📚 Case Study Practice in Media Studies | 媒体研究案例分析实战演练
In Year 7 WJEC Media Studies, learning how to analyse media texts is not about memorising facts; it is about developing the skill to look closely at what we see, hear and read every day. A case study gives you the chance to practise these skills on a real example, such as a film poster, a magazine cover or a TV advert. By breaking down the media language, exploring the audience and discussing representation, you will build confidence and produce stronger, more detailed answers. This article will guide you through a step-by-step case study approach and then let you try it out in two practical exercises.
在七年级 WJEC 媒体研究课程中，学习如何分析媒体文本并不是死记硬背事实，而是培养我们仔细观察日常所见、所闻和所读的能力。案例分析让你有机会在真实的例子（例如电影海报、杂志封面或电视广告）上练习这些技能。通过拆解媒体语言、探究受众并讨论表征，你将建立信心并写出更充实、更详细的答案。本文将一步步引导你掌握案例分析的方法，然后通过两次实战演练让你亲手尝试。
1. Understanding Media Case Studies | 了解媒体案例分析
A media case study is a close investigation of one specific media product. Instead of jumping from one example to another, you spend time asking questions about a single text: What is it made of? Who is it for? What message is it trying to send? In WJEC Year 7, teachers often use case studies to help you practise the key concepts: media language, audience, representation, narrative and genre. When you write up your findings, always use evidence from the text, such as describing a colour choice or a camera angle, to back up every point.
媒体案例分析是对某一特定媒体产品的深入研究。你不是一个例子接一个例子地匆匆浏览，而是花时间围绕单一文本提出问题：它是由什么构成的？为谁而制作？试图传递什么信息？在 WJEC 七年级课程中，老师常常用案例研究帮助你练习核心概念：媒体语言、受众、表征、叙事和类型。当你把自己的发现写下来时，务必使用文本中的证据，例如描述一种颜色选择或一个镜头角度，来支持每一点分析。
Think of yourself as a detective. Just as a detective looks for clues, you look for signs: a close-up on a character’s face might tell you about their emotion, and a bold font could hint at excitement or urgency. Every little detail can be a clue that leads to a bigger understanding. The more you practise, the faster you will spot these clues and build a convincing case study.
把自己想象成侦探。就像侦探寻找线索一样，你也在寻找符号：角色脸上的特写镜头可能告诉你他们的情绪，粗体字可能暗示激动或紧迫感。每一个小细节都可能是引向深层理解的线索。练习得越多，你就能越快地发现这些线索，并构建出有说服力的案例分析。
2. Choosing a Media Text | 选择合适的媒体文本
Pick a text that is rich in detail and not too long. For Year 7, excellent choices include a movie poster, a single-page magazine advert, a 30-second TV commercial, a video game cover or the homepage of a children’s website. The text should be something you can look at or watch several times. Choose a text that interests you, because you will spend time studying it closely, and genuine curiosity makes the work much more enjoyable.
选择一个细节丰富且篇幅不太长的文本。对于七年级学生来说，很好的选择包括：一张电影海报、一页杂志广告、一支 30 秒的电视广告、一张电子游戏封面，或者一个儿童网站的主页。所选文本应是你能够反复观看或注视的材料。选一个你感兴趣的内容，因为你会花时间仔细研究它，而真实的好奇心会让这个过程有趣得多。
Once you have your text, make sure you can access it easily. Print out the poster or pause the advert at key moments so you can annotate. If you are working on a moving image, note down the timings of important shots. Treat this as your primary source: you will not be making things up; you will be pointing to real details that anyone else can see.
选好文本之后，确保你能方便地获取它。把海报打印出来，或在广告的关键时刻按下暂停，以便做标注。如果你分析的是动态影像，请记下重要镜头的出现时间。把这看作你的原始资料：你不是凭空编造，而是指出任何人都能看到的真实细节。
3. Analysing Media Language | 分析媒体语言
Media language is the toolkit used to create meaning. In a still image, for example, look at the colours: warm colours like red and orange can suggest passion or danger, while cool blues might feel calm or sad. Examine the camera shot: is it a close-up that shows emotion, a medium shot that places the character in a setting, or a long shot that makes them look small and isolated? The camera angle also matters: a low angle can make someone look powerful, and a high angle can make them seem weak.
媒体语言是用于创造意义的工具箱。例如在一幅静态图像中，观察色彩：红色、橙色等暖色可能暗示激情或危险，而冷色调的蓝色可能让人感到平静或悲伤。研究一下镜头景别：是展示情绪的特写镜头，将角色置于环境中的中景镜头，还是让他们看起来渺小孤单的远景镜头？拍摄角度同样重要：仰拍可以让人显得强大，俯拍则可能使其显得弱小。
When you are studying a moving image or a website, you also consider editing and layout. Fast cuts can create excitement, while slow transitions might build tension. On a poster, the placement of the main image, the tagline and the title forms a visual hierarchy: your eye is usually drawn to the biggest, brightest element first. Always link your observations back to meaning: do not just say ‘there is a blue background’, but explain that the blue background creates a sad or serious mood.
