2010/11

AC-1202

SEMESTER 2 EXAMINATIONS, SESSION 20010/11

for the degree of BA

Level 1000 module

AC-1202 Introduction to Media Studies FILLIN \d \* MERGEFORMAT ASK \* MERGEFORMAT

Time allowed: TWO (2) hours

Registration number:

Instructions to candidates Answer four questions. You must answer two questions from Section A and two questions from Section B. Answer all the questions in your answer booklet.

SECTION A

ANSWER TWO QUESTIONS FROM THIS SECTION

Question 1 marks] EITHER Explain how a semiotic analysis can help us understand why the Susan Boyle

[25

Audition on YouTube was so successful. Your answer should include analyses of Susan Boyle, the judges and the audience.

OR marks]

[25

a) What are the two main methods used in media studies to interpret the media? (4 marks) b) List the strengths and weaknesses of these methods. marks) (9

c) Describe in detail the methods and materials you would use to investigate gender roles in childrens books using one of these two methods. marks) (12

Question 2 marks] a) What do the terms ideology and hegemony refer to in media studies? marks)

[25

(5

b) To what extent do media products reflect the dominant ideology of the society in which they were created? Provide examples to support your point of view. marks) (20

Question 3

[25

marks]

a) Describe the two main theories of media consumption by audiences. marks)

(12

b) Outline the strengths and weaknesses of each theory by referring to particular media products you have consumed. (13 marks) SECTION B ANSWER TWO QUESTIONS FROM THIS SECTION

Question 4

[25 marks]

With specific reference to the following features, explain how television or radio fits into the description of an institution: regulatory bodies working practices training and qualifications professional associations and awards

Question 5

[25 marks]

Explain why the media can be considered an industry. Are there any recognizable industrial processes involved in the media business?

Question 6

[25 marks]

Refer to Appendix 1. This article is about Justin Bieber appearing in an advertising campaign. Using the information in the article in Appendix 1, and your general knowledge, discuss the selection of Justin Bieber in the campaign in terms of Unique Selling Point (USP).

Question 7

[25 marks]

EITHER

To what extent do new media technologies deliver new experiences for audiences?

OR

To what extent are new media technologies changing the way that audiences consume the media? APPENDIX 1

HYPERLINK "http://www.mariahconnection.com/justin-bieberreplaces-lady-gaga-pink-mariah-carey-peta-ad" \o "Permanent Link to Justin Bieber Replaces Lady Gaga, Pink, Mariah Carey PETA Ad" Justin Bieber Replaces Lady Gaga, Pink, Mariah Carey PETA Ad
Thu, Feb 10, 2011 HYPERLINK "http://www.mariahconnection.com/category/news" \o "View all posts in News" News HYPERLINK "http://www.mariahconnection.com/wpcontent/uploads/2011/02/fffposter72.jpg" \o "Mariah" Dont expect to see Lady Gaga, Pink and Mariah Carey gracing their anti-fur billboard for PETA anytime soon: The animal-rights organization has canceled the previously announced all-star advertisement. As part of PETAs Fur-Free and Fabulous campaign, all three pop stars were set to gaze over the corner of Sunset Boulevard and La Brea Avenue in Los Angeles. However, a rep for PETA told MTV News that because of time constraints with artwork, the ad has been nixed, and will be replaced with Justin Biebers latest campaign. We were unable to finalize artwork for the Fur-Free & Fabulous billboard for the short window of time that it would be available, Adrianne Burke said in an e-mail. So we decided to put up our Animals can make you smile billboard featuring Justin Bieber. This PSA encourages people to adopt dogs and cats from shelters instead of buying them from breeders or pet stores. A few weeks ago, PETA unveiled their Bieber-assisted campaign, in which the 16year-old teen sensation poses alongside a pup with tag lines that read, My World Includes Passion for Animals, Yours Should Too and Animals Can Make U Smile, Adopt From Your Local Shelter. The pop threesome was slated to join a long list of stars who have also teamed with

the organization to declare their opposition against fur, including Michelle Obama and Oprah Winfrey.

END OF QUESTION PAPER

APPENDIX A

Her Majesty at women's Maulud gathering

Text by Amie PDH Ishak Photo by Azrol Azmi

INCLUDEPICTURE "http://www.borneobulletin.com.bn/tue/9pic3.jpg" \* MERGEFORMATINET Her Majesty Raja Isteri Pengiran Anak Hajah Saleha yesterday consented to attend a women's gathering to commemorate Prophet Muhammad's (pbuh) birthday at the International Convention Centre in Berakas. Also in attendance were HRH Princess Hjh Hafizah Sururul Bolkiah, YAM Pengiran Bini Hjh Faizah, HRH Princess Hjh Masna and HRH Princess Hjh Amal Umi Kalthum Al-Islam. Her Majesty later presented awards (Anugerah Bakti Hijrah Khas Wanita 1431) to four women who have contributed in helping establish and expand the development of the ummah and Islam in the country.

APPENDIX B (Real names have been replaced by Mr X and Mr Y)

Two fined over undeclared alcohol

By Sahrol Daud

A 48-year-old Brunei permanent resident was fined $1,500 or two months in imprisonment after he pleaded guilty to possessing several cans and bottles of uncustomed alcoholic drinks. Mr X who admitted to possessing 24 cans of 'Tiger' beer, 18 cans of 'Carlsberg' beer and 16 bottles of white wine was given three months grace period to pay the fine. The unemployed defendant was found keeping the goods at several places inside his rented house at Kampong Junjungan by a group of Customs personnel from BSB on February 8, 2010. According to the Royal Customs and Excise Department Prosecuting Officer, the value of the goods is $90 whilst the excise duty to be paid amounts to $150. All items seized were forfeited to the state. Meanwhile, the same court yesterday fined a 60-year-old local man $600 or one month behind bars for a similar offence. Mr Y who is self-employed admitted to possessing 48 cans of 'Tiger' beer and 11 bottles of 'Guinness' Stout inside his car and at a house in Lorong 3 Seria, the court was told. The defendant was found committing the offence on October 27 last year. The Royal Customs and Excise Department Prosecutor said the liquor was meant to be consumed among his friends during his daughter's wedding ceremony.

END OF EXAMINATION PAPER

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UNIVERSITI BRUNEI DARUSSALAM