Cambridge A Level Media Studies 9607 — 2023 May/June Paper 2 · Variant 1

This document has 4 pages. Any blank pages are indicated. [Turn over Cambridge International AS & A Level DC (CE) 319106/1 © UCLES 2023 MEDIA STUDIES 9607/21 Paper 2 Media Texts and Contexts May/June 2023 2 hours You must answer on the enclosed answer booklet. You will need: Answer booklet (enclosed) INSTRUCTIONS ● Answer two questions in total: Section A: answer Question 1. Section B: answer one question. ● Follow the instructions on the front cover of the answer booklet. If you need additional answer paper, ask the invigilator for a continuation booklet. INFORMATION ● The total mark for this paper is 50. ● The number of marks for each question or part question is shown in brackets [ ]. * 4 4 3 8 0 8 9 5 7 1 *

2 9607/21/M/J/23 © UCLES 2023 The first 30 minutes will be spent watching and making notes on the moving image extract. You should use 45 minutes to answer Section A before moving on to spend 45 minutes on Section B. Section A: Media texts You will be shown an extract from a TV drama a total of four times. During the first screening, you should not make notes. During the second, third and fourth screenings you may make notes in the answer booklet. There will be gaps between each screening for further note-making. Your notes should be crossed out after you have finished writing your answer. 1 Analyse how the extract from What/If constructs meaning, including the specific representations of individuals/groups/events/places, through the following technical elements: • camera shots, angles, movement and composition • sound • mise-en-scène • editing. Extract: What/If (Episode 1, 2019, dir. Noyce) [25] Section B: Media contexts Answer one question from Section B. You should make references to at least one case study in your answer. EITHER 2 Explain the importance of cross-media synergies in the media area you have studied. [25] OR 3 ‘New technologies have made media audiences more complex and unpredictable.’ How far do you agree with this statement? [25]

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4 9607/21/M/J/23 © UCLES 2023 Permission to reproduce items where third-party owned material protected by copyright is included has been sought and cleared where possible. Every reasonable effort has been made by the publisher (UCLES) to trace copyright holders, but if any items requiring clearance have unwittingly been included, the publisher will be pleased to make amends at the earliest possible opportunity. To avoid the issue of disclosure of answer-related information to candidates, all copyright acknowledgements are reproduced online in the Cambridge Assessment International Education Copyright Acknowledgements Booklet. This is produced for each series of examinations and is freely available to download at www.cambridgeinternational.org after the live examination series. Cambridge Assessment International Education is part of Cambridge Assessment. Cambridge Assessment is the brand name of the University of Cambridge Local Examinations Syndicate (UCLES), which is a department of the University of Cambridge. BLANK PAGE

This document consists of 15 printed pages. © UCLES 2023 [Turn over Cambridge International AS & A Level MEDIA STUDIES 9607/21 Paper 2 Key Media Concepts May/June 2023 MARK SCHEME Maximum Mark: 50 Published This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the details of the discussions that took place at an Examiners’ meeting before marking began, which would have considered the acceptability of alternative answers. Mark schemes should be read in conjunction with the question paper and the Principal Examiner Report for Teachers. Cambridge International will not enter into discussions about these mark schemes. Cambridge International is publishing the mark schemes for the May/June 2023 series for most Cambridge IGCSE, Cambridge International A and AS Level and Cambridge Pre-U components, and some Cambridge O Level components.

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 2 of 15 Generic Marking Principles These general marking principles must be applied by all examiners when marking candidate answers. They should be applied alongside the specific content of the mark scheme or generic level descriptors for a question. Each question paper and mark scheme will also comply with these marking principles. GENERIC MARKING PRINCIPLE 1: Marks must be awarded in line with:  the specific content of the mark scheme or the generic level descriptors for the question  the specific skills defined in the mark scheme or in the generic level descriptors for the question  the standard of response required by a candidate as exemplified by the standardisation scripts. GENERIC MARKING PRINCIPLE 2: Marks awarded are always whole marks (not half marks, or other fractions). GENERIC MARKING PRINCIPLE 3: Marks must be awarded positively:  marks are awarded for correct/valid answers, as defined in the mark scheme. However, credit is given for valid answers which go beyond the scope of the syllabus and mark scheme, referring to your Team Leader as appropriate  marks are awarded when candidates clearly demonstrate what they know and can do  marks are not deducted for errors  marks are not deducted for omissions  answers should only be judged on the quality of spelling, punctuation and grammar when these features are specifically assessed by the question as indicated by the mark scheme. The meaning, however, should be unambiguous. GENERIC MARKING PRINCIPLE 4: Rules must be applied consistently, e.g. in situations where candidates have not followed instructions or in the application of generic level descriptors.

