COM3703/201/2/2019

Tutorial Letter 201/2/2019

Media studies:
Media content and media audiences
COM3703

Semester 2

Department of Communication Science

IMPORTANT INFORMATION
This tutorial letter contains feedback on your assignments
and examination preparation.

BARCODE
 CONTENTS

PAGE
1 INTRODUCTION ............................................................................................................... 3
1.1 About this tutorial letter...................................................................................................... 3
1.2 The examination portfolio .................................................................................................. 3
1.3 Supplementary examination portfolio ................................................................................ 3
2 CONTACT DETAILS ........................................................................................................ 4
3 FEEDBACK: PORTFOLIO ASSIGNMENT 01 ................................................................. 5
4 FEEDBACK: ASSIGNMENT 02 MULTIPLE-CHOICE QUESTIONS ............................. 22
5 ADDITIONAL GUIDELINES FOR THE EXAMINATION PORTFOLIO ........................... 22
6 MARK SCHEMES FOR ASSIGNMENT 01 AND THE EXAMINATION PORTFOLIO .... 32
7 IN CLOSING ................................................................................................................... 38

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Dear Student

1 INTRODUCTION

1.1 About this tutorial letter

In this tutorial letter, we provide you with comments and feedback on Assignment 01, which you
had to hand in on or before 12 August 2019. We also supply guidelines for Assignment 03, the
examination portfolio. Feedback on Assignment 02, which consists of multiple-choice questions,
will follow in a separate Tutorial Letter, namely tutorial letter 202.

Please note that the questions in Assignment 03 build on the questions that you answered in
Assignment 01, so please review the feedback provided in this tutorial letter, as well as the
marker’s comments on your marked assignment in preparation for completing Assignment 03.

Take note of the due dates below.

By now, you should have submitted the first assignment and be in the process of
finalising the second assignment. You should also be in the process of preparing your
examination portfolio for submission.

DUE DATE
Written assignment (Assignment 01) 12 August 2019
Multiple-choice question assignment (Assignment 02) 30 August 2019
Examination portfolio (Assignment 03) 9 October 2019

1.2 The examination portfolio

To pass this module, you must submit an examination portfolio by 9 October 2019.

The examination portfolio activities are contained in Tutorial Letter COM3703/101.

1.3 Supplementary examination portfolio

 The supplementary examination portfolio is due the following semester, at the same time
that the regularly registered students are to submit their examination portfolio. Therefore,
the supplementary examination portfolio will be due in May 2020.

 The portfolio questions that you are to submit as your supplementary portfolio, are the
same questions for the semester 1 portfolio examination in the 2020 Tutorial Letter 101.

 If you qualify to submit a supplementary examination portfolio, you do not need to

complete Assignments 01 and 02 again; just submit the portfolio. The mark you obtain for
the supplementary examination portfolio will replace all your previous marks for this
module and will be your final mark.

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2 CONTACT DETAILS

The module coordinator for COM3703 is Mr Tony Lechaba.

E-mail elechalt@unisa.ac.za
Tel 012 429 8500
Office No TvW 7-81

You can contact Mr Tony Lechaba if you have any general questions about the module.

If you have any specific questions about the module content, please consult the list of contact
lecturers below.

Note that each lecturer is responsible for specific study units for this module. Before
contacting your lecturer(s), consult this list to make sure that you will be speaking to the
person who will be best equipped to answer your questions.

Lecturer and contact information Study unit for which the lecturer is responsible
Mr Tony Lechaba Unit 3
Module coordinator Media, Language and Discourse
E-mail elechalt@unisa.ac.za
Tel 012 429 8500 Unit 6
Textual Analysis: Narrative and Argument
Mrs Linah N Masombuka Unit 5
E-mail nkunaln@unisa.ac.za Visual Text Analysis
Tel 012 429 8053
Unit 10
Questionnaire Surveys in Media Research

If you:

 would like to contact any of these lecturers or the module coordinator, you are welcome to
do so

 would like to come and see a lecturer in person, you must make an appointment in
advance

 have a query regarding general administrative matters, please contact

Ms Annelize Vermeulen, room 7-77, Theo van Wijk Building, telephone 012 429 6016, e-
mail: vermea@unisa.ac.za

 contact your lecturer via e-mail, please do not copy the message to more than one
person, as this causes confusion as to who will respond. Please note that it is not always
possible for lecturers to respond immediately.

