Case Study Practical Exercise | 案例分析实战演练

📚 Case Study Practical Exercise | 案例分析实战演练

Media Studies is not just about watching films or scrolling through social media – it is about understanding how messages are constructed and why they affect us in certain ways. A case study is the perfect way to bring all your analytical skills together. In this revision guide, we will walk through a step-by-step method for tackling any media text, from a print advertisement to a film trailer, and then practise with two detailed examples. By the end, you will feel confident deconstructing media like a real examiner.

媒体研究不仅仅是看电影或刷社交媒体——它在于理解信息是如何被建构的，以及它们为何会以特定的方式影响我们。案例分析是将你所有分析技能汇集在一起的绝佳方式。在这份复习指南中，我们将逐步拆解处理任何媒体文本的方法，从平面广告到电影预告片，然后用两个详细的实例进行练习。到最后，你将有信心像一位真正的考官那样解构媒体。

1. Introduction to Case Studies in Media | 媒体案例分析简介

A case study in Media Studies is an in-depth investigation of one or more media products. You are expected to apply key concepts – audience, media language, representation, narrative, institution and genre – to explain how the product works and what meanings it creates. The goal is not simply to describe what you see, but to analyse why the creators made those choices.

在媒体研究中，案例分析是对一个或多个媒体产品进行的深入调查。你需要运用核心概念——受众、媒体语言、表征、叙事、机构与类型——来解释产品如何运作以及它创造了什么含义。目标不仅仅是描述你看到的内容，而是分析创作者为何做出那些选择。

When you approach a case study, always begin by thinking like a detective. Ask yourself: Who made this? Who is it for? What techniques are used to grab attention? How are people and places represented? What story is being told, even in a single image? These questions will form your investigation framework.

当你着手进行案例分析时，始终要像侦探一样思考。问问自己：这是谁制作的？目标受众是谁？使用了哪些技巧来吸引注意力？人物和地点被如何表征？即便是在一张单幅图像中，讲述了怎样的故事？这些问题将构成你的调查框架。

2. Step 1: Identifying the Media Text | 第一步：识别媒体文本

Before diving into analysis, clearly state what the media text is. Is it a magazine cover, a TV advertisement, a YouTube video thumbnail, a movie poster or a social media post? Note the platform, the title, the brand or institution behind it, and the date of release, if available. This context is crucial because a text from 1985 will have different references and styles compared to one from 2025.

在深入分析之前，要清楚地说明媒体文本是什么。它是杂志封面、电视广告、YouTube 视频缩略图、电影海报还是社交媒体帖子？记下平台、标题、背后的品牌或机构，以及发布日期的信息（如有）。这些背景信息至关重要，因为一个 1985 年的文本与 2025 年的文本会有不同的参照物和风格。

For example, if you are given a Nike print advert from a sports magazine, you might note: ‘Print advertisement for Nike Air Max, found in Men’s Health UK, March 2025 issue. The image shows a runner mid-stride against a neon-lit cityscape.’

例如，如果你被给到了一则来自体育杂志的耐克平面广告，你可以这样记录：“耐克 Air Max 的平面广告，刊登于《英国男士健康》2025 年 3 月刊。画面展示了一名跑者在霓虹灯映照的城市背景下大步奔跑。”

3. Step 2: Analysing Target Audience | 第二步：分析目标受众

Every media text is designed with a specific audience in mind. Think about demographic factors such as age, gender, income and lifestyle, as well as psychographic elements like interests, values and attitudes. Look for clues in the imagery, language, colour palette and price point. A luxury perfume ad featuring a classical music soundtrack targets a very different audience than a fast-food ad with upbeat pop music.

每一个媒体文本都是为特定的受众设计的。考虑人口统计学因素，如年龄、性别、收入与生活方式，以及心理图示元素，如兴趣、价值观与态度。在图像、语言、色彩搭配和价格定位中寻找线索。一支采用古典音乐背景的奢华香水广告，与一支搭配欢快流行音乐的快餐广告，所针对的受众截然不同。

Create a simple audience profile table in your mind:

在你的脑海中创建一个简单的受众画像表：

English Question	中文问题
What age group is this likely aimed at?	这可能针对哪一年龄层？
Are there any gendered cues in the visuals or language?	视觉或语言中是否有性别化暗示？
What interests or values does the text assume the audience holds?	文本假定受众拥有怎样的兴趣或价值观？
Is the audience expected to be active or passive?	受众被预期为主动型还是被动型？

4. Step 3: Deconstructing Media Language | 第三步：解构媒体语言

Media language refers to the visual, audio and technical codes that create meaning. In a moving image text, you would discuss camera angles, shot sizes, editing, lighting, sound and mise-en-scène. For a print or digital still, look at layout, colour, typography, use of space and photographic techniques.

