Tuesday, 10 January 2012

Jan 2009

Discuss the ways in which media products are produced to audiences, within a media ares which you have studied

Start with print -> digital technology -> NMT/ Impact of web 2.0 -> Impact on print production, distribution and circulation -> figures
                        -> Consumption -> print product - carry around mobile -> website -> go on computers -> now NMT - > iPad, iPhone, Androids -> portability -> media savvy audience - > need to target them -> web 2.0 allows this to happen -> who is their target audience - 18-24
                                                  Prosuming opportunities -> Vote for bands in NME awards - raise awareness -> makes the brand itself become friendly -> if you can physically go to the awards show -> it creates a lifestyle - > creates a community (music on its own did this) - > prosuming opportunities creates loyalty, so they come back (usesers gratification theory)
                                                                                        - Commenting
                                                                                        - Gloablisation - being able to speak to anyone anywhere at any time
                                                  Synergy -> Facebook/Twitter - uploading videos onto youtube/ email in with your band to get on their gig list -> drives people to their website
                                                  Convergence -> website - multi-platform - radio station on the website with Facebook and Twitter links - creates converegnce with other websites

Success? - are they marketing themselves well? how? NME praised for the content on their website - sourse of example

Future -> wired -> vertical intergration with their magazine and adobe
                               Two seperate ladders joining together to create a single product
          -> company magazine -> zapper app -> alows you to see the front cover as a video through this software

Competition-> USP/POD - Have them as they have won awards for this
                     -Twitter - joined them instead of competing - umbrella branding - company on youyr own - put up an umbrella underneath you - collect more companies - like branching
                    - Areas of music industry
Use NME as main - use Metal Hammer as a support - how it does the same things/ how it differs

Jan 2010

"Media production is dominated by the global insitutions, which sell their products and services to national audiences" To what extent do you agree with this statement?

Globalisation -> Digital technology -> NMT developments
                      > targeting for a national and better why? - NME = Mainstream - mass market
                                                                                     - MH= Niche - smaller share
                     -> Uses gratification theory ->
                      > Vertical intergration - brand extention - radio and TV - Facebook, Twitter - NME cONSTANTLY UPDATING THEIR BRAND
Proliferation -> loyalty -> USP
Competition-> USP/POD - Have them as they have won awards for this
                     -Twitter - joined them instead of competing - umbrella branding - company on youyr own - put up an umbrella underneath you - collect more companies - like branching
                    - Areas of music industry
                    - Prosumers -> fanzines - development of digital technology has created competition -> created by people for people -> Murdoch -> power of the consumer/ prosumers - meeting customer needs - if they don't tjhen they won't exist
                    - Synergy -> NME have music tents at festivals -> drives them to their brand -> reaches miore people
                                      Metal Hammer have Hammerfest -> smaller market -> reaches less people

Future of magazines
Bring in Murdoch

Uses and Gratifications theory – 5 reasons why we consumer media texts: Information/ education – Big Fat Gypsy Weddings; Entertainment –Eastenders ; Social Integration- I’m A Celeb; Personal Identity – Skins, Shameless

June 2010
What significance does the continuing develpoment of digital media technology have for media institutions and audiences?
NMT -> eclipsing the printed magazine -> audience -> techically savvy -> alexa.com 18-24 -> would use the internet and web 2.0
Make or break -> circulation figures -> MNE fell 14.3% to 29,020 in the first half of 2011
                                                              Metal Hammer increaded 0.1% to 40,000 " "
But NME Have David Bowe special edition on iPad - usp

Significant -> Adopting
                   Replace the print mediums
Continuing development of NME
Circulation - Proliferation -> competition -> fanzines/ prosumers - Wicks
                                              development
                                             Competition -> target audience and instant access _. Who are they? why are they so demmanding?
                                                                                                                             - conternt vs accessibility -convergence/ synergy - personal - if the page isn't loading then I will go on another website
How is advertising being hit because of  the development
Write a plan

