📚 Cambridge AS Media Studies 2026: Exam Changes and Emerging Trends | 剑桥AS媒体研究：2026年考试变化与新兴趋势
The 2026 Cambridge AS Media Studies (9607) examination marks the final assessment in the current 2024–2026 syllabus cycle. While the syllabus structure remains stable, the rapidly shifting media landscape continues to reshape what examiners value. Understanding the subtle yet significant trends affecting Paper 1 (Foundation Portfolio) and Paper 2 (Media Texts and Contexts) is essential for achieving top marks. This article explores the key changes, emerging emphases and strategic preparation insights Year 12 learners need to succeed in the 2026 exam series.
2026年剑桥AS媒体研究（9607）考试是现行2024-2026教学大纲周期的最后一次评估。虽然大纲结构保持稳定，但快速变化的媒体环境不断重塑考官重视的内容。理解影响Paper 1（基础作品集）和Paper 2（媒体文本与语境）的微妙而显著的趋势，对于取得高分至关重要。本文探讨了Year 12学生若想在2026年考试系列中脱颖而出所需关注的关键变化、新兴重点和备考策略。
1. Syllabus Stability and Assessment Cycle | 大纲稳定性与评估周期
Cambridge International has confirmed that the 9607 AS Media Studies syllabus remains unchanged for 2026. The same set products, assessment objectives and exam formats introduced in 2024 will apply. This continuity provides a reliable framework for revision, but students should not mistake stability for predictability—the questions will evolve to match the contemporary media context.
剑桥国际已确认9607 AS媒体研究教学大纲在2026年保持不变。2024年引入的指定媒体产品、评估目标和考试形式将继续沿用。这种延续性为复习提供了可靠的框架，但学生不应将稳定性误认为可预测性——试题将贴合当代媒体语境不断演变。
The 2026 examination window runs in May/June, and teachers are likely to prepare candidates across both coursework and written paper components. Because it is the final year of the syllabus, the exam board often crafts questions that draw on cumulative themes, rewarding students who can synthesise knowledge across all set texts and wider industry examples.
2026年考试窗口在5月/6月进行，教师通常会带领考生同时准备课程作业和书面试卷两部分。由于是教学大纲的最后一年，考试局常会设计一些综合主题的题目，奖励那些能综合所有指定文本和更广泛行业案例知识的学生。
2. Evolving Set Media Products | 不断变化的指定媒体产品
The 2024–2026 set product list includes films such as Black Panther, music videos like Beyoncé's Formation, print advertisements for Score hair cream and Stance socks, newspaper front pages of The Guardian and Daily Mail, and magazines such as The Big Issue. These products were chosen to reflect issues of representation, industry power and audience engagement, and they remain the core examination texts in 2026.
2024-2026年指定产品列表包括电影《黑豹》、碧昂丝的《Formation》音乐视频、Score发乳和Stance袜子的印刷广告、《卫报》和《每日邮报》的报纸头版，以及《The Big Issue》等杂志。这些产品被选中旨在反映表征、产业权力和受众参与等议题，它们在2026年仍是核心考试文本。
However, the trend in marking across 2024 and 2025 examiner reports indicates a growing expectation that students connect these set products to real-world media developments that have occurred since the syllabus launched. For 2026, stronger responses will not only analyse the designated texts but also draw parallels with novel digital-native content, demonstrating an awareness of how media language and representations are evolving in real time.
然而，2024和2025年考官报告中的评分趋势显示，他们越来越期望学生将这些指定产品与大纲发布以来发生的现实媒体发展联系起来。到2026年，更强的答案不仅会分析指定文本，还会与新兴的数字原生内容进行类比，展现对媒体语言和表征如何实时演变的认识。
3. Digital and Social Media Emphasis | 数字与社交媒体的重点
Although the 9607 syllabus does not mandate the study of specific social media platforms, the pervasive influence of TikTok, Instagram Reels, YouTube Shorts and X (formerly Twitter) on media distribution and audience behaviour has become unavoidable. Examiners increasingly expect candidates to reference the role of algorithmic curation, user-generated content and viral distribution when discussing institutions and audiences.
尽管9607大纲并未强制要求研究特定的社交媒体平台，但TikTok、Instagram Reels、YouTube Shorts和X（前身为Twitter）对媒体传播和受众行为的普遍影响已不可回避。考官越来越期望考生在讨论机构和受众时，提及算法推荐、用户生成内容和病毒式传播的作用。
In Paper 2 Section B questions on media institutions, students might be asked to evaluate how a traditional broadcaster like Kiss FM uses social media to maintain audience loyalty. For 2026, successful answers will move beyond listing platforms and instead analyse the convergence of digital and broadcast strategies, referencing concepts such as 'participatory culture' and 'networked publics'.
