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A level Media Studies course

Ashbourne Media students get hands-on experience creating their own media products like film promos, websites, videos and blogs, using industry standard software whilst developing their theoretical understanding of the industry and ability to critically analyse media as an audience, consumer and producer.

Students examine a wide range of contemporary and historical media ‘texts’ from across the industry to analyse key concepts such as genre, narrative and representations, explore the production, marketing and distribution of media and consider audience tastes and demands, targeting and response.

Both teaching and learning are conducted collaboratively using specially designed web tools and a platform that allows students to explore and share their views on any media wherever they are, not only in the classroom. This engages students and encourages them to be confident in their independent learning.

Some sample work by Ashbourne Media students:

Theatre website

Fashion website

Media Studies challenges students to explore a wide range of cultural, social, political and linguistic issues and provides them with the creative and analytical tools to be successful in the modern media era.

Why study A level Media ?

Media, in all its forms, is a powerful and pervasive entity that not only determines our cultural diet but also shapes the way we engage socially, economically and politically.

From the papers we read, videos we watch and the way we communicate to what and how we buy, how we do business, who we vote for and how we behave, the media plays a significant role in our daily lives. Learning how the media functions and understanding its language is vital for us to begin to interpret and filter the wealth of information, implicit messages and hidden agendas we encounter every day. And developing the practical skills to produce our own media provides us with a solid platform to share our own news, views and perhaps change the way others think.

Exploring the world of media also opens gateways to a wide variety of research and career options including into language, literature, film, history, art, sociology, politics, business, philosophy and cultural theory.

Which syllabus do we follow?

Ashbourne follows the WJEC Eduqas specification (pdf) for AS and A level Media Studies.

What is covered in the course?

Students learn how to interpret, analyse and create a wide range of media – advertising and marketing, film, magazines, music video, newspapers, online media, radio, television and video games – by focusing on three key frameworks: media language (forms, codes and techniques for conveying messages), representation (portraying events, issues, people and groups), industry (processes, distribution, circulation and platforms) and audience (targeting, responses and interaction). They will consider how context – social, cultural, political, economic and historical – can influence and underpin media, and look at how media overlaps and shares platforms.

Using all the technical skills and theory they have learned over the course students will create their own high quality media product.

The course has three components: Media products, industries and audiences; Media forms and product; and Cross-Media Production

Media products, industries and audiences Media forms and productCross-Media Production

Analysing Media Language and Representation

Each piece of news you read, film you watch, Instagram feed you check, even video game you play, will usually contain an underlying message, viewpoint or opinion. Students will learn what media language is and how it is used to convey ideas and messages. They will also explore the ways in which events, issues and people are represented through media. Using media language and representation as their theoretical lens students will focus in on different media products from specific industries and audiences to analyse and interpret. They will also learn how to identify and explore the social, cultural, historical, political and economic contexts influencing the media production.

Understanding Media Industries and Audiences

Who owns the media? From news sites and TV channels to internet search and AI, the media is owned largely by giant corporations. Control over the media can confer huge political, cultural and economic power and influence.

According to the Media Reform Coalition, corporate billionaires Rupert Murdoch (New Corp UK) and Jonathan Harmsworth (Daily Mail Group) control more than 50% of UK national newspapers. The public service BBC makes up almost three quarters of all TV viewing, but Rupert Murdoch’s Sky has a huge share of broadcasting overall. Google dominates online search and also owns DeepMind, an artificial intelligence company whose cutting edge neural networks and resulting programmes have taken video gaming to another league, changed the face of machine learning, developed super algorithms that feed Google search capabilities, and created applications used in a hospital near you. And Facebook, itself one of the most used social media platforms, owns 74 other companies including Instagram and WhatsApp.

Media, and new media in particular, is transforming the global landscape not only in terms of media distribution and production but also in its scope as it permeates into almost every area of human life. With this fast-changing environment comes complex issues of diversity, responsibility, privacy, accountability, ethics and regulation.

Students will explore the significance of ownership and funding, the role of regulation in global production and distribution, the impact of digitally convergent platforms and the effect of individual producers on media industries.

They will also look at how media targets audiences and creates them, as well as how those audiences use and respond to media to shape and validate their own identities.

Students draw from their understanding of the key theoretical frameworks – media language, representation, media industries and audiences – to carry out in-depth studies focusing on three media forms: broadcast, print and online, in particular looking at TV in the global age; mainstream and alternative media magazines; and media in the online age.

Students now get the chance to produce their own cross-media product. They will need to use their technical skills and apply their knowledge and understanding of theory and digital convergence to create a cross-media production based on two forms, from the choices below, in response to a chosen brief.

Television

Create a product that includes a sequence from a new television programme and related print or online* products.

Advertising and Marketing: Music

Include the use of an original music video for a new or local/unsigned artist or band and related print or online* products.

