INSERT PERSONAL DETAILS
0
,DECLARATION OF OWN WORK
I,
INSERT 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
Policy on Research
Ethics.pdf
✓ 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/D
ocuments/Policy_copyright_infringement_plagiarism_16November2005.pdf
_________________
STUDENT NUMBER
________________ _____________
SIGNATURE DATE
_________________ _____________
WITNESS DATE
, TABLE OF CONTENTS
1. INTRODUCTION .......................................................................................................................... 1
2. MEDIA, LANGUAGE AND DISCOURSE ................................................................................ 2
2.1.1. The concept of Text ....................................................................................................... 2
2.1.2. Discourse or discursive practice ............................................................................... 2
2.2. Newspaper Report ............................................................................................................. 2
2.2.1. Significant words and Jargons .................................................................................. 3
2.2.2. Discursive practice produced the report ................................................................. 3
2.2.3. Inverted pyramid format ............................................................................................... 4
2.3. The notion of ideology and the naturalisation by the mass media. ..................... 4
3. MEDIA AND VISUAL LITERACY ............................................................................................. 5
3.1. The selected television sitcom ....................................................................................... 5
3.2. Examples of the four signs.............................................................................................. 6
3.2.1. Iconic signs ................................................................................................................. 6
3.2.2. Symbolic signs ........................................................................................................... 6
3.2.3. Arbitrary signs ............................................................................................................ 6
3.2.4. Indexical signs ............................................................................................................ 6
3.3. Levels of meaning .............................................................................................................. 7
3.3.1. Denotative meaning................................................................................................... 7
3.3.2. Connotative meaning / mythical meaning ........................................................... 7
3.3.3. Ideological meaning .................................................................................................. 7
3.4. Visual signs and codes .................................................................................................... 7
3.5. Semiotic Approach ............................................................................................................ 7
3.6. Gender stereotyping ......................................................................................................... 8
4. FIELD RESEARCH IN MEDIA STUDIES ................................................................................ 8
Participant observation ................................................................................................................ 8
4.1. Step 1: Formulate the research problem/question................................................ 8
4.2. Step 2: Determine entry to the research site .......................................................... 8
4.3. Step 3: Decide on roles of observers: overt and covert ...................................... 9
4.4. Step 4: Identify the data collection techniques that you will use.................... 10
4.5. Step 5: Data analysis................................................................................................... 11
5. MEASURING MEDIA AUDIENCES........................................................................................ 11
5.1. The nature of audience research ................................................................................. 11
5.2. Four categories of audience attributes in terms of audience measurement ... 11
0
,DECLARATION OF OWN WORK
I,
INSERT 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
Policy on Research
Ethics.pdf
✓ 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/D
ocuments/Policy_copyright_infringement_plagiarism_16November2005.pdf
_________________
STUDENT NUMBER
________________ _____________
SIGNATURE DATE
_________________ _____________
WITNESS DATE
, TABLE OF CONTENTS
1. INTRODUCTION .......................................................................................................................... 1
2. MEDIA, LANGUAGE AND DISCOURSE ................................................................................ 2
2.1.1. The concept of Text ....................................................................................................... 2
2.1.2. Discourse or discursive practice ............................................................................... 2
2.2. Newspaper Report ............................................................................................................. 2
2.2.1. Significant words and Jargons .................................................................................. 3
2.2.2. Discursive practice produced the report ................................................................. 3
2.2.3. Inverted pyramid format ............................................................................................... 4
2.3. The notion of ideology and the naturalisation by the mass media. ..................... 4
3. MEDIA AND VISUAL LITERACY ............................................................................................. 5
3.1. The selected television sitcom ....................................................................................... 5
3.2. Examples of the four signs.............................................................................................. 6
3.2.1. Iconic signs ................................................................................................................. 6
3.2.2. Symbolic signs ........................................................................................................... 6
3.2.3. Arbitrary signs ............................................................................................................ 6
3.2.4. Indexical signs ............................................................................................................ 6
3.3. Levels of meaning .............................................................................................................. 7
3.3.1. Denotative meaning................................................................................................... 7
3.3.2. Connotative meaning / mythical meaning ........................................................... 7
3.3.3. Ideological meaning .................................................................................................. 7
3.4. Visual signs and codes .................................................................................................... 7
3.5. Semiotic Approach ............................................................................................................ 7
3.6. Gender stereotyping ......................................................................................................... 8
4. FIELD RESEARCH IN MEDIA STUDIES ................................................................................ 8
Participant observation ................................................................................................................ 8
4.1. Step 1: Formulate the research problem/question................................................ 8
4.2. Step 2: Determine entry to the research site .......................................................... 8
4.3. Step 3: Decide on roles of observers: overt and covert ...................................... 9
4.4. Step 4: Identify the data collection techniques that you will use.................... 10
4.5. Step 5: Data analysis................................................................................................... 11
5. MEASURING MEDIA AUDIENCES........................................................................................ 11
5.1. The nature of audience research ................................................................................. 11
5.2. Four categories of audience attributes in terms of audience measurement ... 11