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 3 of 15 GENERIC MARKING PRINCIPLE 5: Marks should be awarded using the full range of marks defined in the mark scheme for the question (however; the use of the full mark range may be limited according to the quality of the candidate responses seen). GENERIC MARKING PRINCIPLE 6: Marks awarded are based solely on the requirements as defined in the mark scheme. Marks should not be awarded with grade thresholds or grade descriptors in mind.

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 4 of 15 English & Media subject specific general marking principles (To be read in conjunction with the Generic Marking Principles (and requiring further guidance on how to place marks within levels)) Components using level descriptors:  We use level descriptors as a guide to broad understanding of the qualities normally expected of, or typical of, work in a level.  Level descriptors are a means of general guidance, and should not be interpreted as hurdle statements.  Where indicative content notes are supplied for a question, these are not a prescription of required content, and must not be treated as such. Alternative correct points and unexpected answers in candidates’ scripts must be given marks that fairly reflect the knowledge and skills demonstrated.  While we may have legitimate expectations as to the ground most answers may occupy, we must at all times be prepared to meet candidates on their chosen ground, provided it is relevant ground (e.g. clearly related to and derived from a relevant passage/text and meeting the mark scheme requirements for the question). Components using point-based marking: Point marking is often used to reward knowledge, understanding and application of skills. We give credit where the candidate’s answer shows relevant knowledge, understanding and application of skills in answering the question. We do not give credit where the answer shows confusion. From this it follows that we: a DO credit answers which are worded differently from the mark scheme if they clearly convey the same meaning (unless the mark scheme requires a specific term). b DO credit alternative answers/examples which are not written in the mark scheme if they are correct. c DO credit answers where candidates give more than one correct answer in one prompt/numbered/scaffolded space where extended writing is required rather than list-type answers. For example, questions that require n reasons (e.g. State two reasons…). d DO NOT credit answers simply for using a ‘key term’ unless that is all that is required. (Check for evidence it is understood and not used wrongly.). e DO NOT credit answers which are obviously self-contradicting or trying to cover all possibilities. f DO NOT give further credit for what is effectively repetition of a correct point already credited unless the language itself is being tested. This applies equally to ‘mirror statements’ (i.e. polluted/not polluted). g DO NOT require spellings to be correct, unless this is part of the test. However spellings of syllabus terms must allow for clear and unambiguous separation from other syllabus terms with which they may be confused (e.g. Corrasion/Corrosion).

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 5 of 15 Assessment Objectives The Assessment Objectives are applied to each question. The assessment objectives for the paper are:  AO1 Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately. (60%)  AO2 Analyse media products, and evaluate their own work, by applying knowledge and understanding of theoretical and creative approaches, supported with relevant textual evidence. (40%) The Level Descriptors guide examiners to an understanding of the qualities normally expected of, or typical of, work in a band. They are a means of general guidance and must not be interpreted as hurdle statements. For the purposes of standardisation of marking, they are to be used in conjunction with the Standardisation scripts discussed during the coordination meeting and with Team Leaders, as well as the question-specific notes. The indicative content provided is for general guidance; it is not designed as prescriptions of required content and must not be treated as such. Whilst there are legitimate expectations of the content of most answers, examiners may see responses that include ideas not covered in the indicative content. For these cases, examiners should credit valid responses fairly and not penalise candidates for including valid points outside the mark scheme. Using a banded mark scheme Place the answer in a level first. Look for the ‘best fit’ of the answer into a level. An answer needs to show evidence of most but not necessarily ALL of the qualities described in a level in order to be placed in that band. Then award a mark for the relative position of the answer within the level. Higher level responses (Levels 4 & 5) will demonstrate excellent knowledge and understanding of the key concepts (AO1). They should use a wide range of terminology accurately (AO1). They should show clear understanding of how meaning is created in the text (AO2). They should support their answer with many detailed references to the text (AO2). Middle range responses (Level 3) will demonstrate satisfactory knowledge and understanding of the key concepts – there may be uneven coverage or some misunderstanding (AO1). They should use some terminology, but not always accurately (AO1). They should show some understanding of how meaning is created in the text (AO2). They should support their answer with some references to the text (AO2). Basic responses (Levels 1 and 2) will demonstrate basic knowledge and understanding of the key concepts –misunderstanding might be common (AO1). They might use some terminology, but rarely accurately (AO1). They will have limited understanding of how meaning is created in the text (AO2). They rarely support their answer with references to the text (AO2).

