AS Cambridge 媒体研究：课程大纲全面解析 | Cambridge AS Media Studies: Complete Syllabus Guide

AS Cambridge 媒体研究课程简介

Introduction to AS Cambridge Media Studies

剑桥国际 AS Level 媒体研究（科目代码：9607）是一门充满活力且极富当代意义的学科，专为希望深入理解媒体在现代社会中扮演何种角色的学生而设计。该课程由剑桥大学国际考评部（Cambridge Assessment International Education）开发，旨在培养学生在分析、解读和创作各类媒体文本时所需的批判性思维和实践技能。无论是社交媒体、影视制作、新闻报道还是广告营销，本课程为学生提供了审视媒体世界的全新视角。

Cambridge International AS Level Media Studies (syllabus code: 9607) is a dynamic and highly contemporary subject designed for students who wish to develop a deep understanding of the role media plays in modern society. Developed by Cambridge Assessment International Education, this course cultivates the critical thinking and practical skills students need to analyse, interpret, and create a wide range of media texts. Whether it is social media, film and television production, news journalism, or advertising and marketing, this syllabus offers students a fresh lens through which to examine the media world.

课程结构与核心模块

Course Structure and Core Components

AS Level 媒体研究课程由两大核心组成部分构成，二者相辅相成，确保学生在理论学习和实际应用之间取得理想平衡：

The AS Level Media Studies course comprises two core components that work together to ensure students achieve an ideal balance between theoretical learning and practical application:

第一部分：基础作品集（Foundation Portfolio）—— 课业创作

Component 1: Foundation Portfolio — Coursework

基础作品集是课程中极具实践性的核心组成部分，占总分的 50%。学生需要自主策划并制作一个完整的媒体作品，从前期调研、创意构思到中期制作、后期完善，完整还原真实媒体行业的工作流程。剑桥提供了多种创作方向供学生选择，包括但不限于：杂志封面与文章排版设计、电影短片片头序列制作、音乐推广网站构建或广告宣传片拍摄等。学生必须提交一份包含研究背景、创意过程和成品反思的完整创作档案。

The Foundation Portfolio is the highly practical core component of the course, accounting for 50% of the total marks. Students are required to independently plan and produce a complete media artifact, replicating the authentic workflow of the media industry — from preliminary research and creative conception through mid-stage production to post-production refinement. Cambridge provides a variety of production briefs for students to choose from, including but not limited to: magazine cover and article layout design, film opening sequence production, music promotion website construction, or advertising trailer shooting. Students must submit a complete creative portfolio that includes research context, creative process documentation, and finished-product reflection.

第二部分：关键媒体概念（Key Media Concepts）—— 书面考试

Component 2: Key Media Concepts — Written Examination

关键媒体概念书面考试同样占总分的 50%，考试时长为 2 小时，旨在评估学生对媒体理论框架和分析工具的掌握程度。考试围绕媒体研究的四大核心概念展开，要求学生能够将抽象理论灵活运用于对具体媒体文本的深度分析之中：

The Key Media Concepts written examination also accounts for 50% of the total marks, with a duration of 2 hours, and is designed to assess students’ mastery of the media theoretical framework and analytical tools. The examination is structured around four core concepts of Media Studies, requiring students to apply abstract theories flexibly to the in-depth analysis of specific media texts:

媒体语言（Media Language）

Media Language

媒体语言是理解一切媒体文本的基础。该模块探讨媒体如何通过特定的符号系统（如镜头语言、色彩运用、字体排版、音响效果、剪辑节奏等）来构建意义。学生将学习如何识别和分析媒体文本中的技术性代码（camera work, editing, sound, mise-en-scène）和符号性代码（symbolic codes），并掌握符号学的基本工具，包括能指与所指（signifier and signified）、外延与内涵（denotation and connotation）等核心概念。例如，学生将被要求分析一个平面广告如何通过构图、灯光和文字排版共同作用，向目标受众传递特定的品牌信息。

Media Language is the foundation for understanding all media texts. This module explores how media constructs meaning through specific sign systems — such as camera language, colour usage, typography, sound effects, and editing rhythm. Students will learn to identify and analyse technical codes (camera work, editing, sound, mise-en-scène) and symbolic codes within media texts, and will master the fundamental tools of semiotics, including core concepts such as signifier and signified, denotation and connotation. For example, students will be required to analyse how a print advertisement uses composition, lighting, and typography together to convey a specific brand message to its target audience.

