OSP assessment: Learner response

Create a new blog post on your Media 1 Exam blog called 'OSP assessment learner response' and complete the following tasks:

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

GRADE: B 

WWW:

This is a very strong assessment- well done!

Q1 is top level and close to full marks. Q2 contains some superb points but its unclear in. places- if we can develop that aspect of our exam technique we can be looking at A+ grade.

EBI:

Clarity and coherence of argument in the 25 mark essay. You make some brilliant points but overall it isn't clear what argument you are making.

planning could help with this - Revise the CSPs: is the Voice successful ?

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.)

Positions the Google Home device as at the heart of aspirational family life. 

Links Google brand to vision of ideal family life – creative play with parent; coloured pencils,

paint bottle and corner of child’s picture all reinforce creativity and colour.

• Repetition of the word ‘home’ creates connotations of safety, warmth and comfort

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).

Taylor Swift as a Case Study for Mainstream Cultural Industry Practices
Swift’s online presence reflects both progressive values (e.g., championing women in the music industry) and capitalist ideologies (e.g., relentless commodification of her music and brand). This demonstrates that despite her liberal messaging, the cultural industry still relies heavily on mainstream capitalist practices to maximize profit, aligning with Hesmondhalgh's argument.

The Voice’s Role in Challenging Hegemonic Ideologies
The Voice offers a distinct Black British perspective, countering mainstream representations. Its campaigns, such as "Black Pound Day," challenge the dominance of white, middle-class values. However, its limited reach and impact suggest that the media landscape remains dominated by hegemonic ideologies, validating Hesmondhalgh’s theory.

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.

Introduction

• Brief overview of David Hesmondhalgh’s theory of the cultural industries.
• Contextualize the set products: Taylor Swift and The Voice.
• Thesis statement: Hesmondhalgh’s argument that the cultural industries are dominated by a narrow range of values and ideologies is largely valid, but there are exceptions, particularly with participatory media.

Paragraph 1: Taylor Swift and Hegemony in Cultural Industries

• Point: Swift’s online and social media presence both supports and challenges Hesmondhalgh’s theory.
• Evidence:
  • Liberal values promoted (e.g., advocacy for women’s rights).
  • Reinforcement of capitalist ideologies through merchandising and brand commodification (e.g., Eras tour revenue).
  • The hegemonic representation of women, aligning with Van Zoonen’s theory.
• Analysis: Demonstrates how even a seemingly progressive artist is embedded in capitalist structures that narrow ideological diversity.

Paragraph 2: The Voice and Representation of Marginalized Ideologies

• Point: The Voice challenges mainstream representations, providing a Black British perspective.
• Evidence:
  • Campaigns like "Black Pound Day" and features on Black creators.
  • Gilroy’s "double consciousness" theory supports the importance of such representations.
  • Limitations: Poor digital presence diminishes its reach.
• Analysis: While The Voice diversifies ideologies, its limited impact reflects Hesmondhalgh’s argument about the dominance of mainstream ideologies.

Paragraph 3: The Role of Digital Media in Broadening or Narrowing Ideological Diversity

• Point: Digital media has potential for diversification but is dominated by corporate interests.
• Evidence:
  • Shirky’s "End of Audience" theory suggests a democratization of content.
  • Platforms like YouTube and Instagram allow for diverse creators but are monetized by major corporations.
• Analysis: While new media enables marginalized voices, the overarching control of tech giants reinforces the narrow range of values Hesmondhalgh critiques.

Conclusion

• Summarize arguments.
• Conclude that while there are exceptions to Hesmondhalgh’s theory (e.g., participatory culture and products like The Voice), the dominance of capitalist ideologies and structural inequalities in the cultural industries support his argument as largely valid.

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's Theory of Cultural Industries

• Revise its core principles and real-world applications, particularly the commodification of cultural products.

OSP Case Studies: The Voice and Taylor Swift

• Deepen understanding of the representational and industrial elements of these CSPs.
• Focus on specific examples that link to media theories.

Media Theories (e.g., Shirky, Van Zoonen, Gilroy)

• Ensure clear application of these theories to online and social participatory media.
• Practice linking theoretical perspectives to specific aspects of the set products.