在Paper 2 B部分关于媒体机构的问题中，学生可能会被要求评估像Kiss FM这样的传统广播公司如何利用社交媒体维系受众忠诚度。到2026年，成功的答案将超越罗列平台，转而分析数字策略与广播策略的融合，引用"参与式文化"和"网络化公众"等概念。
The line between 'new' and 'old' media continues to blur; exam questions for 2026 are likely to probe the economic and cultural implications of this blurring, rewarding students who treat digital platforms not as an add-on but as central to the contemporary media ecosystem.
"新""旧"媒体之间的界限持续模糊；2026年的考题很可能会探究这种模糊的经济与文化影响，奖励那些不将数字平台视为附加项，而是将其当作当代媒体生态系统核心的学生。
4. Globalisation and Transnational Texts | 全球化与跨国文本
Cambridge AS Media Studies 9607 has always encouraged a global outlook, but the current decade's accelerated cultural exchange means that questions on globalisation have grown in complexity. In 2026, candidates should be ready to discuss not only how Hollywood exports values worldwide but also how media flows from regions such as South Korea, Nigeria and India reshape global audiences.
剑桥AS媒体研究9607一直鼓励全球视野，但本十年加速的文化交流使关于全球化的问题变得更为复杂。到了2026年，考生不仅要准备讨论好莱坞如何向世界输出价值观，还要探讨来自韩国、尼日利亚和印度等地区的媒体流如何重塑全球受众。
Set texts like Black Panther already invite conversations about Afrofuturism and diasporic identity. Examiners will extend this by expecting comparisons with non-Western media industries or transnational co-productions. A candidate who can analyse how Nollywood's distribution models influence Netflix's commissioning strategy will demonstrate the kind of sophisticated, cross-cultural understanding that earns top marks.
像《黑豹》这样的指定文本已经引发关于非洲未来主义和离散身份的对话。考官将在此基础上延伸，期望与非西方媒体产业或跨国合拍作品进行比较。一位能够分析诺莱坞发行模式如何影响Netflix委托制作策略的考生，将展示那种赢得高分的成熟的跨文化理解力。
5. Audience Interactivity and Participation | 受众互动与参与
The passive consumer model has become obsolete in almost all examiner commentary from 2024 onwards. The 2026 papers will lean heavily into theories of the active audience, fandom, and co-creation. Jenkins' concept of participatory culture and Shirky's cognitive surplus are likely to be invoked repeatedly in both Section A and Section B answers.
从2024年起，几乎所有考官评语中，被动消费者模型都已过时。2026年的试卷将大量依靠积极受众、粉丝圈和共同创作理论。詹金斯的参与式文化概念和舍基的认知盈余理论可能在A部分和B部分的答案中被反复引用。
When analysing a set product like Beyoncé's Formation, top-tier students will not only decode the video's representations but will explore how the audience co-opted its political imagery on social media, effectively extending the text's meaning. Questions could ask directly: 'How do contemporary audiences actively negotiate meaning?' A 2026 answer must be rich with specific, named fan practices and platform-specific interactions.
在分析碧昂丝《Formation》等指定产品时，顶尖学生不仅会解码视频的表征，还会探索受众如何在社交媒体上借用其政治图像，有效地扩展了文本的意义。题目可能直接问："当代受众如何积极协商意义？"一份2026年的答案必须包含具体、具名的粉丝行为和特定平台互动。
6. Industry Convergence and Cross-Media Synergy | 产业融合与跨媒体协同
Media industry questions in the 2026 AS Media Studies exam will continue to foreground the concept of convergence. However, the expectation has shifted from simply defining synergy and vertical/horizontal integration to evaluating how these strategies are being transformed by platform economics. The Disney-Marvel universe is no longer just a case study in synergy; it exemplifies a franchise model that now includes streaming-first series, mobile games, and location-based VR experiences.
2026年AS媒体研究考试中的媒体产业题目将继续强调融合概念。但期望已从简单地定义协同效应和垂直/水平整合，转向评价这些策略如何被平台经济所改变。迪士尼-漫威宇宙不再仅仅是协同效应的案例研究；它已成为一种系列模型，现包括流媒体优先系列、手机游戏和基于位置的VR体验。
Students must be prepared to discuss how cross-media ownership regulations and the rise of tech giants (Amazon, Apple, Meta) affect the production and distribution of media texts. A 2026 question might require candidates to assess whether traditional media institutions can survive without forming alliances with digital platforms, making knowledge of recent mergers and buyouts essential.