Advertising and Marketing: Film

Design a print marketing campaign for a new film, and related audio-visual or online* products. This does not include a complete short film, film sequence or trailer.

Magazines

Students will need to create a production schedule – aims, research and planning and the production – so that the work can be spread over a maximum of sixteen weeks. The production should include a new print magazine and related audiovisual or online* products.

*Website production

Students can use web design software or templates to create websites, and are not required to use HTML. Every aspect of the design and content must be original, including language, images and audio-visual material.

Who teaches this course?

Todd Dedman

PhD Media and Cultural Studies (Christ Church University, Canterbury); PGCE Post-compulsory Education (Christ Church University, Canterbury); BA (Hons) Radio, Film and Television Studies with Sport Science (Christ Church University, Canterbury)

Todd has many years’ experience as head of sixth form and teaching a range of subjects including Sociology, Media Studies, Film Studies and PE. He has also written a variety of journal articles, papers and a book about cultural issues. He is an avid online gamer, reviews films and loves graphic novels. He also creates his own experimental electronic music.

Dennis Fulcher

Head of Faculty: Multimedia and Social Sciences

BSc (Kingston), MA (London), PGCE (Greenwich), Media and Social Sciences (HoD), Psychology, Sociology, Film, Politics and Law

Dennis is Faculty Head for Multimedia and Social Sciences at Ashbourne. He teaches a broad range of subjects including Film, Media, Government and Politics, Law and Psychology.

Dennis takes a multidisciplinary approach to teaching and combines his technical expertise and years of experience to create lively and engaging classes for his students. He uses a wide variety of materials and innovative exercises that encourage students to steer their own learning and development. As a result Dennis’ students consistently achieve excellent grades and rate their overall learning experience highly.

Katie Pettitt

MA Contemporary Art Theory and Criticism (Essex); BA English Literature and History of Art (Joint Honours) (Birmingham); PGCE Post-Compulsory Education and Training (UEL)

Katie has been at Ashbourne since 2012 and teaches Media Studies, History of Art and English. She is passionate about inspiring students to embrace their interests and explore their subjects inside and outside the classroom.

Katie has been involved with some of London’s major art sector organisations including the Institute of Contemporary Arts, Anne Thorne Architects and the Olympic Delivery Authority helping to produce innovative and high-profile projects. She has also worked at the International School of Creative Arts, the only specialist day and boarding school run in association with University of the Arts London.

Wesley Rykalski

BA History (UCL); MA Medieval Studies (UCL)

As well as teaching Media and History at Ashbourne Wesley runs a very popular Critical Theory seminar with James Wykes, (Head of English Faculty) that offers students a different perspective from which to approach their studies.

He also produces a teaching blog on Media Studies and contributes to a joint research blog on Walter Benjamin’s Arcades Project and the sea-side.

Wesley is currently studying for a PhD in Cultural Power in the Early Medieval World at Birkbeck, University of London.

Beyond A level Media Studies

The degree and career options for Media Studies are many and varied including Advertising, Communication Studies, English, Politics, Public Relations, Psychology, Graphic Design, Journalism, Photography, Broadcasting, Digital Media, Film Studies and Media Production.

In the fast moving and ever evolving world of media you could find yourself behind the camera, directing the show, researching and creating content across platforms, becoming a super technician, illustrating and animating, producing documentaries, going undercover for news, designing your own websites, forums, networks and platforms, and more besides.

Resources

BooksOnlineNews, views and jobs

Popular media studies and social media books from goodreads website.

The Medium is the Massage: An Inventory of Effects

Marshall McLuhan explores the nature of media and how communication is shaping the ‘global village’, as he coined the phrase. His book was originally published in the 1960s but still resonates today.

Manufacturing Consent: The Political Economy of the Mass Media

Noam Chomsky and Edward S. Herman argue that the social, economic and political agenda of globally privileged groups are sustained by biased and propagandist US media coverage.

The Media show

Topical BBC radio 4 programme about the fast-changing media world.

The Guardian

The Independent

BBC

Textbooks

Title – Critical Theories of Mass Media: Then and Now

Authors – Paul A. Taylor & Jan Ll. Harris

Web link – Critical Theories of Mass Media: Then and Now

Title – Mythologies

Author – Roland Barthes

Web link – Mythologies

Title – Key Themes in Media Theory

Author – Dan Laughey

Web link – Key Themes in Media Theory

Why Choose Ashbourne College?

