Please note that Assignment 02 will be in a form of an online quiz, which will be available on the
myModules site on myUnisa. The relevant questions and the due date will be posted online.
SEMESTER 2
ASSIGNMENT 03
PORTFOLIO EXAMINATION
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 to final mark: 60%
IMPORTANT
To complete Assignment 03, 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 portfolio assignment is structured as follows, with the mark allocation [TOTAL 160] indicated
below:
DECLARATION
1 INTRODUCTION (5)
2 MEDIA, LANGUAGE AND DISCOURSE (35)
3 FILM THEORY AND CRITICISM (35)
4 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (35)
5 MEASURING MEDIA AUDIENCES (35)
6 CONCLUSION (5)
7 SELF-ASSESSMENT AND SELF-REFLECTION (5)
SOURCES CONSULTED
Technical presentation (5)
30
, COM3703/101/3/2024
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.
2 MEDIA, LANGUAGE AND DISCOURSE (35)
Select a newspaper article and conduct your own case study on the use of language by the media.
You must attach your selected newspaper article as an addendum. You must select the appropriate
media text (newspaper article) as instructed. Do not select any other text such as a magazine article,
a journal article, a book chapter and so forth.
No marks will be awarded if the article is not included.
Your study should be guided by the following aspects:
2.1 Identify the main concepts, words or jargon in the text and demonstrate how these are used
to convey the message. (5)
2.2 Critically discuss the argumentative structure of the article. (5)
[25% deduction for not referencing sources]
2.3 Identify and discuss the discursive practice that produced the text. You must clearly motivate
your answer. (4)
[25% deduction for not referencing sources]
2.4 Who is the audience for the text? Motivate your answer. (4)
2.5 Discuss whether the text is presented in active or passive voices or both and explain how
the choices affect the meaning being communicated by the text. (5)
[25% deduction for not referencing sources]
2.6 Describe the metaphors used and their effect on the message being conveyed. (4)
[25% deduction for not referencing sources]
2.7 Discuss the three functions of language fulfilled by the text. (6)
[25% deduction for not referencing sources]
2.8 Do you think the text was successful in conveying the message to the intended audience
and why? (2)
31
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