AS Media Studies; Case study activity

1. Audience
Question 2c

2. How to write question 2c
• Question 2a and 2b are the easiest on the exam
paper
• Question 2c asks for your own detailed examples
to identify how audience respond differently and
how texts appeal to different audiences
• You cannot use the same case studies as the
examples you use for Q3

4. The Structure of 2c
• Firstly (and don’t forget) you must introduce
which examples you are going to use.
• You should use the examples you feel most
comfortable with (you can use your own at your
own risk)
• You must use a theory, detailed audience
categories and ‘readings’

5. Things to include
• Young and Rubicam’s 4c Model (psychographics)
• Demographics (age, gender, employment categories)
• Pick and Mix theory
• Hypodermic needle theory
• Uses and gratifications theory
• Audience profiling
• Preferred/oppositional and negotiated readings.

7. Create a case study
Identify any text that you can use for Q2c
• Apply a theory to it
• Mention the audience or audiences
• What ‘readings’ are there for the audiences
(preferred, oppositional, negotiated)
• Try to write at least 2 paragraphs – then we will share …
because sharing is good 

8. Homework
• You have 1 month until the exam. Every week (even
study leave) you will be required to produce a case
study and email it to me.
• You will select any media text (print or moving image)
and explain how your text represents:
• Gender, ethnicity, age, disability, regional and
national identity, issues and events
• Your case study must include at least one of these.
• Feel free to use the revision texts on the blog.