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MEDIA STUDIES Access 3 - Media Studies: Access 3 5 National Cluster: details (cont) CLUSTER Media Studies (Access 3) Unit 1: Media Analysis In this unit, candidates will develop basic

May 21, 2020




  • Second edition – published April 2000

    MEDIA STUDIES Access 3

  • Media Studies: Access 3 1


    CLUSTER TITLE: Media Studies (Access 3)


    National Cluster Specification

    Cluster Details:

    Rationale Minor changes

    Course Content Unit 1 Media Analysis

    Advertising added to the range of media texts, other changes

    Language heading Changes

    Narrative Changes

    Representation Changes

    Audience Changes

    Institutional contexts Changes

    Technology Added

    Unit 2 Media Production

    Changes throughout

    Details of the instrument for external assessment Major changes

    National Unit Specification

    D332 09 Media Analysis

    Changes to outcomes, PCs, range, evidence requirements

    D334 09 Media Production

    Changes to outcomes, PCs, range, evidence requirements

  • Administrative Information

    Publication date: April 2000

    Source: Scottish Qualifications Authority

    Version: 02

    © Scottish Qualifications Authority 2000

    This publication may be reproduced in whole or in part for educational purposes provided that no profit is derived from reproduction and that, if reproduced in part, the source is acknowledged.

    Additional copies of this specification (including unit specifications) can be purchased from the Scottish Qualifications Authority for £7.50. Note: Unit specifications can be purchased individually for £2.50 (minimum order £5).


    National Cluster




    This programme of study comprises three mandatory units, as follows:

    D332 09 Media Analysis (Acc 3) 1 credit (40 hours) D333 09 Media Practical (Acc 3) 1 credit (40 hours) D334 09 Media Production (Acc 3) 1 credit (40 hours)

    In common with all clusters, this programme of study includes a further 40 hours over and above the 120 hours for the component units. This is for induction, extending the range of learning and teaching approaches, support, consolidation, integration of learning. This time is an important element of the programme of study and advice on its use is included in the cluster details.


    Entry is at the discretion of the centre.

  • Media Studies: Access 3 3

    National Cluster: general information (cont)

    CLUSTER Media Studies (Access 3)


    This cluster gives automatic certification of the following:

    Complete core skills for the cluster Problem Solving

    Working with Others

    Acc 3

    Acc 3

    Additional core skills components for the cluster None

    For information about the automatic certification of core skills for any individual unit in this cluster, please refer to the general information section at the beginning of the unit.

    Additional information about core skills is published in Automatic Certification of Core Skills in National Qualifications (SQA, 1999).

  • Media Studies: Access 3 4

    National Cluster: details

    CLUSTER Media Studies (Access 3)


    The media play a central role in the modern world and affect society at all levels: economic, political, social, cultural and individual. The aim of Media Studies is to develop critical understanding and appreciation of the media and their products and to develop practical skills in media technologies.

    Media Studies (Access 3) is concerned with developing basic knowledge and understanding of the media and their products through a balance of analytical and practical work within a supported learning environment. It also develops skills in planning, producing and evaluating simple media products both as an individual and within a group.

    The cluster develops a range of generic practical, problem-solving and teamworking skills which are applicable to a range of subjects, contexts and activities.

    Aims The aims of this cluster are:

    • to develop a critical awareness of media texts • to foster enjoyment of media texts • to enable candidates to communicate basic knowledge and understanding of media texts • to encourage the use of practical knowledge and understanding in analytical activities • to develop basic skills in the use of technology to create meaning • to encourage the ability to work independently and as part of a team • to develop a structured and evaluative approach to production work • to enable candidates to communicate about the planning, implementation and evaluation stages

    of media production • to encourage the use of analytical knowledge and understanding in production activities • to provide enjoyment of the subject


    The component units have been designed to be as flexible as possible so that both the texts studied and the kind of production work undertaken can be selected by candidates in negotiation with their teachers/lecturers.

    The seven key aspects of Media Studies – Categories, Language, Narrative, Representation, Audience, Institution, Technology – are integral to the work in all units.

    The cluster is designed on the principle that theory must inform practice and practice must inform theory. Therefore the programme should be delivered in such a way that there is a balance of practical and analytical activities. Although the units may be delivered sequentially or concurrently, it is recommended that Unit 1, Media Analysis and Unit 2, Media Practical be run in parallel prior to Unit 3, Media Production.

  • Media Studies: Access 3 5

    National Cluster: details (cont)

    CLUSTER Media Studies (Access 3)

    Unit 1: Media Analysis

    In this unit, candidates will develop basic skills in understanding media texts and identifying the main contexts of their production. Candidates will also develop skills in describing their personal reactions to media texts. The content of this unit will include an introduction to the programme of study and the main forms of media, and identification of the media texts which most influence the lives of the candidates in the teaching group.

    The choice of texts is at the discretion of the centre but it is likely that they will be selected according to the interests, abilities and needs of the candidates within any teaching group. Textual features selected for study should be simple so as to aid identification and interpretation.

    It is recommended that a range of appropriate media texts should be explored. It will be necessary for candidates to record the analysis of least two media texts in order to cover the mandatory range. The range of media texts to be studied is:

    • print (eg newspaper, comic, magazine, popular literature, advertising) • non-print (eg radio, television, cinema, popular music, advertising) • fiction (eg story in a comic, soap opera episode, blockbuster film) • non-fiction (eg documentary on a pop group, newspaper story, radio news)

    Suitable examples of texts for study might include:

    • print: press/magazine/comic front covers; tabloid news stories; comic stories • radio: news bulletins/stories; drama; magazine programmes • television: news programmes; soap operas; quiz shows; animated shorts • cinema: blockbuster films; film stars, animated films • popular music: the product and marketing of the current number one male and female acts;

    products in a range of musical genres; music videos • advertising: in a range of the above media

    Candidates should gain a knowledge and understanding of the following in print and non-print media:

    • medium (eg radio, television, press) • purpose (eg to inform, to entertain, to persuade, to make profit) • form (eg TV drama, radio light entertainment, newspaper) • genre (eg soap opera, action movie, tabloid, broadsheet and their conventions) • narrative (eg characters, settings, actions; narrative conventions) • codes (eg technical codes such as shot distance or page size; cultural/symbolic codes such as

    gesture and costume; media language conventions) • stereotyping (eg scotland as a land of mountains and lochs)

  • Media Studies: Access 3 6

    National Cluster: details (cont)

    CLUSTER Media Studies (Access 3)

    Candidates should be able to:

    • categorise the text in terms of medium, purpose, form, genre • identify both technical and cultural codes appropriate to the medium and to explain why these

    codes are being used • describe what is happening in the text in terms of characters, setting and action • identify the media’s use of conventions (established ways in which the media handle genre,

    technical and cultural codes, narrative and representations) • identify stereotypes (established ways of representing people, places and events)

    Candidates should be able to give personal reactions to media texts. Initially these reactions may be spontaneous and unstructured but the study of media texts should allow candidates to learn a framework and terminology for describing their personal reactions to texts in a more structured and knowledgeable way. Candidates should be taught how to justify their personal reactions through reference to:

    • textual features (for example: the pleasure of wondering what will happen next in a fictional or factual narrative; identification with the main character/star/personality; enjoyment of cinematic special effects)

    • personal factors – these may include age, gender, personal in

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