Unit 2 - Understanding the media

Unit Learning Outcomes

Candidates will be expected to:

AO2  Analyse and respond to media texts/topics using media key concepts and appropriate terminology. (10%)
AO3 Demonstrate research, planning and presentation skills. (10%)
AO4 Construct and evaluate their own products using creative and technical skills. (10%)

The aim of Unit 2 is for candidates to develop an understanding of how and why media texts are produced as they are. Unit 2 is worth 60% of the GCSE and 30% of the GCSE Double Award.

In Unit 2 candidates will produce one introductory assignment, one assignment that requires candidates to look closely at cross-media platforms which more closely reflects the media industry today and one Practical Production and Evaluation, each chosen from a different bank of assignments.

This unit will be assessed by means of controlled assessment. Centres should note the following:

Each task is specified by AQA. For each assignment candidates must complete one assignment from Assignment Bank 1, one from Assignment Bank 2 and one from Assignment Bank 3. The supervision of candidates by centres must ensure that candidates complete tasks as set by AQA.

Research may be undertaken with limited supervision. Candidates need not be under the direct supervision of staff at all times. However candidates are required to complete all of the work other than research under informal supervision. This means that the centre must ensure that:

  • plagiarism does not take place
  • the sources used by candidates are clearly recorded
  • each candidate's preparation for the final production of the work is his/her own.

Teachers may provide guidance and feedback to candidates and the nature of any guidance and the details of any feedback must be clearly recorded. Candidates may be guided as to the approach they might adopt but the outcome must remain their own. Likewise feedback may evaluate progress to date and propose suggested broad areas for improvement but the detailed correction or annotation of work for feedback purposes is not allowed.

The work of individual candidates may be informed by working with others, for example in undertaking research, but candidates must provide an individual response as part of the task outcome. For Assignments 1 and 2 all work submitted for assessment will be the candidate's own. For Assignment 3, groups of candidates, as explained below, may collaborate in the construction of the media product but their evaluative responses must be their own and their individual contribution clearly identified.

Candidates' access to resources is determined by those available to their centre.

Controlled assessment advisers will be available to provide guidance to centres.

Candidates must produce three assignments, each from a different Assignment Bank. They must cover three discrete media forms/platforms. For instance, work on newspapers for Assignment 1 would prohibit work on newspapers in both Assignment 2 and Assignment 3. In view of this, centres are advised to plan Assignments 1 and 2 with Assignment 3 in mind.

It is anticipated that the assignments will be tackled in chronological order but this is not mandatory. A candidate who joins the course late may be unable to attempt the tasks in sequence and a centre or candidate who chooses to do so may wish to revisit earlier assignments.

No work submitted for Controlled Assessments in Unit 2 may cover the External Assessment topic for Unit 1 for that year. Detailed guidance can be found on the AQA website.

Assignment 1 Introduction to the Media

This assignment aims to introduce candidates to the analysis and interpretation of media texts through the analysis of media language and the application of media terminology and techniques. The consumption of media texts by different audiences should be considered. Understanding will be demonstrated through a pre-production activity.

For Assignment 1, centres will select one assignment from a bank of assignments in Assignment Bank 1. These will be updated periodically and centres will be informed through the AQA website.

Candidates will be required to produce an analysis of one or more texts within a particular medium and provide an explanation of their analysis and pre-production work. The responses to media texts, including explanation, should total approximately 500 - 700 words. Candidates will be expected to engage primarily with the key concepts of media language and audience. They may also discuss representation and institutions.

Working in the same medium, candidates will present a pre-production task. They will need to explain their intentions, with particular reference to their use of media language and how it will appeal to the target audience.

