OSP assessment: Learner response

 

OSP assessment: Learner response

Your learner response is as follows:

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).

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.)

Dominant or preferred readings:

• 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.

Oppositional or counter-hegemonic readings:

• Reinforces white, western, middle-class representation of family life to the exclusion of

other backgrounds (race/ethnicity, sexuality, age, class). Presents the white, western ‘2.4

children’ average as desirable, aspirational lifestyle – some audiences will reject this.

Negotiated readings:

Negotiated readings could include an acceptance of a warm picture of family life – plus the

potential usefulness of the speaker – despite concerns over how the device uses data and

the growing power of companies such as Google and Amazon.

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).

• Other examples of Zendaya’s progressive causes are feminism (“True feminism has to be

intersectional”), LGBTQ+ rights (portraying a cis-trans love story in Euphoria on HBO) and

mental health advocacy (particularly anxiety). These are all arguably causes that challenge

the traditional values and ideologies favoured by older generations and therefore could

create a challenge to Hesmondhalgh’s work.

• Other examples of Zendaya’s progressive causes are feminism (“True feminism has to be

intersectional”), LGBTQ+ rights (portraying a cis-trans love story in Euphoria on HBO) and

mental health advocacy (particularly anxiety). These are all arguably causes that challenge

the traditional values and ideologies favoured by older generations and therefore could

create a challenge to Hesmondhalgh’s work.

• The Voice should be successful due to the opportunities that are offered by digital media

and the new media landscape in creating a platform for values and ideologies such as a

strong Black British voice. However, the poor construction of the website and social media

presence (poorly worded polls, cluttered design, low-quality photography, lack of fresh

content, poor video production values, weak sponsored content) means it is not the

powerful voice in British media it should be. This may reinforce the validity of

Hesmondhalgh’s ideas when it comes to a narrow range of values and ideologies.

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.

                         

David Hesmondhalgh's argument regarding the dominance of narrow values and ideologies within the cultural industries can be assessed through an examination of two close study products: The Voice newspaper and Zendaya as a celebrity figure.

As a publication primarily targeted towards black British communities, it plays a significant role in shaping cultural narratives and perspectives within its demographic. However, despite its niche focus, it's essential to evaluate whether it reflects a diverse range of values and ideologies or if it perpetuates a narrow set of perspectives.

The Voice's coverage may indeed showcase a breadth of cultural expressions, social issues, and perspectives within black British communities. It may advocate for social justice, celebrate cultural achievements, and provide a platform for underrepresented voices. However, the extent to which it challenges existing power structures, ideologies, and narratives within society is crucial in determining if it contributes to a diverse cultural landscape or merely reinforces existing norms.

If The Voice predominantly promotes a particular set of values and ideologies without critically engaging with alternative perspectives or challenging systemic inequalities, then it would support Hesmondhalgh's argument. Conversely, if it actively promotes diversity of thought, challenges dominant narratives, and fosters inclusive dialogue, it would suggest a broader representation of values within the cultural industry.

Zendaya has emerged as a prominent voice in entertainment, advocating for inclusivity, diversity, and social justice. Her roles in film and television often challenge stereotypes and push boundaries regarding representation in media. However, despite her influence, it's essential to consider whether her presence alone signifies a broad range of values and ideologies within the cultural industry.

Zendaya's success and visibility undoubtedly contribute to a more diverse cultural landscape by showcasing talent and narratives that may have been historically marginalized. However, the extent to which her work challenges existing power structures, societal norms, and industry standards is critical. If Zendaya's success is an exception rather than the norm, and if her narratives are still subject to mainstream expectations and limitations, then it would support Hesmondhalgh's argument.

In conclusion, the validity of Hesmondhalgh's argument regarding the dominance of narrow values and ideologies within the cultural industries can vary depending on the extent to which products like The Voice newspaper and celebrity figures like Zendaya challenge existing norms and promote diversity of thought. Ultimately, a thorough examination of representation, power dynamics, and societal impact within these industries is necessary to assess the validity of Hesmondhalgh's argument.

5) Finally, identify three key areas you plan to revise from the OSP unit (CSP aspects or theories) having looked at your feedback from this assessment.

• Hesmondhalghs theory 
• More about Voice and Zendaya
• Peel paragrapghs