PART B: MEDIA IN THE ONLINE AGE Writing Frame

You will have a choice of 2 questions: Normally 8 or 9 on the

booklet make sure you are looking at the correct
questions.
It is important to remember that other centres could have
chosen a range of media platforms to prepare for
responding to this question. WE HAVE SELECTED
FILM/MUSIC INDUSTRY and you have prepared case
studies with that in mind.
Introduction
Should always indicate which question you are responding to
and also which industries you will consider in response to the
question. This doesnt need to be long but it will place your
response in context for the examiner. How do you do this? Take
key parts of the question and rewrite them in your introduction
to show that you understand the question. Mention the
industries you intend to focus on during your response. See
example below:
E.g. Questions and introduction. (Can you guess which question I am
answering?)
8) To what extent has online media replaced offline media?
9) How far do you agree that the move to online media has been entirely
positive for the audience so far?
There has definitely been a recognized shift over the past few years to
online media due to proliferation in technology. Audiences now
recognize that they live in a digital age. There may have been
resistances to this change but we have had to adjust to the changing
media climate and I would argue that this has been almost entirely
positive for audiences so far. In this essay I intend to particularly
consider the impact to the music and film industries and outline the

ways in which I feel that the move to online media has benefitted the
producers and audiences alike.

Main Body of essay

You should aim to write between 6 and 8 paragraphs in your main
body. Each paragraph should:
P Make a clear Point
E Use Evidence (case studies to develop the point)
T Add Theoretical knowledge to further develop the point
aL and Link back to the question.
Example paragraph:
Audiences now have access to more music. In the past audiences would
be restricted to what was in store but the shift to online media has meant
that music is available to buy online. Without the restrictions of physical
space, this has meant that there is now an infinite possibility for
audiences to source and purchase the music that they want to listen to.
The evidence to support this is clear. When investigating into sales of
music; last year saw Dolly Parton and George Michael both appear as top
selling artists of 2014 despite not releasing any new music. Chris
Anderson writes about The Longtail Theory and would suggest that we
are seeing real changes in the ways that audiences are responding to
online media. From a business sense, the lack of physical restrictions to
online selling has seen that there is now room for niche artists to sell and
likewise audiences can now access music that they couldnt before.
Audiences essentially now have more choice and are less controlled by
the masses buying trends which would arguably be a very positive side
effect of the online age.
P Audiences now have access to more music.
(EAA) In the past audiences would be restricted to what was in store but
the shift to online media has meant that music is available to buy online.
Without the restrictions of physical space, this has meant that there is

now an infinite possibility for audiences to source and purchase the music
that they want to listen to.
E The evidence to support this is clear. When investigating into
independent artists such as Gabrielle Aplin, who previously might not
have been able to distribute her music. (THIS COULD BE DEVELOPED
FURTHER)

OR E - The evidence to support this is clear.

When investigating into

sales of music. Last year saw Dolly Parton and George Michael both
appear as top selling artists of 2014 despite not releasing any new music.
(THIS COULD BE DEVELOPED FURTHER)
T Chris Anderson writes about The Longtail Theory and would suggest
that we are seeing real changes in the ways that audiences are
responding to online media. From a business sense, the lack of physical
restrictions to online selling has seen that there is now room for niche
artists to sell and likewise audiences can now access music that they
couldnt before.
aL Audiences essentially now have more choice and are less controlled
by the masses buying trends which would arguably be a very positive side
effect of the online age.

The important thing about your main body paragraphs is that

you dont want to leave reader with more questions you need
to ensure that you have fully argued your point (EAA explain,
analyse, argue) The most marks comes from the balance of
using your case studies and explaining your points.
Evaluation
You should make sure that you finish by summarising all
your points and linking back to the question.
Example:
In conclusion, audiences now have more choice, when it comes
to buying or accessing music and film. They are less restricted
by time and place and are able to engage with both industries
whenever or wherever they are. They have more creative
space to produce themselves and reduce the divide between
producer and consumer. It is quicker and easier for audiences
to share their music and film and also contribute to both these

industries in order to benefit their own consumption. Arguably

the biggest loss is for the producers within these industries who
are not adequately adapting to the move to an online age and
the biggest gain is for the audience who has adapted.