Circulation
Target audience. Who are they?
Mass vs Niche
Proliferation (negative vs positive)
Synergy
Convergence
Globalisation
Advertising
Prosuming examples
NME, Metal Hammer, Future PLC, IPC Media
Last paragraph should always refer back to the question – I think – fits in with future

Wednesday, 4 January 2012

Taking Notes

Micro element
Type
Example
Meaning it creates
Camera shots, movement and composition

Mid shot







Handheld






Camera close
 to the floor


High angle shot

Low angle shot when he falls down the stairs

Over the shoulder shot
Coming out of the shop with older brother putting his arm around his younger brother




When boy is walking up to ladies





Seeing the guy who fell
and the girls take the tinsel

on boy on the stairs







looking down over on the boy
Shows that he’s physically smaller than the brother – coonotes vulnerablility
The hand round his brother to reassure him – how you would treat a child – that’s how he sees him – needs to be looked after

Close to the action – we feel like we’re aCTUALLY following him – verimilitude in the diagesis – unsteadyness could represent that he’s not physically steady as
well

the tinsel is closer to the camera than he is – bolder – when the girls steal it it creates sympathy for him

it creates sympathy for him as the shot makes him look vulnerable as he’s hurt





Verisimilitude – the audience feels concerened as so is looking over the lady’s shoulder to see if he is ok
Looking down on him - vulnerable
Mise-en-scene
Tube






Chair


Toilet






When the boy is on the floor
He can’t do ‘normal’ things like going to the toilet without help – toilet is quite dark – connotes that this is one of the bad sides of his disease – embarrassing – ‘skelitons in the closet’

now higher than everyone – taking control – mid shot is also used – don’t focus on the chair – only hhim – not the stereotypical vulnerable view
Editing
Parralel
Srs
Full length shot on boy, then cuts to mid length
Then cuts to a close up oin the lady’s face





Graphic match
Two brothers,  narcoleptic boy, ambulance people






Between the brothers





The door of the ambulance closing and the toilet door closing
Follow sthe conventions of a medical drama – multiple things happeninginat once – re-inforces that people with disabilities need to be helped by the authories – wheter it be a bloody face or not being able to walk


Shows the emotional bond – was when the diabled man was going to the toilet – also shows their ease – other brother has done it before – used to it – been helped for a while

A way of going from one situation to another – symbolises parallels between the paramedics who help behind closed doors and the man with his brother – infer that he is a doctor too


Sound
Dialogue






Diagetic cars in the background
Foley ‘
‘Ihave an incurable didesase’
‘Quit pushing me about’




Council estate – only sounds you hear –
when he falls down staris

don’t crowd the boy’

Sees himself as a burden/ upset about it (Paul Hunt 1991)
But doesn’t want other’s to help – stubborn – he doesn’t want to be seen as a burden


verimilitude in the diagesis - emphasise the serious situation




along with the mid shot in the chair – don’t see that much of it – he is now higher and taking control – not stereotypical

Friday, 30 December 2011

Section B - June 2009 Low Level 4 Response and Moderators Feedback


Qu) How important is technological convergence for institutions and audiences within a media area which you have studied?

In recent times the media industry has witnessed meteoric rise in new technologies.  The advancement of the internet, for example, as it entered its second phase enables consumers to access media in new and unparalleled ways.  For the magazine industry, this has presented both challenges and opportunities.

Print media is mostly in decline, a worry of course for producers of magazines.  Therefore they must assess just how important technological convergence is for helping their magazine to survive in the long run.

