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2 marksCharacteristics of Digital Users

CAPE Digital Media Unit 1 · 2015 · Paper 2 · Question 1(c)

Scenario: A farming co-operative is promoting a weekly farmers' market under the theme "Buy Local", with a sub-theme of knowing where your food comes from. Using the creative process, you will identify the target audience and produce ONE digital media product for the campaign: a poster or a video. Audience: adults, families or purchasing managers.

State whether your chosen target audience member would best be described as a digital native or a digital immigrant, and provide a rationale.

The mark scheme is shown once you've answered.

Practise this question

Other parts of this question

  1. 1(a)Create a short profile of one member of the target audience for the campaign, detailing their gender, eating habits, and explaining why this product is…[3 marks]
  2. 1(b)Using mind maps and thumbnails, show the development of your product concept (created as a separate document labelled "Question 1(b)").[10 marks]

More practice: the rest of this paper · more Characteristics of Digital Users questions · all CAPE Digital Media Unit 1 past papers