Assignment Bank 1 Introduction to the Media

Topic Analytical Task including Explanation (500-700 words) Research, Planning and Presentation Task
Radio Analyse the opening three minutes of a specific talk based radio show paying particular attention to codes and conventions. How does the show engage the interest of its audience? Prepare a script for a talk based radio show aimed at a specific audience. This could include idents, inserts, bedding music and any other appropriate features.
Moving Image Analyse the opening three minutes of a specific film or television programme. How does the film or programme engage the interest of its audience? Present ideas for the opening of a film or television programme. You can submit ideas in the form of a script for the opening or as a ten frame storyboard using drawings, writing or photographs to represent what is seen on screen.
Advertising and  Marketing Analyse two television or print or viral advertisements. How effective are they in selling their products? Design your own advertisement for a product targeted at a specific audience. For a TV or viral advertisement you can submit ideas in the form of a script or as a ten frame storyboard, using drawings, writing or photographs to represent what is seen on screen. For a print advertisement you should design the advertisement itself.
Print Analyse the front cover or front page of two magazines or two comics or two newspapers. How do the covers/pages engage the interest of their audience? Design the cover for one edition of a magazine or comic or the front page of a newspaper. The publication should be aimed at a specific audience.
Web-based Media Analyse the home pages of two entertainment websites (eg film, music, lifestyle). How does each site engage the interest of its audience? Design a home page for an entertainment website. This must be targeted at a specific audience.
Packaging of DVDs Analyse the DVD covers for two films or television programmes. How does each cover engage the interest of its audience? Design a DVD cover for a film or television programme. This must be targeted at a specific audience.
Promotion of Music Analyse a music video or two CD covers. How do they engage the interest of their audience? Present your own ideas for an extract for a music video for a song aimed at a specific audience or design the front and back cover of a CD aimed at a specific audience. Ideas for a music video should be presented as a ten frame storyboard using drawings, writing or photographs to represent what is seen on screen.
Gaming Analyse the opening of a video game. How does the game engage the interest of its audience? Present ideas for the opening of a new game. This might be presented as a treatment including information about gameplay and game mechanics or as a ten frame storyboard using writing, drawings or images to represent what is seen on screen.

For any assignment chosen, a brief explanation must be included of how the Research, Planning and Presentation Task addresses Media Language and Audience.

Guidance notes

Analytical responses might involve some of the following activities:

  • applying media terminology; considering the effect of media language
  • applying analytical techniques such as denotation and connotation
  • identifying how genre is established
  • discussing how narrative is suggested
  • making judgements about who the target audience might be
  • identifying a possible secondary audience or considering how the product might be consumed.

Responses may be submitted in a variety of formats such as annotations, charts, bullet points, continuous prose, or a combination of any of these.

Assessment Criteria for Unit 2                       Assignment 1                                                                  
Analyse and Respond (AO2 10 marks)
Level 6
Candidates' analyses of media texts and the explanation of their pre-production work are convincing and effective. Media terminology is used extensively and accurately. A clear understanding of media language and of the consumption of texts by specific audiences is demonstrated. Responses are cogent, concise and well-structured with precise and accurate use of language and arguments clearly supported by evidence.
9-10 marks
Level 5
Candidates' analyses of media texts and the explanation of their pre-production work are of good quality. Media terminology is used appropriately. A sound understanding is shown of media language and of the role of audiences in the consumption of media texts. Responses are clear, concise and well-organised with generally accurate use of language and evidence used to support points.
7-8 marks
Level 4 
Candidates' analyses of media texts and the explanation of their pre-production work are satisfactory. Candidates are able to use media terminology occasionally. Some understanding of media language and of the role of audiences in the consumption of media texts is demonstrated. Responses are well-organised with reasonably accurate use of language and arguments are usually supported by evidence.
5-6 marks
Level 3
Candidates show a basic grasp of textual analysis. If an explanation of their pre-production work is offered, comments are likely to be very straight-forward. There is a basic understanding of media language and of how a media product appeals to a particular audience. Responses are reasonably well-organised and points are sometimes supported by evidence.
3-4 marks
Level 2 
Candidates tend to describe media texts and demonstrate limited understanding of forms and conventions. There may be some awareness of media language or of how a media product might appeal to its audience. An attempt has been made to organise responses.
1-2 marks
Level 1
No work worth the award of a mark.
0 marks
Research, Planning and Presentation (AO3 5 marks)
Level 6
In their pre-production work candidates demonstrate flair and creativity. They produce work which is convincing, fit for purpose and engaged, would capture the interest of a potential audience and uses many appropriate forms and conventions throughout. Material is presented skilfully.
5 marks
Level 5
In their pre-production work candidates demonstrate competence and a clear understanding of the requirements of the task. Their work is clearly fit for purpose, would be likely to appeal to a potential audience and uses many appropriate forms and conventions. Material is presented effectively.
4 marks
Level 4
In their pre-production work candidates produce a satisfactory response which demonstrates an understanding of the requirements of the task generally. Work is appropriate, might interest a potential audience and mostly uses appropriate forms and conventions. Material is well presented.
3 marks
Level 3
In their pre-production work candidates offer basic responses. Their work shows some understanding and engagement with the task, might have some limited appeal to a potential audience and uses some appropriate forms and conventions. There has been an attempt to present the work appropriately.
2 marks
Level 2
In their pre-production work candidates offer some ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may be employed. Presentation of the material is limited.
1 mark
Level 1
No work worth the award of a mark.
0 marks

