COM3702 PORTFOLIO- SEMESTER 1 2022 (UNISA)

COM3702 PORTFOLIO 2022

SEMESTER 1 (IF YOU ARE SUPPLEMENTING THE
PORTFOLIO)

UNISA

PASS WITH 75%+

,DECLARATION OF OWN WORK

I,




(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
 I have read the University’s Policy of Research Ethics
 Policy on Research Ethics.pdf
 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

_________________
STUDENT NUMBER

________________ _____________
SIGNATURE DATE

_________________ _____________
WITNESS DATE

,TABLE OF CONTENTS
Page

1. INTRODUCTION........................................................................................................................................1
2. MEDIA POLICY AND REGULATION............................................................................................................2
2.1. The nature of media and communications policy.............................................................................2
The three phases of paradigms in communication policy....................................................................2
3.1 The media and communication markets............................................................................................5
4 REPRESENTATION.....................................................................................................................................8
4.1. Representation defined....................................................................................................................8
4.1.1 Defining semiotics and linking to Advertisement........................................................................8
4.1.2 Representation as myth: Roland Barthes....................................................................................9
4.1.3 The notion of anchorage and how the polysemic meaning is explained in the selected advert
...........................................................................................................................................................10
4.2. Media and the construction of identity..........................................................................................11
4.3. Gender and the media....................................................................................................................15
4.4. Media and environment.................................................................................................................20
4.5. Media and violence.........................................................................................................................22
4. CONCLUSION.........................................................................................................................................28
SOURCES CONSULTED:..............................................................................................................................29
ADDENDUM A............................................................................................................................................32
ADDENDUM B............................................................................................................................................36
SELF-REFELCTION.......................................................................................................................................36

, 1. INTRODUCTION


This assignment will be discussed under the following themes: Media policy and
regulation, and representation. The nature of media and communications policy will look
at the three phases of paradigms in communication policy. Representation will be
defined, and an advertisement will be selected and linked to semiotics. The concept of
myth as per Roland Barthes and the notion of anchorage and how the polysemic
meaning is explained in the selected advert will be elaborated. Information in relation to
the music video will be provided, such as the title, name of the artist, source, and lyrics
of the selected video. Additionally, an essay will communicate, discuss, and elaborate
information based on gender and the media. Gender will be defined, and an
understanding of femininity and masculinity as binary opposites will be discussed in the
essay. A critical discussion of the power of the media, hegemony, stereotypes of how
men and women are represented in the media, men as dominant and females as
conventional will be elaborated, and examples provided. Furthermore, the essay will
focus on gender and popular music which will then be linked with the chosen music
video. Lastly a Reflection on my own experience of watching the music video as well as
how "express female sexual interest in men" and women are "asserting her rights" will
be explained.




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