COM3703 Assignment 1 2022: Semester 1 (Unisa)

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,DECLARATION OF OWN WORK
I,

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(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


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STUDENT NUMBER
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SIGNATURE DATE
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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
2.2. 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