2. Positives
References made to use of digital camera and that these are cost effective and allow filmmakers
the ability to review footage.
Mention the use of CGI and how this can benefit filmmakers.
Audiences as ‘prosumers’.
Digital distribution and issues surrounding this for raising awareness of the film.
Audience expectations – how we are becoming more active.
3. Areas for development
Need to use case study material throughout.
Need to refer to production and distribution (including marketing of a film) issues.
Need to remember to refer to the impact digital technology has on the audience.
Which institutions benefit more from using digital cameras?
Assess and evaluate the impact of the advancements in digital technology.
What about 3D film?
What about the actual cost of filming?
Make sure you focus on what the question asks.
4. What significance does the continuing development of
digital media technology have for media Institutions and
Audiences? Essay structure.
Introduction – overview which briefly addresses the question.
Paragraph 1 – topic sentence (e.g. use of digital camera) > explain why there has been a move
towards using these cameras > provide an example from your case study ( e.g. The Riot Club) >
evaluate the reasons for why digital cameras were used (significance of who produces the film) >
another reasons for why there has bee a move > provide an example from your case study (e.g. Gone
Girl) and reasons for why it is used – compare > summarise and comment on drawbacks.
Paragraph 2 – another production topic > explain > example > evaluate the impact
Paragraph 3 – distribution topic sentence > explain > examples > evaluate the impact
Paragraph 4 - marketing topic sentence > explain > examples > evaluate the impact
Paragraph 5 – the future – “prosumers” – topic sentence > explain > examples > evaluate the impact
Conclusion -
5. Sample Essay (39/50 = B - EAA 15; EG 16; T 8)
Worth a B in the exam.
What the examiner said…
Film is the media area addressed. The candidate begins with evaluation of 3D as a digital
initiative, but there is an absence of the use of specific examples. The response shows a
systematic and methodical attempt to address and assess the impact of digital initiatives on
the film industry. The response further considers technological convergence and advantages
for the audience, but this needs developing with more detailed exemplification and case study
material in relation to ‘Fox’ and ‘Warner’ film studios, as mentioned in the opening paragraph.
The candidate progresses to a discussion of ‘Warp Studios’ as a case study and how cross
media expansion is a benefit for the institution and there is an attempt to evaluate the
advantages of digital initiatives for this company. This is a high level 3 response in terms of
explanation, analysis and argument and a low level four response in terms of use of examples,
an area where higher marks could have been gained with a little more thought. Terminology
used is mostly relevant and accurate.