媒体语言指的是创造含义的视觉、听觉和技术符码。在动态影像文本中，你会讨论镜头角度、景别、剪辑、灯光、声音和场面调度。对于印刷或数字静态图像，要关注版式、色彩、字体设计、空间利用和摄影技巧。

Always link the code to its effect. Instead of saying ‘The advert uses red’, explain: ‘The bright red background creates a sense of urgency and passion, which aligns with the sports car’s brand identity of speed and power.’ Similarly, say ‘The low-angle shot makes the superhero appear dominant and heroic, positioning the viewer to look up to them.’

始终将符码与其效果联系起来。与其说“广告用了红色”，不如解释：“鲜艳的红色背景营造出一种紧迫感与激情，这与该跑车品牌的速度与力量认同相吻合。”同样，要说“仰拍镜头使超级英雄显得强势而英勇，引导观众仰视他们。”

A handy checklist of media language elements:

一个实用的媒体语言元素清单：

Camera: angle, shot type, movement
Colour palette and lighting: warm/cold, high-key/low-key, contrast
Composition: rule of thirds, symmetry, leading lines
Typography: font style, size, bold, italic, serif or sans-serif
Sound (if applicable): diegetic, non-diegetic, music, voice-over, sound effects

其对应的中文清单为：镜头（角度、景别、运动）；色彩搭配与灯光（暖/冷、高调/低调、对比度）；构图（三分法、对称、引导线）；字体编排（字体风格、大小、粗体、斜体、衬线或无衬线）；声音（若适用：剧情声、非剧情声、音乐、画外音、音效）。

5. Step 4: Examining Representation | 第四步：审视表征

Representation is about how media texts portray people, places, ideas and events. Ask yourself: Are certain groups shown in a stereotypical or counter-stereotypical way? Who is included and who is left out? What message does this send about power, identity or normalcy?

表征涉及媒体文本如何描绘人、地点、想法和事件。问问自己：某些群体是被以刻板还是反刻板的方式呈现？谁被包含在内，谁又被排除在外？这传递了怎样的关于权力、身份或常态的信息？

For instance, a family cleaning product advert might traditionally show a mother as the primary carer. If a modern advert shows a father doing the cleaning cheerfully, that could be read as a deliberate challenge to outdated gender stereotypes. Always support your interpretation with evidence from the text.

例如，传统的家居清洁产品广告可能将母亲描绘为主要照料者。如果一则现代广告展现一位父亲愉快地做清洁，这就可被解读为对过时性别刻板印象的有意挑战。始终要用文本中的证据来支撑你的解读。

Use the following prompts: How are ethnicity, gender, age, social class and disability represented? Are there any under-represented groups? Is the representation positive, negative, complex or simplistic? Remember that representations are constructions, not reality.

使用以下提示：种族、性别、年龄、社会阶层和残障是如何被表征的？是否存在代表性不足的群体？表征是积极的、消极的、复杂的还是简单化的？记住，表征是建构，而非现实。

6. Step 5: Understanding Narrative Structures | 第五步：理解叙事结构

Narrative is the way a story is told. Even a static image can imply a before and after, or a moment frozen in time. Look for narrative theories such as Todorov’s equilibrium-disequilibrium-new equilibrium, Propp’s character types, or binary oppositions (good vs evil, old vs new).

叙事是讲述故事的方式。即便是一幅静态图像也能暗示前因后果，或一个凝固的瞬间。寻找叙事理论，比如托多罗夫的平衡-失衡-新平衡模式、普罗普的角色类型，或二元对立（善与恶、旧与新）。

In a film trailer, you might spot the disruption of an equilibrium very quickly: a peaceful town is threatened by a mysterious monster (disequilibrium), and the hero must restore peace. In an advert, a problem-solution structure is common: dandruff problem presented, shampoo resolves it, happy new equilibrium.