The Future Plc title Metal Hammer is a monthly rock and metal magazine, that has existed since 1994. In that time, Metal Hammer has built a reputation as a bible of both modern and traditional metal music. It’s publisher, Future, is an independent company with a portfolio of magazines aimed at niche market sectors.  As a whole, Future, has performed well in a declining market, with Metal Hammer and Classic Rock reporting increases in circulation, with Metal Hammer reaching a circulation of 50,269 and classic rock 70, 188 (ABC, Dec 08).  Perhaps Futures strategies involving technological convergence have something to do with this success.  One of their ‘pillars’ of business strategies  is to implore upon their existing convergences in order to further appeal to prosumers.  This is important; Future defines prosumers’ as “young men or young-at-heart men (Future licensing.com). In general this demographic will be one of the most technologically involved, in the know about the latest technologies.  They are also, incidentally the most valuable demographics for advertisers.  In this respect, convergence is extremely important for Future and indeed Metal Hammer in retaining advertising revenue. Advertising revenue has already fallen for Future, as they already saw a 15% drop in advertising from December 08-March 09 (futurelicensing.com, 2009).  It is therefore, vital that they use technological convergences to remain advanced enough to attract advertisers.

Metal Hammer’s target audience is a young audience, interested in music, converging adults”, according to futurelicensing.com The National Readership survey 08, the latest available, shows Metal Hammer readers to be 64% male, average age 22.  Again, this is an audience that will be interested in many forms of media. So for Metal Hammer to maintain their loyalty they must fulfil their newly evolving needs (Uses and Gratifications, McQuail).

The Metal Hammer website is a demonstration of convergence, and has proved popular with nearly 60,000 individual visitors since starting (futurelicensing.com).  Alex’s web traffic analysis suggests that visitors are mostly male, aged between 18 and 24 and spend around 2.7 minutes on Metal Hammer.co.uk. Therefore the website has apparently targeted the right audience for Metal Hammer.  Users can interact, voting in polls such as “who has the best slipknot mask?”, giving users the sense that they are contributing to a community. They are also educated and entertained with video exclusives, Metallica Live, and Opeth on tour.  In this way convergence maintains interest in the Metal Hammer brand.  Web 2.0 allows users to submit and generate a content, so Metal Hammer has competition in that users can go elsewhere for such videos .  It is up to Convergence in order to provide the best service for users.

Metal Hammer has also had successful synergies created as a result of convergence.  On 2008, Metal hammer.co.uk encourages users to send in photos taken on their mobiles of them playing “Guitar Heroes”, combining the internet with mobile technology.  The guitar hero synergy  combined with a party sponsored by Metal Hammer at the O2 (Metal Hammer.co.uk), Podcasts have allowed content to be sent faster than ever to multi-media formats.

Indeed, distribution is an interesting issue to consider for the magazines industry.  The internet, podcasts and video channels allow readers to access their wanted content within seconds.  Where as hard copies of a magazine must be ordered or brought from a shop. Indeed it could be suggested that the gathering of content from the internet or mobile has replaced the need for buying the magazine itself, as subscriptions for Metal Hammer rose 8% from Dec-march 09 (futurelicensing.co.uk) suggesting there is not the same novelty when buying a magazine. 

However, whilst technological convergence is important for the magazine industry, publishers must consider that the extra content offered to consumers via convergences in technology, could replace the magazine itself.  IPC’s NME is an example of this as circulation dropped 24.1%, whilst its website has been praised for the amount of content on offer.  Metal Hammer has a unique community created by the interacting mode of address; ‘Join the Crusade’ and writing style filled with expletives ‘F*** You!’, readers of Metal Hammer feel a string sense of unrivalled community within the magazine.  The magazine sticks close to its ideologies of anti-establishment , avant-garde by  featuring adverts appropriate to his such as Attitude Clothing and HMV Metal, whilst the website has adverts by O2, Orange and T-mobile.

Overall techno convergence is important as consumers needs alter and change but for the magazine industry to survive they must make any technological advancements not a replacement for the hard copy of the magazine as Future have so far successfully done.  As online advertising reached 18% for future it is important.

