Unit 1 – Area of study 1
In this area of study we focus on learning the following dot points:
• Construction of meaning through representation
• Representation of values by the media creators and audience at the time, location and context of construction.
• Social, technological, industrial and economic factors influencing representations.
• Concept of audiences – participation, consumption, reception, production, curation and distribution of media products.
• Construction of identity in media products – audience, creators, producers.
By the end of this area of study you should be able to Analyse and Discuss these dot points.
The media plays an important role in shaping society and the values and beliefs of the audience. The construction
of media products suggests a sense of realism and naturalism that belies their nature as codified representations
that reflect the values of media makers and audiences at the time, location and context of their construction.
Representations rely on a shared understanding of media forms, codes and conventions and the processes of
selection, omission and construction. Representations are influenced by social, industrial, economic and technological
factors existing at the time, location and context of their creation, production, distribution and consumption.
Students are introduced to the concept of audience and what it entails. They consider how audiences engage
with the media to construct and negotiate understandings of the world and themselves through their participation
in the consumption, reception, production, curation and distribution of media products.
Notions of identity and self are implicit in the ways audiences select, create, share, engage with and read media
products. Through the examination of a range of media forms and products, students consider how representations
of self and identity are constructed, distributed, engaged with, consumed and read. Students consider different
readings of media products and how meaning is suggested through the complex relationships between content
creators and producers, media forms and audiences.
Australia Day Lamb Advertisement
Australia Day Lamb TV Advertisement
Assessment task: Create a print ad for a time period & society
Print is an extremely effective tool used in the Media Industry. We see it appear in various media forms; Billboards, Magazine Covers and Articles, CD and DVD Covers, Film Posters, Brochures and Publications – just to name a few.
Print has its own code and conventions to ensure the message is delivered to the intended target audience.
Code & Conventions of PRINT
• Layout & Use of White Space
• Images – Size & Position
• Font choice
• Paper Stock
• Location & Distribution