Students were provided with two examples of the A2 Critical Investigation that is the main component of A2 coursework. Both scripts are fine examples of how to construct a 2000 word critical investigation and students were also shown the Linked Production created to accompany one of the scripts. The aim of this section of the lesson was to provide students with a clear understanding of the academic standards required at A2.
The main focus of the first session was a consideration of how the BBC has embraced the potential of digital media. Students MUST develop an awareness of how the BBC has used digital media as the BBC are clearly a media institution that has realised that digital media can help provide a sophisticated service for its audience. Other media institutions have not embraced or understood the potential of digital media and students must be aware of these media institutions. Reference was made to Rupert Murdoch's use of the PAYWALL and Spotify's attempt to discover an efficient business model in a post-Napster musical world.
As students had not completed their homework tasks, brief snippets from the ESSENTIAL RESOURCE 'THE VIRTUAL REVOLUTION' were shown to illustrate the concept of LEVELLING and Tim Berners-Lee's fear that the web may somehow be controlled by some form of central authority.
Students were also shown two Olympic advertisements and asked to consider the question:
How are the Olympic athletes represented in these two media texts?
Click on link below to access the texts:
Channel Four Paralympic Advertisement: http://www.youtube.com/watch?v=tuAPPeRg3Nw
BBC Olympic Advert: http://www.youtube.com/watch?v=4ViLiXA0E70
HOMEWORK: Students must watch the first two episodes of THE VIRTUAL REVOLUTION. I was genuinely APPALLED by student inability to watch an incredibly relevant and intelligent A2 resource. Click on link below and navigate through the YOU TUBE segments:
Students should also familiarise themselves with the views of Keen and Shirky.
Students should also watch the two Olympic adverts to prepare for the class discussion next week. Your focus should be a consideration of how media forms are used to shape meaning.
Furthermore, students need to read the resources I provided in today's lesson. Click on link below to access a brief Napster documentary:
The first written task will be a consideration of how different media institutions have adapted to the digital world therefore research will be required. Why is the MySpace story important? Why did Wikipedia change its gatekeeping system? How has the Publishing Industry adapted to the digital age? Faber and Faber? HarperCollins? How has the invention of the Kindle changed this industry? Why is the newspaper industry struggling to discover a working business model....RESEARCH REQUIRED.
The whole aim of the A2 Media course is to develop CRITICAL AUTONOMY. Critical autonomy is the freedom to think independently in an informed and intelligent manner. THIS IS NOT JUST A MEDIA SKILL, IT IS A LIFE SKILL. IF YOU WANT TO BE SPOON FED INFORMATION THAT YOU MERELY REGURGITATE LIKE A BAD MEAL, CHOOSE ANOTHER SUBJECT. Students will not develop any CRITICAL AUTONOMY if they ignore homework. You will simply fail the course.
WAKE UP.
THAT IS ALL :(
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