EAA 17/20
EG16 /20
T 8/10
Examiners Comments
This is a candidate’s response on the magazine industry and begins with a clear argument about the new challenges facing the industry giving the development of digital initiatives and technological convergence. This shows good knowledge and Magazines and understanding. Using Future PLC title, Metal Hammer, a monthly rock magazine, the candidate places a context on its
ownership characteristics (p9) and statistical evidence of its size and scale as a publication – this success the candidate argues, is in part due to technological convergence.

On page 10 the candidate identifies the audience for Metal Hammer as ‘prosumers’ (source:futurelicening.com) with a disposable income and a liking for media technology. The candidate uses Metal Hammer website to illustrate why convergence is important for both the consumer and publisher.  Users find the interactivity of the website appealing, the fact they can identify themselves with other fans as community users and watch online music video, as stated on page 11. (Cross media links)


Further, the candidate also links the issue of technological convergence with the keymedia concept of Synergy. For example, subscribers to the website were encouraged “to send photos of themselves from their mobiles of them impersonating their ‘Guitar Heroes’. Technological convergence is identified from reading the magazine, using the website and making using of mobile phone technology – all appealing to it’s predominately male audience (p12).

The candidate then moves on to discuss the distribution of the magazine and highlights the benefit of downloading content, which to some extent compliments the buying of the magazine and importantly recognises that subscriptions to the magazine rose by 8%. (p12). The candidate then contrasts NME, which did not offer such wide choice through digital initiatives and the circulation figure dropped. The reasons for this the candidate offers as the involved online community (p13).

This is a detailed sustained level four response. It would have been awarded a high mark for EAA, and a low level four for the use of examples, perhaps other wider and comparative examples could have been used. The use of media terminology is  elevant and accurate. This answer does offer a full range of case studies and own experience. An excellent response.

Section B - June 2010 High Level 3 Response and Moderators Feedback

QU) What significance does the continuing development of digital media technology have for media institutions and audiences?

 The continuing development of digital media technology has a huge significance on media institutions and audiences. The magazine industry is constantly changing and adapting in order to please the audiences views. For instance, the view that print media is in decline could be agreed and disagreed with the older generation would disagree as they believe magazines are still the most effective media form. However, the younger generation would believe that is in decline and have found different platforms in which to obtain knowledge of the music industry.

Take for example Bauer, a german based production company which owns a large portfolio of magazines. It covers a wide range of genres which each suit their own niche market e.g. Q magazine for music, Empire for films etc. Not only does Bauer have a portfolio of magazines but everyday over 10 million people listen to a Bauer media owned radio station. Bauer took over from EMAP in 2008 and has become the leading publisher in Europe.

One of the magazines that is part of Bauer’s portfolio is Q magazine. Q is a multi platform brand. It has its own radio, tv channel, website and awards ceremony. Q aims its reader profile at people aged 30+ with a disposable income and intense interest in the music industry. This means that Q is keeping up to date by allowing their readers not only to become consumers of their magazine but also prosumers by giving them an opportunity to give their input online. The invention of the web is mostly becoming more popular with the younger generation as it allows them to become active rather than just passive and shaping what they are given. The magazine offers the reader the chance to become an active with such things ascash for questions”, however, online features such as videos and hyperlinks allow the audience to comment and show their interests in seconds rather than waiting for next month’s issue to be released. This point links in with the fact that the webpage can be updated instantly rather than waiting for the next month, making the webpage a much more up to date medium.

Q also helps link the link between the magazine industry and the actual music industry. It offers music artists the chance to be promoted through the brand. For example, April 2010 edition had Lady GaGa on the front cover. This showed Q to be not only realising her recent success at the BRIT awards but cashing in on her success by offering her an article about her career so far, as well as branding her as this generations answer to Madonna. This not only promotes Lady GaGa as an artist but keeps Q on top of the music industry and in giving Lady GaGa an identity that is globally known. The main source of revenue is through advertising with advertising willing to pay excessive amounts in order to get their product in the magazine. Q choose to place adverts they believe will appeal to their reader and discard ones which don’t fit their reader profile. Not only are products such as ‘VO5’ and ‘Jack Daniels’ advertised they also choose to advertise albums that have been released. This keeps the deal ‘sweet’ between magazine and music producers. E.g. April 2010 edition of Q had Parlophone’s “Gorilaz: plastic beach” album on the back page of the magazine. Magazines provide an effective way for albums to be promoted, whether it be the magazine itself or through another part of the brand such as TV or online.

