1 INTRODUCTION
2 COMMUNICATION AND MEDIA SEMIOTICS
2.1 Identify a television advertisement and its product
2.2 The three different readings that take place during decoding
2.3 E...
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TABLE OF CONTENTS PAGE
DECLARATION
1 INTRODUCTION 6
2 COMMUNICATION AND MEDIA SEMIOTICS 6
2.1 Identify a television advertisement and its product 6
2.2 The three different readings that take place during 6
decoding
2.3 Examples of the different readings from the 7
advertisement
2.4 The six different sign functions 7
2.5 Examples of sign functions from the advertisement 8
3 FIELD RESEARCH IN MEDIA STUDIES 8
3.1 Questions on a given scenario
3.1.1 What is the purpose of the research
3.1.2 What access is required 9
3.1.3 Who or what is being observed 9
3.1.4 The amount of time spent at the location 9
3.1.5 Potential disturbances the research could cause 9
3.2 The difference between ‘overt’ and ‘covert’ roles of 9
observation during field research
3.3 Questions on a given scenario 10
3.3.1 What role of observation is described in the statement 10
3.3.2 A solution to the ethical dilemma of doing undercover 10
research
3.4 Questions on a given scenario 10
3.4.1 What is the appropriate data collection technique to 10
record observations
3
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