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COM3702 Exam Portfolio 2023 May/June - UNISA Pass with 80%+
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COM3702ASSESSEMENT 3
EXAM PORTFOLIO – UNISA
2023
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,Table of Contents Page
1 INTRODUCTION...................................................................................................................................1
2 MEDIA POLICY AND REGULATIONS.....................................................................................................1
2.1 The nature of media and communications policy........................................................................1
2.1.1 An overview of the Broadcasting Digital Migration Policy of 2008........................................1
2.1.2 The five stages of the policy process.....................................................................................2
3 MEDIA MANAGEMENT.......................................................................................................................6
3.1 Strategic media management......................................................................................................6
3.1.1 How to gain control over suppliers, distributors or competitors in your media or
communications industry, using four types of integration.............................................................6
3.1.2 The four components of SWOT analysis in conducting an environmental analysis for a
media organisation........................................................................................................................7
4 REPRESENTATION................................................................................................................................9
4.1 News as representation...............................................................................................................9
4.2 Media and race..........................................................................................................................10
4.3 Media and sexual orientation: the portrayal of gays and lesbians.............................................12
4.3.1 The origin and development of the term “queer”..............................................................12
4.3.2 The focus and objectives of queer theory...........................................................................13
4.3.3 Queer theory as an approach..............................................................................................13
4.3.4 The influence of queer theory on media studies and media content..................................14
4.4 Media and HIV/AIDS...................................................................................................................14
4.4.1 How both articles advocate the representation of social change in relation to HIV/AIDS?. 14
4.4.2 How both articles have proactively set the agenda for social change, in relation to this
illness...........................................................................................................................................15
4.4.3 How have both these articles adhered to ethical reporting on HIV/AIDS as a matter for/of
social change................................................................................................................................16
4.4.4 Examples of AIDS metaphors..............................................................................................16
4.5 Media and terrorism..................................................................................................................17
5 CONCLUSION.....................................................................................................................................20
SELF-ASSESSMENT AND SELF-REFLECTION..........................................................................................21
SOURCES CONSULTED..........................................................................................................................22
, 1 INTRODUCTION
The following assignment will provide explanations, discussions and elaborated
based on the following: Media policy and regulation, representations and media and
terrorism. An overview of the broadcast Digital Migration Policy will be provided, and
the five stages of the policy process will be discussed. Additionally, an argumentative
essay will be written in which I will discuss how news “flows” along certain channels,
which contain “gates” where media personnel make decisions on how they perceive
and reconstruct news before news appears in the media. Media and race will be
discussed, that is, the media and sexual orientation: the portrayal of gays and
lesbians, and Queer Theory. Media and HIV/AID will also be explained and
elaborated based on two selected newspaper articles. Lastly, an essay discussion
about the relationship between the media and terrorists will be elaborated.
2 MEDIA POLICY AND REGULATIONS
2.1 The nature of media and communications policy
2.1.1 An overview of the Broadcasting Digital Migration Policy of 2008
A policy from 2008 called the Broadcasting Digital Migration Policy lays out the
requirements for South Africa's broadcasting to transition from analogue to digital
(National Association of Broadcasters 2008). The limits were created around the
Cabinet-authorized, three-year dual lighting period beginning on November 1, 2008,
which was established in 2007 (National Association of Broadcasters 2008). Cabinet
accepted the plan on August 6, 2008 (National Association of Broadcasters 2008).
On August 6, 2008, Cabinet finally gave its blessing to the long-awaited
Broadcasting Digital Migration Policy (National Association of Broadcasters 2008).
The NAB has an interest in a seamless transition since it will have an impact on all of
its members, who are television broadcasters, viewers, and the nation as a whole
1
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