Level 2 Creative and Media WJEC

This subject is broken down into 58 topics in 7 modules:

  1. Understanding Creative and Media Sector 7 topics
  2. Exploring Audio-Visual, Print and Digital Media Production 11 topics
  3. Applying creative skills in a practical project 7 topics
  4. Writing for Print and Digital Media 8 topics
  5. Graphic Design and Illustration 8 topics
  6. Photography and Image Manipulation 8 topics
  7. Audio and Music Production 9 topics
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  • 7
    modules
  • 58
    topics
  • 21,957
    words of revision content
  • 2+
    hours of audio lessons

This page was last modified on 28 September 2024.

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Creative and Media

Understanding Creative and Media Sector

Understanding the creative and media industry landscape

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Understanding the creative and media industry landscape

Understanding the Creative and Media Industry Landscape

Key Sectors in the Creative and Media Industry

  • Film & Video production – The creation, production, distribution and promotion of moving image-based content.

  • TV & Radio – Includes terrestrial, satellite and digital broadcasting, programming and production of shows, news, documentaries and live events.

  • Music – Encompassing composition, performance, recording, publishing, merchandising, and live event promotion.

  • Publishing – This incorporates the creation and dissemination of literature, magazines, newspapers, ebooks, and digital publications.

  • Advertising & Marketing – Encompasses the planning, creating, and producing of promotions and adverts for a wide range of products, services, and ideas.

  • Digital and Interactive Media – Involved in the design and production of digital-based content like websites, social media, mobile applications, games, and virtual reality.

  • Performing Arts – Includes live performances in theatre, dance, opera, music, magic, and other spectacle activities.

  • Visual Arts & Crafts – Engages in the creation and exhibition of original artistic work.

  • Cultural heritage – Related to the operation of historic sites, buildings, and museums and keeping cultural practices alive.

Job Roles in the Creative and Media Industry

  • Art Directors – Guiding the visualization of concepts including set and costume designs.

  • Producers – Overseeing the creation, financing, and ultimate distribution of content.

  • Editors – Responsible for reviewing, rewriting, and editing work produced by writers and designers.

  • Sound Engineers – Engaged in the recording, mixing, editing, and producing of music.

  • Graphic Designers – Creating and assembling images, typography, and motion graphics to create a piece of design.

  • Programme/Project Managers – Coordinating and organizing resources, schedules, and stakeholders to achieve objectives.

  • Photographers – Capturing events, products, or people in a creative manner to evoke a feeling or depict a story.

  • Marketing and Public Relations Executives – Developing and executing strategies to promote a product, brand, or event.

Challenges for the Creative and Media Industry

  • Digital Disruption– The advent of digital technologies has dramatically changed the industry, forcing evolution and creativity in content delivery.

  • Global Competition – In a connected world, competition is not just local, but global. Original content must stand out in a crowded international marketplace.

  • Monetising Content – The proliferation of free content online poses ongoing challenges to creators trying to derive income from their work.

  • Legal Considerations – Navigating issues such as copyrights, licenses, and contracts is crucial in this sector.

  • Diversity and Inclusion – Striving to promote diversity in its workforce and to create inclusive content can be a challenge for the industry.

Course material for Creative and Media, module Understanding Creative and Media Sector, topic Understanding the creative and media industry landscape

Creative and Media

Writing for Print and Digital Media

Target audience identification and engagement

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Target audience identification and engagement

Target Audience Identification

  • Understanding your target audience is key in producing effective media content. This involves pinpointing who you want to reach with your work.
  • Consequently, consider factors like age, gender, location, occupation, and interests as part of your target audience. This comprehensive view can inform every decision you make, from writing style to the media platform you choose.
  • Conducting audience research helps to inform your understanding of your audience. This can be done through surveys, interviews, or analysing data from existing audience members. The key is to generate a detailed profile of your typical reader or viewer.
  • Consider the psychographics of your audience, which looks at their attitudes, values, and lifestyle. This can make your content more relatable and engaging.

Audience Engagement

  • Use active language to involve your audience in the piece. This involves direct appeals to the reader or viewer and using 'you' and 'your'.
  • Ensure your work is relevant and resonates with your audience. If readers or viewers feel that your content speaks directly to them, they are more likely to remain engaged.
  • Maintain a consistent tone and style that appeals to your audience. This involves using language, phrases, and references that your audience understands and appreciates.
  • Provide opportunities for your audience to interact, such as comments sections, quizzes, or social media interaction. This makes the audience feel involved and valued.
  • Always be authentic and honest with your audience. True engagement is built on trust, which comes from sincerity and integrity.
  • Use a strong headline or opening to grab your audience's attention. The first few seconds are pivotal in whether the audience decides to engage or move on.
  • Don't forget the use of multimedia elements, like images, videos, or infographics, that can often be more engaging than text alone.

Course material for Creative and Media, module Writing for Print and Digital Media, topic Target audience identification and engagement

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