can be seen as simulated versions of reality featuring self-consciously stylised hyper-masculine constructions, presenting the audience (to a greater or lesser extent) with role models • both products appear to reinforce Van Zoonen’s notion of patriarchy with men represented as a dominant force to a greater or lesser extent, reinforcing stereotypical ideas about the nature of male identity to the audience • they both inhabit a cultural discourse which revolves around the notion of the reconstruction of a dominant masculine identity rooted in an imagined sense of the past, and this provocation of a sense of nostalgia (especially at times when male identities are thought to be in crisis) is used as a powerful sales technique. 1 1–3 • Basic understanding of the theoretical framework that is demonstrated by occasional appropriate explanation of how media products use audience positioning. • Basic knowledge and understanding of the influences of the historical and cultural contexts on media products that is generally unsupported by appropriate reference to the set products with limited effect. • Occasional appropriate use of subject-specific terminology throughout. 0 0 Nothing worthy of credit.