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3 FEEDBACK: PORTFOLIO ASSIGNMENT 01

Thank you for submitting Assignment 01. We sincerely appreciate your effort and hard work.
This section of the tutorial letter provides you with detailed feedback on all aspects of your
assignment. It is an illustration of how you should have approached and answered this
assignment. Please also see the mark scheme at the end of this tutorial letter.

This is how you should have structured your table of contents. If you did not adhere to this
format for your table of contents, you may have lost marks for technical presentation.

PLEASE NOTE

In Tutorial Letter 101, it is stated that there should be a heading in the table of contents for the
declaration, but this is not stated in Tutorial Letter CMNALLE/301. The table of contents for your
assignment should in fact look like the one below (without the declaration), but we did not
penalise you if you followed the format in Tutorial Letter 101 and included the declaration.

TABLE OF CONTENTS PAGE

1 INTRODUCTION 1

2 VISUAL TEXT ANALYSIS 1

2.1 Detailed visual analysis 1
2.2 Summary of main findings 4

3 MEDIA, LANGUAGE AND DISCOURSE 5

3.1 Distinction between signification and communication 5
3.2 Signification and communication as applied by the advertisement 6
3.3 Description of symbolic universe 6
3.4 Discursive journalism 7
3.5 The relationship between language, power and ideology 7

4 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT 8

4.1 The notion of ideology as it relates to media texts 8
4.2 The concept of rhetoric as it relates to media texts 8
4.3 Textual analysis of the selected article 9

5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH 12

5.1 A discussion of six non-probability sampling 12
5.2 Scenario 13
5.2.1 The overall structure of a questionnaire 13
5.2.2 Formulation of a research problem for the scenario 13
5.2.3 Identification of target vs accessible population from given scenario 14
5.3 Advantages and disadvantages of self-administered surveys 15
5.4 The meaning of “self-report” in relation to survey research 15

6 CONCLUSION 16

7 SELF-ASSESSMENT AND SELF-REFLECTION 17

SOURCES CONSULTED 18
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ABOUT THE REFERENCING IN THIS TUTORIAL LETTER

The editor of your prescribed book is Fourie (2017). You will see below that, in some cases, we
reference authors other than Fourie (2017) when we are referring to your prescribed book. This
is because your prescribed book is a collection of texts that were written by various authors. For
example, Prof Bornman (2017) in question 5 below is an example of this. Prof Bornman is one
of various authors who contributed to your prescribed book.

Please see 1.6 Collective works (chapters in books written by different authors) on p 25 of
Tutorial Letter CMNALLE/301 for guidelines on this type of referencing.

1 INTRODUCTION (5)

In your introduction, you had to explain clearly what you discussed in the assignment and how
your assignment was structured. You had to mention all four themes/study units that you
covered in the assignment, as well as the particular topics within the themes on which you
answered questions. Furthermore, if you utilised media texts as examples in your answers, you
had to identify those media texts by name in the introduction.

For example, you could have stated that in this assignment you were going to:

 discuss visual text analysis by conducting a detailed visual analysis of a photograph.

 discuss media, language and discourse, by focussing on the concepts of signification and
communication. Describe what is meant by symbolic universe and discursive practice of
journalism. Conduct an analysis of an advertisement.

 provide a critical discussion of ideology and rhetoric, as well as conduct a textual analysis
of a newspaper article with a focus on dominant ideology and argumentation of the text.

 discuss the issues of sampling and population in relation to questionnaire surveys in media
research.

