1 Class, Race, Age, Looks/Appearance, Ability, Gender And/Or Sexual Orientation, Etc

Expectation / R
(Insufficient) / Level 1
- (Limited) + / Level 2
- (Approaching) + / Level 3
-(Meets Expectations)+ / Level 4
-(Exceeds Expectations)+ / Overall Level
Media Studies 1
Understanding Media Texts
1.1 Purpose and Audience Explain how media texts are created to suit particular purposes and audiences
1.2 Interpreting Messages interpret media texts identifying and explaining with insight the overt and implied messages they convey
1.3 Evaluating Texts evaluate how effectively information, ideas, themes, issues, and opinions are communicated in media texts, and decide whether the texts achieve their intended purpose
1.4 Critical Literacy identify and analyse the perspectives and/or biases evident in texts, commenting with understanding and increasing insight on any questions they may raise about beliefs, values, identity, and power / The analysis is inaccurate, confusing, or can be read as reinforcing stereotype(s).
You use the text to make unsupported assessments of the audience and the message(s) of the ad. / You may merely state the audience, overt message and implied message with little or no evidence or analysis. You mention stereotypes, but in a very basic way. / Your written analysis is adequate. You identify the audience, overt message and implied messages of the original ad. You attempt an analysis of the ad’s biases or perspective but may lack support or make errors. / Your written analysis is good. You accurately identify the audience, overt message(s) and implied message(s) of the original ad. Your analysis of why the ad might be offensive and how the ad challenges or reinforces the stereotypes of individuals or communities[1] is clear and convincing. / Your written analysis is excellent. You accurately identify the audience, overt message(s) and implied message(s) of the original ad. Your analysis of why the ad might be offensive and how the ad challenges or reinforces the stereotypes of individuals or communities is nuanced and thoughtful.
Media Studies 2
Understanding Media Forms, Conventions, and Techniques
2.1 Form identify general and specific characteristics of a variety of media forms and demonstrate insight into the way they shape content and create meaning
2.2 Conventions and Techniques identify conventions and/or techniques used in a variety of media forms and demonstrate insight into the way they convey meaning and influence their audience / Your analysis of how meaning or message is created in the ad is largely a list with little or no explanation. Appropriate vocabulary may not be used. / Your analysis of how meaning or message is created in the ad considers techniques (see level 3) but is simplistic or misses major elements. / Your analysis of how meaning or message is created in the ad considers techniques (see level 3) overlooks or incorrectly interprets some aspects. / Your analysis of how meaning/message is created in the ad is accurate and considers techniques such as layout, design and camera angle as well as persuasion techniques with appropriate use of terminology. / Your analysis of how meaning/message is created in the ad is insightful and thoughtfully considers techniques such as layout, design and camera angle as well as persuasion techniques with appropriate use of terminology.
Expectation / R
(Insufficient) / Level 1
- (Limited) + / Level 2
- (Approaching) + / Level 3
-(Meets Expectations)+ / Level 4
-(Exceeds Expectations)+ / Overall Level
Media Studies 3
Creating Media Texts
3.1 Purpose and Audience describe the topic, purpose, and audience for media texts they create
3.2 Conventions and Techniques identify a variety of conventions and/or techniques appropriate to a media form, and explain why these will help communicate a specific aspect of their intended meaning most effectively
3.3 Producing Media Texts produce media texts using the most appropriate forms, conventions, and techniques / This parody ad contains changes that are not effective or are confusing. The message is muddied or not evident. There is little or no attention to persuasion techniques. This assignment doesn’t demonstrate learning. / This parody ad is of poor quality; perhaps there is only one alteration or the new message is unclear or confusing. There is little attention to persuasion techniques. The assignment is complete but the effectiveness is limited. / This parody ad contains some noticeable distractions that draw attention away from the message; it uses two or more alterations, but they may not be thoughtful or effective choices. Persuasion techniques have been taken into account, but they are not clear. This ad could clearly be improved. / The parody ad is creative and high quality; it uses two or more alteration methods (adding or rearranging words or images) to refer to the original ad and call attention to persuasion techniques. This ad is a good assignment for class. / The parody ad is highly creative and very high quality; it uses two or more alteration methods (adding or rearranging words or images) to “talk back” to the original ad and call attention to persuasion techniques. You understand the techniques and story so completely that you make overt what was implied or hidden. This ad is an award winner.
Media Studies 4
Reflecting On Skills and Strategies
4.1 Metacognition demonstrate insight into their strengths and weaknesses as media interpreters and producers, and practise the strategies they found most helpful when interpreting and creating particularly complex media texts to improve their skills
4.2 Interconnected Skills explain how their skills in listening, speaking, reading, and writing help them interpret and produce media texts. / Your reflection may address an ideal situation rather than the one in which you found yourself. It may contain an obviously unrealistic assessment of process, strengths or weaknesses. / You awareness of your own learning is cursory or lacks self-awareness to some extent. You make an effort to address some of your work processes, strengths or weaknesses. / Your awareness of your own learning is occasionally cursory; it may not effectively address all of processes, strengths or weaknesses or may not indicate a clear plan for the future. / Your awareness of your own learning is clear and shows an honest assessment of processes, strengths and weaknesses as well as clear possibilities for future learning. / Your awareness of your own learning is richly detailed and shows an insightful assessment of processes, strengths and weaknesses as well as clear possibilities for future learning.
Media Studies 4
Reflecting On Skills and Strategies
4.3 Metacognition demonstrate insight into their strengths and weaknesses as media interpreters and producers, and practise the strategies they found most helpful when interpreting and creating particularly complex media texts to improve their skills
4.4 Interconnected Skills explain how their skills in listening, speaking, reading, and writing help them interpret and produce media texts. / Your reflection may address an ideal situation rather than the one in which you found yourself. It may contain an obviously unrealistic assessment of process, strengths or weaknesses. / You awareness of your own learning is cursory or lacks self-awareness to some extent. You make an effort to address some of your work processes, strengths or weaknesses. / Your awareness of your own learning is occasionally cursory; it may not effectively address all of processes, strengths or weaknesses or may not indicate a clear plan for the future. / Your awareness of your own learning is clear and shows an honest assessment of processes, strengths and weaknesses as well as clear possibilities for future learning. / Your awareness of your own learning is richly detailed and shows an insightful assessment of processes, strengths and weaknesses as well as clear possibilities for future learning.

Media Summative Project: Counter Ad and Deconstruction

Expectation / R
(Insufficient) / Level 1
- (Limited) + / Level 2
- (Approaching) + / Level 3
-(Meets Expectations)+ / Level 4
-(Exceeds Expectations)+ / Overall Level
Media Studies 1
Understanding Media Texts
Media Studies 2
Understanding Media Forms, Conventions, and Techniques
Media Studies 3
Creating Media Texts
Overall Mark

Media Summative Project: Counter Ad and Deconstruction

[1] class, race, age, looks/appearance, ability, gender and/or sexual orientation, etc.