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 6 of 15 Section A: Media Texts Question Answer Marks Guidance 1 Analyse how the extract from What/If constructs meaning, including the specific representations of individuals, groups, events or places, through the following technical elements:  camera shots, angles, movement and composition  sound  mise-en-scène  editing. Specific notes on the sequence – likely areas of coverage Camera:  Establishing Shot: sunset in a modern city landscape, high rise buildings, bridge, large body of water (San Francisco, USA) – 24/7 busy urban lifestyle  Zoom out; MS: [Anne Montgomery; white woman with blonde hair, approx. 50 y/o], framed by the window frame – trapped within this environment/life, separated from the outside world  CU: Large metal ring of keys within a class display case; Focus shift; Tilt up: [Montgomery] in the background – Montgomery has access and control over others, position of power  CU: Voice recorder REC MP3 4m 49s – what Montgomery has to say is important, and needs to be documented/written up; history in the making; Montgomery may be a journalist, and/or writer  CU: [Montgomery] writing ‘AT ANY COST’ underlined white paper – these are important words, should be remembered; the colour white indicates that this is a ‘virgin’ i.e., new idea  Pan; Track: book, bed, printed and annotated papers, tablet with a video of a couple kissing (wedding), chest of drawers with photos of couple, and family, broken glass and flowers – life in disarray; Montgomery is the cause; Romantic relationship/family/business problems; argument/fight; the audience is touring through the artefacts of this person’s life, putting the clues together – something bad has happened, scene of an altercation? 25 Candidates will be assessed on their ability to understand how meaning is constructed in a media text through the analysis of different technical areas. Marks are awarded for exploration of the following areas of the AOs:  Media concepts (AO1) [5 marks]  Contexts and debates (AO1) [5 marks]  Use of terminology (AO1) [5 marks]  Analysis of how meaning is created (AO2) [5 marks]  Use of examples (AO2) [5 marks] [25] Candidates’ work should be judged on each of these criteria, and marks awarded according to the level attained. It should be noted that it is possible for a candidate to achieve a different level for each assessment criterion. A positive approach to marking is encouraged. Reward alternative valid responses. Clip details: What/If (Episode 1, 2019, dir. Noyce) Clip duration: 4:35 Start point: 00:00 End Point: 4:35

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 7 of 15 Question Answer Marks Guidance 1  Tilt up [Lisa Donovan; white woman with dark red hair approx. 30 y/o]: Donovan crossing the road, entering a building which is modern, glass, tall and dark – the building/people in the building have power over Donovan; what is in the building will cause a problem for Donovan  MCU [Donovan] runs down a corridor to a door, rings the doorbell several times continuously, bangs on the door – this is an important/urgent issue; Donovan is in a rush/impatient (emotional distress)  CU Fish-Eye lens blue filter – this is a doorbell camera/peep hole; Donovan is being watched; things may not be as they appear (serious emotional distress)  CU shocked face – something bad has happened? (Emotional distress) Sound:  Sound Effects: Emergency Services Sirens; Ship horn/bells; seagulls, car horns – busy/chaotic urban environment, with some elements of nautical industry, and nature i.e., some different/calm spaces  Suspenseful, but softly dramatic instrumental background music [Scene 1] is quiet but slowly builds throughout the dialogue to crescendo at the end of the dialogue – highlighting the importance of the words and what Montgomery has to say  ‘Everything Happens for a Reason’; ‘Tragedy’; ‘Fate, Destiny’ – Montgomery has experienced some personal tragedies, which are being processed in this moment, are important/central to her story  ‘Elite Success’; ‘Achievement’ – Montgomery is focused on success, and achievement; materialistic; capitalism  ‘No say, or culpability’; ‘Lesser People’s Moral Agendas’; ‘Do the unpleasant things’ – Montgomery is advocating something which may be morally questionable; She may be unpleasant  Sound Effects: Thunder and rain – danger! Warning; Bad  Very purposefully dramatic instrumental background music [Scene 4] – focus on the action, something important is happening/will happen to Donovan  Sound Effects: Doorbell; Banging – urgent; important! (shouting/raised voices – concern), Emotion

