COM3703
Assignment 3 Semester 1 2025
Unique #:
Due Date: 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, TABLE OF CONTENTS
1 INTRODUCTION .................................................................................................... 4
2 QUANTITATIVE CONTENT ANALYSIS ................................................................. 4
2.1 Reliability and Validity in Content Analysis ....................................................... 4
2.2 Coding and Tally Sheet .................................................................................... 5
2.3 Chart Presentation ............................................................................................ 6
2.4 Narrative Description of Findings ...................................................................... 6
2.5 Answering Research Questions ....................................................................... 6
2.6 Narrative Description of Research Problem Answered ..................................... 7
3 MEDIA, LANGUAGE AND DISCOURSE ................................................................ 7
3.1 Article Summary and Main Characters ............................................................. 8
3.2 Verbatim Quotes and Paraphrased Statements ............................................... 8
3.3 Selection Criteria for the News Story ................................................................ 8
3.4 Inverted Pyramid Structure Analysis ................................................................. 8
3.5 Politics as a Form of Communication ............................................................... 9
3.6 Examples of Political Action .............................................................................. 9
3.7 Discussion on Ideology ..................................................................................... 9
3.8 Evident Ideology in the Text ........................................................................... 10
3.9 Intended Audience of the Text ........................................................................ 10
4 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH ........................................ 10
4.1 Questionnaire Design and Survey Foundations ............................................. 10
4.1.1 Suitable Unit of Analysis ........................................................................... 10
4.1.2 Target vs Accessible Population .............................................................. 11
4.1.3 Two Sources of Error................................................................................ 11
4.2 Questionnaire Design ..................................................................................... 12
4.2.1 Letter of Introduction................................................................................. 12
4.2.2 Two Close-Ended Demographic Questions .............................................. 12
4.2.3 Multiple Choice Question.......................................................................... 13
4.2.4 Rank-Order Question ............................................................................... 13
4.2.5 Likert-Type ............................................................................................... 13
4.2.6 Open-Ended Question .............................................................................. 14
5 MEASURING MEDIA AUDIENCES ...................................................................... 14
5.1 Define the concept of ‘watching’ in a television audience ............................... 14
5.2 Variables for Segmenting a Telenovela Audience .......................................... 14
5.3 Questionnaire for a Reality TV Show .............................................................. 15
Varsity Cube 2025 +27 81 278 3372
, 5.4 Use of Social Surveys to Measure Audiences ................................................ 16
5.5 Advantages and Disadvantages of Social Surveys in Audience
Measurement ........................................................................................................ 17
5.6 Additional Methods for Comprehensive Audience Measurement ................... 17
6 CONCLUSION ...................................................................................................... 17
7 SELF-ASSESSMENT AND SELF-REFLECTION ................................................. 18
8. REFERENCE ....................................................................................................... 19
ADDENDUM ............................................................................................................ 20
Varsity Cube 2025 +27 81 278 3372
Assignment 3 Semester 1 2025
Unique #:
Due Date: 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, TABLE OF CONTENTS
1 INTRODUCTION .................................................................................................... 4
2 QUANTITATIVE CONTENT ANALYSIS ................................................................. 4
2.1 Reliability and Validity in Content Analysis ....................................................... 4
2.2 Coding and Tally Sheet .................................................................................... 5
2.3 Chart Presentation ............................................................................................ 6
2.4 Narrative Description of Findings ...................................................................... 6
2.5 Answering Research Questions ....................................................................... 6
2.6 Narrative Description of Research Problem Answered ..................................... 7
3 MEDIA, LANGUAGE AND DISCOURSE ................................................................ 7
3.1 Article Summary and Main Characters ............................................................. 8
3.2 Verbatim Quotes and Paraphrased Statements ............................................... 8
3.3 Selection Criteria for the News Story ................................................................ 8
3.4 Inverted Pyramid Structure Analysis ................................................................. 8
3.5 Politics as a Form of Communication ............................................................... 9
3.6 Examples of Political Action .............................................................................. 9
3.7 Discussion on Ideology ..................................................................................... 9
3.8 Evident Ideology in the Text ........................................................................... 10
3.9 Intended Audience of the Text ........................................................................ 10
4 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH ........................................ 10
4.1 Questionnaire Design and Survey Foundations ............................................. 10
4.1.1 Suitable Unit of Analysis ........................................................................... 10
4.1.2 Target vs Accessible Population .............................................................. 11
4.1.3 Two Sources of Error................................................................................ 11
4.2 Questionnaire Design ..................................................................................... 12
4.2.1 Letter of Introduction................................................................................. 12
4.2.2 Two Close-Ended Demographic Questions .............................................. 12
4.2.3 Multiple Choice Question.......................................................................... 13
4.2.4 Rank-Order Question ............................................................................... 13
4.2.5 Likert-Type ............................................................................................... 13
4.2.6 Open-Ended Question .............................................................................. 14
5 MEASURING MEDIA AUDIENCES ...................................................................... 14
5.1 Define the concept of ‘watching’ in a television audience ............................... 14
5.2 Variables for Segmenting a Telenovela Audience .......................................... 14
5.3 Questionnaire for a Reality TV Show .............................................................. 15
Varsity Cube 2025 +27 81 278 3372
, 5.4 Use of Social Surveys to Measure Audiences ................................................ 16
5.5 Advantages and Disadvantages of Social Surveys in Audience
Measurement ........................................................................................................ 17
5.6 Additional Methods for Comprehensive Audience Measurement ................... 17
6 CONCLUSION ...................................................................................................... 17
7 SELF-ASSESSMENT AND SELF-REFLECTION ................................................. 18
8. REFERENCE ....................................................................................................... 19
ADDENDUM ............................................................................................................ 20
Varsity Cube 2025 +27 81 278 3372