在一支电影预告片中，你可能很快发现平衡被打破：一个宁静的小镇受到了神秘怪物的威胁（失衡），英雄必须恢复和平。在广告中，问题-解决的结构很常见：呈现头皮屑问题，洗发水解决了它，快乐的新平衡。

Ask: What is the ‘story’ here? Who is the hero, the villain, the helper? How are we, the audience, drawn into the narrative? Enigma codes – questions that make us want to keep watching – are powerful tools in trailers and news headlines.

要问：这里的“故事”是什么？谁是英雄、恶棍、帮手？我们观众是如何被吸引进叙事的？谜题符码——那些让我们想继续看下去的疑问——是预告片和新闻标题中的有力工具。

7. Step 6: Investigating Media Institutions | 第六步：调查媒体机构

Media institutions are the organisations that create and distribute media texts. They can be giant conglomerates like Disney, the BBC or independent producers. Consider how the institution’s values, funding model and target market shape the final product. A public service broadcaster like the BBC has a remit to inform, educate and entertain, which affects content choices.

媒体机构是创作和发行媒体文本的组织。它们可以是像迪士尼、BBC 这样的大型集团，也可以是独立制作人。要思考该机构的价值观、资金模式和目标市场如何塑造最终产品。像 BBC 这样的公共服务广播公司，负有告知、教育和娱乐的使命，这会影响内容选择。

When analysing a case study, research – or infer – who made it. Is it a commercial company motivated by profit? A charity trying to raise awareness? A social media influencer building a personal brand? This helps you understand why certain messages are prioritised.

在分析案例时，研究——或推断——创作者是谁。它是一个以利润为驱动力的商业公司吗？是一个试图唤起关注的慈善机构？还是一个正在打造个人品牌的社交媒体影响者？这有助于你理解为何某些信息被优先呈现。

Also think about regulation: does the text need to follow advertising standards or film age ratings? Institution and regulation often explain why some content is included or excluded.

还要考虑监管：该文本是否需要遵循广告标准或电影年龄分级？机构和监管常常能解释为何某些内容被纳入或排除。

8. Step 7: Exploring Genre Conventions | 第七步：探索类型惯例

Genre is a way of categorising media texts based on shared conventions. Horror films use dark lighting, suspenseful music and isolated settings. Romantic comedies feature meet-cutes, misunderstandings and happy endings. Adverts for technology often use sleek design, technical jargon and demonstration of features.

类型是根据共同惯例对媒体文本进行分类的一种方式。恐怖片采用暗调灯光、悬念音乐和孤立场景。浪漫喜剧包含邂逅爱恋、误会与幸福结局。科技产品广告常使用流畅的设计、技术术语和功能演示。

When conducting a case study, identify the genre and then check how the text follows or subverts its conventions. Subversion can be exciting – for instance, an energy drink advert using calm, classical music instead of rock would grab attention by breaking expectations. Always comment on the effect of genre choices on the audience.

在进行案例分析时，识别类型，然后检查文本如何遵循或颠覆其惯例。颠覆可能令人兴奋——例如，一则能量饮料广告使用平静的古典音乐而非摇滚，通过打破预期来吸引注意。始终要评论类型选择对受众的影响。

Table of common genre conventions:

常见类型惯例表：

Genre	Typical Conventions (English)	典型惯例（中文）
Action Movie	Explosions, fast editing, hero vs villain, car chases	爆炸、快速剪辑、英雄对恶棍、飞车追逐
Skincare Advert	Close-ups of glowing skin, scientific graphics, white/bright colours	光洁肌肤的特写、科学图示、白色/亮色
News Bulletin	Serious tone, desk setup, graphics, direct address, theme music	严肃语调、演播台设置、图表、直面观众、主题音乐

9. Applying the Steps: A Print Advert Case Study | 应用步骤：平面广告案例研究

Let us now work through a complete case study using a fictional print advert for a juice brand called ‘Zingy Orange’ found in a teen lifestyle magazine. The image shows a skateboarder in mid-air against a sunset, holding a bottle of the juice, with the slogan: ‘Unleash the Zing.’

现在让我们通过一个虚构的案例来完整演练：一款名为“Zingy Orange”的果汁品牌在青少年生活方式杂志中的平面广告。画面展示了一名滑板者在日落背景下凌空跃起，手握一瓶果汁，广告语为：“释放活力。”

Target Audience: The magazine context and skateboarding imagery suggest a teenage to young adult audience, likely 13-21 years old. The adventurous setting appeals to active, thrill-seeking individuals who value energy and authenticity. The gender cues are neutral, inclusive of all skateboarders.

