COM3703
ASSIGNMENT 1
SEMSTER 2 2022
,DECLARATION OF OWN WORK
I,
(INSERT YOUR NAME & SURNAME)
(NAME and SURNAME) confirm that:
this MODULE contains my own, original ideas and work
those ideas, or work, that are not my own, have been cited through the
prescribed referencing system which I have familiarised myself with in
Tutorial Letter CMNALL/E/301
I have not submitted the ideas or work contained in this MODULE for any
other tertiary education credit
I have read the University’s Policy of Research Ethics
I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on myUnisa)
I have familiarised myself with the library guides ON PLAGIARISM AND
ETHICS offered by Unisa’s library: https://libguides.unisa.ac.za/research-
support/plagiarism
I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the
Copyright Act 98 of 1978 and I have read the regulations of the University of
South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for
%20admission/Documents/
Policy_copyright_infringement_plagiarism_16November2005.pdf
_________________
STUDENT NUMBER
________________ _____________
SIGNATURE DATE
_________________ _____________
WITNESS DATE
, TABLE OF CONTENTS
PAGE
1. INTRODUCTION..................................................................................................................................1
2. COMMUNICATION AND MEDIA SEMIOTICS.......................................................................................1
2.1 Defining media semiotics and how it relates to communication.................................................1
2.2 Three components of a sign.........................................................................................................2
2.3.1 The four different kinds of signs...........................................................................................3
2.3.2 Examples of each of the four different kinds of signs...........................................................4
3. TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT............................................................................5
3.1 The concept of discourse.............................................................................................................5
3.2 The term ideology........................................................................................................................6
3.3.1 The main difference between syntagmatic and paradigmatic theories................................6
3.3.2 Levi-Strauss’ theory of binary oppositions............................................................................7
3.3.3 Advertisement......................................................................................................................8
4 FILM THEORY AND CRITICISM.............................................................................................................9
4.1 Theoretical discussion..................................................................................................................9
4.2 Application to visual texts..........................................................................................................10
5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH..............................................................................12
5.1 Whether or not the questionnaire survey research is an appropriate research methodology for
this scenario.....................................................................................................................................12
5.2 Probability or non-probability sampling....................................................................................12
5.3 The type of probability or non-probability sampling I would use..............................................13
5.4 The type of questionnaire survey I you use...............................................................................13
5.5 The scientific criteria which should be considered with regard to the quality measures for
evaluating surveys, Reliability and Validity......................................................................................14
5.6 Open- or closed-ended questions, or a combination of both....................................................15
6 CONCLUSION....................................................................................................................................16
7 SELF-ASSESSMENT AND SELF-REFLECTION.......................................................................................17
SOURCES CONSULTED.........................................................................................................................17
ASSIGNMENT 1
SEMSTER 2 2022
,DECLARATION OF OWN WORK
I,
(INSERT YOUR NAME & SURNAME)
(NAME and SURNAME) confirm that:
this MODULE contains my own, original ideas and work
those ideas, or work, that are not my own, have been cited through the
prescribed referencing system which I have familiarised myself with in
Tutorial Letter CMNALL/E/301
I have not submitted the ideas or work contained in this MODULE for any
other tertiary education credit
I have read the University’s Policy of Research Ethics
I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on myUnisa)
I have familiarised myself with the library guides ON PLAGIARISM AND
ETHICS offered by Unisa’s library: https://libguides.unisa.ac.za/research-
support/plagiarism
I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the
Copyright Act 98 of 1978 and I have read the regulations of the University of
South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for
%20admission/Documents/
Policy_copyright_infringement_plagiarism_16November2005.pdf
_________________
STUDENT NUMBER
________________ _____________
SIGNATURE DATE
_________________ _____________
WITNESS DATE
, TABLE OF CONTENTS
PAGE
1. INTRODUCTION..................................................................................................................................1
2. COMMUNICATION AND MEDIA SEMIOTICS.......................................................................................1
2.1 Defining media semiotics and how it relates to communication.................................................1
2.2 Three components of a sign.........................................................................................................2
2.3.1 The four different kinds of signs...........................................................................................3
2.3.2 Examples of each of the four different kinds of signs...........................................................4
3. TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT............................................................................5
3.1 The concept of discourse.............................................................................................................5
3.2 The term ideology........................................................................................................................6
3.3.1 The main difference between syntagmatic and paradigmatic theories................................6
3.3.2 Levi-Strauss’ theory of binary oppositions............................................................................7
3.3.3 Advertisement......................................................................................................................8
4 FILM THEORY AND CRITICISM.............................................................................................................9
4.1 Theoretical discussion..................................................................................................................9
4.2 Application to visual texts..........................................................................................................10
5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH..............................................................................12
5.1 Whether or not the questionnaire survey research is an appropriate research methodology for
this scenario.....................................................................................................................................12
5.2 Probability or non-probability sampling....................................................................................12
5.3 The type of probability or non-probability sampling I would use..............................................13
5.4 The type of questionnaire survey I you use...............................................................................13
5.5 The scientific criteria which should be considered with regard to the quality measures for
evaluating surveys, Reliability and Validity......................................................................................14
5.6 Open- or closed-ended questions, or a combination of both....................................................15
6 CONCLUSION....................................................................................................................................16
7 SELF-ASSESSMENT AND SELF-REFLECTION.......................................................................................17
SOURCES CONSULTED.........................................................................................................................17
