,1. INTRODUCTION
This assignment provides a critical exploration of the dynamic and powerful role media plays in
contemporary South African society. Through the application of key media studies theories and
concepts, this portfolio deconstructs how media institutions shape, and are shaped by, the complex
social, political, and environmental realities of the nation. The analysis moves beyond seeing media
as a mere mirror of reality, instead investigating it as an active agent in constructing meaning,
influencing public perception, and navigating strategic challenges. The assignment is structured
into five distinct but interconnected sections, each focusing on a pivotal area of media's interaction
with society.
The discussion begins with Strategic Media Management, where we analyse the internal and
external pressures facing a global fashion brand, using a SWOT analysis to map its strategic position.
This is followed by Representation and Identity, which critically examines a controversial local
school advertisement to uncover how media texts construct and contest ideas of race, culture, and
class. The third section, Media, Violence and Society, investigates the ethical dilemmas of reporting
on school bullying, focusing on how media frames violence and the responsibilities of digital
platforms. Subsequently, Media and the Environment assesses the news values that bring
environmental crises to the fore and evaluates the media's role in shaping public attitudes towards
climate change. Finally, a dedicated critical essay on Media and Violence offers an in-depth analysis
of how television news frames protest violence, arguing that such coverage often normalises
simplistic narratives while obscuring underlying structural grievances. Collectively, these sections
demonstrate the multifaceted and profound influence of media in the South African context.
2. STRATEGIC MEDIA MANAGEMENT
2.1.1. Distinguishing Internal and External Assessment in Environmental Analysis
An environmental analysis is a foundational step in strategic media management, providing a
comprehensive view of the factors that influence an organisation's media strategy. This analysis is
bifurcated into internal and external assessments, which serve distinct but complementary
purposes.
Internal Assessment
An internal assessment focuses on the organisation's endogenous environment—the elements
within its direct control. It is a introspective look at the company's own resources, capabilities, and
processes. For EcoTrend, this would involve a critical evaluation of its financial resources (budget
for media buying and campaign production), human capital (the skills and expertise of Sasha du
Bois-Ndambi's marketing team), operational capabilities (efficiency of content creation and
distribution channels), and intangible assets (brand reputation, customer loyalty, and proprietary
data on its audience). The objective is to identify what the organisation does well (strengths) and
where it falls short (weaknesses) (Kotler & Keller, 2016). Essentially, it answers the question: "What
is our current state and what are we capable of?"
, External Assessment
In contrast, an external assessment examines the exogenous environment—the factors outside the
organisation's control that nonetheless impact its operations and strategy. This involves scanning
the macro-environment (PESTEL factors: Political, Economic, Social, Technological, Environmental,
and Legal) and the micro-environment (industry-specific factors like competitors, customers, and
suppliers). For EcoTrend, this means analysing shifting consumer expectations towards
sustainability (a social factor), increased competition from both traditional and new digital-first
fashion brands, emerging media technologies (like AR or new social platforms), and global
economic conditions affecting consumer spending. The goal is to identify favourable conditions to
exploit (opportunities) and unfavourable trends to mitigate (threats). It answers the question:
"What is happening in the world that affects us?"
In summary, while the internal assessment audits the organisation's inherent potential, the
external assessment maps the landscape in which that potential must be realised. A successful
strategic media management plan for EcoTrend depends on the synthesis of both.
2.1.2. The Role and Components of a SWOT Analysis for EcoTrend
A SWOT analysis is a strategic planning framework used to synthesise the findings of an
environmental analysis into a structured format. Its primary role is to provide a clear, actionable
overview of the strategic situation, bridging the gap between information collection and strategy
formulation. By categorising factors into Strengths, Weaknesses, Opportunities, and Threats, it
helps decision-makers like Sasha du Bois-Ndambi visualise the balance between internal
capabilities and external possibilities.
The Four Key Components of a SWOT Analysis
Strengths (Internal): These are the positive, internal attributes and resources that give an
organisation an advantage. They are what the company does exceptionally well relative to
competitors. For EcoTrend, strengths could include a strong, established brand identity rooted
in eco-friendliness, a loyal customer base, and experienced leadership in its marketing
department.
Weaknesses (Internal): These are the internal factors that hinder an organisation's performance
and place it at a disadvantage. These are areas that require improvement. EcoTrend's
weaknesses may involve a potentially outdated media mix that struggles in the "ever-evolving
media landscape," slower reaction times to digital trends compared to smaller competitors, and
possible higher production costs associated with sustainable materials.
Opportunities (External): These are external factors in the environment that the organisation
could potentially leverage for growth or advantage. They represent favourable conditions or
openings in the market. For EcoTrend, opportunities include the growing global consumer
demand for sustainable products, the rise of new digital platforms and influencer marketing
channels to reach younger demographics, and potential for educational content that highlights
its genuine sustainability efforts to differentiate from "greenwashers."
