EXAMINATION
PORTFOLIO
COM3703 UNIQUE ASSIGNMENT NUMBER 669072
MEDIA CONTENT
AND
MEDIA
AUDIENCE
SEMESTER 1
0
,DECLARATION OF OWN WORK
I, PULENG MOHLOUOA,60549300
(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 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;
Policy on Research Ethics.pdf
✓ 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/Docu
ments/Policy_copyright_infringement_plagiarism_16November2005.pdf
STUDENT NUMBER
_01 MAY 2022__
SIGNATURE DATE
_01 MAY 2022_
WITNESS DATE
1
,TABLE OF CONTENTS
PAGE
1 INTRODUCTION 4
2 MEDIA, LANGUAGE AND DISCOURSE 5
2.1 Metaphors 6
2.2 Political Discourse 7
2.3 Concepts, words and jargons 7
2.4 Target audience 7
2.5 Five functions of language 7
2.5.1 Referential function 7
2.5.2 Expressive function 8
2.5.3 Conative function 8
2.5.4 Phatic function 8
2.5.5 Metalinguistic function 9
2.6 PASSIVE VOICE AND ACTIVE VOICE 9
3 MEDIA AND VISUAL LITERACY 9
3.1 Sitcom: Friends 9
3.2 Cognitive Approach 9
3.3 Difference between Cognitive Approach and Perceptual Approach 10
3.4 Theoretical Themes of Cognitive Approach 10
3.4.1 Visual perception 10
3.4.2 Projection 11
3.4.3 Selective perception 11
3.4.4 Salience 11
3.4.5 Dissonance 12
3.4.6 Random meaning 12
3.4.7 Idiosyncratic meaning 12
2
, 3.4.8 Shared meaning 13
3.5 Analysing Sitcom According to Cognitive Approach 16
3.6 Gender Stereotypes in the Media 16
4 FIELD RESEARCH IN MEDIA STUDIES 17
5 MEASURING MEDIA AUDIENCES 19
5.1 Research Problem Statement 20
5.2 Measuring the Audience 20
5.3 Three research questions 20
5.4 Methodologies and Techniques 20
5.5 Audience measurement in South Africa 22
5.6 Problems associated with radio audience measurement 23
5.7 Conclusion 24
6 CONCLUSION 24
SOURCES CONSULTED 25
ADDENDUM A: SELF-ASSESSMENT AND SELF-REFLECTION 32
ADDENDUM B: IN-DEPTH INTERVIEW 34
3
PORTFOLIO
COM3703 UNIQUE ASSIGNMENT NUMBER 669072
MEDIA CONTENT
AND
MEDIA
AUDIENCE
SEMESTER 1
0
,DECLARATION OF OWN WORK
I, PULENG MOHLOUOA,60549300
(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 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;
Policy on Research Ethics.pdf
✓ 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/Docu
ments/Policy_copyright_infringement_plagiarism_16November2005.pdf
STUDENT NUMBER
_01 MAY 2022__
SIGNATURE DATE
_01 MAY 2022_
WITNESS DATE
1
,TABLE OF CONTENTS
PAGE
1 INTRODUCTION 4
2 MEDIA, LANGUAGE AND DISCOURSE 5
2.1 Metaphors 6
2.2 Political Discourse 7
2.3 Concepts, words and jargons 7
2.4 Target audience 7
2.5 Five functions of language 7
2.5.1 Referential function 7
2.5.2 Expressive function 8
2.5.3 Conative function 8
2.5.4 Phatic function 8
2.5.5 Metalinguistic function 9
2.6 PASSIVE VOICE AND ACTIVE VOICE 9
3 MEDIA AND VISUAL LITERACY 9
3.1 Sitcom: Friends 9
3.2 Cognitive Approach 9
3.3 Difference between Cognitive Approach and Perceptual Approach 10
3.4 Theoretical Themes of Cognitive Approach 10
3.4.1 Visual perception 10
3.4.2 Projection 11
3.4.3 Selective perception 11
3.4.4 Salience 11
3.4.5 Dissonance 12
3.4.6 Random meaning 12
3.4.7 Idiosyncratic meaning 12
2
, 3.4.8 Shared meaning 13
3.5 Analysing Sitcom According to Cognitive Approach 16
3.6 Gender Stereotypes in the Media 16
4 FIELD RESEARCH IN MEDIA STUDIES 17
5 MEASURING MEDIA AUDIENCES 19
5.1 Research Problem Statement 20
5.2 Measuring the Audience 20
5.3 Three research questions 20
5.4 Methodologies and Techniques 20
5.5 Audience measurement in South Africa 22
5.6 Problems associated with radio audience measurement 23
5.7 Conclusion 24
6 CONCLUSION 24
SOURCES CONSULTED 25
ADDENDUM A: SELF-ASSESSMENT AND SELF-REFLECTION 32
ADDENDUM B: IN-DEPTH INTERVIEW 34
3