目标受众：杂志背景和滑板画面暗示受众为青少年至年轻成人群体，大约 13 至 21 岁。冒险的背景对活跃、寻求刺激、重视活力与真实性的个体具有吸引力。性别暗示较为中性，对所有滑板爱好者包容。

Media Language: The warm orange and pink sunset creates a vivid, energetic mood, reinforcing the flavour and the idea of a new day. The skateboarder is captured in a mid-action shot with a slight low angle, making them look dynamic and aspirational. The slogan uses bold, playful typography, with ‘Zing’ in a larger, electrified font, emphasising the brand name and the sensation of energy.

媒体语言：温暖的橙色与粉色日落营造出鲜明、充满活力的氛围，强化了口味和新一天的感觉。滑板者以略仰拍的中动作瞬间被捕捉，看起来动感十足且令人向往。广告语采用粗体和俏皮的字体编排，“活力”一词使用更大号的电光字体，强调品牌名称与能量感。

Representation: Youth is represented positively as active, free-spirited and fun. No gender stereotypes are heavily imposed – the skateboarder could be any gender. The urban silhouette in the background hints at city life, representing an aspirational lifestyle.

表征：青少年被积极地表征为活跃、自由且有趣。没有强加过多的性别刻板印象——滑板者可以是任何性别。背景中的城市剪影暗示都市生活，表征了一种令人向往的生活方式。

Narrative: The implied narrative is one of transformation: before drinking Zingy Orange, you may feel ordinary; after, you can ‘unleash’ energy and conquer challenges, just like landing a skateboard trick at sunset.

叙事：隐含的叙事是一种转变：喝 Zingy Orange 之前，你可能感觉平凡；之后，你就能“释放”能量并征服挑战，就像在夕阳下完成滑板特技一样。

Institution and Genre: The brand is a fictional commercial company aiming to increase sales among teens. It follows the conventions of soft drink advertising but adds a subversive sporty edge – not sugary or lazy but dynamic.

机构与类型：该品牌是一家虚构的商业公司，旨在提高青少年群体的销量。它遵循软饮料广告的惯例，但增添了一种颠覆性的运动边缘——不是甜腻或慵懒的，而是动感的。

10. Applying the Steps: A Film Trailer Case Study | 应用步骤：电影预告片案例研究

Now consider a 90-second trailer for a teen fantasy film ‘Shadow Realm’. The trailer begins with a quiet school corridor, then cuts to a library where a glowing book transports two friends to a dark forest. Quick cuts show creatures, a riddle-spouting owl, and a dramatic countdown clock. The trailer ends with the title and release date.

现在考虑一部青少年奇幻电影《暗影之境》的 90 秒预告片。预告片从一个安静的学校走廊开始，然后切到一个图书馆，一本发光的书将两位朋友传送到黑暗森林。快速的剪辑展示了各种生物、一只说着谜语的猫头鹰，还有一个戏剧性的倒计时时钟。预告片以片名和上映日期结束。

Target Audience: Clearly young teens and families, probably aged 10-16. The school setting provides relatability, while the fantasy elements promise escape. The rating-friendly scares suggest a PG or 12A certificate.

目标受众：显然是青少年与家庭观众，大概 10-16 岁。学校场景提供了代入感，而奇幻元素则带来了逃离现实的体验。适合分级的惊吓程度暗示了 PG 或 12A 的评级。

Media Language: The editing rhythm starts slow and builds up – a classic technique. The colour palette shifts from dull institutional blues and greys in the school to vibrant purples and golds in the fantasy world, signalling a magical shift. Non-diegetic orchestral music swells to create tension. Close-ups on the characters’ fearful faces make us empathise, and the clock is presented in fast-motion shots to suggest urgency.

媒体语言：剪辑节奏由慢渐快——一项经典手法。色彩搭配从学校中阴沉的蓝与灰，转变为奇幻世界中充满活力的紫与金，标志着魔法的转变。非剧情声交响乐渐强，制造紧张感。对角色惊恐脸庞的特写让我们产生共情，时钟通过快动作镜头呈现，暗示紧迫感。

Representation: The two friends appear to be a boy and a girl, providing balanced gender representation. The owl as a wise mentor subverts the typical old-human mentor. The forest could be seen as a representation of the unknown, a common trope.

