YEAR 13 LESSON EIGHT/NINE [16th/20th October 15]: Homework

The final two sessions of the half-term continued to explore the question:
WHY AND WITH WHAT SUCCESS ARE TRADITIONAL MEDIA INSTITUTIONS ADAPTING TO THE CHALLENGE POSED BY NEW/DIGITAL MEDIA?
The success of this task depends upon INDEPENDENT STUDY and students indulging in research to gather appropriate content. This final section of each essay paragraph needs to consider the focus of the question and the CONCLUSION needs to be EVALUATIVE.
Below is a potential essay structure:

• The first paragraph needs to consider how the BBC have adapted to the challenge of digital media. This is the UK's most traditional media institution and the BBC have used the potential and possibility of digital media to confront the requirements of their broadcasting remit and offer one of the globe's finest example of public service broadcasting. The BBC's brand is credible on a global scale. Students need to provide evidence of the BBC's awareness of how content can be accessed via laptop, I-Player, mobile phone, I-Pad etc. What is so innovative about this institution? How does the AUDIENCE benefit from the innovation of the PRODUCER. Reference needs to be made to how a specific BBC show uses media to access its audience. My example was IN OUR TIME...but I am very old! Research your own example from your own viewing habits. An understanding of how the BBC have successfully adapted to the demands of the digital market is absolutely central to A2 Media Studies. THIS IS A BIG PARAGRAPH. The paragraph needs to conclude with an overview of how the audience benefit from the BBC's digital innovation. How have they become a more effective public service broadcaster?

• The second paragraph could explore RUPERT MURDOCH's THE DAILY and why the most powerful media figure in the analogue world is struggling to discover a business model that can be used in the digital world. Reference needs to be made to Murdoch's use of the PAYWALL for The Times/The Sunday Times/The Sun etc and why these PAYWALLS appear to be failing. Our class discussion made reference to the NEWS NOW aggregate site, The online Guardian site, and the online version of The Daily Mail. Students need to consider why PAYWALLS for The Financial Times/ Wall Street Journal and magazines like Private Eye, are succeeding, when Murdoch's newspapers do not seem to be thriving in the digital world. Reference could also be made to Murdoch's News of the World and its use of digital technology to access private information that inspired the closure of this newspaper and prison sentences for some of Murdoch's employees!!!

• The third paragraph could explore issues linked to the music industry and how SHAWN FANNING'S NAPSTER site and the invention of Mp3 file sharing has nearly destroyed traditional media institutions such as EMI. The traditional music industry has been challenged by the world of digital media in a way that has revolutionised how the audience consumes music. SPOTIFY is a fine example of how a digital company is constantly searching for a successful business model. It has adapted its service on several occasions in an attempt to offer a sustainable economic streaming service. It could be considered that the digital revolution has fractured the traditional music industry but has actually empowered musicians. Students need to decide how they will approach this paragraph. Remember, the conclusion needs to be evaluative.

• YOUR OWN PARAGRAPH....we discussed the fact that even new digital media institutions need to adapt to digital innovation. Reference was made to MySpace and the gatekeeping system of Wikipedia. Student research required.

• THE CONCLUSION NEEDS TO BE EVALUATIVE. CONFRONT THE ESSAY QUESTION. ATTEMPT TO PROVIDE A CONVINCING OVERVIEW OF THE MEDIA ISSUES RAISED BY THIS QUESTION.

HOMEWORK: Complete the essay and film content that can be used for the creative media task when we return to school. Lots of work to do folks.