Contents
1.INTRODUCTION..................................................................................................................................4
2 MEDIA, LANGUAGE AND DISCOURSE..................................................................................................4
2.1 Define and discuss the following concepts and provide examples of each..................................4
2.1.1 Text.......................................................................................................................................4
2.1.2 Discourse or Discursive Practice............................................................................................5
2.1.3 Orders of Discourse...............................................................................................................6
2.2 Critically Discuss the Role of Language in Society (4 marks)........................................................6
2.3 Polysemy (3 marks)......................................................................................................................7
3 FILM THEORY AND CRITICISM.............................................................................................................7
3.1 Normative vs. Descriptive Film Theory........................................................................................7
3.2 Classical vs. Revisionist Film Historiography................................................................................8
3.3 Relevance of Revisionist Film Historiography to South Africa or Postcolonial Context................8
3.4 Auteur Theory - The Cinematic Vision of Martin Scorsese...........................................................9
3.4.1 Theoretical Discussion (5 marks)...........................................................................................9
3.4.2 Application to Visual Examples (10 marks)...............................................................................9
4 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (20).......................................................................10
4 Questionnaire Surveys in Media Research....................................................................................10
4.1 Formulate Two Research Questions..........................................................................................10
4.2 Describe the Target Population and the Accessible Population.................................................11
4.3 Describe the Sampling Strategy.................................................................................................11
Sampling Strategy........................................................................................................................11
4.4 Types of Closed-Ended Questions..............................................................................................11
4.4.1 Multi-Choice Questions.......................................................................................................11
4.4.2 Checklist Questions.............................................................................................................12
4.4.3 Rank Order Questions.........................................................................................................12
4.4.4 Likert-Type Scales...............................................................................................................13
5 Measuring Media Audiences............................................................................................................14
5.1 Importance of Measuring Media Audiences in Political Campaigns..........................................14
5.2 Fundamental Concepts in Audience Measurement...................................................................14
5.2.1 Watching, Listening, Reading, and/or Visiting.....................................................................14
5.2.2 Coverage or Reach..............................................................................................................14
5.3 Media Selection for Target Groups............................................................................................14
5.4 Promises for Each Group............................................................................................................15
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5.5 Research Instrument for Social Media Users.............................................................................16
5.5.1 Research Instrument Description........................................................................................16
6. CONCLUSION...................................................................................................................................16
7 Self-Assessment and Self-Reflection.................................................................................................17
REFERENCES.........................................................................................................................................18
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