StudentsParentsTeachers

All of the Ashbourne teachers are very kind and friendly. Our principle Mike really helped me a lot in my university application. I got many unforgettable experiences at Ashbourne such as UKMT Maths Challenge and UKMT Team Maths Challenge. I want to say thank you to all the teachers and staff who helped me in these two years

YanniElectrical and Electronic Engineering at Imperial College

During my three-year ride as an Asher, new doors opened up for me to a new world in which I found my true passion. It is encouraging independent learning while providing students with sufficient support when needed, along with its active, lively and friendly atmosphere that give Ashbourne its uniqueness. The location is great and adds to the liveliness of the atmosphere. As far as academia is concerned, the necessary platform for success in most subject areas one might be interested in is provided. The rest is up to the individual

KerryFrench and Management with a Year Abroad at Kings College London

Studying at Ashbourne helped me to explore new horizons in art and discover the diverse culture of London. Two years of A-level program have provided me with a knowledge of various Textiles and Fine Art techniques which I hope would be taken further within my specialist area at the university. History of Art helped to develop analytical skills which are absolutely necessary in order to formulate my aesthetic. Now I hope to find my own way within the broad Fashion industry

LidiiaArt and Design (Foundation) at Central St Martins

My whole time at Ashbourne College was a great experience! I loved the relationship between the students and staff including teachers, how you could approach anyone and be sure you’ll get any help you needed. I loved the Euro trips, the yearly Christmas revue and the friends I made! 🙂 And, they also helped me get into LSE! I miss Ashbourne!

MimiActuarial Science at LSE – London School of Economics and Political Science (University of London)

Honestly, I had the best two years of my life as an A level student at Ashbourne. While attending music classes at Royal College of Music Junior Department on Saturdays, the flexibility of the time-table each of us gets from Ashbourne gave me plenty of time to practise on violin/harp. Not only did Ashbourne prepare me extremely well for the A level exams, the music opportunities I was exposed to during my time here really helped to develop myself into a better musician. We had at least one music concert every term, plenty of opportunities to play in ensembles as well as having our compositions performed by professional musicians! Ashbourne really focuses on bringing out the individuality and independence of its students. I am currently studying Instrumental Performance at the Royal Birmingham Conservatoire, and am loving every second!

VerenaInstrumental Performance at the Royal Birmingham Conservatoire

My time at Ashbourne was everything I hoped it would be and more. In the space of just two years my technical understanding and appreciation of music have rocketed higher than I ever thought possible. Thanks to Piers’ outstanding and engaging teaching, I’ve fallen in love with opera and have now, since leaving Ashbourne, written my own, incorporating all the musical devices and tricks we learned about in lesson. So thanks to Ashbourne, I now have the confidence and knowledge to not only apply to my own shows but to the musical developing company called ‘Wishful Thinking’ I now work with as a creative development assistant. I cannot recommend Ashbourne enough for anyone with a drive and a passion to succeed. You will thrive.

CharlotteWishful Thinking Company, Creative Development Assistant

Ashbourne has broadened my academic and personal horizons beyond any expectation I may have had when I first arrived here. I think a good school gets you where you want to go, but an outstanding school takes you to a place beyond what you would ever have envisaged for yourself, and therefore I can only describe Ashbourne as an outstanding and incredible place to study. As planned, having finished my A levels, I am now entering into my gap year in order to pursue my entrepreneurial ambitions. I intend to gain work experience in the business sector im entering into, in hope to build a strong foundation of authentic understanding and knowledge of the industry, on which I hope to build a successful business in the near future

NicolaGap year

I was drawn to apply to Ashbourne at first based on their phenomenal reputation in the UK, but the reality far exceeded my expectations… No single teacher had the same approach to teaching a subject, which was much more refreshing than the standard lecture & questions approach. From team quizzes during revision period, to weekly workbooks matching the syllabus – the organisation and creativity of my tutors really helped the content stick in my head, which made revision easier when exams came around.

My personal tutor was extremely supportive throughout my UCAS application. He would reply emails near instantly if I had any questions, be on hand for regular support when I needed it and loaned me materials to read directly related to my chosen course – Law. Albeit slightly frustrating with the constant tweaking required to my personal statement every week, this was more of a fine tuning process as he would not stop until he knew my personal statement was as perfect as it could be, and I am very grateful for his determination!

The hard work and determination required of you at Ashbourne really set me up for life at university as I knew what I had to do to stay ahead and still even applied revision tactics and tips from Ashbourne tutors to my final year of my law degree

NatashaLaw at Queen Mary (University of London); Legal Practice Course (LPC) at BPP Law School

Ashbourne was an amazing experience for me. My teachers were always on hand to help with any of my problems and ensure I achieved my maximum potential. The style of teaching was captivating and to such a high level that I believe it was key to my success at Ashbourne and for that I am unreservedly grateful