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 8 of 15 Question Answer Marks Guidance 1 Mise-en-scene:  Low evening light: San Francisco Bridge lit up red; Black skies; Rain; Lightning Flashes – danger! Bad things are happening  [Montgomery] make-up and hair style, low-cut dressing gown, white silk pyjama bottoms – glamorous, important, famous, rich, class  Focus [Montgomery], background blurred, lights creating a bokeh effect – glamorous and modern, Montgomery is the focus of this story  [Montgomery] trims a houseplant with some small shears – She is shaping the world, affecting change, in control/violent (cultivating)  Elaborate décor: large fern plants, velvet sofa, muted colours, art on the walls – upper class, rich, famous, taste  Book ‘AT ANY COST’ photo of [Montgomery] on the cover – famous; connection between Montgomery and this room/these people Editing:  Cross Dissolve [Montgomery]: reflection in glass window – Montgomery has a connection to the city/night  Slow motion track [Donovan] – Donovan is important, Donovan’s actions will affect the environment and/or others  ‘ONE YEAR LATER’ title – time has passed, narrative device Meaning: Montgomery is a career orientated, successful and glamorous woman who works hard to achieve success (money) but may be a controversial figure. There is trouble between Mr and Mrs Donovan, which may have been caused by Montgomery. Lisa Donovan is very concerned about her husband and will fight against powerful influences to gain access/speak with him. Something bad happens to Sean Donovan. Themes include family/romantic relationships; capitalism/financial success v social morals, and individual happiness; female empowerment and the weakness of men. Film noir style inc. femme fatale.

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 9 of 15 Marking criteria for Section A Question 1 AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately. 15 marks AO2: Analyse media products, and evaluate their own work, by applying knowledge and understanding of theoretical and creative approaches, to explain how meaning is created, supported with relevant textual evidence. 10 marks Media Concepts 5 marks Contexts & Critical Debates 5 marks Use of Terminology 5 marks Analysis of how meaning is created, including use of theory 5 marks Use of Examples 5 marks Sophisticated understanding of and insightful reference to the key concepts of language and representation 5 marks Insightful understanding of the social significances explored in the extract 5 marks A wide range of media terminology is used precisely and accurately, and with sophistication, to make subtle points 5 marks Sophisticated and insightful analysis of the ways technical aspects are used to construct meaning in the extract 5 marks Insightful and fully appropriate selection of examples fully supports expression 5 marks Thorough understanding of and effective reference to the key concepts of language and representation 4 marks Effective understanding of the social significances explored in the extract 4 marks A range of media terminology is used accurately, and help to make effective points 4 marks Thorough and effective analysis of the ways technical aspects are used to construct meaning in the extract 4 marks Effective and appropriate selection of examples fully supports expression 4 marks Clear understanding of and appropriate reference to the key concepts of language and representation 3 marks Clear understanding of the social significances explored in the extract 3 marks Media terminology is used appropriately, to make clear points 3 marks Clear analysis of the ways technical aspects are used to construct meaning in the extract 3 marks Clear and appropriate selection of examples supports expression 3 marks Limited understanding of but generally appropriate reference to the key concepts of language and representation 2 marks Limited understanding of the social significances explored in the extract 2 marks Limited use of media terminology is mainly used accurately, to make simple or obvious points 2 marks Limited analysis of the ways technical aspects are used to construct meaning in the extract 2 marks Limited but generally appropriate selection of examples supports expression 2 marks

