Summary Media Studies - COM3703 - Media Studies: Content, Audiences And Production (COM3703)
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University of South Africa
Media Studies: Media content and media audiences
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COM3703
ASSIGNMENT 1 SEMESTER 2 2024
, SEMESTER 2 ASSIGNMENTS
SEMESTER 2
ASSIGNMENT 01
The due date and the unique number for this assignment will be made available on the
landing page of the myModules site for COM3703.
Contribution towards final mark: 30%
IMPORTANT
To complete Assignment 01, you need to study the following:
In the prescribed book
Chapter 3: Media, language and discourse
Chapter 8: Film theory and criticism
Chapter 10: Questionnaire surveys in media research
Chapter 12: Measuring media audiences
In the study guide
Study unit 3: Media, language and discourse
Study unit 8: Film theory and criticism
Study unit 10: Questionnaire surveys in media research
Study unit 12: Measuring media audiences
The assignment is structured as follows, with the mark allocation [TOTAL 100] indicated below:
DECLARATION
1 INTRODUCTION (5)
2 MEDIA, LANGUAGE AND DISCOURSE (20)
3 FILM THEORY AND CRITICISM (20)
4 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (20)
5 MEASURING MEDIA AUDIENCES (20)
6 CONCLUSION (5)
7 SELF-ASSESSMENT AND SELF-REFLECTION (5)
SOURCES CONSULTED
Technical presentation (5)
1 INTRODUCTION (5)
In the introduction, you should clearly identify/indicate what you will discuss in the assignment and
also how your assignment is going to be structured. You should refer to all four themes/study units
that you are covering in your assignment, as well as the particular topics within the theme on which
you will answer questions. Furthermore, if you are using any media texts as examples in your
answers to some of the questions, you need to identify those media texts by name/title in the
introduction.
The introduction should ideally be a paragraph of approximately eight sentences and not more than
half a page.
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, COM3703/101/3/2024
2 MEDIA, LANGUAGE AND DISCOURSE (20)
2.1 Define and discuss the following concepts and provide examples of each:
2.1.1 Text (3 marks for the definition and discussion and 1 mark for the relevant example). (4)
[25% deduction for not referencing sources]
2.1.2 Discourse or discursive practice (3 marks for the definition and discussion and 2 marks for
relevant examples). (5)
[25% deduction for not referencing sources]
2.1.3 Orders of discourse (3 marks for the definition and discussion and 1 mark for the relevant
example). (4)
[25% deduction for not referencing sources]
2.2 Critically discuss the role of language in society (4)
[25% deduction for not referencing sources]
2.3 Explain the concept of polysemy with relevant examples. (3)
[25% deduction for not referencing sources]
3 FILM THEORY AND CRITICISM (20)
3.1 Explain the difference between normative and descriptive film theory. (2)
[25% deduction for not referencing sources]
3.2 Explain the difference between classical and revisionist film historiography. (2)
[25% deduction for not referencing sources]
3.3 Discuss why revisionist film historiography is particularly relevant to the South African or
postcolonial or de-colonial context. If you disagree, please explain why. (1)
3.4 Auteur theory
Choose one director and, by using visual and theoretical information, explain in an essay why the
person you have chosen may be considered an auteur.
Use the principles of the auteur theory to substantiate your argument. The author/director of your
choice may be, for example, a film, television or music video director. You must choose at least three
(3) examples of your chosen director’s work to substantiate your discussion.
PLEASE NOTE:
You may not use Wes Anderson as your selected auteur, because his work will be discussed as an
example of auteurism in the semester.
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