COM3703 ASSIGNMET 3 PORTFOLIO 2023 1ST SEMESTER

Contents
1. INTRODUCTION......................................................................................................1
2. QUANTITATIVE CONTENT ANALYSIS...................................................................1
3. NARRATIVE ANALYSIS...........................................................................................4
4. FILM THEORY AND CRITICISM..............................................................................9
5 MEDIA AUDIENCE THEORY..................................................................................13
REFERENCES...........................................................................................................17

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1. INTRODUCTION
This portfolio explores various facets of media studies, rooted in the frameworks of
seminal scholars. We delve into quantitative content analysis, focusing on crime
stories within South African media. Then, we apply narrative analysis theories to a
TV episode, illuminating their relevance in contemporary storytelling. We explore
Eisenstein's film theories, applying them to a post-2010 film. Finally, we highlight the
active audience paradigm in media audience theory, emphasizing audience
interaction with diverse media.

2. QUANTITATIVE CONTENT ANALYSIS
2.1 Units of Analysis

Following the given scenario, the three potential units of analysis are:

Crime Type: This is the categorization of news stories based on the type of crime
that is reported, such as robbery, murder, or fraud (Fourie, 2017, p. 98).

Frequency of Coverage: This unit deals with the count of how frequently particular
types of crimes are reported on the front page (Fourie, 2017, p. 106).

Reporting Tone: This unit of analysis refers to the sentiment expressed in the
report, such as victim-sympathetic, neutral, or criminal-justifying (Fourie, 2017, p.
112).

2.2 Categories for Units of Analysis

For the unit of analysis "Crime Type," two possible categories can be:

Violent Crime: This includes crimes that involve the use of force or harm to others,
like assault or murder (Fourie, 2017, p. 98).

Non-violent Crime: This encompasses crimes that do not involve physical harm,
such as fraud or embezzlement (Fourie, 2017, p. 99).

For "Frequency of Coverage" unit of analysis, the two potential categories are:

Frequently Covered: This includes types of crime that are reported more than twice
on the front page over the five-day period (Fourie, 2017, p. 107).

Infrequently Covered: This includes types of crime that are reported twice or less
on the front page over the five-day period (Fourie, 2017, p. 107).

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2.3 Manifest vs Latent Coding

Manifest coding involves noting and counting the clear, explicit presence of specific
words or phrases within a text (Fourie, 2017, p. 88). Conversely, latent coding
involves exploring the underlying meanings and themes within the content, requiring
interpretation that goes beyond the literal (Fourie, 2017, p. 90).

2.4 Manifest or Latent Coding

The current study would benefit from employing both manifest and latent coding
techniques.

Manifest coding would be utilized to count the frequency of different types of crime
being reported (unit of analysis 2), as it involves measuring the clear and explicit
appearances of certain words or topics (Fourie, 2017, p. 88).

Latent coding would be essential for assessing the tone of the reporting (unit of
analysis 3), as this necessitates the interpretation of underlying meanings and
sentiments in the portrayal of crimes and victims, which goes beyond explicit content
(Fourie, 2017, p. 90).

2.5

DAY CRIME TYPE FREQUENCY REPORTING TONE
Day 1 Violent 2 Neutral
Day 1 Non-Violent 1 Victim-Sympathetic
Day 2 Violent 3 Criminal-Justifying
Day 2 Non-Violent 0 -
Day 3 Violent 2 Victim-Sympathetic
Day 3 Non-Violent 1 Neutral
Day 4 Violent 1 Victim-Sympathetic
Day 4 Non-Violent 2 Neutral
Day 5 Violent 3 Neutral
Day 5 Non-Violent 1 Criminal-Justifying




2.6 Graph