学生必须准备讨论跨媒体所有权法规和科技巨头（亚马逊、苹果、Meta）的崛起如何影响媒体文本的生产与分发。2026年的一道题可能要求考生评估传统媒体机构若不与数字平台结盟是否能够生存，这使得了解近期的兼并与收购案例变得至关重要。
7. Representation and Identity Politics | 表征与身份政治
Questions on representation are a constant in the 9607 exam, but the 2026 cycle will demand a more intersectional approach. Examiners now expect analysis that simultaneously addresses gender, race, class, sexuality and disability, moving beyond a single-axis framework. For instance, the portrayal of Shuri in Black Panther should be discussed not just as a 'strong female character' but at the intersection of gender, science, and African identity.
表征问题是9607考试的常客，但2026年周期将要求更具交叉性的分析方法。考官现在期望能同时涉及性别、种族、阶级、性取向和残疾的分析，超越单一维度的框架。例如，对《黑豹》中舒莉的刻画，不应仅作为一个"强大女性角色"来讨论，而应放在性别、科学与非洲身份的交叉点上分析。
There is also a perceptible shift towards asking students to evaluate the ideological implications of representation. In 2026, it will not suffice to label a text as 'stereotypical' or 'counter-stereotypical'; candidates must articulate how such representations serve hegemonic or counter-hegemonic purposes, drawing on theories from Hall, hooks, and Butler. Essays that link set texts to contemporary political movements—such as #BlackLivesMatter or #MeToo—will stand out.
还有一个明显转变在于要求学生评估表征的意识形态含义。到2026年，仅仅将文本标记为"刻板印象"或"反刻板印象"是不够的；考生必须阐明这些表征如何服务于霸权或反霸权目的，引用霍尔、胡克斯和巴特勒的理论。能将指定文本与当代政治运动（如#BlackLivesMatter或#MeToo）联系起来的文章将脱颖而出。
8. Critical Theories and Advanced Analysis | 批判理论与高级分析
Although AS Level is an introductory qualification, the 2024–2026 cycle has shown an upward shift in the theoretical rigour examiners reward. In 2026, candidates should be fluent not only in the classic texts—Barthes' semiotics, Todorov's narrative equilibrium, Neale's genre theory—but also in more contemporary critical frameworks such as postcolonial theory and feminist media studies when relevant.
尽管AS Level是入门级资格，但2024-2026年周期显示，考官所奖励的理论严谨性已有所提升。到2026年，考生不仅要熟练掌握经典理论——巴特的符号学、托多罗夫的叙事均衡、尼尔的类型理论——在相关时还应通晓后殖民理论和女性主义媒体研究等更当代的批判框架。
The exam's command words frequently include 'evaluate' and 'to what extent', which require students to weigh competing theoretical perspectives. A 2026 high-scoring answer might juxtapose a structuralist reading of a music video with a post-structuralist or reception-theory perspective, demonstrating critical distance. Teachers are increasingly using unseen media texts in class to foster this evaluative agility under timed conditions.
考试的指令词常包含"评价"和"在多大程度上"，这要求学生权衡对立的理论视角。一份2026年的高分答案可能会将对音乐视频的结构主义解读与后结构主义或接受理论视角并置，展示批判性距离。教师们在课堂上越来越多地使用不熟悉的媒体文本来培养这种在限时条件下的评价灵活性。
9. Exam Command Words and Assessment Objectives | 考试指令词与评估目标
The 2026 exams will retain the same Assessment Objectives: AO1 (knowledge and understanding), AO2 (analysis and application) and AO3 (evaluation and conclusions). However, recent marking feedback strongly indicates that AO3 now carries the most discriminator weight at AS. This means students cannot simply describe; they must form and justify critical judgments.
2026年考试将保持相同的评估目标：AO1（知识与理解）、AO2（分析与应用）和AO3（评价与结论）。然而，最近的阅卷反馈强烈表明，AO3目前在AS阶段最具区分度。这意味着学生不能仅仅描述；他们必须形成并证明批判性判断。
| Command Word | 2026 Trend |
|---|---|
| Analyse | Move beyond breaking down elements; show how they work together ideologically. |
| Evaluate | Provide a sustained argument weighing evidence on both sides before a conclusion. |
| To what extent | Expect a nuanced, non-binary answer that acknowledges complexity. |
2026年趋势解读：'分析'要求超越拆解要素，展示它们如何在意形态上共同作用；'评价'需要持续论证，在结论前权衡两边证据；'在多大程度上'则期待一个细致、非二元的答案，承认复杂性。
10. Research and Independent Study Skills | 研究及自主学习技能
With the 2026 exam being the final round of the current syllabus, the Paper 2 exam will likely feature questions that reward independent wider reading. Candidates who can reference case studies beyond the set products—such as the launch of a specific streaming original, a viral marketing campaign, or a government's media regulation decision—will be at an advantage.
