A2: Useful theory for evaluation

Having been in email contact with a few people, I thought it might be useful to share some of the theory links I have given them. You could use these to help you evaluate the poster, magazine and radio advert:

Audience and persuasion:


https://dohacollegemediastudies.wordpress.com/tag/young-rubicams-4cs-cross-cultural-consumer-characterisation/  (randomly found my old blog from 2013!) 



Y13 Evaluation – draft version due March 23rd

Evaluation (of all three products)

Your work has to be evaluated electronically, incorporating all evaluative work and audience feedback.

  • It should include a combination of video sequences, writing and annotations
  • If you have produced a magazine or website you should produce some of your evaluation using InDesign and on Tumblr.
  • Marks are given for presentation and the use of multimedia
  • Use media terminology.
  • Analyse, interpret and evaluate – don’t ‘tell’

 The questions which must be addressed in the evaluation are:

Use the questions as section headings.

  • In what ways does your media product use, develop or challenge forms and conventions of real media products?
  • How effective is the combination of your main product and ancillary texts?
  • What have you learned from your audience feedback?
  • How did you use media technologies in the construction and research, planning and evaluation stages?
  1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

Firstly, look back at your research and planning.

Compare your products to the research and plans.

  • Have you successfully followed conventions or broken them?
  • Did anything change in the final products? Why?
  • Generically, how could make the products more attractive for your target audience?
  • Textually analyse the products – refer to the following elements:










Camera movement


Mise en Scene

Facial expression

























ASL (average shot length)


Absence of shots Narrative construction








Sound FX


Natural Sound












Linear/non-linear Anchored/polysemic Audience pleasures

Representation and ideology

Did the representation fulfil the purpose? Were stereotypes/countertypes used? Effect on audience? Positive or negative.
  1. How effective is the combination of your main product and ancillary texts?

Consider the extent of continuity between the three products:

  • Brand image
  • ‘House’ style
  • Audience pleasures
  1. What have you learned from your audience feedback?

This is an important component. It is vital to explain that you have completed some quantitative research (which is in your research folder and commented on in the research part of the evaluation). This section is a piece of qualitative research.

Qualitative research is completed once a text is in a finished form. It is then tested on members of the target audience. Unlike quantitative research, which offers breadth, qualitative research offers depth. Qualitative research uses “open” questions and is “semi-structured”. It is very important that you use these methodological rules in constructing your qualitative research. You have to be clear in explaining why you have chosen the sample you have and where and when you did the research. It is very difficult to conduct research and remember what everyone said, hence the need to record the focus group or interview. You can then transcribe what was said, possibly going through the stage of codifying before presenting your results. From this identify the main 3 – 5 findings.

Examples of qualitative research include: focus groups and one-to-one interviews.

There is a clear methodology to completing qualitative research:

  • What is the aim of the research?
  • Identify sample
  • Define place/time
  • List of outline open questions
  • Prepare stimulus material/recording facilities
  • Complete focus group/interview/forum
  • Transcribe
  • Results
  • Findings – this is the most important part – of you have conducted the research properly, you will have collated some excellent information. You now need to summarise the findings and really consider the strengths and weaknesses of your products. Try to use as many media terms as possible and learn from their responses.

4. How did you use media technologies in the construction and research, planning and evaluation stages?

*Use lots of print screens to help you explain – you could annotate these images rather than writing a long essay*

Explain how you have used media technology in your research. Examples might include using YouTube/IMDB to watch and analyse trailers, using Power Point and Excel to show research findings or Google Advanced Search for web research. It is vital that you provide examples as evidence. It is not enough just to say you used Google. You must explain what you searched for and include URLs and other details as evidence.  You should also evaluate the usefulness of the Media Technology you used.

Explain how you have used media technology in your planning. Examples might include mocking up in InDesign or Photoshop, cropping or manipulating images in Photoshop, downloading fonts to use. It might be using word processing software to help write the article. For video it might be test shooting, experimenting with transitions, learning to use Garageband and designing titles in Live Type. Again it is vital to provide the evidence that all this learning took place.

Explain how you have used media technology in your production. Make a list of all the hardware (iMac, camera, tripod etc.) and software (Final Cut, Photoshop, Live Type etc) you have used. Explain some of the features you have learnt, once again provide the evidence.

Explain how you have used Media Technology in your post-production. This involves exporting and/or printing. Putting it in a form for a focus group for testing and then acting upon the comments.

*Try to adopt a discursive style – consider the role of technology and how important it is/n’t for your aims*


Y13 Coursework Deadlines


ALL research, planning and products are due on March 10th.

An evaluation plan is also due on March 10th.


The GOOD news is that the final evaluation is due one day on March 23rd (one day before Easter). Here is the evaluation sheet: Evaluation

You will have two weeks of homework and class time to complete this.


A2 coursework

A lot of you are making excellent progress with the coursework. Please take the time to look at each others and compare the strengths and weaknesses of your work.

Pleasingly, many of you are now writing production logs (diaries) to plan your next steps and to reflect upon what you have done. Please continue to do this as much as possible.

Research and planning should now be complete.

However, having looked at all your coursework, lots of you need to add media language to your analysis and then consider how this will inform your plans. Please refer to your coursework book to make sure you have researched:

  • target audience
  • audience pleasures
  • narrative codes
  • representational issues
  • ideology
  • mise en scene
  • sound

Welcome to Year 13

In our first lesson I showed you a number of different media texts (see below) to try and inspire you to create a moving image piece for your coursework. Try to find some similar texts to research and consider the following things making sure that you always link your research back to your plans:

  1. Target audience: It is vital that you have an excellent understanding of the audience/s that your text might target. Therefore, try to access audience figures for your three research texts – demographic profiles can be found on YouTube, Pearl and Dean, IMDB, Rotten Tomatoes and a number of other sites.
  • You can also analyse the texts and apply audience need theorists such as Maslow and Young and Rubicam for example.
  • Also consider what audience pleasures are on offer.
  • Once you have an excellent knowledge and understanding of the types of audiences that access your research texts, you should then identify a mythical ideal audience (the perfect person for your produce – age, gender, psychographic profile, social class)
  • Now identify the primary and secondary target audiences for your texts
  • Interview some members of your target audience
  1. Narrative
  • Is a narrative arc apparent?
  • Non-linear/linear?
  • Action codes?
  • Enigma codes
  • Proppian roles?
  • Binary oppositions?
  • Anchorage


What are the generic conventions apparent in the text?


  • Describe the mode of address
  • Dominant or subordinate group?
  • Author – part of dominant or subordinate group?
  • Purpose of the text
  • Positive or negative representation?
  • Preferred reading?
  • Stereotypical?
  • Countertypical?
  • What sense of realism is there?
  • Alternative, redundant, entropic, absent
  • Mediation – selection, focusing and organisation


  • Are there any institutional factors? For example, what is the brand image of the institution? Is the institution part of a larger company, perhaps a conglomerate – how might this affect the product?


Textually analyse the form of the media text – mise en scene etc…make sure you consider what effect these choices have on the audience.


Are there any beliefs and values apparent within the text?