A huge part of modern technology that is set to change the way we consume media is the iPad. The iPad is seens as the best way to consume media on the go. It may even begin the start of the decline of printed media. However there may be something else in 5-10 years that changes things again and is even better than the iPad. For now however, the iPad is seen as the future.

Fanzines also change how music is viewed. The consumer is allowed to become a prosumer by allowing them to give opinionated non printable reviews of their chosen subject or item. Again fanzines can be profitable with revenue only coming from advertisement and not from consumers as producers of fanzines make their products free.

The main significance of modern technology is that it will constantly make magazines change themselves and better themselves as there is lots of competition from older publishers.

EAA 15/20
EG 15/20
T 7/10
Total - 37/50

Moderators Feedback

The media area used for the response is magazines. In the introductory paragraph the candidate is not necessarily addressing the question set- but this does set up the response well. The candidate responds with excellent institutional knowledge and understanding, accompanied with good exemplification on Bauer and ‘Q’ magazine. The candidate provides a context to the size of Bauer as an institution. The significance of digital technology is explained by the candidate in relation to institution size and scale and this is examplified in relation to the question.

The response goes on to suggest what benefits digital initiatives have for the audience e.g. interactive content and opportunities for instantaneous feedback to fans as a recognized advantages over the published monthly. The response develops further by making a link between digital initiates and synergies within the institution and the candidate shows a highly proficient ability to evaluate and analyse the significance of this for the publication – an example of meeting high Level 3 criteria for explanation/ analysis and argument.

Towards the end of the candidate’s response there is evident discussion of iPads and what this means for the industry, an attempt by the candidate to consider possibilities for the future of magazine publications in contrast to more traditional fan/fanzine ties that magazines have – made possible by e-readers and downloadable magazines. Media terminology is mostly accurate.

This is a highly proficient level three response, which meets criteria very well across all three-assessment objectives.

The Future of Magazines: First Real Video Ad in Print Magazine

Only does it for subscribers - would encourage people to subscribe - bring in more money
Another dimension to magazines - adapting with the times
CBS and Pepsi - tv times
Instead of magazines directing you to websites to see videos, the video is in the magazine itself - USP - brings in more customers

Companies could do this to combat the decrease in circulation
There is still a physical magazine, not a viral copy