当你研究动态影像或网站时，还要考虑剪辑与版面布局。快速剪切可以营造兴奋感，而缓慢的转场则可能制造紧张气氛。在海报上，主图、宣传语和标题的摆放位置构成了视觉层级：你的目光通常最先被最大、最亮的元素吸引。永远要把观察和意义联系起来：不要只说’背景是蓝色的’，而要解释蓝色背景营造了一种悲伤或严肃的气氛。
4. Identifying the Target Audience | 识别目标受众
Every media text is made with a specific group of people in mind. To identify the target audience, look at the age of the characters or presenters: if the people on screen are teenagers, the programme is probably aimed at a teen audience. Consider the interests suggested by colours, fonts and language. Bright primary colours and playful fonts often signal a younger audience, while sophisticated designs with elegant fonts appeal to adults.
每一则媒体文本都是为特定的群体制作的。要识别目标受众，看看角色或主持人的年龄：如果屏幕上出现的是青少年，那么节目很可能针对青少年受众。思考从色彩、字体和语言中透露出的兴趣取向。鲜艳的原色和俏皮的字体通常暗示年轻受众，而搭配优雅字体的精致设计则吸引成年人。
Also think about where you might find this text. A poster for a new animated film might appear on buses and in children’s magazines, while a luxury perfume advert is more likely to be in a fashion magazine. The time of day a TV advert is shown also gives clues: toy adverts often run during Saturday morning cartoons. Always try to name at least two characteristics of the audience, such as age range, gender, hobbies or lifestyle, and explain how the text appeals to them.
你还可以思考在哪里可能看到这一文本。一部新动画电影的海报可能会出现在公交车和儿童杂志上，而奢侈香水广告更可能登在时尚杂志里。电视广告播出的时段也提供线索：玩具广告常在周六早间动画片期间播放。请务必至少说出受众的两项特征，例如年龄段、性别、爱好或生活方式，并解释文本如何吸引他们。
5. Exploring Representation | 探索媒体表征
Representation means the way people, places and ideas are presented in the media. It is never simply a mirror of reality; choices are made about what to include and what to leave out. When you look at a case study, ask yourself: are there any stereotypes? For example, are boys shown as sporty and active while girls are shown as caring and quiet? Or does the text challenge these ideas by showing a boy who loves ballet or a girl who is a fearless astronaut?
表征是指人物、地点和观念在媒体中被呈现的方式。它从来不是现实的简单镜子；制作方总是选择包含什么、省略什么。在你分析案例时，问自己：是否存在刻板印象？例如，男孩是否被表现为热爱运动且活跃，而女孩则被刻画为体贴安静？或者文本通过展现一个热爱芭蕾的男孩或一名无畏的女宇航员来挑战这些观念？
Diversity is an important part of representation. Check whether the text includes people of different ethnicities, body shapes, abilities or family structures. If everyone in a poster looks the same, think about what message that sends. When you write about representation, always connect your observations to the likely effect on the audience. You might say, ‘By showing a female scientist as the hero, this advert encourages girls to see themselves in science careers.’
多元性是表征的重要部分。检查文本是否包含了不同种族、体型、能力或家庭结构的人物。如果海报上的每个人都看起来一模一样，想一想这传递了什么信息。在书写表征相关内容时，务必将你的观察与对受众的可能影响联系起来。你可以说：’这则广告通过把一位女科学家塑造为英雄，鼓励女孩看到自己也能从事科学职业。’
6. Narrative and Genre Analysis | 叙事与类型分析
Narrative is simply the story, and genre is the type or category of a media text. Even a poster or a still image can hint at a narrative. Look for clues about what might have just happened and what might happen next. In an action film poster, the hero might be shown in mid-jump with an explosion behind them, suggesting a story full of danger and excitement. A tagline can also sum up the narrative promise, such as ‘One hero. One chance.’
叙事就是故事，而类型指媒体文本的种类或范畴。即便是一张海报或一幅静态图像，也能暗示叙事。寻找关于刚刚发生了什么以及接下来可能会发生什么的线索。在一张动作电影海报中，英雄可能跃在半空，身后是爆炸，这暗示了一个充满危险与兴奋的故事。宣传语也能概括叙事承诺，例如’一位英雄。一次机会。’
Genre helps the audience know what to expect. A horror poster will often use dark colours, a creepy font and a frightened face, while a comedy poster might use bright colours and characters pulling funny expressions. When writers and designers choose to follow genre conventions, they make the text feel familiar and satisfying. But sometimes they mix genres, such as a ‘romantic comedy’ or a ‘sci-fi horror’, to create something fresh and surprising. In your case study, always say which genre conventions you can spot and whether the text follows or breaks them.
