OSP ASSESSMENT: LEARNER RESPONSE

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1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

- WWW: this is a solid assessment that makes good points in both questions. Now we need to add the question focus and sophistication for the top levels.

- EBI: q1 needed a little more on the oppositional reading - see mark scheme for ideas here. q2 starts out not focusing on the question - values and ideologies. You do then focus on it later but could discuss a wider range of V+ I such as gender, capitalism/consumerism etc.

2) Read the whole mark scheme for this assessment carefully. Identify three specific aspects from Figure 1 (the Google Home advert) that you could have mentioned in your answer (e.g. selection of image, framing and focus, colour, text etc.)

- Reinforces white, western, middle-class representation of family life to the exclusion of
other backgrounds (race/ethnicity, sexuality, age, class). Presents the white, western ‘2.4
children’ average as desirable, aspirational lifestyle – some audiences will reject this.

- Use of colour, reinforced by neutral grey of the device, creates feeling of warmth (browns,
oranges, sunlight from left-hand side of image).

- The repetition of the word ‘home’ may disturb audiences who see the advert as an example
that nowhere is safe from multinational capitalist giants such as Google.

3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (Hesmondhalgh - validity of theory/narrow range of values and ideologies).

- The ‘End of Audience’ that Clay Shirky writes about means that a wider, more diverse range
of values and ideologies are now available to consumers. This would suggest
Hesmondhalgh’s theory is not valid. Taylor Swift’s online and social media presence arguably
supports this with her promotion of a liberal agenda that challenges attitudes towards
gender in society and the music industry. The power and influence of Taylor Swift’s fans
(‘Swifties’) also shows that a wider range of values and ideologies

- The Voice offers an explicit Black British perspective on news stories and issues in London
and the UK. This alone sets it apart from mainstream media and suggests that
Hesmondhalgh’s view that only a narrow range of values and ideologies are available is not
entirely valid. Features such as the first black photographer to shoot the cover picture of
Vogue magazine (December 2018) and campaigns such as the Black Pound campaign
encouraging readers to spend their money with Black businesses (also seen in the suggestion
to ‘Buy Black on Black Friday’) both reflect this agenda.

- Taylor Swift’s massive success also reinforces the idea that the cultural industries are built
around a small number of hugely profitable ‘hits’ – Swift being the perfect example of one. This would therefore suggest the cultural industries don’t offer a wide range of values and
ideologies but simply go chasing the next big thing to milk for financial reasons.

4) Use your exam response, the mark scheme and any other resources you wish to use to write a detailed essay plan for Question 2. Make sure you are planning at least three well-developed paragraphs in addition to an introduction and conclusion.

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5) Finally, identify three key areas you plan to revise from the OSP unit before the January mock exams (e.g. CSP elements or media theories) having looked at your feedback from this assessment.

- Hesmondhalgh Cultural Industries.
- Taylor Swift - Industries 
- The Voice - Audience

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