Thursday, 29 December 2011

Doctor Who Extract June 09: Gender: Own Response


Doctor Who Extract June 09

Gender
Sound – voices – choir – bad situation - disequlibrium
‘kneel’
High angle shot – Martha
Low angle shot – master
Master – black suit – nice
Martha – black – military dress – against stereotype
companions who could absorb the time vortex’ – she was captured – not as strong – assume that the camp were females – makes that one seem strong – not stereotypical
Laughs – close-up – when she explains- srs between them both – makes him look stupid
Flash back – audience understands
Walking in wind and cold – hard time – diagetic sounds – verisimilitude within the diagesis
Sat on stairs – high status
‘i love him’ – emotional - s
Binary opposition – he wanted violence – she did it emotionally
Strings and choir when she builds up her explanation – audience feels happy that he’s lost – could say happy because she a woman beat him
Blonde woman – red dress – binary opposition to martha
Doctor – most important – everyone is saying his name – rises up in the air- physically taller than everyone in the room – blue lights surrounding him – emphasise his newfound power  – gets closer to the master – makes him run down the stairs – high angle shot – physically weaker- binary opposition to earlier
Women in background – maid outfit – ethnicity – male in caretaker
Low tempo – trombone – when he’s speaking – sombre- obvious that he’s the antagonist – low tempo music connotes that the audience aren’t meant to like him
‘bow your head’ – foley sound of blade – she could get hurt – vulnerable and weak
Laughs – makes him seem stupid ‘c’mon – did you really believe that’ – she didn’t use weapons – only words – clever than him – positive – not stereotype
‘i did just what the doctor said’ – following male orders – doesn’t have a mind of her own - stereotypical
Flash back – blurred and
Tilts up when she stands up – explaining the plan – movement to higher ground – he’s standing still - bo
Juxtaposition between their faces – hers animated – his straight
Short, close up shots on people’s faces – emphasise their hope and the tension – will it work?
Mid shot – little man in cage – vulnerable – against stereotype
Hair yp – buckes and straps – male gaze – mulvey
Master – match on action – shows his movement – everyone else still –  biggest power – bo later
Extreme close up- high angle
Mocking tone – makes him inferior
‘faith and hope’
Camera still on her – tilts to follow his movement – agitated – lost
Blue light on their faces – him – light accociated with ambulances – safety/ rescue – he’s the rescuer
Sonic pulled out of his hands – symbolises his loss of power – eqlibrium

This extract of Doctor Who represents gender through various elements, such as mise-en-scene, sound, camera angles and editing. There is a mixture of both stereotypical and equal dominant views for both men and women; however, the audience are, to a large extent, lead to believe that women are inferior and that males are dominant. Additionally, the audience can see representations of power within the male gender, suggesting that males can be inferior too.

Firstly, representations have been portrayed through mise-en-scene, for example the woman Martha is wearing black military style clothes, which challenges stereotypes as black connotes darkness and power as audiences associate black to be worn by the villain within a diagesis (reception theory) and is overall a colour that women don’t wear. Also, the military style clothing further stresses this as women traditionally wear skimpy clothes to attract men (The Male Gaze, Laura Mulvey), however her clothes barely show any skin and so Martha is not seen as a sexual object by the male audience, thus challenging stereotypes. However, binary opposition is used between her and the blonde lady behind the Maser, who is wearing a tight, bright red dress, which shows her figure and thus conforms to Mulvy’s The Male Gaze theory. The colour red connotes love and is quite bold, and this suggests that the blonde lady needed to wear it to be seen, as she is behind the Master, who is the dominant antagonist, as she also doesn’t spend a lot of time on screen, which in itself, suggests that because she’s a woman, she’s inferior, which conforms to the stereotype. Also, the women in the background are wearing maid outfits, which is a stereotypical female job. However, there is a black male standing next to them in a caretaker’s outfit. The use of uniforms connotes a loss of identity and thus importance, which follows the stereotypical view of ethnicity. Also, audience aren’t introduced to them as well as Martha, The Master or The Doctor, making them inferior to these three.

As well as costumes, stereotypical representations are shown through the use of props, such as the platform on which The Master is positioned and Martha is positioned on the floor, below him, making her physically inferior, following the stereotype that women are inferior to men. Although, at the beginning of the clip, in a mid shot, we see a small, shrivelled man in a cage, which doesn’t conform to male stereotypes. The use of cage symbolises constriction and being trapped, which men aren’t portrayed to be as they are typically portrayed as being free and independent and the fact that this man is in the cage, not Martha, gives her dominance over him. This is further emphasised through the use of the extreme close up, high angle shot.
Another aspect of mise-en-scene is lighting, which was used when the Master’s plans go wrong, where the are blue lights on the people’s faces. The colour blue is associated with ambulances and so connotes safety and being rescued, and is used to suggest that The Doctor is the one who is going to rescue them, following stereotypes.