Assignment 2 Cross-Media Study

This assignment aims to encourage candidates to consider the interdependence of media texts and how producers seek to achieve synergy where a particular text can be seen to appear on different media platforms. The release of a new film, for instance, will result in a media-wide campaign with material generated across different forms such as Television, Magazines, Radio, Newspapers and the Internet. Candidates will be expected to consider the relationship between different forms and how the form itself influences the nature of the product.

Candidates will be required to study a particular topic across two media forms. The key concepts of Representation and Institutions must be addressed while candidates may also engage with other key concepts.

Candidates will study one media topic from Assignment Bank 2. These will be updated periodically. Candidates will submit a response or responses analysing aspects of the two texts from different forms. This will include some consideration of the nature of representations found therein. This analysis and explanation should total approximately 1000 - 1200 words. Working in the same topic area, candidates will present two planning tasks based on a common idea but across different forms and explain how these would deal with issues of representation and institution.

Assignment Bank 2 Cross-media study

Topic Analytical Task including
Explanation (1000-1200 words)
Research, Planning and
Presentation Task
  Analyse a single product as it is presented across two different media platforms. Choose one print or web-based media text and one audio-visual media text. (Not applicable to print topic) Based on your research, plan and prepare two linked media texts. You should choose one print or web-based media text and one audio-visual media text.
Moving Image Promotion

Compare the impact of two promotional methods used by one film or television programme across two different media platforms. Audio visual:

  • a cinema, television, radio or internet trailer
  • a radio or television interview

Print or web-based:

  • a poster
  • a magazine article
  • a web page.

Present your ideas for promoting a film or television programme across two different media platforms. Audio-visual:

  • a ten frame storyboard to represent a trailer appropriate for either cinema, television, radio or internet
  • a script for a radio or television interview

Print or web-based.  A mock-up designs for:

  • a poster
  • a magazine article
  • a web page.
Promotion of Music

Explore the way in which one band or artiste is represented and promoted across two different media platforms. Audio visual:

  • a music video
  • a radio or television interview

Print or web-based:

  • a magazine article
  • a poster advertising a tour
  • a web page
  • the sleeve for a CD or vinyl release.

Present your ideas for promoting a band or artiste across two different media platforms. Audio-visual:

  • a ten frame storyboard of an extract from a music video
  • a script for a radio or television interview

Print or web-based. A mock-up design for:

  • a magazine article
  • a poster advertising a tour
  • a web page
  • a sleeve for a CD or vinyl release.
News

Compare how one news provider offers a service across two different media platforms.

Audio-visual:

  • the opening three minutes of a television news programme
  • a radio news broadcast

Print or web-based:

  • a website home page
  • an app for a mobile device.