Your introduction should ideally have consisted of a paragraph of approximately eight

sentences, and should not have been more than half a page in length.

2 VISUAL TEXT ANALYSIS (20)

For this section, you are expected to conduct a text analysis on the photograph provided. In
order to facilitate your analysis and interpretation of the meanings conveyed, and our
assessment of your analysis, please place and interpret the photograph in the following
hypothetical context: The photograph indicates a protest in front of a court house/court of law.

To help you with your analysis, please study-read Study Unit 5: Visual Text Analysis in the
study guide, as well as Chapter 5: Visual Text Analysis in the prescribed book. Please pay
particular attention to 5.7 Case Study from pp 198–201 in the prescribed book, as this contains
a model analysis of what we expect in this section.

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Use the following structure for your analysis:

2.1 Detailed visual analysis (10)

For the first part of this section you are expected to conduct a detailed visual text analysis on
the given photograph. Use the analytical scheme provided below and discuss:

 how the codes are used.

 what meaning(s) is/are produced by this use of the codes.

Note:
Discuss only the codes provided in the analytical scheme below.

ANALYTICAL SCHEME: Detailed visual analysis

Code(s) How are the codes used in the What meaning(s) is/are
photograph? produced?
2.1.1 Objective camera. Reader becomes a passive
Camera viewpoint Eye-level position. onlooker; implies objectivity
(1 mark) and neutrality.
(1 mark)
2.1.2 Notan. A natural scene outside.
Lighting (1 mark) Neutrality, objectivity.
(1 mark)
2.1.3 Fill in the missing details of the main The photograph refers to
Psychological female figure’s lower body (from her more than that which is
closure chest downwards). actually represented in it.
Some other figures’ bodies are also (1 mark)
represented incompletely here, and
the missing details of their bodies will
also be filled in.
(1 mark)
2.1.4 Graphic vectors (created by lines or Leads the reader’s eye to
Vectors objects): the courtroom behind the
The main female figure’s raised arm. female figure, which is
(Also, the lines of the marble door/ slightly above her in the
entrance to the courthouse.) picture plane.
(1 mark) (1 mark)
Index vectors (created by looking or Draws the reader’s attention
pointing): around in the frame, to
Diverging index vectors structured as ultimately focus it on the
indirect focus, because some figures object.
are looking in different directions. Index vectors structured as
The main female figure is looking indirect focus increases
outside the picture plane to the right. tension between subjects
The figures on the right are looking and contributes to
into the picture plane to the left. prolonging conflict.
(1 mark) (1 mark)

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2.1.5 Overlapping and relative size: Creates the illusion of 3-
Graphic depth The figures in the picture plane dimensional (3-D) depth.
factors overlap one another and their size (1 mark)
diminishes the farther they are away
from the camera.
Linear perspective and height in
picture plane:
Vertical lines (those of the building
especially) and horizontal lines
converge and move closer to one
another in the distance. The entrance
to the courtroom is higher up in the
picture plane, and therefore seems to
be farther away.
Shadows:
Shadows attached to the figures give
a sense of depth.
(1 mark for any one of these)

However, if you preferred to present your analysis in an essay (not a tabulated) form, you
were required to use the above headings to structure your presentation.

2.2 Summary of main findings

For the second part of this section, you are expected to provide a summary of your main
findings according to the following:

 the use of iconic, indexical and symbolic signs. (3)

 metonymy and metaphor. (2)

 denotative, connotative, mythical and ideological meanings. (5)

Important:

Provide a brief definition of each of the concepts above, and then provide at least one example
of each from the photograph.

Please see section 4.5.1 The semiotic approach in the chapter Visual Text Analysis in the
prescribed book (Du Plooy 2017:128-132) for details on the above points. You can also consult
chapter/unit 2 Communication and Media Semiotics in the prescribed book and study guide for
details and examples of the types pf signs (iconic, indexical and symbolic signs), and the levels
of meaning (denotative, connotative and ideological meanings).

