So the first thing to identify when you are answering an AS media question is:
What is the main focus of the question?
There are only 3 or 4 different question focuses that come up year after year and while the different wording of them requires you to privilege some ideas over others, they will, nonetheless fall into one of the following different categories:
- The impact or significance of digital technology
- Media ownership
- Marketing and distribution
Within each of these different question areas you will still have to think about:
- Production
- Distribution/Marketing
- Exhibition
And:
- Audiences & Institutions
In order for you response to be analytical and evaluative you should always be thinking in terms of advantages and disadvantage for audiences and institutions.
Never simply describe how a certain institution has used cross-media convergence to market their product. For example: explain whether it has been successful and how convergence contributed to that, then evaluate who this benefits the most. Is it an advantage to both audience AND institution, or just the institution?
As long as you know what the question is asking you you will be able to apply the same basic questions to help you answer each one.
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