类型帮助受众知道该期待什么。恐怖片海报常会使用暗色、诡异的字体和惊恐的脸庞，而喜剧海报则可能使用亮色和角色滑稽的表情。当作者和设计师选择遵循类型惯例时，文本会让人感到熟悉而满足。但有时他们会混搭类型，比如’浪漫喜剧’或’科幻恐怖’，以创造出新鲜惊奇的效果。在你的案例分析中，务必指出你能发现哪些类型惯例，以及文本是遵循还是打破了它们。
7. Practical Exercise 1: Film Poster Analysis | 实战演练一：电影海报分析
Let us put the theory into practice. Imagine you are analysing a fantasy film poster called ‘The Last Dragonfly’. The main image shows a young girl standing at the edge of a forest, holding a glowing jar that contains a tiny, shimmering dragonfly. Behind her, an enormous, shadowy creature lurks in the trees. The title is written in silver, elegant letters, and the tagline reads: ‘The smallest light can defeat the darkest night.’ The poster uses deep greens and purples, with the glowing jar providing a warm gold contrast.
让我们把理论付诸实践。假设你正在分析一张名为’最后的蜻蜓’的奇幻电影海报。主图表现了一个小女孩站在森林边缘，手中捧着一个发光的罐子，里面是一只微微闪光的蜻蜓。在她身后，一个巨大的阴影怪物潜伏在树林中。片名采用银色优雅字体，宣传语是：’最弱的光也能战胜至暗之夜。’海报使用了深绿与紫色，发光的罐子则形成了温暖金色的对比。
First, look at media language: the close-up framing on the jar makes it the focal point, and the high angle on the girl makes her seem small and vulnerable against the huge forest. The contrast between the bright jar and the dark background creates a feeling of hope against danger. The silver font of the title suggests magic and wonder. These choices all work together to tell us this is a story about a brave child facing frightening odds.
首先，观察媒体语言：对罐子的特写式构图使其成为焦点，而对女孩的俯拍令她在广袤森林的衬托下显得渺小而脆弱。明亮的罐子与黑暗背景的对比营造出在危险中怀抱希望的感觉。片名的银色字体暗示魔法与惊奇。这些选择共同告诉我们，这是一个关于勇敢孩子面对可怕困境的故事。
Now for the audience: the young female protagonist suggests the film is aimed at children and families, especially girls, but the creepy shadow creature might also attract those who enjoy a gentle thrill. The film is likely rated PG. In terms of representation, the girl is shown as active and curious rather than scared. She is the one who holds the light, which is a positive, empowering image for young viewers.
再看受众：年轻的女主角表明电影面向儿童与家庭，尤其是女孩，但令人毛骨悚然的影子怪物也可能吸引喜欢轻度惊险的人。影片很可能被评为家长指导级。在表征方面，女孩被表现为积极主动、充满好奇，而非恐惧，她是手持光源的人，这对年轻观众来说是一个积极且赋能的形象。
8. Practical Exercise 2: TV Commercial Analysis | 实战演练二：电视广告分析
Now consider a 30-second TV advert for ‘Snack Smiles’, a new brand of healthy fruit snacks shaped like smiley faces. The advert opens with a tired mother and her grumpy son in a grey kitchen. The boy is staring at a bowl of dull-looking cereal. Suddenly, the mother holds up a pack of Snack Smiles, and the whole room transforms into a bright, colourful picnic scene. Upbeat music starts, and the boy is now laughing, surrounded by animated fruits. A voiceover says, ‘Snack Smiles – turn any frown upside down.’
现在考虑一支 30 秒的电视广告，推广一款名为’微笑零食’的新品牌，它是笑脸形状的健康水果点心。广告开头，一位疲惫的母亲和她脾气不好的儿子待在一间灰暗的厨房里。男孩盯着碗里看起来乏味的麦片。突然，母亲举起一包微笑零食，整个房间瞬间变成一个明亮多彩的野餐场景。活泼的音乐响起，男孩在动画水果的包围中开怀大笑。画外音说：’微笑零食——让每张苦脸翻转为笑容。’
Analyse the media language: the grey-to-colour transition is a powerful visual metaphor for how the product ‘brightens’ your day. The close-ups on the boy’s frowning and then smiling face emphasise the emotional change. The use of animation makes the fruit look fun and magical, appealing directly to children. The slogan is short, memorable and uses a play on words (‘frown upside down’) to reinforce the happy transformation.