随着2026年考试成为现行大纲的最后一轮，Paper 2很可能会出题奖励独立的拓展阅读。能够引用超出指定产品的案例研究的考生——例如某部特定流媒体原创作品的推出、一次病毒营销活动或某项政府媒体监管决定——将占据优势。
The coursework component (Paper 1) also demands that students create their own media product, such as a film opening or magazine feature. For 2026, high-achieving portfolios will demonstrate independent research into real-world industry conventions and audience feedback loops. A film opening that authentically mimics the distribution patterns of a streaming service may impress moderators more than one that relies on outdated cinema tropes.
课程作业部分（Paper 1）还要求学生创作自己的媒体产品，如电影片头或杂志专题。到2026年，高分的作品集将展示对真实行业惯例和受众反馈循环的独立研究。一个真实模仿流媒体服务平台发行模式的电影片头，可能比依赖过时电影俗套的片头更能打动评分人员。
11. Emerging Media Technologies (AI, AR, VR) | 新兴媒体技术（AI、AR、VR）
Technologies such as generative AI, augmented reality filters and virtual reality storytelling were peripheral in earlier syllabus iterations; by 2026 they are central. Examiners are increasingly curious about students' ability to critique the ethical and creative impact of these tools. While the set products remain largely pre-AI, questions may ask candidates to imagine how AI-generated content might alter the media language of a familiar genre.
生成式AI、增强现实滤镜和虚拟现实叙事等技术在早期大纲中处于边缘地位；到2026年它们已成为核心。考官越来越关注学生批判这些工具的伦理与创意影响的能力。虽然指定产品主要是在AI爆发之前出现的，但题目可能要求考生设想AI生成内容如何改变某一熟悉类型的媒体语言。
A thoughtful 2026 essay might connect deepfake technology to issues of representation and trust, or discuss how algorithmic personalisation on TikTok challenges traditional notions of mass audience. It is vital that students stay informed about technology news from 2025 and 2026, as exam questions may incorporate hypothetical scenarios based on current innovations.
一篇有见地的2026年文章可能会将深度伪造技术与表征和信任问题联系起来，或讨论TikTok上的算法个性化如何挑战传统的大众受众概念。学生要紧跟2025和2026年的科技新闻，因为考题可能会融入基于当前创新的假设场景。
12. Preparation Tips for 2026 Candidates | 2026考生备考建议
To succeed in Cambridge AS Media Studies 2026, students should adopt a proactive, contemporary-focused revision strategy. Build a 'living' case study bank that you update every fortnight with new media industry developments. Practise applying the same analytical framework to both your set texts and an unseen newsletter, tweetstorm or podcast clip to enhance flexibility.
要想在2026年剑桥AS媒体研究考试中取得成功，学生应采用积极主动、聚焦当代的复习策略。建立一个"活"案例研究库，每两周用新的媒体产业发展动态进行更新。练习将相同的分析框架应用于你的指定文本和一段陌生的新闻简报、推文风暴或播客片段，以增强灵活性。
- Bridge theory and text: never mention a theorist without immediately applying their concept to a specific textual detail.
- Time your essays: the 2026 papers remain tight on time; learn to craft a balanced argument within 45 minutes per essay.
- Interrogate your own coursework: ensure your creative piece is backed by rigorous audience research and a clear institutional context.
- Collaborate globally: if possible, exchange media examples with peers from different countries to enrich your global perspective.
桥接理论与文本：提及任何理论家时，务必立即将其概念应用于具体的文本细节。为作文计时：2026年试卷时间仍然紧张；学会在每篇作文45分钟内构建平衡的论证。审视自己的课程作业：确保你的创意作品有严谨的受众研究和明确的机构情境支撑。全球合作：若可能，与来自不同国家的同伴交换媒体案例，丰富你的全球视野。
Ultimately, 2026 rewards the curious media scholar who treats the subject not as a static list of products but as a dynamic conversation about power, culture and technology. With strategic preparation and an eye on emerging trends, Year 12 students can achieve the highest grades while developing critical skills for life beyond the exam hall.
最终，2026年奖励的将是充满好奇心的媒体学者，他们不把学科视为静止的产品清单，而是视为一场关于权力、文化和技术的动态对话。通过策略性准备和对新兴趋势的关注，Year 12学生既能取得最高的等级，也能培养受益终生的批判技能。
Published by TutorHao | Media Revision Series | aleveler.com
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