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 10 of 15 AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately. 15 marks AO2: Analyse media products, and evaluate their own work, by applying knowledge and understanding of theoretical and creative approaches, to explain how meaning is created, supported with relevant textual evidence. 10 marks Media Concepts 5 marks Contexts & Critical Debates 5 marks Use of Terminology 5 marks Analysis of how meaning is created, including use of theory 5 marks Use of Examples 5 marks Basic understanding of and minimal reference to the key concepts of language and representation 1 mark Basic understanding of the social significances explored in the extract 1 mark Basic use of media terminology, with frequent errors which impede communication 1 mark Basic analysis of the ways technical aspects are used to construct meaning in the extract 1 mark Basic and minimal selection of examples, may lack relevance in parts 1 mark No creditable content 0 marks No creditable content 0 marks No creditable content 0 marks No creditable content 0 marks No creditable content 0 marks

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 11 of 15 Section B: Media Contexts Question Answer Marks Guidance 2 EITHER Explain the importance of cross-media synergies in the media area you have studied. Indicative content With detailed reference to at least one case study, candidates may address:  Cross-media synergies – merging of Film/Music/Print/Radio and podcasts/Video games to increase budget (technology, cast, crew) > audiences > profits.  Convergence – technologies (internet/mobile/devices) – Formats (DVD/CD) – Cost (digital poverty) – Access.  Areas of Production; Distribution; Marketing – Simultaneous releases; Cross-Promotion/Symbiosis; Merchandising – Targeting Audiences; Viral Marketing – Cinema/Home – Quality/Cost (Finances) i.e., VFX to increase awareness > audiences > profits.  Media ownership/institutions – Oligopolies/Monopolies/ Conglomerates/Subsidiaries (i.e., Disney/Marvel) – Profits/Market Share/Domination – Vertical/Horizontal Integration (Relationships i.e., production houses) – Independents – Global; National; Local (territories) – Audience Data i.e., streaming/viewing habits; AI, cookies, algorithms; Suggestions/Recommendations. 25 Candidates should be given credit for their knowledge and understanding, illustrated through case study material, relevant to the question. Marks are awarded for exploration of the following areas of the AOs:  Media concepts (AO1) [5 marks]  Contexts and debates (AO1) [5 marks]  Use of terminology (AO1) [5 marks]  Analysis of how meaning is created (AO2) [5 marks]  Use of examples (AO2) [5 marks] Candidates’ work should be judged on each of these criteria individually and marks awarded according to the level attained. It should be noted that it is possible for a candidate to achieve a different level for each assessment criterion. The indicative content demonstrates how candidates might approach the question. It is a description of possible content only. It is not prescriptive, nor is it exclusive; examiners must be careful to reward original but well-focused answers.

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 12 of 15 Question Answer Marks Guidance 3 OR ‘New technologies have made media audiences more complicated and unpredictable.’ How far do you agree with this statement? Indicative content With detailed reference to at least one case study, candidates may address:  New technologies – technological convergence (easier to produce content); devices (smart phones; casting; voice-activated); Formats (DVD/CD); Control – Pause/Rewind/Fast-forward/Speed, Re-listen, Listen Again, Playlists/Downloads – personal device, self-publication, interaction/reviews (social media). Digital divide, cost of broadband, digital capability.  Consumer ‘choice’ (Echo chamber/vacuum) – Multiple channels/platforms (software/app) – impact of COVID-19; Production rate v consumption rate (more products than time); diversity, inclusion (art v commercial); Niche; Fan; censorship (regulation); Consumer demand – consumption statistics, data driving production (cancelling, changes)  Loyalty (subscriptions, discounts, exclusive content); Audience theories – Hypodermic model (told what to think), Two-Step Flow (influencers), Uses and Gratifications (specialist interest, genre, individual); Active v passive consumption.  Audience Data i.e., streaming/viewing habits; AI, cookies, algorithms; Suggestions/Recommendations. 25 Candidates should be given credit for their knowledge and understanding, illustrated through case study material, relevant to the question. Marks are awarded for exploration of the following areas of the AOs:  Media concepts (AO1) [5 marks]  Contexts and debates (AO1) [5 marks]  Use of terminology (AO1) [5 marks]  Analysis of how meaning is created (AO2) [5 marks]  Use of examples (AO2) [5 marks] Candidates’ work should be judged on each of these criteria individually and marks awarded according to the level attained. It should be noted that it is possible for a candidate to achieve a different level for each assessment criterion. The indicative content demonstrates how candidates might approach the question. It is a description of possible content only. It is not prescriptive, nor is it exclusive; examiners must be careful to reward original but well-focused answers.