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Guidelines for completing this section

Your analysis and summary should reflect whether you understand

 how codes of content and codes of form are used in the provided photograph and what
meaning(s) is/are produced by this particular use of the codes

 the use of iconic, indexical and symbolic signs; the relationships between a sign and the
meaning communicated, and the use of signs as codes

 the production of denotative, connotative, mythical and ideological meanings, as well as a

discussion on metonymy and metaphor.

Please see page 12 for photograph.

You were expected to provide a brief definition of each of the concepts above, and then to
provide at least one example of each from the photograph.

The following are examples of what you could have addressed. Other signs, codes and
meanings were also accepted, provided that you substantiated your discussions and that the
examples you gave were appropriate to the visual codes in the advertisement.

Iconic, indexical and symbolic signs (3 marks)

Iconic signs directly resemble that to which they refer (Fourie 2017:52). The iconic signs used
are found in direct resemblance with the content of the photograph, namely: the main female
figure in the front with her raised arm, the other figures in the background, as well as the
building/court.

Indexical signs have a causal relationship to what they refer to, for example, smoke can be
indexical of fire (Fourie 2017:52). The fire caused the smoke. Some of the iconic signs in the
photograph can also be seen as indexical signs. The figures with raised arms and fists can be
seen as signs indexical of a protest or riot. The figure to the middle right of the picture plane
holding up a poster can also be seen as such an indexical sign of protest.

Symbolic signs have an arbitrary and culturally-learnt relationship to what they refer to (Fourie
2017:52). Some iconic signs in this photograph can also function as symbolic signs. The scar
on the main female figure’s raised arm is symbolic of inflicted pain or suffering. The crest above
the entrance to the courtroom is also symbolic of the nation, or government, which it stands to
represent.

Metonymy and metaphor (2 marks)

Du Plooy (2017:130) provides a definition for metonym in her chapter on Media and Visual
Literacy in your prescribed book. She states that: “A metonymic code consists of a collection of
signs that prompt the reader to interpret meanings on the basis of their associations or
assumptions” (Du Plooy 2017:130). In other words, various signs together create a metonymic
code.

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The main female figure with her raised arm and fist, the collection of people, and the courtroom,
become a metonymic code for political protest; a concept which already exists in the reader’s
mind. The scene in this photograph can also be seen as a metonymic code for black activism.

In her Media and Visual Literacy chapter, Du Plooy (2017:130) says the following about
metaphor: “A metaphor is based on a relationship between two things, which is suggested
through the use of analogy and an imaginative or symbolic comparison. A metaphor transposes
characteristics of one thing onto another; by suggesting equivalence, it symbolically stands for
somethings else. For example, a cowboy has become a metaphor for the America Wild West…”

On a metaphorical level, the scar on the main female figure’s arm can be seen as a metaphor
for the pain and suffering of repressed and subjugated people of colour. The courtroom, in the
context of this photograph, can be a metaphor for bureaucracy and injustices within a legal
system. It can also be a metaphor for a faceless system.

Denotative, connotative, mythical and ideological meanings (5 marks)

The denotative meanings of the signs in this photograph are the literal, or dictionary, meanings
one would associate with the signs (Fourie 2017:67). For example, the main female figure
denotes a black woman with a raised first. The collection of people in front of the court denotes
a crowd of people. The structure behind the crowd denotes a building, or a courtroom, to be
more exact.

Connotative meaning is more subjective, or like an association one holds with the sign/code
(Fourie 2017:67). Most of the figures in the photograph are black, and their presence as
protesting outside a courthouse connotes associations of apartheid, black mobilisation and
resistance. The patterns on the main female figure’s clothes can be seen to represent, or
connote, indigenous culture, or Africanness.

Therefore, on a mythical level, the photograph creates the idea that the protest and raised hand
involve racial issues, and creates the sense that this protest is justified, as racial discrimination
is in violation of human rights.

