The term ‘EXCHANGE’ in the spec has worried students and teachers. Here is some help.
The spec says:
‘The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange’
The word exchange was used in the January exam 2011.
Here are some views on what it means from people who know on the OCR forum.
Brief Definition
Exchange:
The way in which texts are not only consumed by media audiences, but the way media audiences interact with media text in the digital age (issues of piracy, technologies, user-distribution/promotion).
In this digital age we can say exchange refers to the ‘converged’ relationship of audience ‘prosumers’ (i.e. those who used to be consumers but who now produce content) and institutions i.e. to what extent do audiences contribute content, that the institution then uses, and that other audiences then consume.
In the newspaper industry the ‘point of exchange’ means transaction between producer and consumer. Below is an extract from some revision notes:
Newspapers:
Identifying the precise point of exchange between publisher and reader is interesting in the case of newspapers as they run parallel online and printed content. An online reader might have seen a headline on the website encouraging them to buy the print edition, or have been encouraged to go...
