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WJEC criminology unit 1 model answer for 2.2
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This is a full mark model answer for WJEC criminology for Unit 1 2.2
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Evaluate the effectiveness of the media used in ‘Sarah’s Law’ campaign.Please refer to the following where appropriate: blogs, viral messaging,
social networking, advertising, radio, TV, film, documentary, word of mouth,
events and prints.
Sarah’s law is a campaign, which was the result of the abduction and murder of
Sarah Payne, by a convicted pedophile. Sarah’s Law, otherwise known as the Child Sex
Offender Disclosure Scheme, allows the parents of a child to ask the police if someone
who has contact with their child has any previous child related convictions.
One form of media used in Sarah’s law campaign is print. Print media involves:
print releases, flyers and newspapers. Newspapers may be local and national news.
Sarah Payne was the headline of many newspapers, including ‘News of the World’ - a
newspaper which names and shames suspected pedophiles in Britain. One strength of
using print for advertisements is that they do not rely on technology, compared to blogs
or social networking. This means they may be more accessible compared to other forms.
Another strength of using print to advertise is they contain important information, such
as contact numbers and links to social media, which allow readers to access further
information about the campaign. Another strength of Print is it appeals to visual
learners. Print may have bright and colourful images which may attract readers and
support reading. One weakness of using print as a form of advertising is they can contain
too much information, which can make the individual not likely to read it fully. The
public may prefer to read something shorter. Another weakness is that printing is
expensive, compared to things such as social media, which can be free if they’re created
by the campaign themselves. Furthermore, newspapers can widen the exposure of a
campaign as the older generations, above 50 years old, usually buy a newspaper daily.
Another form of advertising used in the Sarah’s Law campaign is TV. Sarah’s
siblings appeared on ITV Good Morning Britain, talking about the campaign and how it
has affected them. The website ‘Standard’ states that Good Morning Britain averages 1.5
million viewers in the morning which brought a lot of publicity. Additionally 159,000
people viewed the interview later on on youtube. Lower profile campaigns may appear
on local news, however high profile campaigns will aim to appear on national television,
to increase their publicity. One strength of using Television to advertise is they allow the
campaign to reach a widespread audience. In particular, the News is a very popular
programme, and allows the campaign to increase its popularity. One weakness is that the
television is not accessible to all. Some people’s socioeconomic status may prevent them
from affording a television or a tv licence.
Another form of advertising for Sarah’s law is a documentary. Documentaries use
images, audio, factual information, arguments and their cause to talk about a topic.
‘Sarah Payne: The Untold Story” is a 60 minute documentary, voiced by Sussanna Reid. It
has 7.1/10 star rates on imdb.com. A strength of a documentary is that they are very
detailed and provide an interesting insight to a certain subject or campaign .
Furthermore, it is quite accessible by those who own a television or have internet access.
In fact, 26.8 million households in the UK have a television. A weakness of
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