To clarify, the “myth” that we talk about in Visual Text Analysis, is not a myth in the sense that it
is not true. We are talking about semiotic myth, or cultural myth, as developed by Roland
Barthes. (The study guide has very useful discussions of myth with examples from p. 58–75.)
Semiotic, or cultural, myths could be false, or they could be true, or they could be true to only a
certain extent, or true for only some.

Take, for example, the myth of the normalcy of heterosexuality. In the large majority of the
romantic movies that we see, there is a heterosexual man and a heterosexual woman who fall
in love. Usually then, at the end, they also get married and start having children. The prevalence
of these images (signs and their connotations) lead many people to believe, society at large for
that matter, that this is the way your life is supposed to go. Fall in love, get married and have
children. It is widely believed that “this is normal”. But this is also the myth of heterosexual
normalcy.

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As we know, some people are attracted to people of the same sex, or to both sexes. Not
everyone is heterosexual. There are also people who are in long term relationships that do not
get married, and similarly, there are married couples (whether heterosexual or homosexual) that
decide not to have children. There are many, many ways in which people lead their lives, but
the media proliferation of romantic “boy-meets-girl” images and narratives create the sense that
the heterosexual, reproductive, blueprint is the most acceptable one there is. (Of course, there
are examples of challenges to this in the media that are even becoming increasingly
mainstream.)

Having said all of this, one could also say that the myth of the efficacy of protest is also present
in the photograph provided. There is a wide-spread belief that protests are an effective way to
bring about change. This is because we often see images of protests on television news (or we
participate in them ourselves) and then hear how parties are negotiating demands, etc. So, this
creates the idea that protests get things moving. But as a myth, the myth of the efficacy of
protests is not always true. There are many examples of protests that were not entirely effective.

Ideology is, in simple terms, a set of beliefs, or a way of thinking, about things. Names for
ideologies often end in –ism, for example, capitalism, socialism, racism, sexism, feminism, etc.
Again, your study guide in the same sections as indicated above, contain useful explanations
and examples of ideologies. On an ideological level, one can notice that people are standing up
against an institution, challenging the status quo, in this case, the justice system, which is
represented by the court building.

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 Photograph by Prof Stefan Sonderling

Printed with permission by the photographer

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3 MEDIA, LANGUAGE AND DISCOURSE (20)

Select a single page advertisement (print or online). Remember to include the advertisement
you chose as an addendum to your assignment. If the advertisement is not included no
marks will be awarded for the application questions below.

Analyse your advertisement for the following properties of media language and discourse:

3.1 Explain the distinction between signification and communication in relation to language.
25% deducted for not referencing sources (3)

The distinction between signification and communication, as highlighted by Sonderling

(2017:84), demonstrates that language is a social and a complex phenomenon. Signification
refers to how meaning is created and produced by language as a sign system (Sonderling
2017:84). Communication in relation to language refers to “the social relationships and the way
language is used to communicate and transmit meaning in social contexts” (Sonderling
2017:84).

3.2 Explain how signification and communication is applied by your selected advertisement
to create meaning. (3)

The advertisement selected for the purpose of this assignment, is the Camel advertisement
appearing on page 68 of the study guide. See figure 2.10: Camel Cigarette Man motorcycle
advertisement. This is an advertisement of Camel brand of cigarettes. In the advertisement, a
man is sitting on a stationery motorbike, in an outdoors setting, with the pay-off line, “Where a
man belongs”.

As stated above, signification has to do with how language, as sign system, is used to create
meaning. In other words, how a combination of signs are used to create a particular meaning.
The selected advertisement uses a variety of signs in order to convey a specific meaning,
particularly about the advertised product in the form of the Camel cigarette. There is a male
figure who appears to be rugged, wearing khaki clothes as he sits on a motorbike in an outdoor
setting. There is also a linguistic code appearing underneath the Camel label, near the top of
the frame, with the words, “Where a man belongs”. This sentence, read within the context,
evokes notions of masculinity. All these elements signify the “coolness” of the advertised
product. As such, if you smoke this brand of cigarettes, you are viewed as the “real man”.

