,COM3702 ASSIGNMENT 3 PORTFOLIO SEMESTER 2 2025
DUE DATE: 27 OCTOBER 2025
INTRODUCTION
In the contemporary media landscape, strategic media management plays a crucial
role in shaping how information is produced, distributed, and consumed. Media
organizations operate within an increasingly complex environment characterized by
rapid technological change, globalization, and audience fragmentation. These
dynamics have transformed traditional media models, requiring innovative strategies
to ensure sustainability, ethical representation, and audience engagement. At the
same time, issues such as identity, representation, and social responsibility remain
central to media discourse. The portrayal of different social groups and
environmental concerns in the media reflects broader societal values and power
relations. Moreover, the ongoing debate around media violence highlights the
media’s influence on individual and collective behavior. This assignment critically
explores key themes within media and society, including strategic media
management, representation and identity, media violence, and environmental
communication. By analyzing these interconnected areas, the discussion aims to
provide a deeper understanding of how media both mirrors and shapes social
realities. Ultimately, it emphasizes the importance of ethical, responsible, and
sustainable media practices in fostering an informed and equitable global society.
2. STRATEGIC MEDIA MANAGEMENT
2.1 STRATEGIC PLANNING AND DECISION-MAKING
Strategic media management refers to the structured process of aligning media
operations with organizational goals through effective planning, resource allocation,
and evaluation (Fourie, 2021). In the contemporary media environment, marked by
globalization and technological disruption, strategic planning enables media
, organizations to navigate uncertainties and maintain competitiveness. It involves
conducting internal and external analyses using models such as SWOT and
PESTLE to assess strengths, weaknesses, opportunities, and threats (Albarran,
2019). Strategic decision-making must be informed by market research and
audience data to ensure that media content meets evolving consumer demands. For
instance, data-driven decision-making allows organizations to determine which
digital platforms are most effective for reaching particular demographic groups.
According to Picard (2016), successful strategic planning in media involves
balancing creative innovation with commercial viability. Therefore, strategic decision-
making forms the foundation for sustainable media management by linking creative
objectives with business strategies.
2.2 LEADERSHIP AND ORGANISATIONAL STRUCTURE
Leadership in media organizations plays a critical role in implementing strategy and
fostering innovation. Transformational leadership, which emphasizes vision,
collaboration, and motivation, is particularly valuable in dynamic media environments
(Van der Merwe, 2020). Effective leaders encourage creativity, manage diversity,
and promote ethical standards across departments. Media leadership also requires
adaptability, as managers must guide teams through technological shifts and
changing audience behaviors. The organizational structure supports this leadership
by defining communication channels and operational roles. Traditional media houses
often adopt hierarchical structures, while modern digital platforms rely on flat, flexible
arrangements to encourage faster decision-making and innovation (Fourie, 2021). A
strong leadership and organizational framework ensures that all departments—from
content creation to marketing—work cohesively toward shared strategic objectives.
2.3 DIGITAL TRANSFORMATION AND TECHNOLOGICAL INNOVATION
Digital transformation has redefined how media organizations produce, distribute,
and monetize content. It involves integrating advanced technologies such as artificial
intelligence, data analytics, and automation into everyday operations (Albarran,
2019). These tools enable organizations to track audience engagement, personalize
content, and optimize marketing campaigns. The rise of social media platforms such
as TikTok, Instagram, and X (formerly Twitter) has made digital engagement a core
DUE DATE: 27 OCTOBER 2025
INTRODUCTION
In the contemporary media landscape, strategic media management plays a crucial
role in shaping how information is produced, distributed, and consumed. Media
organizations operate within an increasingly complex environment characterized by
rapid technological change, globalization, and audience fragmentation. These
dynamics have transformed traditional media models, requiring innovative strategies
to ensure sustainability, ethical representation, and audience engagement. At the
same time, issues such as identity, representation, and social responsibility remain
central to media discourse. The portrayal of different social groups and
environmental concerns in the media reflects broader societal values and power
relations. Moreover, the ongoing debate around media violence highlights the
media’s influence on individual and collective behavior. This assignment critically
explores key themes within media and society, including strategic media
management, representation and identity, media violence, and environmental
communication. By analyzing these interconnected areas, the discussion aims to
provide a deeper understanding of how media both mirrors and shapes social
realities. Ultimately, it emphasizes the importance of ethical, responsible, and
sustainable media practices in fostering an informed and equitable global society.
2. STRATEGIC MEDIA MANAGEMENT
2.1 STRATEGIC PLANNING AND DECISION-MAKING
Strategic media management refers to the structured process of aligning media
operations with organizational goals through effective planning, resource allocation,
and evaluation (Fourie, 2021). In the contemporary media environment, marked by
globalization and technological disruption, strategic planning enables media
, organizations to navigate uncertainties and maintain competitiveness. It involves
conducting internal and external analyses using models such as SWOT and
PESTLE to assess strengths, weaknesses, opportunities, and threats (Albarran,
2019). Strategic decision-making must be informed by market research and
audience data to ensure that media content meets evolving consumer demands. For
instance, data-driven decision-making allows organizations to determine which
digital platforms are most effective for reaching particular demographic groups.
According to Picard (2016), successful strategic planning in media involves
balancing creative innovation with commercial viability. Therefore, strategic decision-
making forms the foundation for sustainable media management by linking creative
objectives with business strategies.
2.2 LEADERSHIP AND ORGANISATIONAL STRUCTURE
Leadership in media organizations plays a critical role in implementing strategy and
fostering innovation. Transformational leadership, which emphasizes vision,
collaboration, and motivation, is particularly valuable in dynamic media environments
(Van der Merwe, 2020). Effective leaders encourage creativity, manage diversity,
and promote ethical standards across departments. Media leadership also requires
adaptability, as managers must guide teams through technological shifts and
changing audience behaviors. The organizational structure supports this leadership
by defining communication channels and operational roles. Traditional media houses
often adopt hierarchical structures, while modern digital platforms rely on flat, flexible
arrangements to encourage faster decision-making and innovation (Fourie, 2021). A
strong leadership and organizational framework ensures that all departments—from
content creation to marketing—work cohesively toward shared strategic objectives.
2.3 DIGITAL TRANSFORMATION AND TECHNOLOGICAL INNOVATION
Digital transformation has redefined how media organizations produce, distribute,
and monetize content. It involves integrating advanced technologies such as artificial
intelligence, data analytics, and automation into everyday operations (Albarran,
2019). These tools enable organizations to track audience engagement, personalize
content, and optimize marketing campaigns. The rise of social media platforms such
as TikTok, Instagram, and X (formerly Twitter) has made digital engagement a core
