Component 3: Cross-Media Production NEA (30%)

Media coursework involves creating a practical media project that demonstrates your understanding of media concepts, theories, and techniques.

1. Overview: Create a media product, usually a combination of texts such as television, advertising, marketing, magazines, or online media. The project should showcase an understanding of the media industry and the key conventions of chosen genres.

2. Portfolio: Coursework is often split into two components:

• Pactical production: This is the media product you create (e.g., a short film, music video, magazine, etc.).

• Evaluation: Reflection on and evaluation of the production process, explaining your choices in terms of conventions, target audience, and how your media product fits into the wider media landscape.

3. Key Elements to Include:

• Research: Required to research existing media products in your chosen genre. This includes analyzing conventions, audiences, and how similar products are structured.

• Planning: This includes storyboarding, planning the layout, sketching design ideas, and outlining your vision for the final product.

• Production: The actual creation of your media product, which involves practical skills such as filming, editing, design, or coding.

• Evaluation: An analysis of your work, what you learned, and how your product communicates with its intended audience.

4. Assessment Criteria: 

• Knowledge and understanding of media: How well you apply theories and conventions in your work.

• Creativity and originality: The innovation in your media product.

• Technical skills: How effectively you use the media tools to create your product (e.g., filming techniques, editing software, graphic design).

• Evaluation and analysis: Your ability to reflect critically on your work, including both strengths and weaknesses.

5. Audience and Purpose: You must clearly define the target audience for your media product and how it communicates its message. The coursework often requires you to explain the purpose of your product and how it fits within a specific context (e.g., marketing, entertainment, social change).

6. Real-World Connection: The coursework encourages you to consider how your product might fit within the professional media world, such as understanding industry practices and audience expectations.

 The project requires students to apply their understanding of the theoretical framework (media language, representation, media industries, and audiences) and digital convergence.