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Media EQUQAS Component 1 June 2019

Paper: https://pastpapers.download.wjec.co.uk/s19-5680-01.pdf

Mark scheme: https://pastpapers.download.wjec.co.uk/s19-C680U10-1%20EDUQAS%20GCSE%20Media%20Studies%20Comp%201%20MS%20S19.pdf

1.  Explore how this front cover of GQ magazine uses media language to communicate meanings: 

(a) images [5]

The use of images on the Raheem Sterling (RS) GQ cover are used to create multiple meanings. For example, the way in which he has been posed in a wide-legged stance might have been constructed to highlight his legs, which are arguably his most important asset due to the fact that he is a footballer. Furthermore, this might also have been used to portray his dominance, as it seems RS is taking up a lot of space due to his stance and so this might equate to his immense importance within his career. This is expected for a GQ magazine as he is presented in a dominating and overtly masculine manner, which is in-line with the target audience of the magazine, who are typically wealthy and stylish males. 

Moreover, the way in which RS has large black wings also might communicate to the reader that he is perhaps almost angelic: it's almost as if he is a "Guardian angel" as titled on the magazine, maybe this might be in reference to his protection of other black people against racism in football (which he had faced). Alternatively, the wings might connote to the fact that he is a winger in football on one hand, or on the other hand might further tie in to his religious beliefs and ideologies. 

(b) text / written language [5]

The use of the large headline text "Guardian Angel" immediately foregrounds the notion that this star vehicle is important and almost like a saviour; guardian angels are biblically messengers from God sent to protect people, so by describing RS as one establishes his good nature as well as his strength. This furthermore could be referring to how RS actively protested against racism and protected black people from what he had brutally experienced at the hands of racist football fans. 

Moreover, the use of the cover line referencing "Westminster" perhaps reinforces GQ's values, as their target audience are males who are well-educated. This is also stereotypical for men in general, as it is a traditional expectation that they are leaders and dominative. 

(c) layout and design. [5]

The use of colour palette on the cover is used to communicate meanings in terms of the design. For example, the gold colouring of the masthead and anchorage might connote to wealth and prosperity, as the colour might typically be associated with royalty or even divinity. This in turn represents RS as such, as it portrays his value within his career (football) as well as the value of the assets he owns. Furthermore, the use of black wings juxtaposes the white text, perhaps displaying a binary opposition on the page noticeable to the reader; could suggest good and evil, which in this case RS is deemed to be the "angel" fighting the evil racism. 

2. (a) Explain how historical context influences print advertisements. Refer to the print advertisement for Quality Street (1956) from the set products to support your points. [5] 

The historical context of the 1950s certainly influenced the Quality Street print advertisement, due to the rigid gender roles entrenched into the patriarchal society of the time as well as how it was in post-war Britain, where rations had ceased and revolution was occurring in terms of the breaking down of class systems. We can clearly see that the gender expectations affected the QS advert as the women are pictured in stereotypically feminine attire (dresses) as well as how they are blatantly objectified and personified as mere confections to be trivially chosen. Furthermore, the post-war Britain element is evident in the characters behind the main scene: the regency-attired Miss Sweetly and Major Quality. This reflects the rapidly evolving nature of the 1950s as the Regency era was similarly revolutionary. 

(b) Compare the representations of gender in the Quality Street and Axe Peace print advertisements. [25] 

 In your answer, you must consider: • how representations of gender are constructed • how far the representations of gender are similar in the two advertisements • how far the representations of gender are different in the two advertisements.

I would say that the representations of gender are rather similar in both advertisements, as they both seem to represent men and women in stereotypical manners for their respective time periods; the only differing manner is the contexts and purposes with which they are constructed - one is to oppose war, one is to sell confections. 

For example, in the QS advert, women are represented as submissive and trivial objects. This is pictured in the advert through their attire: both of the women are wearing stereotypically feminine, housewifely attire for the time period of dresses and jewellery.  This reflects the gender normalities of the time period, as women were expected to stay at home and cater to their husbands needs as well as their children's. Furthermore, the way in which they are both dressed in outfits that resemble the QS confections further displays the blatant objectification of women, as they are being compared to mere confections to be chosen and eaten. This plays into Laura Mulvey's 'male gaze' theory, in which women are pictured in the media for the sole purpose of male pleasure, as the women are portrayed as being solely present for the selection from the male protagonist. Similarly, these stereotypical gender roles are represented in the Axe advert, as the women are dressed in skimpy clothing, which is typical for the contemporary time period, and are all submitting to their male partners. Additionally, all of the women are pictured to be somewhat weaker than their male counterparts, due to them being: carried, staying on land, watching their partners do the more 'masculine' activities. Perhaps both of these adverts, though vastly different in purpose, are supposing that, in purchasing their product, a man will instantly gain female attraction, as though females are without mind and fall for such materialistic products. 

Moreover, in the QS advert, men are represented as strong and dominative. This is perceived in the way in which the man is laid out to be in the centre of the image, connoting perhaps to his importance in the scene and over the other female characters. Furthermore, the way in which the QS box is placed in his lap might connote to a phallic symbol, which could suggest male dominance and superiority - typical for the patriarchal society of the time period. In addition to this, the conventional roles again shine through in how the male is dressed in a suit and tie, portraying how he is the 'breadwinner' and has a 'serious' job to provide for the family, which is what was expected in that society. Perhaps this links to Propp's theory, as it seems that the make character is pictured as the protagonist in this "delicious dilemma", making him the hero of the narrative, and the female characters as the "princess", desperate to be saved (picked like a sweet). In the Axe advertisement, the male characters are similarly represented as strong and as leaders, as all of the men pictured are wearing conventional, full soldier outfits, contrasting to their female counterparts wearing revealing, perhaps even materialistic clothing; this might have been constructed to convey the roles of men in society once more, as they are the fighters for their country who save lives, whereas the women are expected to remain at home and watch silently from the sidelines. 

In conclusion, I would say that the representation of gender in the two advertisements are shockingly similar considering the time periods in which they were produced, which portrays how the patriarchal expectations still remain within society and are perpetuated in the media, which is in-line with that of Richard Dyer's theory in which the repetition of stereotypes reinforce them. 

3. (a) Name the organisation that regulates radio in the UK. [1]

OFCOM

(b) Briefly explain the difference between how public service radio and commercial radio are funded. [4]

• Public service radio is funded by license fees paid by consumers, independent of the government
• Commercial radio is funded by advertisements 

(c) Explain how radio programmes use technologies to reach audiences. Refer to The Archers to support your points. [12]

The Archers uses technologies in a plethora of ways in order to reach audiences. For example, their website offers many pathways for interaction with audiences, such as the behind the scenes clips of episodes or character profiles to familiarise oneself with the narrative. Furthermore, on said website their are ways to interact on social media, as there are links to official social media accounts where updates and discussions about the latest episodes take place, which would attract audiences as it provides a sense of community within the fandom. 

More to this, The Archers also use other streaming platforms to place their episodes on after it has aired on BBC Radio 4 at 7pm, such as Spotify or BBC Sounds, where audiences can later listen on demand to the episodes and catch up with the story; this can also be achieved through the weekly Sunday omnibus, where all of the episodes broadcasted that week are played on BBC Radio 4. The option to listen on-demand might attract audiences as their schedules might be too busy to be able to listen at the certain time every day, so makes it easier to access for a wider audience. 

no clue what else there is.....

Time: 1hr, 5 mins (skipped last question as haven't done newspapers yet)