COM3702
Assignment 3 Portfolio Semester 2 2025
Unique number: 199498
Due Date: 27 October 2025
INTRODUCTION
This portfolio explores key themes in media, culture, and society, focusing on how strategic
media management and representation shape public understanding. The first section
examines EcoTrend, a global fashion brand facing challenges in sustainability and
competitiveness, by analysing its internal and external environments through a SWOT
framework to support better strategic media decisions. The second section addresses
representation and identity, reflecting on how South African media constructs and
challenges racial, cultural, and gender identities through advertising and social commentary.
The third part investigates media, violence, and society, analysing how the media frames
acts of violence and its influence on social behaviour, especially among young people. The
final section considers media and the environment, exploring how South African news
platforms report on issues like climate change and flooding. Each section encourages critical
thinking about media power, ethics, and responsibility in shaping an informed and inclusive
society.
Terms of use
By making use of this document you agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
INTRODUCTION
This portfolio explores key themes in media, culture, and society, focusing on how
strategic media management and representation shape public understanding. The first
section examines EcoTrend, a global fashion brand facing challenges in sustainability and
competitiveness, by analysing its internal and external environments through a SWOT
framework to support better strategic media decisions. The second section addresses
representation and identity, reflecting on how South African media constructs and
challenges racial, cultural, and gender identities through advertising and social
commentary. The third part investigates media, violence, and society, analysing how the
media frames acts of violence and its influence on social behaviour, especially among
young people. The final section considers media and the environment, exploring how
South African news platforms report on issues like climate change and flooding. Each
section encourages critical thinking about media power, ethics, and responsibility in
shaping an informed and inclusive society.
2 STRATEGIC MEDIA MANAGEMENT
2.1.1 Differences between Internal and External Assessment
An internal assessment focuses on what happens inside EcoTrend as a media
organisation. It examines the company’s strengths and weaknesses such as employee
skills, leadership effectiveness, technology, financial health, and brand reputation. For
example, strong digital marketing skills or creative staff can be internal strengths, while
poor communication or outdated production equipment may be weaknesses. This process
helps EcoTrend understand its current capacity to achieve its communication goals
(Fourie, 2017).
An external assessment, in contrast, looks at factors outside the organisation that may
influence performance. It includes analysing the market, competitors, audience behaviour,
economic trends, and changes in media technology or regulations. For instance,
increased consumer demand for sustainable fashion and global digital media growth
present external opportunities, while rising competition from fast-fashion brands and
changing online algorithms can pose threats. Together, both assessments give EcoTrend
a complete picture of its operating environment.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
Assignment 3 Portfolio Semester 2 2025
Unique number: 199498
Due Date: 27 October 2025
INTRODUCTION
This portfolio explores key themes in media, culture, and society, focusing on how strategic
media management and representation shape public understanding. The first section
examines EcoTrend, a global fashion brand facing challenges in sustainability and
competitiveness, by analysing its internal and external environments through a SWOT
framework to support better strategic media decisions. The second section addresses
representation and identity, reflecting on how South African media constructs and
challenges racial, cultural, and gender identities through advertising and social commentary.
The third part investigates media, violence, and society, analysing how the media frames
acts of violence and its influence on social behaviour, especially among young people. The
final section considers media and the environment, exploring how South African news
platforms report on issues like climate change and flooding. Each section encourages critical
thinking about media power, ethics, and responsibility in shaping an informed and inclusive
society.
Terms of use
By making use of this document you agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
INTRODUCTION
This portfolio explores key themes in media, culture, and society, focusing on how
strategic media management and representation shape public understanding. The first
section examines EcoTrend, a global fashion brand facing challenges in sustainability and
competitiveness, by analysing its internal and external environments through a SWOT
framework to support better strategic media decisions. The second section addresses
representation and identity, reflecting on how South African media constructs and
challenges racial, cultural, and gender identities through advertising and social
commentary. The third part investigates media, violence, and society, analysing how the
media frames acts of violence and its influence on social behaviour, especially among
young people. The final section considers media and the environment, exploring how
South African news platforms report on issues like climate change and flooding. Each
section encourages critical thinking about media power, ethics, and responsibility in
shaping an informed and inclusive society.
2 STRATEGIC MEDIA MANAGEMENT
2.1.1 Differences between Internal and External Assessment
An internal assessment focuses on what happens inside EcoTrend as a media
organisation. It examines the company’s strengths and weaknesses such as employee
skills, leadership effectiveness, technology, financial health, and brand reputation. For
example, strong digital marketing skills or creative staff can be internal strengths, while
poor communication or outdated production equipment may be weaknesses. This process
helps EcoTrend understand its current capacity to achieve its communication goals
(Fourie, 2017).
An external assessment, in contrast, looks at factors outside the organisation that may
influence performance. It includes analysing the market, competitors, audience behaviour,
economic trends, and changes in media technology or regulations. For instance,
increased consumer demand for sustainable fashion and global digital media growth
present external opportunities, while rising competition from fast-fashion brands and
changing online algorithms can pose threats. Together, both assessments give EcoTrend
a complete picture of its operating environment.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