分析媒体语言：从灰色到彩色的过渡是一个强有力的视觉隐喻，表明产品如何’点亮’你的一天。对男孩先皱眉后欢笑的面部特写镜头突出了情绪变化。动画的运用使水果看起来有趣又神奇，直接吸引儿童。口号简短易记，并使用了文字游戏（’让苦脸翻转’）来强化快乐的转变。
The target audience is clearly families with young children, especially parents who struggle to make healthy food exciting. The advert is likely broadcast during children’s TV slots. Representation in this advert shows the mother as a problem-solver, which is a stereotype, but it also portrays the boy’s emotional journey from grumpy to joyful, suggesting that food can influence mood. You might discuss whether this is an honest representation of healthy snacks or an exaggerated claim.
目标受众显然是家有幼童的家庭，尤其是那些努力让健康食物变得有趣的家长们。这则广告很可能在儿童节目时段播出。在表征方面，广告把妈妈刻画为解决问题的人，这构成了一种刻板印象，但也表现了男孩从闹脾气到开心的情绪旅程，暗示食物能影响心情。你可以讨论这究竟是对健康零食的真实呈现，还是夸大的宣传。
9. Reflection and Evaluation | 反思与评价
After completing your case study, step back and ask yourself: what went well and what could be improved? Did you use accurate media terminology such as ‘close-up’, ‘high angle’, ‘target audience’ and ‘stereotype’? Did you back up every point with specific evidence from the text? A common pitfall is to describe what you see without explaining its effect. For example, rather than writing ‘The poster is red’, push yourself to write ‘The red background grabs attention and signals danger, making the hero look brave.’
完成案例分析后，退后一步问问自己：哪些地方做得好，哪些可以改进？你是否使用了准确的媒体术语，比如’特写’、’仰拍’、’目标受众’和’刻板印象’？你是否用文本中的具体证据支持了每一点分析？一个常见的陷阱是只描述你看到的东西而不解释其效果。例如，与其写’海报是红色的’，不如努力写’红色背景抓住注意力并暗示危险，令英雄显得勇敢’。
You might also reflect on whether you considered more than one possible interpretation. A text can mean different things to different audiences. A younger child might find the shadowy creature in The Last Dragonfly scary, while an older viewer might see it as a symbol of inner fear. Showing that you can see multiple viewpoints will lift your analysis to a higher level. Always check your spelling and punctuation, and if you have used any specialist words, make sure you have explained them if needed.
你也可以反思自己是否考虑了不止一种可能的解读。同一文本对不同受众可能意味着不同的东西。年纪较小的孩子可能会觉得’最后的蜻蜓’里的阴影怪物恐怖，而年长观众则可能把它看作内心恐惧的象征。展现出你能看到多种视角，会把你的分析提升到更高的层次。请务必检查拼写和标点，如果使用了任何专业词汇，确保在需要时已经加以解释。
10. Common Mistakes and Top Tips | 常见错误与提分技巧
Here are some frequent mistakes Year 7 students make, along with quick tips to avoid them. First, rushing into writing without a plan. Spend two minutes mind-mapping your ideas under the headings: media language, audience, representation, narrative and genre. Second, forgetting to mention the institution or brand behind the text; even a quick sentence about who made it and why adds valuable context.
以下是七年级学生常犯的一些错误以及避免它们的快捷技巧。第一，没有计划就匆忙动笔。花两分钟以媒体语言、受众、表征、叙事和类型为标题，用思维导图梳理你的想法。第二，忘记提及文本背后的制作机构或品牌；哪怕只用一句话说明是谁制作的、为什么制作，也能添加有价值的背景。
Third, using weak linking phrases. Instead of writing ‘There is also a blue sky,’ try ‘The bright blue sky adds to the cheerful mood and reminds the audience of summer adventures.’ Strong connections between observation and effect make your analysis stand out. Fourth, ignoring sound in moving-image texts: think about music, sound effects and voiceover tone. A fast drumbeat builds tension before a big reveal, and a soft piano tune can signal a sad moment.
第三，使用薄弱的过渡语句。与其写’还有一片蓝天’，不如写’明亮的蓝天增添了欢快的气氛，让受众联想到夏日冒险’。在观察与效果之间建立强有力的联系，能让你的分析脱颖而出。第四，分析动态影像文本时忽视声音：思考配乐、音效和旁白的语调。大揭露之前的急促鼓点会营造紧张感，轻柔的钢琴曲则能预示悲伤时刻。
Fifth, not practising enough. Analysing media is like a muscle: the more you exercise it, the stronger it gets. Try doing mini case studies on everyday texts, such as a cereal box, a YouTube thumbnail or a school website banner. Ask the same key questions each time. Soon, you will find that you see media in a completely new way, and your confidence in writing full case studies will soar.
第五，练习不够。分析媒体就像肌肉：锻炼得越多，就越强壮。尝试对日常生活中的文本做小型案例分析，比如麦片包装盒、YouTube 缩略图或学校网站横幅。每次都问同样的关键问题。很快，你就会发现自己以全新的眼光看待媒体，书写完整案例分析的自信心也将飙升。
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