1
COM3703
SEMESTER 1
PORTFOLIO EXAMINATION
Unique number:
Student Number:
Date: 03 May
1
, 2
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: 03 March
A witness’ name:
2
, 3
TABLE OF CONTENTS PAGE
DECLARATION
1 INTRODUCTION 6
2 COMMUNICATION AND MEDIA SEMIOTICS 6
2.1 Identify a television advertisement and its product 6
2.2 The three different readings that take place during 6
decoding
2.3 Examples of the different readings from the 7
advertisement
2.4 The six different sign functions 7
2.5 Examples of sign functions from the advertisement 8
3 FIELD RESEARCH IN MEDIA STUDIES 8
3.1 Questions on a given scenario
3.1.1 What is the purpose of the research
3.1.2 What access is required 9
3.1.3 Who or what is being observed 9
3.1.4 The amount of time spent at the location 9
3.1.5 Potential disturbances the research could cause 9
3.2 The difference between ‘overt’ and ‘covert’ roles of 9
observation during field research
3.3 Questions on a given scenario 10
3.3.1 What role of observation is described in the statement 10
3.3.2 A solution to the ethical dilemma of doing undercover 10
research
3.4 Questions on a given scenario 10
3.4.1 What is the appropriate data collection technique to 10
record observations
3
COM3703
SEMESTER 1
PORTFOLIO EXAMINATION
Unique number:
Student Number:
Date: 03 May
1
, 2
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: 03 March
A witness’ name:
2
, 3
TABLE OF CONTENTS PAGE
DECLARATION
1 INTRODUCTION 6
2 COMMUNICATION AND MEDIA SEMIOTICS 6
2.1 Identify a television advertisement and its product 6
2.2 The three different readings that take place during 6
decoding
2.3 Examples of the different readings from the 7
advertisement
2.4 The six different sign functions 7
2.5 Examples of sign functions from the advertisement 8
3 FIELD RESEARCH IN MEDIA STUDIES 8
3.1 Questions on a given scenario
3.1.1 What is the purpose of the research
3.1.2 What access is required 9
3.1.3 Who or what is being observed 9
3.1.4 The amount of time spent at the location 9
3.1.5 Potential disturbances the research could cause 9
3.2 The difference between ‘overt’ and ‘covert’ roles of 9
observation during field research
3.3 Questions on a given scenario 10
3.3.1 What role of observation is described in the statement 10
3.3.2 A solution to the ethical dilemma of doing undercover 10
research
3.4 Questions on a given scenario 10
3.4.1 What is the appropriate data collection technique to 10
record observations
3
