Question 4

In the exam, Question 4 will be a ‘theory evaluation’ question in relation to a particular statement.
You will always be asked to evaluate the effectivness of the theory in relation to one area of the audience or industry framework.
You will get a choice of theories in which to evaluate; there will be two theories.
The two theories can be from the same framework (i.e. audience or industry) or from the two different frameworks.

The Golden Structure

When responding to this question, use the four paragraph structure below to ensure you attain the highest marks possible:

Outline and apply the theory: Begin by simply outlining the theory in a sentence or two (make sure you use top band vocabulary!) and then apply to your set texts. How useful / effective is the theory in understanding television or newspapers? Mention at least two specific examples from either the newspaper case studies or television dramas.
Can the theory be specifically applied to this media form? Explain the original media form studied by the theorist in their theory (e.g. Gerbner studied television) and then judge how far this theory can be applied to the media form you are analysing (i.e. Gerbner’s theory is less applicable to news where there isn’t a constant exposure to media representations).
Limitations / Contradictory concepts: Explain at least two limitations of the theory. You could do this by giving examples of any concepts that contradict the theory directly (e.g. Press Freedom for Curran and Seaton) or by giving examples from the set texts that do not fit within the theory (e.g. Lucas’ positive representation if evaluating Gilroy).
State a more useful / effective theory: Finish off by stating a more useful theory or approach to judging the concept in the question. If you’re evaluating passive audience theory, you can contrast with active audience theory or for industry theories, any active audience theory will also work. You should explain why this theory is more useful / effective.

For example, you might be given a question which asks to evaluate Curran and Seaton (industry theory) and Jenkins (audience theory).

The ideas below shows the kind of points I would make in response to the statetement '...how news is produced' which focuses on the production element of news.

Evaluate the effectiveness of one of the following theories in understanding how news is produced:

Curran and Seaton

Curran and Seaton argues that there is a limiting of opinions because of concentrated ownership.
The Murdoch empire is extremely vast and his consevrative ideology may impact the editorial stance of his newspapers.
DMGT who has a proprietor ownership again owns a number of news organisation and therefore limits the amount of viewpoints available to the public - they own Daily Mail, Metro and The i.
Curran and Seatons 'political economy approach' is useful in understanding how politicians use newspapers in electoral elections; e.g. the 1997 Labour win and Murdoch partnership or the role of newspapers in the Brexit vote.
BUT when the Mail purchased The i, the MCA (Market Competition Authority) had an issue with the plurality of the news industry and DMGT were not allowed to take editorial control of the newspaper as part of the acquisition. The current editor, Oliver Duff, remained.
Although technology enabled for citizen journalism to take place, it still does not create a level playing field with national newspapers.

Jenkins

Jenkins argues that modern online media allows for participatory culture as opposed to simple receptive viewing. This means audiences can become ‘prosumers’ of the media.
Mail Online encourages participation in news production on the homepage through social media and a ‘sharing button’, thus enabling for audiences to participate in citizen journalism and expressing their own views.
Mail Online also allows comments to be made under the articles suggesting that news production is a shared culture between the audience and the prosumer.
The Guardian encourages audience news production by participating via watching videos.
Both the The Guardian and Daily Mail use social media to target a younger audience where news is produced with a core visual element.
Social media allows for an interaction between the consumer and the institution - key element of Jenkins theory.

Page updated

Report abuse