Present your ideas for one news service across two different media platforms. Audio-visual:

  • ideas for the opening of a television news programme presented as a ten frame storyboard
  • a script for a radio news broadcast

Print or web-based. A mock-up design for:

  • a website home page
  • an app for a mobile device.
Topic Analytical Task including Explanation (1000-1200 words) Research, Planning and Presentation Task
Print Compare one magazine or newspaper with its on-line equivalent.

Present your ideas for the launch edition of one new magazine or newspaper across two different media platforms. Audio-visual. Devise part of a promotional campaign for the new magazine or newspaper in the form of:

  • a ten frame storyboard for a television advertisement
  • a script for a 30-second radio advertisement

Print or web-based. A mock-up design for:

  • the front cover/front page
  • the internet home page
  • a viral advertisement.
Advertising and Marketing

Compare two advertisements for the same product or service across two different media platforms. Audio-visual:

  • a television or radio advertisement Print or web-based:
  • an advertisement for a magazine, newspaper or billboard
  • a viral advertisement.

Present your ideas for advertising a single product or service across two different media platforms.

Audio-visual:

  • a ten frame storyboard for a television advertisement
  • a script for a 30-second radio advertisement

Print or web-based. A mock-up design for:

  • an advertisement for a magazine, newspaper or billboard
  • a viral advertisement.
Promotion of Gaming

Compare the impact of two promotional methods used in the launch of one game across two different media platforms. Audio-visual:

  • a television advertisement

Print or web-based:

  • a web page
  • a download
  • an advertisement for a magazine, newspaper or billboard
  • a magazine article.

Present your ideas for the launch of one new game across two different media platforms.

Audio-visual:

  • a ten frame storyboard for a television advertisement

Print or web-based. A mock-up design for:

  • a web page
  • a download
  • an advertisement for a magazine, newspaper or billboard
  • a magazine article.

For any Assignment chosen, a brief explanation must be included of how the Research and Planning and Presentation Tasks address Representation and Institutions.

Guidance notes

Analytical tasks will depend on the topic or title chosen but would involve responses to such questions as:

  • what are the typical codes and conventions of the respective media product?
  • what devices and techniques have been used to produce them?
  • how has the product been adapted to suit a particular platform?
  • how would the product appeal to its audience?
  • what audience might that be?
  • what images of people, groups or places are represented?
  • what different production processes have been required?
  • how have the texts been financed, scheduled, produced and/or distributed? 

Research and Planning tasks should be presented as effectively as possible. Candidates must present one print or web-based/new media task and one audio-visual planning task. These will be connected and representative of a cross-media campaign. Candidates should explain in no more than 200 of the 1000 - 1200 words allocated, how their two research, planning and production tasks are connected and how effective they are. They should also comment on how they have addressed representational and institutional issues.

Assessment Criteria for Unit 2                Assignment 2                                                    
Analyse and Respond (AO2 20 marks)
Level 6
Candidates' analyses of media texts and the explanation of their pre-production work are convincing and effective. Media terminology is used extensively and effectively. The nature and impact of media representation is explored convincingly. There is a convincing and clear understanding and appreciation of institutional aspects of media production. Responses are cogent, concise and well-structured with precise and accurate use of language and arguments clearly supported by evidence.
17-20 marks
Level 5
Candidates' analyses of media texts and the explanation of their pre-production work are of a good quality. They are able to use media terminology appropriately. Candidates show a sound understanding of issues of media representation and a sound understanding of institutional aspects of media production. Responses are clear, concise and well-organised with generally accurate use of language and evidence used to support points.
13-16 marks
Level 4
Candidates' analyses of media texts and the explanation of their pre-production work are satisfactory. Candidates are able to use media terminology occasionally. Candidates demonstrate some understanding of representation and some understanding of institutional aspects of media production. Responses are well-organised with reasonably accurate use of language and arguments are usually supported by evidence.
9-12 marks
Level 3
Candidates show a basic grasp of textual analysis. If an explanation of their pre-production work is offered, comments are likely to be very straightforward. Candidates show basic understanding of the representations offered by media texts and a basic awareness of institutional aspects of media production. Responses are organised and points are sometimes supported by evidence.
5-8 marks
Level 2
Candidates tend to describe media texts and demonstrate limited understanding of forms and conventions. There may be limited awareness of representations offered by media texts or of institutional aspects of media production. An attempt has been made to organise responses.
1-4 marks
Level 1
No work worth the award of a mark.
0 marks
Research, Planning and Presentation (AO3 10 marks
Level 6
In their pre-production work candidates demonstrate flair and creativity. They produce work which is convincing and engaged and uses appropriate forms and conventions throughout. The two responses clearly complement each other. Material is presented skilfully.
9-10 marks
Level 5
In their pre-production work candidates demonstrate competence and a clear understanding of the requirements of the task. Their work is clearly fit for purpose and uses many appropriate forms and conventions. The two responses complement each other. Material is presented effectively.
7-8 marks
Level 4
In their pre-production work candidates produce a satisfactory response which demonstrates an understanding of the requirements of the task. Ideas are apt and mostly use appropriate conventions. There is a recognisable relationship between the two responses. Material is well presented.
5-6 marks

