Marking Criteria

Level 1
Explanation/analysis/argument (0-7 marks)

• Shows minimal understanding of the task
• Minimal knowledge and understanding of institutional/audience practices – general opinions or assertions predominate
• Minimal argument evident, with little reference to case study material
• Of minimal relevance to set question or a very brief response

Use of examples (0-7 marks)

• Offers minimal use of case study material
• Offers a limited range of or inappropriate examples
• Offers examples of minimal relevance to set question

Use of terminology (0-3 marks)

• Minimal or frequently inaccurate use of appropriate terminology

Level 2
Explanation/analysis/argument (8-11 marks)

• Shows basic understanding of the task
• Basic knowledge and understanding of institutional/audience practices – factual knowledge will have some accuracy
• Basic argument evident, with some reference to case study material
• Some relevance to set question

Use of examples (8-11 marks)

• Offers some evidence from case study material
• Offers a partial range of examples from case study and own experience
• Offers examples of some relevance to the set question

Use of terminology (4-5 marks)

• Some terminology used, although there may be some inaccuracies

Level 3
Explanation/analysis/argument (12-15 marks)

• Shows proficient understanding of the task
• Proficient knowledge and understanding of institutional/audience practices – factual knowledge is mostly
• Some developed argument, supported by reference to case study material
• Mostly relevant to set question

Use of examples (12-15 marks)

• Offers consistent evidence from case study material
• Offers a range of examples, in some detail, from case study and own experience
• Offers examples which are mostly relevant to the set question

Use of terminology (6-7 marks)

• Use of terminology is mostly accurate

Level 4
Explanation/analysis/argument (16-20 marks)

• Shows excellent understanding of the task
• Excellent knowledge and understanding of institutional/audience practices – factual knowledge is relevant and accurate
• A clear and developed argument, substantiated by detailed reference to case study material
• Clearly relevant to set question

Use of examples (16-20 marks)

• Offers frequent evidence from case study material – award marks to reflect the range and appropriateness of examples
• Offers a full range of detailed examples from case study and own experience
• Offers examples which are clearly relevant to the set question

Use of terminology (8-10 marks)

• Use of terminology is relevant and accurate

Terminology Quiz to apply to your study

Convergence

-Coming together of multimedia digital technologies allowing audio, video, graphics, games and animation (eg iphone)
or
- Coming together of institutions (eg EMI bought up by Sony & Universal)

Synergy- 
-The coming together of two media texts to benefit them both eg: a film and its soundtrack will be released

Conglomerate- 
-An international company with a wide and varied range of commercial interests

Globalisation- 
-The growing tendency of industrial and commercial companies to merge and operate on an international rather than regional basis

Vertical Intragration- -The takeover of companies operating at different stages of the production/distribution/exchange - in musicopoly this let you operate 50% more efficiently

Horizontal Integration- 
-The merger of competing companies from the same line of business (ie if itunes & Spotify merged) and involved at the same level of activity

Major Record Label-
-They are the 'Big Three' music companies which are Sony/BMG, Universal and Warner Brothers

Subsidiary Label-
-A company controlled by a holding or parent company (ie Syco & Sony)

Independent Label- 
-Not connected to a major company (ie XL or Ninja Tune)

Niche Audience- 
-A targeting of a small but significant group of consumers with a media product directed specifically at their interests

Mainstream Audience- 
-The uncontroversial, generally accepted attitudes, beliefs and values of the majority population

Fans- 
-Someone who has a strong interest and belief in the band or artist

Prosumers 
-Audience as active participantants in the process of both PROducing and conSUMING of media texts

Consumption- 
-Buying/downloading/streaming/filesharing music, paying for live convert tickets etc

Web 2.0- 
-The second phase of the internet, where the focus shifts from people receiving information and services to people creating and sharing material (music 2.0 is related to this)

Download- 
-The practise of selecting and receiving digital information from an online source on a computer, as opposed to sending it by upload

Streaming- 
-A method of relaying data over a computer network as a steady continuous stream, allowing playback to proceed while subsequent data is being received

Peer to Peer- 
-The sharing of media material between two parties in an equal relationship

Piracy- 
-Distribution of media material that infringes copyright law

Portability / Miniaturisation- 
-The quality of being light enough to be carried (iphone & Djay app anyone?)

Sampling- 
-the technique of digitally encoding music or sound and reusing it as part of a composition or recording - you have done this with your mash ups

Artists and Repertoire (A&R)- 
-Is the division of a record label that is responsible for talent scouting and overseeing the artistic development of recording artists. It also acts as a liaison between artists and the record label. They use your followers/friends on social media now to make this judgement

Record Deal - Contract - Royalties- 
-A recording deal is a legal agreement between a record label and a recording artist or group, where the artist makes a record or series of records for the label to sell and promote

Distribution- 
-Promoting music and getting it into shops, on the radio and downloaded for payment

Plugging / Marketing- 
-The transmission of information about a media text to a target audience in such a way as to maximise its appeal to that audience

Major Label Case Study - Production/Distribution/Exchange Sony