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aqa a level Sociologymedia
TOPIC TEN MARKers
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,Page 2 AQA A Level Sociology topic TEN MARKERS - MEDIA
Outline and explain two ways in which new media has affected the ownership
and control of the media in the UK today. (10 marks)
One way in which new media, such as social media platforms Straight in with the first way,
and other digital media, has affected the ownership and clearly explained.
control of the media is that it has passed more of the control
onto the audience. Pluralists have always argued that the Theory brought in quickly.
audience control media content because they can choose
between a range of providers, but with new media they have
control in a more direct sense. Neophiliacs argue that new Good use of sociological
media allows more interactivity and more choice. The terminology and
audience can select what they want to watch (with understanding of concepts.
innovations like “the red button” and streaming services) and
they can also make the news (as citizen journalists) and
produce their own content. Increasingly media content is built Analysis has an evaluative
from audience contributions. Of course, the extent of this flavour (evaluation is not
audience control could be questioned, as most media required for full marks in
production is still carried out by large media corporations, outline and explain questions)
and most choice is limited to options offered by large
corporations, such as Sky or Virgin. However, it is the case
that the audience increasingly act as their own editor and
scheduler, choosing the media that interests them and Linked back well.
skipping that which does not.
Another way in which new media has affected the ownership Very clear that we have moved
and control of the media is by significantly broadening the onto the second way.
ownership of media. Marxists often point out how the media
is dominated by a small number of huge companies, such as
News International and Disney, who control huge swathes of This explanation of Marxist
media content. They criticise pluralists by saying that there criticisms of pluralism does
are false choices in the media, as companies have multiple eventually help make the point
channels or newspapers or studios, which give the impression but might have been briefer.
of competing with one another. However, with new media,
there really are a lot of new media companies on the block.
Particularly in the arena of news, young people in particular
go far beyond the main tabloid newspapers or main Reference to fake news
broadcasters. This has raised concerns about a growth in fake provides some interesting
news, as some online publications are covered by fewer analysis.
regulations than broadcast news (which has to serve a public
service remit) and newspapers (which are self-regulated).
Some of the new media companies are very small operations,
perhaps run by one or two people, who have been able to
make a mark by getting their products to “go viral”. However,
to achieve this, they often have to produce quite sensationalist
“clickbait”. While some social media companies were bought
up by big media companies (such as Google purchasing A clear link back to the
YouTube) many remain deliberately independent. question at the end.
www.tutor2u.net/sociology Copyright tutor2u LIMITED
, AQA A Level Sociology topic TEN MARKERS - MEDIA Page 3
[405 words]
Examiner comments: Mark Band: 8-10
This is a top band answer. Outline and explain questions, on paper 2, are all about bringing two
parts of the topic together that might not have been taught together. It’s important to try and
have a balanced answer: all the focus being on new media or on ownership and control would
restrict what mark could be achieved. This achieves that balance well with two plausible ways
identified.
The response is analytical, with good use of examples and clear explanations. It is a little long,
but packs a lot in.
Copyright tutor2u LIMITED www.tutor2u.net/sociology
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