COM3706
Assignment 3
Semester 2 2025
Due 17 October 2025
,COM3706
Assignment 3
Semester 2 2025
Due 17 October 2025
Title: Framing Sport in South African Tabloid Media with a Focus on the Daily Sun
Table of Contents
1. Introduction ................................................................................................................. 4
1.1 Background and Rationale .................................................................................... 4
1.2 Aims and Objectives .............................................................................................. 4
1.3 Structure of the Portfolio ........................................................................................ 5
2. Research Problem Statement ..................................................................................... 7
2.1 The Central Problem .............................................................................................. 7
2.2 Context in South African Media.............................................................................. 7
3. Subproblems ............................................................................................................... 9
3.1 Leading Sports Stories .......................................................................................... 9
3.2 Space and Placement of Sports Stories ................................................................ 9
4. Literature Review ...................................................................................................... 10
4.1 Sports Coverage and Gender Bias ...................................................................... 10
4.2 Framing in Sports Journalism .............................................................................. 10
4.3 South African Media and Sporting Culture ........................................................... 11
, 4.4 Tabloid Journalism and the Daily Sun .................................................................. 11
5. Theoretical Framework .............................................................................................. 12
5.1 Framing Theory ................................................................................................... 12
5.2 Representation Theory ........................................................................................ 12
5.3 Intersectionality in Media Studies ........................................................................ 12
6. Research Design ....................................................................................................... 14
6.1 Methodological Approach .................................................................................... 14
6.2 Sampling and Unit of Analysis ............................................................................. 14
6.3 Quantitative and Qualitative Dimensions ............................................................. 14
6.4 Limitations of Design ........................................................................................... 15
7. Presentation and Interpretation of Findings ............................................................... 16
7.1 Leading Sports Stories ........................................................................................ 16
7.2 Space Occupied by Sports Stories ...................................................................... 16
7.3 Gender Representation ....................................................................................... 17
7.4 Use of Images in Sports Reporting ...................................................................... 17
8. Interpretation of Findings ........................................................................................... 19
9. Discussion of Findings .............................................................................................. 21
9.1 Comparison with International Research ............................................................. 21
9.2 Implications for Representation in South Africa ................................................... 21
9.3 The Daily Sun’s Role in Shaping Sports Narratives ............................................. 22
10. Limitations and Recommendations ......................................................................... 23
10.1 Limitations of the Study ..................................................................................... 23
10.2 Recommendations for Future Research ............................................................ 23
10.3 Practical Recommendations for Media Practice ................................................ 24
, 11. Ethical Considerations ............................................................................................. 25
12. Conclusion .............................................................................................................. 26
13. Self-Assessment ..................................................................................................... 27
14. Self-Reflection ......................................................................................................... 28
15. References .............................................................................................................. 29
Assignment 3
Semester 2 2025
Due 17 October 2025
,COM3706
Assignment 3
Semester 2 2025
Due 17 October 2025
Title: Framing Sport in South African Tabloid Media with a Focus on the Daily Sun
Table of Contents
1. Introduction ................................................................................................................. 4
1.1 Background and Rationale .................................................................................... 4
1.2 Aims and Objectives .............................................................................................. 4
1.3 Structure of the Portfolio ........................................................................................ 5
2. Research Problem Statement ..................................................................................... 7
2.1 The Central Problem .............................................................................................. 7
2.2 Context in South African Media.............................................................................. 7
3. Subproblems ............................................................................................................... 9
3.1 Leading Sports Stories .......................................................................................... 9
3.2 Space and Placement of Sports Stories ................................................................ 9
4. Literature Review ...................................................................................................... 10
4.1 Sports Coverage and Gender Bias ...................................................................... 10
4.2 Framing in Sports Journalism .............................................................................. 10
4.3 South African Media and Sporting Culture ........................................................... 11
, 4.4 Tabloid Journalism and the Daily Sun .................................................................. 11
5. Theoretical Framework .............................................................................................. 12
5.1 Framing Theory ................................................................................................... 12
5.2 Representation Theory ........................................................................................ 12
5.3 Intersectionality in Media Studies ........................................................................ 12
6. Research Design ....................................................................................................... 14
6.1 Methodological Approach .................................................................................... 14
6.2 Sampling and Unit of Analysis ............................................................................. 14
6.3 Quantitative and Qualitative Dimensions ............................................................. 14
6.4 Limitations of Design ........................................................................................... 15
7. Presentation and Interpretation of Findings ............................................................... 16
7.1 Leading Sports Stories ........................................................................................ 16
7.2 Space Occupied by Sports Stories ...................................................................... 16
7.3 Gender Representation ....................................................................................... 17
7.4 Use of Images in Sports Reporting ...................................................................... 17
8. Interpretation of Findings ........................................................................................... 19
9. Discussion of Findings .............................................................................................. 21
9.1 Comparison with International Research ............................................................. 21
9.2 Implications for Representation in South Africa ................................................... 21
9.3 The Daily Sun’s Role in Shaping Sports Narratives ............................................. 22
10. Limitations and Recommendations ......................................................................... 23
10.1 Limitations of the Study ..................................................................................... 23
10.2 Recommendations for Future Research ............................................................ 23
10.3 Practical Recommendations for Media Practice ................................................ 24
, 11. Ethical Considerations ............................................................................................. 25
12. Conclusion .............................................................................................................. 26
13. Self-Assessment ..................................................................................................... 27
14. Self-Reflection ......................................................................................................... 28
15. References .............................................................................................................. 29