3.3 Describe what is meant by symbolic universe. (3)

25% deducted for not referencing sources

The symbolic universe is explained by Sonderling (2017:86) as a collection of forms of meaning

provided by language. Language provides words, which give meaning to things in the world
(Sonderling 2017:86). Thus, philosophers acknowledge language as the symbolic universe or
environment in which human beings live (Sonderling 2017:86). Also, language provides
meaning which facilitates for the interpretation and understanding of all forms of non-verbal
communication (Sonderling 2017:86). Furthermore, Sonderling (2017:86) reiterates that French
scholar Roland Barthes explains that human ability to comprehend visual images, photographs
and drawings depends on their ability to verbalise them. Humans notice things for which they
have words to name and describe.

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3.4 Describe what you understand by the phrase “discursive practice of journalism”. (2)
25% deducted for not referencing sources

According to Sonderling (2017:90), discursive practice refers to “specialised and formal styles of
speaking and writing that produces specific types of texts”. As a result, the discursive practice of
journalism has to do with the specific styles involved in the field of journalism. For instance, a
journalist will not use science terminology when writing a news article, as it falls under the
discursive practice of science. For that reason, journalists use their own style when producing
texts.

3.5 Write an essay in which you describe the relationship between language, power and
ideology.

Your essay should touch on the following aspects of language, power and ideology:

 What is the focus of the advertisement? In which newspaper, website, or online publication
is it found? Who owns the newspaper/how is it funded? (3)

Here you were supposed to describe the focus of your selected assignment, as well as the
platform from which it was sourced. Furthermore, you needed to conduct your own research in
order to determine who the owners of the text in question are. You might have visited the official
website of the text concerned in order to get these details. Although, the Camel advertisement,
which we employed here, appears in the study guide, the text was initially sourced from a
website. The focus of the advertisement is the notion that Camel cigarette evokes a sense of
masculinity, and as such, you are seen as a “real man” if you smoke them.

 What is the language used in this advertisement? Is it relevant to the target market of the
newspaper or online publication? Justify your answer. (3)

There is a minimum usage of linguistic codes in the Camel advertisement; in fact, there is only a
single sentence i.e. “Where a man belongs”. For this reason, the advertisement uses a
combination of signs to communicate its message. Hence, from looking at its imagery, one can
deduce a sense of masculinity it invokes. Furthermore, the target audience of the advertisement
is a middle to upper class man, who subscribes to the notion of masculinity invoked by the text.
This is the case because of its signification; an outdoor scenery and a motorbike can be
associated with people that are financially well-off. Against this background, the signification
(signs used to create meaning) employed in the advertisement is relevant to the target
audience.

 What is the ideology evident in the advertisement? Justify your answer. (3)
25% deducted for not referencing sources

The advertisement perpetuates the ideology of masculinity with its representation of a “real
man”, by accentuating the characteristics of this type of a man. The advertisement associates
masculinity, and the notion of a macho man, with Camel cigarettes. For this advertisement, a
“real man” should smoke Camel cigarettes. Another possible ideology discernible, is that of
capitalism and consumerism, wherein the encoder (the seller) promotes the use of cigarettes by
associating the product with a desirable lifestyle.

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4 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT (20)

Select an article from a newspaper or magazine (printed or online) and answer the following
questions. You must include the article in your assignment – no marks will be awarded for the
application parts of the question if the article is not included.

4.1 Critically discuss the notion of ideology as it relates to media texts and provide relevant
media examples of the representation of ideology in the media. (5)
25% deducted for not referencing sources

Thompson (in Prinsloo 2009:209) defines ideology as “the way in which symbolic forms interact
with relations of power”. This definition signals a negative view of the concept of ideology,
because it is concerned with unequal power relations in society, and how these are naturalised
and entrenched. These unequal power relations are enacted through a variety of systemic
processes, by the people who exercise power, through the exclusion of other members of a
given society. In this instance, ideology is driven by a concern for unequal power relations in
society – in pursuit of social justice (Prinsloo 2009:209). This conceptualisation of ideology is
viewed as a form of critical lens through which dominant relations are problematised and
analysed. In addition, ideology entails general systems of ideas shared by members of a social
group.