AyubElectric and Electronic Engineering at Imperial College London

Ashbourne has provided me with the platform, the time and the space to grow intellectually. We are encouraged to read widely and since Ashbourne offers extra curricular critical theory, I have found my subjects being independently stimulated and motivated by cross disciplinary links. Aside from academic growth, Ashbourne has offered me a chance to feel a part of something. The opportunity to be the co-editor of Ashbourne Identity, the college’s student magazine, has given me a sense of responsibility, creative freedom and pride toward Ashbourne’s diversity. From Ashbourne’s Christmas Revue to its annual European trip, the college’s nurturing and collaborative atmosphere will remain a highlight of my time at Ashbourne

VictoriaEnglish and Drama at University of Manchester

Positive, encouraging environment ­focuses on what will help Theo rather than what he hasn’t done

Our grandson was very ready to make a huge step from recluse, out­ of ­step with his age group, not knowing what to do with himself or how to relate to others, many of whom he found terrifying. He found travelling on the tube terrifying and trusted few people. Ashbourne has never pushed him too hard but has always encouraged every step he has taken towards what was sometimes a big risk for him. He has learned to respect himself as a learner, to be realistic about his strengths and what he finds difficult, and is learning what to do about the things he finds difficult. He is becoming sociable, well­ informed good company, smiles 100% more than he did and travels to and from Ashbourne by tube without a qualm. He is punctual (or sends a message if held up). He is learning to trust the many good people he now recognises as on his side. He is very aware of how much Ashbourne has contributed to these huge changes and is looking forward to trying out University in September, becoming a student, knowing lots of other people will arrive by different routes. A real success story/work in progress. Thank you Ashbourne

Has been given the opportunity to study in a focused and mature way and has thrived in that environment

Our daughter has surely improved her knowledge in the chosen subjects but also her ability in dealing with her everyday life

She feels well respected as a pupil and gets the assistance she needs to understand the material

My child has benefited from the amazing opportunities Ashbourne offers. He is respected as an individual and his education has been tailored to suit him. He has had brilliant tutors and the small class sizes ensures he is receiving personalised support in all his classes

Treated with kindness and respect whilst being taught to grow as an individual personally and academically

Academic excellence in a relaxed atmosphere! Small classes means that the teachers are able to give the students the dedicated attention that they need not only to succeed but also to understand the material taught.This is a nurturing institution that equips students with all the tools they need in future. I would certainly recommend this school to anyone – but saying this I do not want Ashbourne to lose the close knit family relationship that my daughter enjoys with faculty staff, teachers and students. So I want this to remain as a closely guarded secret!!

Gained responsibility and independence and has a mature approach to their studies

If I had to describe Ashbourne in three words it would be welcoming, intimate, and fun. I have never met such an eclectic group of people who all get on and are integrated with each other so well. It’s a great opportunity to get the grades that you want alongside gaining confidence and maturity

Emily BoothroydFormer Administrative and Behavioural Assistant and PA to the Director of Studies

I have had a very valuable experience working at Ashbourne. I feel lucky that I got such a great opportunity to deal with different kinds of jobs which include; document preparations, helping at some organised opening evenings or dealing with students’ enquiries. Having a chance to deal with these tasks I feel that I have already gained a lot of valuable improvements in the skills which are needed in a college administrative working environment. The Ashbourne staff are very friendly and helpful. They never hesitated to give me advice on the jobs I was doing and what I should and should not do. I can not thank them enough for such great help and experience during all those times I was working at Ashbourne

Kim Anh TranFormer Part-Time Administrative Assistant

Since starting work at Ashbourne in September, I was impressed by the amazing sense of community. The students’ combat differences in culture, age and circumstance to form fantastic relationships, and are strongly aided in the support and friendship from teaching and admin staff. Students are always given the attention they deserve, and these factors create a unique atmosphere for successful learning.

Hannah MartinFormer College Administrator and Welfare Officer

Ashbourne is a wonderful place to teach and an even better place to study. The staff treat the students as adults and the mutual respect results in a relaxed university approach to study. Teaching classes that only have a max of 10 allows for individual tuition and greater differentiation within the groups helping the students grow in confidence and develop a love for their subjects. I really like the fact that students are encouraged to refer to their tutors by their first name and feel that this breaks down tutor/student boundaries and means that the students are confident in asking for help. Brilliant students, brilliant tutors, great place to work

Rachel TeasdaleFormer Head of GCSE and Biology Teacher

Your experience at Ashbourne will most certainly be informative, but its zenith is educational. To be informed is to be empowered, but to be educated is to be enlightened

Dr Barry RhuleMathematics and Physics Tutor

I see Ashbourne as a place which I feel comfortable to express myself and it creates an environment that encourages me to develop as a leader. I am constantly looking for ways to improve. I am determined to continue to develop myself and I know that this is made more attainable with Ashbourne’s fantastic support and encouragement. I am very lucky to find myself at Ashbourne. It is a truly remarkable place to work.

Dennis FulcherHead of Multi-Media and Social Science Faculty

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