表征（Representation）

Representation

表征关注的是媒体如何呈现和塑造我们对社会群体、事件和议题的认知。本模块的核心论点是：媒体并非简单地”反映”现实，而是通过选择、构建和编排等过程”重新呈现”现实。学生将探讨媒体如何表征性别、族裔、年龄、社会阶层和区域文化等社会类别，并思考这些表征如何影响受众的态度和信念。课程还将引入 Stuart Hall 的表征理论以及 Laura Mulvey 的男性凝视理论等经典框架，帮助学生建立扎实的理论根基。

Representation focuses on how media presents and shapes our perception of social groups, events, and issues. The central argument of this module is that media does not simply “reflect” reality, but rather “re-presents” it through processes of selection, construction, and arrangement. Students will explore how media represents social categories such as gender, ethnicity, age, social class, and regional culture, and consider how these representations influence audience attitudes and beliefs. The course also introduces classic theoretical frameworks such as Stuart Hall’s theory of representation and Laura Mulvey’s male gaze theory, helping students establish a solid theoretical foundation.

受众（Audience）

Audience

受众研究模块深入探讨媒体与受众之间复杂而动态的关系。学生将接触到从被动受众理论（如 Hypodermic Needle Theory）到主动受众理论（如 Uses and Gratifications Theory）的演进过程，理解媒体效果研究的范式转变。此外，学生还将学习受众分类方法（如人口统计学分类和心理图式分类），以及当代媒体环境中受众如何从被动的信息接收者转变为主动的内容生产者和传播者。在数字化时代，社交媒体平台的互动特性和用户生成内容（UGC）的崛起也为这一模块注入了全新的讨论维度。

The Audience module explores in depth the complex and dynamic relationship between media and its audiences. Students will encounter the evolution from passive audience theories (such as the Hypodermic Needle Theory) to active audience theories (such as Uses and Gratifications Theory), understanding the paradigm shift in media effects research. Additionally, students will learn audience categorisation methods (such as demographic and psychographic segmentation), as well as how audiences in the contemporary media landscape have transformed from passive information receivers into active content producers and distributors. In the digital age, the interactive nature of social media platforms and the rise of user-generated content (UGC) also inject entirely new dimensions of discussion into this module.

机构（Institution）

Institution

机构模块将分析视角从媒体文本本身转向其背后的产业结构、商业逻辑和监管框架。学生将学习媒体产业的集中化趋势、跨国媒体集团的运作模式、公共广播与商业广播的区别，以及监管机构在媒体内容管理中的作用。课程同时覆盖传统媒体（如报纸、广播、电视）和新媒体（如流媒体平台、社交媒体公司），探讨技术进步如何重塑媒体生产和分发的格局。学生需要能够分析如 Disney、BBC 或 Netflix 等具体案例，阐述其商业模式和内容策略。

The Institution module shifts the analytical lens from media texts themselves to the industrial structures, commercial logics, and regulatory frameworks behind them. Students will learn about concentration trends in the media industry, the operational models of transnational media conglomerates, the distinction between public service broadcasting and commercial broadcasting, and the role of regulatory bodies in media content governance. The course covers both traditional media (such as newspapers, radio, television) and new media (such as streaming platforms and social media companies), exploring how technological advancement is reshaping the landscape of media production and distribution. Students need to be able to analyse specific case studies such as Disney, the BBC, or Netflix, articulating their business models and content strategies.

评估方式与评分标准

Assessment Methods and Grading Criteria

剑桥国际 AS Level 媒体研究的评估体系经过精心设计，旨在全面且公正地衡量学生的理论素养和实践能力。具体结构如下：

The assessment system for Cambridge International AS Level Media Studies is meticulously designed to measure students’ theoretical literacy and practical ability in a comprehensive and fair manner. The specific structure is as follows:

基础作品集（课业评估）：占总分 50%，由学校教师根据剑桥提供的评分方案进行内部评分，并由剑桥进行外部审核。评分从以下四个维度展开：研究能力与创意发展（20%）、技术技能与制作质量（30%）、反思分析与评价能力（30%）、作品整体完成度与展示质量（20%）。

Foundation Portfolio (Coursework Assessment): Accounting for 50% of total marks, internally assessed by school teachers according to Cambridge-provided mark schemes and externally moderated by Cambridge. The assessment is structured around four dimensions: research ability and creative development (20%), technical skills and production quality (30%), reflective analysis and evaluation ability (30%), and overall completion and presentation quality (20%).

关键媒体概念（书面考试）：占总分 50%，由剑桥统一命题并在全球考点同期举行。试卷通常包含两个部分：Section A 为基于一段未接触过的媒体文本（unseen media text）的分析题，要求学生即兴运用媒体语言和表征知识进行解读；Section B 为机构与受众相关的论文题，要求学生展示更深层次的理论理解和案例论证能力。

Key Media Concepts (Written Examination): Accounting for 50% of total marks, set and marked by Cambridge and administered simultaneously at examination centres worldwide. The paper typically consists of two sections: Section A features analysis questions based on an unseen media text, requiring students to spontaneously apply their knowledge of media language and representation for interpretation; Section B comprises essay questions related to institution and audience, requiring students to demonstrate deeper theoretical understanding and case-study argumentation skills.

