COM3702 PORTFOLIO EXAM

COM3702 PORTFOLIO EXAM. Detailed working, solutions, memo, notes & explanations.1 INTRODUCTION This portfolio deals with a variety of themes from media studies. The first theme entails a detailed discussion of the three phases of paradigms in media policy and regulation, namely: emerging communications industry policy, public service media policy and new communications policy. The first phase is explained with the aid of examples from the telephonic and telegraph services available in South Africa, such as SAPO and Telkom. The second theme of media management explained the four components of the SWOT analysis. For the purpose of the essay the Strengths, Weaknesses, Opportunities and Threats of the international, advertising and public relations firm, Ogilvy & Mather will be reviewed. The third theme of representation comprises of five components. Firstly news as representation, an article (“ Thieving trio prowls Lenasia”) from The Rising Sun- Lenasia, is analysed, and elements such as gatekeeping, agenda-setting and agenda-building, framing are identified and demonstrated through examples from within the media text. The second component, discusses the four issues of analysing racial discourse namely: text production, intertextuality, ideological frameworks and text and context in the media, as identified by Ferguson 1998 in Steenveld (2008:297-302). An online news article “ ‘It’s just facts’- Penny Sparrow breaks her silence” from News24 analyses the Penny Sparrow racist hate speech about black beachgoers in Kwa-Zulu Natal whom she referred to as “monkeys”. This article is examined with the method of discourse analysis. The third component of media and sexual orientation: the portrayals of gays and lesbians comprises of an essay that discusses the media representation of LGBTI people, the visibility of them in the media, the representation of stereotyping and othering of LGBTI people and the crime against gays and lesbians in the media. Media examples from television programmes such as Will & Grace & Ugly Betty are used to illustrate the above representations, as well as the stereotyping the athlete Caster Semenya received at the International Association of Athletics Federation’s (IAAF) 2009 World Championships. The essay concludes with the various hate crimes that are targeted at gays and lesbians in the South African society. Among one such horrific hate crime was the murder of Thapelo Makutle. The fourth section of representation entails a theoretical explanation of media and HIV/AIDS. This content is explained with the aid of an edutainment television programme: Soul Buddyz.The programme educates masses on HIV and AIDS via the media. Media advocacy, public policy and opinion, as well as placing or time slot are described with the