You should use a good selection of academic and business references, especially relevant academic journal articles. There are many useful sources of critical and trade information including: • https://www.marketingritson.com/, • https://www.private-eye.co.uk/media-news, • https://www.monbiot.com/category/media/, • https://www.ft.com/companies/media, • PR Week, • Campaign. A good essay will tend to do more than merely describe what’s happening - it will make an argument, put across the writer’s point of view, while helping to clarify relevant theoretical issues for the reader from the academic literature. Strong answers will • Be Theory-driven. • Demonstrate evidence that you have thought carefully about the essay. • Use terms with precision – and relate convergence to fragmentation – and both of these to the question. • Integrate the theoretical (and practical) ideas gleaned from the academic (and practitioner) literature with the reality of the contempor