Level 3
In their pre-production work candidates offer basic responses. Their ideas show some understanding and engagement with the task and use some appropriate forms and conventions. Two responses have been offered and a connection between them is evident. There is a basic attempt to present the work appropriately.

3-4 marks
Level 2
In their pre-production work candidates offer some ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may be used. Where two responses have been offered a connection between them may be evident although this may be implicit. Presentation of the material is limited.
1-2 marks
Level 1
No work worth the award of a mark.
0 marks

Assignment 3 Practical Production and Evaluation

Candidates are required to undertake a practical production which addresses all four key concepts, from conception to realisation, together with an evaluation of 700-800 words. They will choose one of the following production tasks from Assignment Bank 3. These will be updated periodically.

Candidates may work individually or in small groups (as defined within the task description). If the candidate is working as a member of a group, their individual contribution must be clearly identified as indicated below. Each candidate must submit their own individual evidence of research and planning and their own evaluation.

For all of these productions the aim should be to strike a balance between creativity and the application of appropriate codes and conventions and media language. Original material should be used wherever possible. If found material is used it must be manipulated in a suitable fashion such that the candidate's own creativity is evident. For radio production it is important that candidates adhere to the 'talk-based' brief, but if 'songs' are to be included they should be faded in and out almost immediately in order to give a flavour of the music included without relying on the music to act as a 'filler'.

The timings for audio-visual tasks should be seen as a guide which will help to ensure that productions are concise and that candidates adhere to the relevant codes and convention.

Topic Production Task Collaboration
Moving Image A trailer or opening sequence of approximately two minutes duration for a feature film or television programme aimed at a specific audience. No more than four. Each student should contribute to all stages of the production.
Radio/Sound An audio sample of approximately three minutes for a talk-based radio show aimed at a specific audience. No more than four. Each student should contribute to all stages of the production.
Web based
technologies/
new media
Four pages per student (including the home page) for a website aimed at a specific audience. No more than two students producing four pages each.
Print Four pages per student (including the front cover or front page) for a magazine or newspaper aimed at a specific audience. No more than two students producing four pages each.
Advertising
and Marketing
An advertising campaign realised as either three 30-second television or three 30-second radio advertisements or three full page magazine or billboard advertisements (or a combination of any three). No more than four students should contribute to Audio Visual work. A three page magazine/billboard campaign should be tackled individually. Where a combination is undertaken it is important to ensure that each student should produce or contribute to three advertisements.
Promotion of
Music
A three minute music video to accompany all or part of a particular track or a promotional campaign for a band or artiste consisting of at least three print or web-based advertisements. For moving image work no more than four. Each student should contribute to all stages of the production. For print and web-based campaigns – three advertisements per student.
Gaming A playable demo or first level(s) of a game designed to engage a specific audience. This must include at least two minutes of unique gameplay. No more than two. Each student should contribute to all stages of the production.