学习技能与能力培养

Skills and Competency Development

剑桥 AS Level 媒体研究课程所培养的技能远超出课堂范围，为学生在高等教育和未来职业发展中提供了坚实的素养基础。该课程的核心能力培养目标包括：

The skills cultivated by the Cambridge AS Level Media Studies course extend far beyond the classroom, providing students with a solid foundation of competencies for higher education and future career development. The core competency development objectives of this course include:

批判性思维能力：学生将学会质疑媒体信息背后的动机，分析媒介文本的构建方式，评估不同来源的可信度。在信息泛滥的时代，这种去伪存真的能力尤为重要。

Critical Thinking Skills: Students will learn to question the motives behind media information, analyse how media texts are constructed, and evaluate the credibility of different sources. In an era of information overload, this ability to distinguish truth from falsehood is particularly important.

创意制作与项目执行能力：通过基础作品集的创作，学生将体验从零到一完成一个完整媒体项目的全过程，涵盖时间管理、资源协调、技术操作和创意迭代等实践能力。

Creative Production and Project Execution: Through the creation of the Foundation Portfolio, students will experience the full process of completing a media project from scratch, encompassing practical abilities in time management, resource coordination, technical operation, and creative iteration.

书面表达与学术写作能力：考试中的论文部分要求学生能够在限时情境下条理清晰、论证有力地表达观点，这种能力对大学申请和后续学术深造至关重要。

Written Expression and Academic Writing: The essay section of the examination requires students to express their viewpoints with clear logic and persuasive argumentation under timed conditions — an ability that is crucial for university applications and subsequent academic pursuits.

数字素养与技术能力：学生将熟练使用图像编辑、视频剪辑、桌面排版和网页设计等软件工具，这些实用技能在当今数字化职场中具有显著竞争力。

Digital Literacy and Technical Skills: Students will become proficient in software tools for image editing, video editing, desktop publishing, and web design — practical skills that offer significant competitiveness in today’s digital workplace.

学习建议与备考策略

Study Advice and Examination Strategies

对于希望选择剑桥 AS 媒体研究的学生，以下建议可能会对您的学习之旅有所助益：

For students considering Cambridge AS Media Studies, the following advice may prove helpful on your learning journey:

建立”媒体日记”习惯：每天主动接触各类媒体内容并记录观察心得。无论是广告牌、电视节目、社交媒体帖子还是电影预告片，都可以成为您分析的对象。这种持续积累将极大地提升您对媒体语言的敏感度。

Establish a “Media Diary” Habit: Actively engage with diverse media content every day and record your observations. Whether it is a billboard, a television programme, a social media post, or a film trailer — everything can become an object of your analysis. This continuous accumulation will greatly enhance your sensitivity to media language.

提前规划课程作业：基础作品集占分比例高且制作周期长，建议尽早确定创作方向并制定详细时间表。充分利用课堂时间和教师反馈机会，确保每个阶段都能获得充分指导。

Plan Coursework in Advance: The Foundation Portfolio carries a high weighting and requires a long production cycle — it is advisable to determine your creative direction early and formulate a detailed timeline. Make full use of class time and teacher feedback opportunities to ensure adequate guidance at every stage.

深度研读评分方案：剑桥提供的评分方案（Mark Scheme）是极有价值的备考资源。通过分析过往试卷的评分方案，您可以精准把握考官对回答结构、深度和术语使用的要求。

Study Mark Schemes in Depth: The mark schemes provided by Cambridge are an invaluable examination preparation resource. By analysing the mark schemes of past papers, you can accurately grasp the examiner’s requirements regarding answer structure, depth, and terminology usage.

关注当代媒体动态：媒体研究是与现实世界紧密相连的学科。持续关注媒体产业的新闻动态、技术变革和监管争议，将丰富您的案例分析素材，并使您的答案更具时效性和说服力。

Follow Contemporary Media Developments: Media Studies is a subject closely connected to the real world. Continuously following news developments in the media industry, technological changes, and regulatory debates will enrich your case-study material and make your answers more current and persuasive.

结语

Conclusion

剑桥国际 AS Level 媒体研究是一门兼具深度与广度的现代学科。它不仅赋予学生解构媒体世界所需的批判性眼光，更提供了亲手创造媒体内容的实践机会。在一个媒体影响无处不在的时代，理解媒体的运作逻辑已成为一项基本素养，而这正是本课程最核心的价值所在。

Cambridge International AS Level Media Studies is a modern discipline that combines depth with breadth. It not only equips students with the critical eye needed to deconstruct the media world, but also provides practical opportunities to create media content with their own hands. In an age where media influence is ubiquitous, understanding the operational logic of media has become a fundamental competency — and this is the core value of this course.