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 13 of 15 Marking criteria for Section B Question 2 and Question 3 AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately. 15 marks AO2: Analyse media products, and evaluate their own work, by applying knowledge and understanding of theoretical and creative approaches, to explain how meaning is created, supported with relevant textual evidence. 10 marks Media Concepts 5 marks Contexts & Critical Debates 5 marks Use of Terminology 5 marks Analysis of how meaning is created, including use of theory 5 marks Use of Examples 5 marks Sophisticated understanding of and insightful reference to the key concepts of audience and industry Insightful understanding of the wider issues, explored with sophistication in the response Factual knowledge of contexts and debates is relevant, detailed and accurate, and sophisticatedly linked to the question A wide range of media terminology is used precisely and accurately, and with sophistication, to make subtle points Sophisticated and insightful analysis of texts from multiple case studies is used to explore the chosen area in depth Relevant theories are sophisticatedly used to explore the question Insightful and fully appropriate selection of examples from a wide range of texts 5 marks 5 marks 5 marks 5 marks 5 marks

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 14 of 15 AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately. 15 marks AO2: Analyse media products, and evaluate their own work, by applying knowledge and understanding of theoretical and creative approaches, to explain how meaning is created, supported with relevant textual evidence. 10 marks Media Concepts 5 marks Contexts & Critical Debates 5 marks Use of Terminology 5 marks Analysis of how meaning is created, including use of theory 5 marks Use of Examples 5 marks Thorough understanding of and effective reference to the key concepts of audience and industry Effective understanding of the wider issues explored Factual knowledge of contexts and debates is relevant, and effectively linked to the question A range of media terminology is used accurately, and help to make effective points Thorough and effective analysis of texts from multiple case studies is used explore the chosen area Relevant theories are used effectively in response to the question Effective and appropriate selection of examples from a range of texts fully 4 marks 4 marks 4 marks 4 marks 4 marks Clear understanding of and appropriate reference to the key concepts of audience and industry Clear understanding of the wider issues explored Some factual knowledge of contexts and debates, appropriately linked to the question Media terminology is used appropriately, to make clear points Clear analysis of texts from one or more case study is used to respond appropriately Occasional references to relevant theories, not always accurately used or understood Clear and appropriate selection of examples from a range of texts 3 marks 3 marks 3 marks 3 marks 3 marks

9607/21 Cambridge International AS & A Level – Mark Scheme PUBLISHED May/June 2023 © UCLES 2023 Page 15 of 15 AO1: Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately. 15 marks AO2: Analyse media products, and evaluate their own work, by applying knowledge and understanding of theoretical and creative approaches, to explain how meaning is created, supported with relevant textual evidence. 10 marks Media Concepts 5 marks Contexts & Critical Debates 5 marks Use of Terminology 5 marks Analysis of how meaning is created, including use of theory 5 marks Use of Examples 5 marks Limited understanding of but generally appropriate reference to the key concepts of audience and industry Limited understanding of the wider issues explored Limited relevant knowledge of contexts and debates. Limited use of media terminology is mainly used accurately, to make simple or obvious points. Limited but generally appropriate analysis of texts, normally from only one case study Media theory may be considered, but not securely Limited but generally appropriate selection of examples, normally from only one case study 2 marks 2 marks 2 marks 2 marks 2 marks Basic understanding of and minimal reference to the key concepts of audience and industry Basic understanding of the wider issues explored Minimal knowledge of the relevant contexts and debates Basic use of media terminology, with frequent errors which impede communication Basic analysis, from case studies which may not be appropriate to the question Minimal references to even basic media theory. Basic and minimal selection of examples, may lack relevance in parts 1 mark 1 mark 1 mark 1 mark 1 mark No creditable content 0 marks No creditable content 0 marks No creditable content 0 marks No creditable content 0 marks No creditable content 0 marks