Guidance notes

Planning and research

Candidates should plan and research their production thoroughly. Evidence of research into existing products of a similar nature and into their potential audience should be submitted, perhaps in the form of annotated analyses of existing texts, charts, surveys or questionnaires. Candidates will need to submit evidence of planning, perhaps in the form of briefs, sketches, scripts, storyboards, mock-ups, drafts, contact sheets, flat plans etc.

No more than 12 pages of material should be submitted for moderation as evidence of research and planning.

Moving image

For trailers and opening sequences, confidence in handling technology can be demonstrated by:

  • careful framing of shots
  • editing appropriate to the nature of the production and audience
  • evidence of consideration being given to lighting, mise-en-scene and sound.

Codes and conventions could include narration, titles, narrative clues and a selection of fast cuts of different scenes.

Radio/sound

For radio, confidence in handling technology can be demonstrated by:

  • use of an appropriate microphone and/or mixing equipment to ensure that sound is clear and appropriate
  • language, register and content appropriate to the nature of the production and audience
  • evidence of consideration being given to the selection and sequencing of material.

Radio conventions could include a theme tune, idents, announcements, signposting ('Later in the show…'), flagging ('In the studio I have with me…'), inserts (such as jingles), bedding music and sound effects.

Print

For magazines and newspapers, confidence in handling technology can be demonstrated by:

  • appropriate integration of text and illustration (whether original or found material)
  • language, register and content appropriate to the nature of the production and audience
  • evidence of consideration being given to use of fonts, type size and colour
  • possible creation of a house-style.

Magazine/newspaper conventions could include page design and layout, use of direct address, columns, straplines, box-outs, cross-heads, headings and headlines.

Web-based technologies/New Media

For websites, confidence in handling technology can be demonstrated by:

  • appropriate integration of text and images (whether original or found material)
  • language, register and content appropriate to the nature of the production and audience
  • evidence of consideration being given to use of fonts, type size and colour
  • possible creation of a house-style.

Web-site conventions could include page design and layout, links, scrolling text, video, sound or animation.

Advertising and Marketing

For television advertising, confidence in handling technology can be demonstrated by:

  • careful framing of shots 
  • integration of copy, slogans and voice-over 
  • editing appropriate to the nature of the production and audience
  • evidence of consideration being given to use of lighting, mise-en-scene and sound.

For radio advertising, confidence in handling technology can be demonstrated by:

  • use of microphone and/or mixing equipment to ensure that sound is clear and appropriate
  • language, register and content appropriate to the nature of the production and audience.

For print advertising, confidence in handling technology can be demonstrated by:

  • appropriate integration of text and illustration (whether original or found material)
  • language, register and content appropriate to the nature of the production and audience
  • evidence of consideration being given to use of fonts, type size and colour.

Advertising and Marketing conventions could include slogans, imperatives, direct address, copy, logos, narration, voice-over or call to action.

Promotion of Music

For music video, confidence in handling technology can be demonstrated by:

  • careful framing of shots
  • editing appropriate to the nature of the production and audience
  • evidence of consideration being given to lighting, mise-en-scene and sound.

For print and web-based promotion, confidence in handling technology can be demonstrated by: 

  • appropriate integration of text and illustration (whether original or found material)
  • language, register and content appropriate to the nature of the production and audience
  • evidence of consideration being given to use of fonts, type size and colour.

Music video conventions could include performance, narrative, interpretation, direct address, animation, symmetrical framing or cross-cutting.

Print and web-based promotion conventions could include slogans, imperatives, direct address, copy, interactivity and logos.

