Exam (elaborations)
COM3703 PORTFOLIO EXAM PACK 2024/2025
- Institution
- University Of South Africa (Unisa)
COM3703 PORTFOLIO EXAM PACK 2024/2025 COMPILED FROM RECENT PAST EXAM PORTFOLIOS. GOOD FOR EXAM PREPARATION.
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lOMoAR cPSD| 42036583, lOMoAR cPSD| 42036583
DECLARATION
, lOMoAR cPSD| 42036583
TABLE OF CONTENTS PAGE
DECLARATION ..................................................................................................................... 2
1 INTRODUCTION ................................................................................................................ 4
2 MEDIA, LANGUAGE AND DISCOURSEs ......................................................................... 5
2.1 Metaphors....................................................................................................................... 5
2.2 Political Discourse ......................................................................................................... 5
2.3 Significant concepts, words and jargon....................................................................... 5
2.4 Audience of the newspaper........................................................................................... 6
2.5 Five functions of language ............................................................................................ 6
2.5.1 Referential function .................................................................................................... 6
2.5.2 Poetic function ............................................................................................................ 6
2.5.3 Expressive function .................................................................................................... 7
2.5.4 Metalinguistic function ............................................................................................... 7
2.5.5 Conative function........................................................................................................ 7
2.6 Passive and active voices ............................................................................................. 7
3 MEDIA AND VISUAL LITERACY ....................................................................................... 8
3.1 Sitcom............................................................................................................................. 8
3.2 Cognitive approach to visual perception ..................................................................... 8
3.3 Difference between cognitive approach and perceptual approach ............................ 9
3.4 The main theoretical themes of the cognitive approach ............................................. 9
3.5 Sitcom according to the cognitive approach ............................................................. 10
3.5.1 Visual perception ...................................................................................................... 11
3.5.2 Projection .................................................................................................................. 11
3.5.3 Selective perception ................................................................................................. 11
3.5.4 Salience ..................................................................................................................... 11
3.5.5 Dissonance................................................................................................................ 12
3.5.6 Random meaning ...................................................................................................... 12
3.5.7 Idiosyncratic meaning .............................................................................................. 12
3.5.8 Shared meaning ........................................................................................................ 13
3.6 Semiotic approach ....................................................................................................... 13
4 FIELD RESEARCH IN MEDIA STUDIES ......................................................................... 13
5 MEASURING MEDIA AUDIENCES .................................................................................. 16
6 CONCLUSION.................................................................................................................. 19
7 SELF-ASSESSMENT AND SELF-REFLECTION ............................................................. 20
SOURCES CONSULTED .................................................................................................... 21
ADDENDUM A: NEWSPAPER REPORT ............................................................................ 24
ADDENDUM B: IN-DEPTH INTERVIEW TRANSCRIPT ..................................................... 26
ADDENDUM C: QUESTION 3.2.2 - RACHELS WEDDING DRESS ................................... 31
ADDENDUM D: QUESTION 3.5.4 - RACHEL WAITRESSING AT CENTREL PARK .......... 31
ADDENDUM E: QUESTION 3.5.5 - CHANDLER PLAYING FOOTBALL ........................... 32
ADDENDUM F: QUESTION 3.5.7 - CHANDLER AND ROSS EMOTIONS ......................... 32
, lOMoAR cPSD| 42036583
1 INTRODUCTION
This exam portfolio covers various themes from media studies, the first of which is
media, language and discourse. Metaphors, political discourse and significant
concepts, words and jargon in relation to a newspaper report extracted from the IOL
online news site are discussed here in detail. It also identifies the audience of the
newspaper and defines five functions of language namely referential, poetic,
expressive, metalinguistic and conative function. Additionally, it explains how the
passive and active voices are used as grammatical choices.
The second theme looks at media and visual literacy. Here, the Friend’s sitcom is
briefly described and the background explanation of the cognitive approach to visual
perception is provided. It also discusses how the cognitive approach is different from
the perceptual approach, as well as the main theoretical themes of the cognitive
approach namely visual perception, projection, selective perception, salience,
dissonance, random meanings, idiosyncratic meanings and shared meanings.
Moreover, it analyses the Friends sitcom according to the cognitive approach and
describe how one’s understanding of gender stereotypes in the media has been
influenced by studying the semiotic approach.
The third theme explores field research in media studies. Here an ethnographic
indepth interview is conducted with a teenager from one’s own ethnic, language or
cultural group on their cultural tastes or preferences. It is presented in the form of an
academic essay and discusses topics such as the interviewee’s musical taste and
preferences, favourite television programmes and film stars, preference for particular
brand names when buying clothes, favourite food, perceptions of why it is important
for them to be accepted by their peer group and their access to, and usage patterns
of, the media and social media.
Lastly, the final theme delves into measuring media audiences. This section discusses
measuring the audience of Rise and Shine radio station. It commences by providing
reasons for measuring the audience of this local community radio station and also
provides three research questions in audience measurement. Additionally, it discusses
two methodologies and techniques in measuring audiences that can be employed in
the radio station. Furthermore, it looks at the state of audience measurement in South
Africa and discusses problems associated with radio audience measurement that may
be applicable to Rise and Shine radio station.
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