COM3702
SEMESTER 1
PORTFOLIO EXAMINATION
Unique number: 832316
Student Number:
Date: 08 May 2018
1
, DECLARATION
I, the undersigned, hereby declare that this is my own and
personal work, except where the work(s) or publications of
others have been acknowledged by means of reference and
presentation requirements, referencing techniques and
plagiarism.
I have read and understood Tutorial Letter CMNALLE/301
regarding technical and presentation requirements,
referencing techniques and plagiarism.
Your name:
Your student number:
Date:
A witness’ name:
2
, TABLE OF CONTENTS
PAGE
5
DECLARATION
5
1 INTRODUCTION 5
2 MEDIA POLICY AND REGULATION
5
2.1 The nature of media and communication policy
6
2.1.1 An overview of the National Integrated ICT policy
6
2.1.2 Policy as a process
7
2.1.3 The current phase of the national integrated ICT policy
5
3 MEDIA MANAGEMENT
5
3.1 Strategic media management
6
4 REPRESENTATION
9
4.1 News as representation
9
4.2 Media and race
4.2.1 The term ‘racism’ and a summary of a racial incident
reported in the newspaper 9
9
4.2.2 Justifying why the chosen report is alleged to be racist
4.2.3 An argument regarding whether social media gives rise
to racial incidents or simply reports them 10
4.3 Media and sexual orientation: the portrayal of gays
and lesbians 12
12
4.4 Media and HIV/AIDS
4.4.1 The ‘One Love’ communication campaign summary 12
4.4.2 Defining health communication and the ‘One Love’
communication context 12
4.4.3 A theoretical explanation of media advocacy and how
the ‘One Love’ campaign adheres to this objective.
13
4.4.4 A theoretical explanation of representation and how
the ‘one love’ campaign represents itself in the media. 13
3
SEMESTER 1
PORTFOLIO EXAMINATION
Unique number: 832316
Student Number:
Date: 08 May 2018
1
, DECLARATION
I, the undersigned, hereby declare that this is my own and
personal work, except where the work(s) or publications of
others have been acknowledged by means of reference and
presentation requirements, referencing techniques and
plagiarism.
I have read and understood Tutorial Letter CMNALLE/301
regarding technical and presentation requirements,
referencing techniques and plagiarism.
Your name:
Your student number:
Date:
A witness’ name:
2
, TABLE OF CONTENTS
PAGE
5
DECLARATION
5
1 INTRODUCTION 5
2 MEDIA POLICY AND REGULATION
5
2.1 The nature of media and communication policy
6
2.1.1 An overview of the National Integrated ICT policy
6
2.1.2 Policy as a process
7
2.1.3 The current phase of the national integrated ICT policy
5
3 MEDIA MANAGEMENT
5
3.1 Strategic media management
6
4 REPRESENTATION
9
4.1 News as representation
9
4.2 Media and race
4.2.1 The term ‘racism’ and a summary of a racial incident
reported in the newspaper 9
9
4.2.2 Justifying why the chosen report is alleged to be racist
4.2.3 An argument regarding whether social media gives rise
to racial incidents or simply reports them 10
4.3 Media and sexual orientation: the portrayal of gays
and lesbians 12
12
4.4 Media and HIV/AIDS
4.4.1 The ‘One Love’ communication campaign summary 12
4.4.2 Defining health communication and the ‘One Love’
communication context 12
4.4.3 A theoretical explanation of media advocacy and how
the ‘One Love’ campaign adheres to this objective.
13
4.4.4 A theoretical explanation of representation and how
the ‘one love’ campaign represents itself in the media. 13
3
