Case studies

Cambridge A‑Level Media Studies 9607

Topic: Common Skills and Understanding

Objective: Case Studies

This set of notes outlines the key skills and understanding required to analyse media case studies at A‑Level. It provides a structured approach, examples of suitable case studies and a checklist for assessment.

1. Why Use Case Studies?

Case studies allow students to apply theoretical concepts to real‑world media products. They develop the following skills:

• Critical analysis of media texts and contexts
• Evaluation of production techniques and audience reception
• Research and evidence‑based argumentation
• Comparative thinking across different media forms

2. Core Analytical Skills

When approaching a case study, students should demonstrate competence in the following areas:

1. Contextual Analysis – Identify the historical, cultural and industrial background.
2. Textual Analysis – Examine narrative, visual, auditory and technical elements.
3. Audience Analysis – Consider target demographics, reception data and feedback.
4. Production Analysis – Discuss budgeting, scheduling, crew roles and distribution.
5. Evaluation – Judge effectiveness against intended aims and ethical considerations.

3. Suggested Case Studies

Below is a non‑exhaustive list of case studies that illustrate a range of media forms and issues.

Case Study	Media Form	Key Themes	Suggested Focus
The Social Media Campaign for Nike’s “Dream Crazy” (2018)	Digital / Social Media	Brand identity, activism, viral marketing	Audience engagement metrics, ethical debate on athlete activism
BBC News Coverage of the Brexit Referendum (2016)	Television News	Political framing, bias, agenda‑setting	Comparative analysis of headline vs. in‑depth reporting
The Blair Witch Project (1999)	Film – Horror	Found‑footage technique, viral promotion, audience belief	Production constraints, marketing strategy, reception studies
“The Great British Bake Off” – Episode 3, Series 10 (2023)	Reality Television	Representation, gender roles, audience participation	Editing choices, narrative construction, social media response
Spotify’s “Wrapped” Annual Campaign (2022)	Digital Music Platform	Data visualisation, personalisation, brand loyalty	User‑generated content, algorithmic influence on listening habits

4. Step‑by‑Step Case Study Framework

Students can follow this systematic framework to ensure a comprehensive analysis.

1. Identify the case – Title, year, producer, medium.
2. Gather evidence – Primary sources (the text itself) and secondary sources (reviews, audience data, scholarly commentary).
3. Contextualise – Outline relevant social, political, economic and technological factors.
4. Analyse the text – Use media language terminology (e.g., montage, diegesis, framing).
5. Analyse the audience – Demographics, psychographics, reception studies.
6. Analyse the production – Budget, crew, distribution channels, regulatory environment.
7. Evaluate – Assess success against aims, consider ethical implications, suggest improvements.
8. Conclude – Summarise findings and reflect on the wider significance for media studies.

5. Assessment Checklist

Use this checklist when marking case study essays.

Criterion	What to Look For	Marks (out of 10)
Contextual Knowledge	Accurate description of background, clear links to media environment.	2
Textual Analysis	Use of appropriate terminology, detailed examination of media language.	2
Audience Insight	Evidence of audience research, understanding of reception theories.	2
Production Understanding	Discussion of budgeting, crew roles, distribution, regulatory issues.	2
Evaluation & Critical Judgment	Balanced assessment, ethical considerations, clear conclusion.	2

6. Example of a Mini‑Analysis (Excerpt)

Below is a brief illustration of how a student might begin an analysis of the Nike “Dream Crazy” campaign.

“The ‘Dream Crazy’ campaign leverages the celebrity status of Colin Kaepernick to position Nike as a champion of social justice. By employing a stark black‑and‑white aesthetic and a slow‑motion narrative, the advertisement constructs a heroic mythos that aligns the brand with the values of perseverance and activism. Audience metrics show a 31% increase in online engagement within 48 hours, indicating successful resonance with younger, socially‑conscious consumers.”

7. Further Reading (Suggested)

• Hartley, J., & Wright, R. (2020). Key Concepts in Media Theory. Sage.
• McQuail, D. (2019). Mass Communication Theory. Sage.
• Stuart, J. (2021). Media Audiences: From Reception Theory to Digital Analytics. Routledge.