Cambridge Syllabus Notes

Cambridge A‑Level Media Studies 9607 – Common Skills and Understanding

Common Skills and Understanding

Learning Objective

Develop the ability to critically analyse both your own media productions and published media products, using a systematic framework that highlights purpose, audience, techniques, and impact.

Key Skills for Media Analysis

Identifying the purpose and intended effect of a media text.
Understanding the target audience and how the text appeals to them.
Deconstructing visual, auditory and textual techniques.
Evaluating the effectiveness of the media product in achieving its purpose.
Reflecting on personal creative choices and comparing them with professional standards.
Communicating analysis clearly using appropriate terminology.

Understanding Media Products

Media products are constructed through a series of decisions that shape meaning. These decisions can be grouped into three broad categories:

Content decisions – what is shown or said, narrative structure, themes.
Form decisions – visual style, sound design, editing techniques, genre conventions.
Contextual decisions – cultural, social, economic, and technological factors influencing production.

Analytical Framework

Describe the media product (genre, format, length, platform).
Identify the purpose: inform, persuade, entertain, or a combination.
Analyse the intended audience and the strategies used to attract them.
Examine the techniques employed (camera work, lighting, colour, sound, editing, language).
Assess the effectiveness of these techniques in relation to the purpose.
Reflect on your own production choices and compare them with the published example.

Comparison: Self‑produced vs Published Media

Aspect	Self‑produced Media	Published Media
Purpose	Often exploratory or practice‑oriented; may aim to meet brief requirements.	Commercial or public service objectives; clearly defined target outcomes.
Audience	Peers, teachers, or a niche online community.	Broad demographic defined by market research and commissioning brief.
Resources	Limited equipment, time, and budget; reliance on free software.	Professional studios, specialised crews, substantial budgets.
Techniques	Basic shot composition, simple editing, experimental sound.	Advanced cinematography, colour grading, professional sound design, VFX.
Feedback	Teacher comments, peer review, self‑reflection.	Audience ratings, market performance data, critical reviews.
Evaluation Criteria	Adherence to brief, creativity, technical competence.	Effectiveness of messaging, audience reach, return on investment.

Suggested Diagram: The Media Analysis Cycle

Suggested diagram: A circular flowchart showing the stages – Brief → Production → Publication → Reception → Evaluation → Revision.

Practical Activity

Choose a short published video (e.g., a 60‑second advertisement) and a self‑produced clip of similar length. Apply the analytical framework to both, complete the comparison table, and write a reflective paragraph on how your production could be improved based on the professional example.

The ability to analyse their own and published media products