This assignment provides a critical exploration of the dynamic and powerful role media plays in
contemporary South African society. Through the application of key media studies theories and
concepts, this portfolio deconstructs how media institutions shape, and are shaped by, the complex
social, political, and environmental realities of the nation. The analysis moves beyond seeing media
as a mere mirror of reality, instead investigating it as an active agent in constructing meaning,
influencing public perception, and navigating strategic challenges. The assignment is structured
into five distinct but interconnected sections, each focusing on a pivotal area of media's interaction
with society.
The discussion begins with Strategic Media Management, where we analyse the internal and
external pressures facing a global fashion brand, using a SWOT analysis to map its strategic position.
This is followed by Representation and Identity, which critically examines a controversial local
school advertisement to uncover how media texts construct and contest ideas of race, culture, and
class. The third section, Media, Violence and Society, investigates the ethical dilemmas of reporting
on school bullying, focusing on how media frames violence and the responsibilities of digital
platforms. Subsequently, Media and the Environment assesses the news values that bring
environmental crises to the fore and evaluates the media's role in shaping public attitudes towards
climate change. Finally, a dedicated critical essay on Media and Violence offers an in-depth analysis
of how television news frames protest violence, arguing that such coverage often normalises
simplistic narratives while obscuring underlying structural grievances. Collectively, these sections
demonstrate the multifaceted and profound influence of media in the South African context.
2. STRATEGIC MEDIA MANAGEMENT
2.1.1. Distinguishing Internal and External Assessment in Environmental Analysis
An environmental analysis is a foundational step in strategic media management, providing a
comprehensive view of the factors that influence an organisation's media strategy. This analysis is
bifurcated into internal and external assessments, which serve distinct but complementary
purposes.
Internal Assessment
An internal assessment focuses on the organisation's endogenous environment—the elements
within its direct control. It is a introspective look at the company's own resources, capabilities, and
processes. For EcoTrend, this would involve a critical evaluation of its financial resources (budget
for media buying and campaign production), human capital (the skills and expertise of Sasha du
Bois-Ndambi's marketing team), operational capabilities (efficiency of content creation and
distribution channels), and intangible assets (brand reputation, customer loyalty, and proprietary
data on its audience). The objective is to identify what the organisation does well (strengths) and
where it falls short (weaknesses) (Kotler & Keller, 2016). Essentially, it answers the question: "What
is our current state and what are we capable of?"
, External Assessment
In contrast, an external assessment examines the exogenous environment—the factors outside the
organisation's control that nonetheless impact its operations and strategy. This involves scanning
the macro-environment (PESTEL factors: Political, Economic, Social, Technological, Environmental,
and Legal) and the micro-environment (industry-specific factors like competitors, customers, and
suppliers). For EcoTrend, this means analysing shifting consumer expectations towards
sustainability (a social factor), increased competition from both traditional and new digital-first
fashion brands, emerging media technologies (like AR or new social platforms), and global
economic conditions affecting consumer spending. The goal is to identify favourable conditions to
exploit (opportunities) and unfavourable trends to mitigate (threats). It answers the question:
"What is happening in the world that affects us?"
In summary, while the internal assessment audits the organisation's inherent potential, the
external assessment maps the landscape in which that potential must be realised. A successful
strategic media management plan for EcoTrend depends on the synthesis of both.
2.1.2. The Role and Components of a SWOT Analysis for EcoTrend
A SWOT analysis is a strategic planning framework used to synthesise the findings of an
environmental analysis into a structured format. Its primary role is to provide a clear, actionable
overview of the strategic situation, bridging the gap between information collection and strategy
formulation. By categorising factors into Strengths, Weaknesses, Opportunities, and Threats, it
helps decision-makers like Sasha du Bois-Ndambi visualise the balance between internal
capabilities and external possibilities.
The Four Key Components of a SWOT Analysis
Strengths (Internal): These are the positive, internal attributes and resources that give an
organisation an advantage. They are what the company does exceptionally well relative to
competitors. For EcoTrend, strengths could include a strong, established brand identity rooted
in eco-friendliness, a loyal customer base, and experienced leadership in its marketing
department.
Weaknesses (Internal): These are the internal factors that hinder an organisation's performance
and place it at a disadvantage. These are areas that require improvement. EcoTrend's
weaknesses may involve a potentially outdated media mix that struggles in the "ever-evolving
media landscape," slower reaction times to digital trends compared to smaller competitors, and
possible higher production costs associated with sustainable materials.
Opportunities (External): These are external factors in the environment that the organisation
could potentially leverage for growth or advantage. They represent favourable conditions or
openings in the market. For EcoTrend, opportunities include the growing global consumer
demand for sustainable products, the rise of new digital platforms and influencer marketing
channels to reach younger demographics, and potential for educational content that highlights
its genuine sustainability efforts to differentiate from "greenwashers."
