- For media organisations, students study the ways in which media organisations create, sustain and expand their markets and the way they are regulated and controlled. They will also ask questions about personal, social and ethical dimensions in an increasingly convergent media world.
(a) Marketing and Promotion
For marketing and promotion, studentss study through their investigation and production work:
the ways in which media organisations (such as film organisations, television channels, radio stations, newspapers, magazines, websites, social networks and individuals self-promoting) market, promote and brand themselves in a commercially competitive environment.
Consideration can be given to such issues as:
use of stars/celebrities in marketing cross-media campaigns
schedules and ratings
audience/user research and targeting distribution strategies.
For regulation and control, students study through their investigation and production work:
- how different types of media are regulated and controlled
- the reasons for media regulation and control and the problems of regulating
within an increasingly global media environment
- the way individuals can manage their own media.
Consideration can be given to copyright and fair use, initiatives such as the ‘creative commons’ and taste and decency.
(c) Personal, Social and Ethical Dimensions
For Personal, Social and Ethical Dimensions, students study through their investigation and production work:
- conflicts between individual freedoms and media organisations
- the personal, social and ethical dimensions of online environments.
For media audiences/users, candidates will study:
issues raised by the media for a range of audiences and users, including fans, both in terms of audience/user engagement and audience/user response and interpretation.
This is likely to involve consideration of:
- ways of categorising audiences/users and audience/user composition
- organisational issues such as how audiences are targeted, appealed to, created audience/user response issues such as everyday uses and pleasures together with the different ways audiences and users interpret and interact with a variety of media.