Evaluation

Each candidate must produce a 700– 800 word evaluation which should reflect upon:

  • how the aims of the production have been met
  • how the product applies appropriate codes and conventions and uses appropriate media language
  • how the product represents people, places or events
  • where and when the product would be exhibited
  • what regulations and controls might be applied to the product and how these have been taken into consideration
  • the strengths and weaknesses of the product in terms of meeting the needs of its audience.
Assessment Criteria for Unit 2                                          Assignment 3                                          
Research, Planning and Presentation (AO3 15 marks)
Level 6
Candidates demonstrate a high level of ability to research and plan independently and effectively. They demonstrate flair and creativity through their pre-production work which is convincing, fit for purpose and engaged and uses appropriate forms and conventions throughout. Material is presented skilfully. There is a clear understanding of how audiences are identified and how production is tailored to audience needs and expectations.
13-15 marks
Level 5 
Candidates demonstrate clearly their ability to research and plan successfully. There is evidence of engagement in the pre-production work which is clearly fit for purpose and uses many appropriate forms and conventions. Material is presented effectively. Audiences are identified, their needs are taken into consideration and awareness is demonstrated of how this has shaped the ideas.
10-12 marks
Level 4
Candidates demonstrate they have researched and planned their pre-production work appropriately. Ideas are apt and mostly use appropriate forms and conventions. Material is well presented. Candidates are able to identify and target audiences. They indicate how this has informed their plans and ideas.
7-9 marks
Level 3
Candidates offer some evidence of research and planning. Their ideas show some understanding and involvement with the task and use some appropriate forms and conventions. There is a basic attempt to present the work in a straightforward way. Some understanding of appealing to a potential audience is evident.
4-6 marks
Level 2
Candidates offer minimal evidence of research and planning. They have some ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may be employed. Presentation of the material is limited.
1-3 marks
Level 1
No work worth the award of a mark.
0 marks

Of the 30 marks allocated for this component, 20 should be awarded for Construction and 10 for Evaluation. This can be arrived at by placing each in an appropriate level according to the descriptors. Where both are in the same level a mark out of 30 can be arrived at but where there is a disparity allocate a level for each and then determine the appropriate mark out of 20 or 10 as in the table below.

Construct and Evaluate (AO4 30 marks)
Level 6 (Construct 17-20, Evaluate 9-10)
Candidates' demonstrate flair and creativity to construct an impressive product which would engage a potential audience. They demonstrate the ability to handle technology confidently, including ICT, and use the techniques and conventions of the chosen medium and genre creatively and convincingly. They evaluate their production making cogent and critical connections between the experience of carrying out the production and all the key concepts. The evaluation is concise and well-organised, using accurate spelling, punctuation and grammar.
25-30 marks
Level 5 (Construct 13-16, Evaluate 7-8)
Candidates demonstrate competence to construct an effective product which would be likely to appeal to a potential audience. They handle technology competently, including ICT, and use the techniques and conventions of the chosen medium and genre effectively. The evaluation shows an informed understanding of the key concepts. The evaluation is concise and well-organised, using mainly accurate spelling, punctuation and grammar.
19-24 marks
Level 4 (Construct 9-12, Evaluate 5-6)
Candidates demonstrate appropriate skills to construct a satisfactory product which a potential audience might find interesting or engaging. They utilise technology, including ICT, and use appropriate techniques and conventions of their chosen medium and genre. They meet all of the requirements of the task. When evaluating their products they are able to discuss how some of the key concepts have informed their production. The evaluation uses some accurate spelling punctuation and grammar.
13-18 marks
Level 3 (Construct 5-8, Evaluate 3-4)
Candidates demonstrate some appropriate skills and mostly meet the requirements of the task to construct a product which might have some limited appeal to a potential audience. Some conventions of their chosen medium and genre are evident. The evaluation may be largely descriptive but some key concepts may be addressed. In the evaluation, communication, including spelling, punctuation and grammar, may not be wholly effective.
7-12 marks
Level 2 (Construct 1-4, Evaluate 1-2)
Candidates construct a recognisable media product. In their evaluation, they provide a simple review of the production. Communication, including spelling, punctuation and grammar, may be limited.
1-6 marks
Level 1 (Construct 0, Evaluate 0)
No work worth the award of a mark.
0 marks