表征：两位朋友似乎是一名男孩和一名女孩，提供了性别上的平衡表征。猫头鹰作为智慧导师，颠覆了典型的长者人类导师。森林可被视作未知的象征，一个常见的套路。

Narrative: Todorov’s structure is hinted: equilibrium (ordinary school), disruption (glowing book, sudden transport), and the journey to restore a new equilibrium (likely closing the Shadow Realm). Enigma codes are everywhere: What is the Shadow Realm? Will they escape? What happens when the clock hits zero?

叙事：暗示了托多罗夫的结构：平衡（普通的学校），打破（发光的书、突然的传送），以及为恢复新平衡而进行的旅程（很可能是关闭暗影之境）。谜题符码无处不在：暗影之境是什么？他们能逃脱吗？当倒计时归零时会发生什么？

Institution and Genre: Made by a major studio, aiming for a franchise. Genre conventions: a prophecy, a portal, young heroes, a mentor, magical creatures – all present. The trailer subverts by making the clock a visual motif, emphasising time pressure rather than just quest.

机构与类型：由一家主流影业制作，旨在打造系列。类型惯例：预言、传送门、少年英雄、导师、神奇生物——一应俱全。预告片的颠覆之处在于将时钟作为视觉母题，强调时间压力而不仅仅是冒险。

11. Common Mistakes and How to Avoid Them | 常见错误及避免方法

Many students lose marks by simply describing what they see without analysing the effect. Remember, every choice is intentional. Instead of writing ‘There is a high-angle shot,’ write ‘The high-angle shot makes the character appear vulnerable, positioning the audience to feel sympathy.’

许多学生因仅仅描述所看到的内容而不分析效果而失分。请记住，每一个选择都是有意图的。与其写“有一个俯拍镜头”，不如写“俯拍镜头使角色显得脆弱，引导观众产生同情。”

Another mistake is forgetting to link elements together. Audience, representation and media language are connected. For example, the use of fast-paced editing and electronic music targets a young audience and represents energy. Always show how concepts interact.

另一个错误是忘记将各个元素联系起来。受众、表征和媒体语言是相互关联的。例如，使用快节奏剪辑与电子音乐既针对年轻受众，又表征了活力。始终展示概念是如何相互作用的。

Avoid vague statements like ‘The advert is effective.’ Be specific: ‘The combination of the provocative slogan and direct eye contact challenges the viewer and makes the brand memorable.’

避免模糊的表述，如“这个广告很有效”。要具体：“挑衅性的广告语与直接的眼神交流相结合，挑战观众并使品牌更易记忆。”

Finally, practise timing. In an exam, outline your paragraphs briefly before writing. Use the PEEL structure: Point, Evidence, Effect, Link. This will keep your case study answer focused and analytical.

最后，要练习时间分配。在考试中，写作前先简要列出段落提纲。使用 PEEL 结构：要点、证据、效果、联系。这将使你的案例分析答案集中且富有分析性。

12. Conclusion: Becoming a Media Detective | 结语：成为媒体侦探

A case study is your chance to shine as a critical thinker. By systematically applying the steps we have practised – from identifying the text to exploring genre – you can unlock layers of meaning in any media product. Remember, media texts aim to inform, persuade or entertain, and they use a carefully crafted set of tools to do so. Your job is to reveal those tools and evaluate their impact.

案例分析是你作为批判性思考者展现实力的机会。通过系统性地应用我们练习过的步骤——从识别文本到探索类型——你可以解锁任何媒体产品中的多层次含义。请记住，媒体文本旨在告知、说服或娱乐，并且它们使用一套精心制作的工具来实现这一点。你的工作就是揭示这些工具并评估它们的影响。

Keep practising with real examples: next time you scroll through Instagram or watch a film trailer, pause and mentally run through the key concepts. The more you practise, the more natural this detective thinking will become. Good luck with your Year 8 Media Studies case study!

不断用实际例子进行练习：下次你刷 Instagram 或观看电影预告片时，暂停下来并在脑海中过一遍这些核心概念。练习得越多，这种侦探思维就会变得越自然。祝你在八年级媒体研究的案例分析中取得好成绩！

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Case Study Practical Exercise | 案例分析实战演练