2.When structuring your essay, keep the original question clearly in mind. This will serve as a safeguard against going off at a tangent and not addressing the question.
3. Be reader – friendly! Consider explaining to the reader why you have chosen this particular aspect for discussion (i.e. why it is important) and how you intend to address the question (i.e. explain the structure of the essay that they are about to read)
4. Define your key terms – in other words, be explicit in terms of what you are discussing. It may be possible and it is advisable to do this by referencing a particular theorist’s definition – thereby providing clarity and demonstrating your knowledge of the available literature at the same time. Don’t assume that you share the same conception as the reader – tell them what you mean by these terms!
5. Refer to supporting literature, statistics and examples wherever possible in order to support the specific claim that you are making and thus the development of your argument. Obviously, it is best to demonstrate a wide range of reading within this process.
6. Do not draw upon supporting materials without referencing them.
7. Be willing to critically identify and discuss the strengths and weaknesses in the perspectives discussed. Increasingly it will no longer be enough to be able to accurately describe the perspectives in question. We are looking for analysis!
8. When providing references please include the page number(s) from which they were taken as a standard practice.
9. Avoid discussing the audience (or particular audience groups) as if it / they are an homogenous and a passive mass. Such views are outdated and fail to acknowledge that each of us, as specific individuals, negotiate our own meaning from media texts based upon our experience and perceptions.
10. Keep your sentences concise. This often helps with clarity of expression.
11. Try to identify and to avoid repetition. Repetition often suggests that the essay has not been structured as clearly as it may have been beforehand.
12. When using a quote of more than 4 lines, parentheses are not required. Instead, indent this section.
13. When concluding, identify the main points of your argument and the conclusion that you have arrived at it in relation to the question. (If your conclusion does not address the original question something is wrong!). It is not necessary to regurgitate your main points again; simply to summarise them.
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