ND Creative Media Production YR 2 2019-20

Semester 2 Unit 6: Critical Approaches to Creative Media Products

Assignment Details Evidence
Title: Just a Number?
Assessor: Jim Doherty  Printed & uploaded Powerpoint
School: Media, Multimedia & the Arts presentation
Programme level:3 Assignment number: 1  Actual presentation
Issue date: 17/02/20 Interim Hand-in: 9/03/2020  Evidence of research.
Due: 16/03/20 Feedback: 23/03/20
IV: Faustina Starrett IV date: 10/01/20

Outcomes:
1. Understand how media producers define audiences for their products
Overview
1 Understand how media producers define audiences for their products
Defining audiences: quantitative audience research, eg BARB, RAJAR, ABC; qualitative
audience research, eg focus groups, questionnaires, face-to-face interviews; audience
profiling, eg socio-economic status, psychographics, geodemographics, age, gender, sexual
orientation, regional identity, mainstream, alternative, niche

Brief
A new manager has taken over the media company you work for. Sales have been falling
and advertising revenue has also dropped. The manager has found that it’s been several
years since any audience research has been done to find out who buys or uses the
product. It’s up to you to look at the kinds of research available and then plan what you
will use to turn the product around.

You will apply the three audience research methods below to a Newspaper, Magazine,
Film, TV or Radio programme of your choice in order to identify the audience.

Quantitative audience research (audience ratings and measurement panels)

Qualitative audience research (focus groups, questionnaires, face-to-face interviews)
Audience classifications (socio-economic, psychographics, mainstream, alternative, niche).

Tasks Pass Criteria

ND Creative Media Production YR 2 2019-20
Semester 2 Unit 6: Critical Approaches to Creative Media Products
Learners will carry out research to: To achieve a pass, the
student must:
1. Gather statistical data on a media product
2. Prepare to apply the three research methods to P1 describe how media
the product producers define audiences
3. Apply the research methods. with some appropriate use of
4. Collate and analyse the information gathered subject terminology [IE]
from each of the 3 methods.
5. Prepare and present your findings using
Powerpoint or Prezi explaining:

 how methods have been used to research

audiences for the product
 conclusions of research (defining audiences
in terms of given classifications)
 correlation between quantitative and
qualitative information

Print & upload the Powerpoint presentation to your blog

for the tutor.

Merit Criteria Distinction Criteria

To achieve a merit, the student must: To achieve a merit, the student must:

M1 explain how media producers define D1 comprehensively explain how media

audiences with reference to detailed illustrative producers define audiences with elucidated
examples and with generally correct use of examples and consistently using subject
subject terminology terminology correctly

Guidance
Suggested Reading:
Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Student
Book (Pearson, 2010) ISBN 978-1846906725
Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Teaching
Resource Pack (Pearson, 2010) ISBN 978-1846907371
Baylis P, Holmes P, Starkey G – BTEC National in Media Production (Heinemann Educational, 2007)
ISBN 978-0435499198
Abercrombie N, Longhurst B – The Penguin Dictionary of Media Studies (Penguin, 2007)
ISBN 978-0141014272
Branston G, Stafford R – The Media Students Book (Routledge, 2006), ISBN 978-0415371438
Briggs A, Cobley P – The Media: An Introduction (Longman, 2002) ISBN 978-0582423466
Clark V, Jones P, Malyszko B, Wharton D – Complete A-Z Media and Film Studies Handbook
(Hodder Arnold, 2007) ISBN 978-0340872659
Gillespie M, Toynbee J– Analysing Media Texts Issues in Cultural/Media Studies (Open University
Press, 2006) ISBN 978-0335218868
McDonald K – Film and Television Textual Analysis (Auteur, 2005) ISBN 978-1903663547
O’Sullivan T Dutton B, Rayner P – Studying the Media: An Introduction (Hodder Arnold, 2003)
ISBN 978-0340807651

Websites
ND Creative Media Production YR 2 2019-20
Semester 2 Unit 6: Critical Approaches to Creative Media Products
www.asa.org.uk – the Advertising Standards Authority
www.barb.co.uk – Broadcasters Audience Research Board
www.bbfc.co.uk – the British Board of Film Classification
www.englishandmedia.co.uk/mediamag.html – the English and Media Centre
www.imdb.com – a movie database
www.mediaknowall.com – a web guide for media students
www.mediawatchuk.org – campaign for accountability and decency in the media
www.ofcom.org.uk – the regulator of the UK’s broadcasting, telecommunications and wireless
communications industries
www.rajar.co.uk – official body in charge of measuring radio audiences in the UK
www.vlv.org.uk – the Voice of the Listener and Viewer