Section B: Institutions and Audiences

Topic: Music Industry 45 minutes written response (using a case study)

50 marks

OverviewCandidates may cover the following material in their responses to the question:• The characteristics of cross media convergence and synergy• How successful is the marketing of products and services in the media area studies• The success and failures of marketing strategies used by media companies• How key promotional strategies sell a product/service to an audience• The significance of cross media and marketing in relation to the media area they have studied

Candidates should be given credit for their knowledge and understanding, illustrated through case study material, in any of these areas; there is no requirement that they should all be covered equally.

Candidates will be assessed on their ability to illustrate patterns of production, distribution, marketing and promotion, exchange and consumption through relevant case study examples and their own experiences.

Exam Topics• The issues raised by media ownership• The importance of cross-media convergence and synergy in production, distribution, and

marketing• The technologies that have been introduced in recent years at the levels of production,

distribution, marketing, and exchange.• The significance of the proliferation of hardware and content for institutions and

audiences.• The importance of technological convergence for institutions and audiences• The issues raised in the targeting of national and local audiences (specifically British) by

international or global institutions.• The ways in which your own experiences of media consumption illustrate wider patterns

of audience behaviour.

Success Criteria Ask yourself…• Shown excellent understanding of the question by linking my answer back to

the question confidently?• Shown an excellent knowledge and understanding of the music industry and

its audience?• Included confident and accurate facts which support my ideas and opinions?• Made a clear, confident argument which frequently refers to my case study?• Ensured my ideas remain relevant to the question?• Used frequent confident examples?• Referred to my own experiences of the music industry?• Confidently used terminology throughout my answer?

Section B – Institutions and AudiencesHow is it marked?• EAA 20 (explanation, argument, analysis)• EG 20 (use of examples)• T 10 (use of terminology)

Mark Scheme

Mark Scheme

Mark Scheme