Media contexts

AS Level Media Studies 9607 – Core Requirements

Objective: Media Contexts

This section outlines the core content that candidates must master in order to understand the contexts in which media are produced, distributed and received. It provides a framework for teachers to plan lessons, activities and assessments.

1. Core Content Areas

• Historical Context – key developments in media technology and institutions.
• Political & Economic Context – ownership, regulation, funding models and market forces.
• Social & Cultural Context – audience demographics, identity, representation and ideology.
• Technological Context – digital convergence, platforms, and production tools.
• Global & Local Contexts – transnational media flows, localisation and cultural hybridity.

2. Detailed Breakdown of Core Requirements

Requirement	Description	Typical Examples
Historical Development	Analyse major milestones in the evolution of media forms and institutions.	Print press (1450), radio broadcasting (1920s), television (1950s), internet (1990s).
Political & Economic Structures	Evaluate how ownership, regulation and funding shape media content and practice.	BBC licence fee, US commercial T \cdot networks, state‑controlled broadcasters.
Social & Cultural Influences	Identify how media reflect and construct social identities, values and power relations.	Gender representation in advertising, youth culture in music videos.
Technological Change	Explain the impact of digital technologies on production, distribution and consumption.	Streaming services, user‑generated content platforms, mobile journalism.
Globalisation & Localisation	Discuss the tension between global media flows and local cultural specificities.	Hollywood blockbusters vs. regional film industries, localisation of video games.

3. Key Concepts to Teach

1. Media ownership models (public, private, hybrid).
2. Regulatory frameworks (e.g., Ofcom, FCC, media law).
3. Audience segmentation and targeting.
4. Representation theory – stereotypes, counter‑stereotypes.
5. Convergence culture – cross‑platform storytelling.
6. Media imperialism vs. cultural hybridity.

4. Suggested Classroom Activities

• Timeline construction: students create a visual timeline of major media milestones.
• Case study analysis: compare two broadcasters with different ownership structures.
• Audience profiling: use demographic data to develop target audience personas for a chosen media product.
• Debate: “Is digital convergence beneficial for cultural diversity?”
• Research project: investigate a local media outlet’s response to global streaming services.

5. Assessment Alignment

Examiners expect candidates to demonstrate the following in their written responses and coursework:

• Clear definition of media contexts with relevant terminology.
• Use of specific examples to illustrate points.
• Critical evaluation of how contexts influence media content and practice.
• Balanced argumentation, acknowledging multiple perspectives.

6. Summary Checklist for Teachers

• Have I covered each of the five core content areas?
• Do my lesson plans include historical, political, social, technological and global/local perspectives?
• Are students practising analysis with real‑world examples?
• Is assessment practice aligned with the criteria above?