To what extent are patterns of media use determined by the social
class of the audience.
Candidates may link social class to money and discuss consumption
patterns that link to this. They may also look at specific social classes and
consider their patterns of media use. They would, in both cases, be
expected to also consider how social class does not determine media usage
and/or how other social factors may also be important.
Possible answers:
FOR:
• the newspaper industry has been frequently linked with particular social
classes. In the UK, for example, tabloids are linked with the lower social
classes and broadsheets with the higher classes;
• TV channels are said to produce mainstream, prime time shows such as
soaps that appeal to the lower classes whereas more 'arty', niche
programming appeals more to the higher classes;
• many members of the working class subscribe to sports channels which
provide football – a traditionally working class interest;
• a digital divide may exist in many countries based on how much it costs
to access and use new media – this is linked to social class;
• cultural capital – the higher social classes are likely to use the media for
different cultural pursuits i.e. arts, literature than the lower social classes
(uses and gratifications – information/education rather than
entertainment);
• the middle class are often associated with consuming media products
about current affairs (linked to their value of education), finance and
politics;
• the lower social classes are more likely in many countries to consume
media products that support left wing political opinions, more right wing
for the higher social classes;
• the higher social classes are more likely to want 'hard news' and the
lower social classes, 'soft';
• 'pay-for' media may be more heavily consumed by the higher social
classes because of the economic capital needed to afford it;
• other reasonable response.
AGAINST:
• Postmodernists believe that class is 'dead' therefore cannot affect
consumption; new media consumption is unlikely to be defined by social
class as content and access is often free therefore available to all social
classes;
• as social classes converge, so do the media products that they
consume i.e. all social classes may now watch the soaps;
• it is personal taste, not social class, that determines the media a person
consumes;
• it is gender not social class that determines media consumption;
• it is age not social class that determines the media that is consumed;
• it is ethnicity not social class that determines the media that a person
consumes;
• other reasonable response.
Band 0 [0 marks]
No creditworthy response.
Band 1 [1–4 marks]
Answers in this band may be vague and largely based on common sense
showing limited knowledge of whether patterns of media use are determined
by the social class of the audience. Use of sociological terms or concepts is
very unlikely. Responses may be short, undeveloped and one-sided, e.g.
people from different social classes choose different types of media. Lower
in the band (1–2 marks), expect one or two weak points. Higher in the band
(3–4 marks) candidates may offer more than two points or provide a weak
definition of key terms, e.g. social class is how much money someone has,
in the question.
Band 2 [5–8 marks]
In this band candidates will show some basic knowledge of whether
patterns of media use are determined by the social class of the audience.
Alternatively, they may offer an answer which is list-like in nature but there
will be no real attempt to assess the issues raised by the question. There
may be limited/some use of sociological terms or concepts. Responses may
be underdeveloped and lack range. Answers may be simplistic and twosided
responses are unlikely e.g. Social class affects how much money you
have and so this determines what media you might consume etc. Lower in
the band, the response will be rather narrow in the points covered and there
will be little development. Higher in the band, more points will be covered
and there will be limited development of some points. Alternatively, a list-like
answer with little development covering both sides of the argument may
score up to 8 marks.
A one-sided answer cannot score higher than 8 marks.
Band 3 [9–12 marks]
Answers in this band will show good sociological knowledge and
understanding of whether patterns of media use are determined by the
social class of the audience. Sociological terms and concepts will be used
with greater accuracy and/or frequency. For the most part, answers will be
well developed, focused on the question and there will be a range of points
presented. Candidates may say that e.g. despite social class clearly being
important in determining cultural tastes in the media, the new media is
available to a wide section of society and is often free. There will be a twosided
response but this may be unbalanced. At the bottom of the band,
candidates may provide a narrower range of well-developed points. At the
top of the band, expect a wider range of points and clear focus on the
question.
Band 4 [13–15 marks]
Answers in this band will show excellent knowledge and understanding of
whether patterns of media use are determined by the social class of the
audience. There will be a strong grasp of the argument as well as accurate
and frequent use of sociological terms and concepts. Answers will be well
developed, clearly focused on the question and discuss a wide range of
points. Responses will be two-sided and balanced. At the bottom of the
band (13 marks), the answer may lack a specific conclusion. Higher in the
band, there will be a clear attempt to offer an assessment of the ‘To what
extent??’ part of the question through a focused conclusion. Candidates
should show consideration of points for and against the idea of social class
determining media usage, citing some of the examples given.