Media texts

AS Level Media Studies (9607) – Core Requirements

Learning Objective: Media Texts

This section outlines the essential knowledge and skills that candidates must demonstrate when analysing media texts at AS Level. It aligns with the Cambridge International AS & A Level Media Studies specification (9607) and provides a framework for teaching, learning and assessment.

1. What is a Media Text?

A media text is any product of communication that is created, distributed and interpreted within a cultural, social and technological context. It can be visual, auditory, textual or a combination of these elements.

2. Categories of Media Texts

• Print media – newspapers, magazines, books, flyers
• Broadcast media – television programmes, radio shows, podcasts
• Digital media – websites, social‑media posts, video‑on‑demand, interactive games
• Advertising – print adverts, T \cdot commercials, online banner ads, product placement
• Film and cinema – feature films, short films, documentaries
• Music and sound – songs, soundtracks, audio branding

3. Analytical Frameworks

When analysing a media text, candidates should apply the following inter‑related lenses:

1. Form and Structure – How is the text organised? Consider narrative arc, editing techniques, layout, and spatial/temporal sequencing.
2. Content and Meaning – What ideas, values or ideologies are conveyed? Identify themes, symbols and messages.
3. Context – What historical, cultural, economic and technological factors influence the text’s production and reception?
4. Audience – Who is the intended audience? How might different audiences interpret the text?
5. Production Techniques – What technical choices (camera work, sound design, colour, typography) shape the text?

4. Assessment Requirements

In the AS Level examination, candidates are required to produce a written analysis of a chosen media text. The assessment criteria are summarised in the table below.

5. Suggested Lesson Sequence

1. Introduce the concept of a media text and its various forms.
2. Explore case studies from each category (e.g., a newspaper front page, a T \cdot commercial, a YouTube vlog).
3. Teach the analytical frameworks and model a short analysis in class.
4. Students select a media text for independent analysis; conduct research on context and audience.
5. Peer‑review drafts using the assessment criteria table.
6. Final submission and reflection on learning outcomes.

6. Example of a Structured Analysis (Outline)

The following outline demonstrates how to organise a 1,200‑word analysis of a television advertisement.

• Introduction (150‑200 words)
  • Identify the advert (brand, product, broadcast date).
  • State the purpose of the analysis and the frameworks to be applied.
• Form and Structure (250‑300 words)
  • Describe the narrative sequence, shot composition and editing rhythm.
  • Discuss the use of colour, lighting and sound.
• Content and Meaning (250‑300 words)
  • Interpret the central message and any underlying ideologies.
  • Identify symbols, slogans and visual metaphors.
• Context (150‑200 words)
  • Situate the advert within its cultural and economic environment.
  • Reference relevant industry trends or regulatory constraints.
• Audience and Effectiveness (200‑250 words)
  • Analyse the target demographic and likely reception.
  • Evaluate the advert’s persuasive techniques and overall impact.
• Conclusion (100‑150 words)
  • Summarise key findings and reflect on the advert’s significance within the broader media landscape.

7. Common Pitfalls to Avoid

• Describing the text without linking features to meaning or audience impact.
• Over‑reliance on personal opinion without supporting evidence.
• Neglecting the contextual dimension – historical, cultural or technological factors.
• Using vague terminology instead of precise media studies language.
• Failing to adhere to the word count and assessment criteria.

8. Suggested Diagram