The use of sound, such as the incidental music at the beginning, which consists of choir voices, suggests that the clip has entered a bad situation (disequilibrium), which is uncommon at the beginning of a TV drama, as it normally starts with equilibrium (Toldrov’s theory). This ultimately infers that the male dominance is bad, which doesn’t conform to stereotypes as males, typically play the protagonist who saves the day. However, it is clear that he is the antagonist who is against the female protagonist, Martha, due to the slow tempo incidental music used when he speaks, creating a sombre mood and thus connotes that the audience aren’t meant to like him. This is contrasted with the incidental music used for Martha when she explains how stupid he is, which are light strings and a vocal choir, where the dynamics increase as she builds up her explanation, which causes the audience to feel happy that the male antagonist has lost, and this could further suggest that the audience are meant to be happy that a woman has beaten a man, which doesn’t follow stereotypes as I said before, it is normally males who play the role of the protagonist – not women.
The use of dialogue both challenges and conforms to the stereotypical view, as The Master commands Martha to ‘kneel’ and ‘bow her head’, which she allows and thus makes The Master superior and follows stereotypes. Also, Martha, when explaining how he is wrong, says that she ‘just did what The Doctor said’, which follows stereotypes as she’s following male orders, thus suggesting that she can’t think for herself and is dependent on males. She also says ‘I love him’ when talking about the Doctor, which follows the stereotype as female characters tend to act as a love interest for the males. It also shows an emotional side to her, which is another stereotype. However, this is contrasted when she laughs at his plans and exclaims ‘c’mon – did you really believe that?’ which makes him look stupid and therefore inferior.

The use of camera angles, widely supports this view as the binary opposition between Martha having a high angle shot, which makes her look vulnerable and therefore inferior, and The Master, who has a low angle shot, suggesting that he has more power and is therefore superior to Martha follows the stereotype. Nevertheless, the power is then shifted to Martha when she laughs, which is portrayed through the close up high angle shot on her face, which clearly shows her emotions, which the audience can see as happy, which creates disequilibrium within the diagesis and breaks verisimilitude as she’s not meant to be laughing in a serious situation. A tilt shot is used when she stands up, representing her movement to higher ground.  Then shot reverse shot and the 180 degree rule are used to show the conversation between both the Master and Martha, and thus makes him look stupid as he doesn’t know why she’s laughing. On the other hand, despite her newfound status which challenges stereotypes, the Doctor  is portrayed as the most important as when he rises up in the air, surrounded by blue light, the camera tilts to follow his movement to show that he is now physically taller than everyone in the room. Then as he starts to move towards the Master an eyeline match and a high angle shot is used on the master to show that he is now physically shorter than the Doctor (eyeline match suggests this) and is now therefore weaker, this is then stressed further as he goes down the stairs.
Finally, the use of flash back for editing, catches the audience up with Martha’s story and shows physically strong Martha was as it cuts to her walking in the wind and cold, connoting that she had a hard time doing The Doctor’s plan and is a strong person for completing it, thus challenging the stereotype. The diagetic sound of wind creates verisimilitude within the diagesis and so creates more sympathy for her. The pace of the editing increases when Martha explains the plan to The Master and there are a series of short, close up shots of people’s faces, which emphasise their hope and increase the tension and the audience don’t know whether or not it will work.

So, in conclusion, the extract is stereotypical of gender as The Doctor, one of the protagonists saved the day, however he did this with Martha’s help, which goes against stereotypes. None the less, The Master was portrayed as the violent antagonist, with the majority of power throughout the clip, until The Doctor broke up his plans and became superior, following male dominance. Also, Martha’s help was more emotional compared to The Master’s violent plan, which in itself follows typical male and female stereotypes.

Explanation/analysis/argument 16/20 - could include more on The Doctor's role and how Martha's plan was intelligent and emotional rather than violent and rambles in some places, but some places aren't explained enough
Use of examples 16/20 - could be more examples on editing - post production - it also was mixed up slightly with shots and camera angles - doesn't distinguish that it's editing
Use of terminology 6/10 - good - could use more for editing and a wider range for camera shots

38/50
76% B