Course overview - Study Period 3 and 4
During the first half term, learners will study Advertising. They will look at the historical, social and cultural contexts behind advertising, focusing in particular on the role of gender in advertising from 1955 to the present. Learners will cover each of the three advertising close study products: the 1955 OMO advertisement, the 2014 Galaxy television advert featuring Audrey Hepburn, and the 2016 NHS Represent blood donation campaign. For each of these advertisements, learners will consider Language and Representation - how each advert is constructed to create meaning and how a range of groups are represented within them.
During the second half term, learners will move on to Online, Social and Participatory Media. The two close study products to be focused on are Marcus Rashford and Kim Kardashian. Both Kardashian and Rashford use social media extensively to promote their campaigns and celebrity brands, and they can be compared in terms of their cultural influences on gender, class, identity and power. Learners will also look in detail at the nature of online participatory audiences and the link between celebrities and their followers
Key Concept:
Media Industries, Media Audiences, Historical, social and cultural contexts.
Assessment Points:
One mini-milestone piece during each study period,with a final summative assessment at the end of the study period.
Guidance:
Learners will receive guidance in a variety of ways. These include marked assessments, reports, feedback in books, verbal feedback during sessions, and in-class quizzes.
Key Vocabulary:
CGI
Digital necromancy
Intertextuality
Nostalgia
Mass
Niche
BAME
Linear
Non-linear
Single strand
Multi-strand
Brand ambassador
Brand identity
Enculturation
Participatory media
Social media
Networking