Furthermore, ideologies function when they are embedded in organisational and institutional
contexts. Discourses play a pivotal role as the preferential site for the conveyance of ideological
propositions. Arguments and narratives from media texts are disseminated from different
positionalities, and form part of a continuing contestation between societal discourses (Prinsloo
2009:211). It is worth noting that the discourses in question, which are represented in media
texts, are not equal, and as such present a site for ideological propositions by perpetuating
dominant power relations in a given society. It follows then, that media texts should not be
regarded as just the sites of entertainment, but sites for mediation and persuasion (Prinsloo
2009:211). For instance, think of the ideology of patriarchy, which tends to be naturalised by the
mainstream media, insofar as the representation of unequal relations between men and women
are normalised.

4.2 Critically discuss the concept of rhetoric as it relates to media texts, and provide
relevant media examples of how it is applied in media texts. (5)
25% deducted for not referencing sources

Prinsloo (2009:211) defines rhetoric as an act of persuasion through the choices made in the
text production. Rhetorical acts are circulated through texts and, as a result, their analysis seeks
to “identify how the world of experience is constructed and orientated” (Prinsloo 2009:212).
Therefore, media texts should be examined because they are social acts, and through the
mediation they serve persuasive functions, and ultimately, rhetorical acts. Media language is
itself rhetorical, as it “makes claims on the audience, seeking to persuade its readers of its
position, ideas and values” (Prinsloo 2009:243). A media text is produced from a certain
position, within a particular discourse or ideology, and rejects other positions (Reid 2009:148).
The reader is then persuaded or convinced to adopt that point of view, or ideology, through
rhetoric contained in the text. In rhetoric lies both the exercise of power, and its opposition
(Prinsloo 2009:243).

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The analysis of texts, as rhetorical texts, seeks to uncover “patterns of selections and
combinations of the various semiotic resources that are present in the text” (Prinsloo 2009:212).
This process does not look for hidden meanings in rhetorical acts. As instruments of mediation,
it is therefore crucial to make their workings explicit, in order to ascertain the discourse or
ideology conveyed by them (Prinsloo 2009:213).

4.3 Conduct a textual analysis of your chosen article. Your analysis should focus on the
following aspects and clearly identify and justify the concepts stated below as they apply
to your selected article.

This is the application part of the question. You were required to analyse your selected article in
terms of the below elements. You were also required to motivate your choices. For the
purposes of illustration, I have selected a newspaper article entitled: Assault on foreigners
raises fear of ethnic violence in South Africa. The article appears on page 79 of your study
guide. Please refer to the article in question.

 The dominant ideology of the text (motivate your answer) (3)

As stated earlier, media texts are sites of ideological contestations. Ideologies are shared by
members of a social group, and they are usually utilised to repress other groups, particularly the
lesser groups. In the case of the selected article, the dominant ideology of immigration is
discernible. Some of the claims made in the article are questionable as far as xenophobia is
concerned. For instance, xenophobic attacks cannot be synonymous with one group i.e. Zulu
speakers. Furthermore, the stereotyping of the Tsonga group is also problematic, and fails to
appreciate the complexity associated with inter-group relations. Against this background, the
text plays into the xenophobic narrative because it fails to account for the socio historical
context that led to the current ethnic affiliations. It is therefore discernible that the ideology of
immigration is perpetuated by the text where notions of in-group and out-group are subtly
represented.

Please note that there are various ideological readings that can be made depending on the text
you are reading/analysing. For instance, consumerism ideology: which emphasise and promote
capitalist ideals. Ideology of patriarchy: which relegate women to inferior positions by
entrenching a system that fosters and reproduces dominant discourses which elevates the
statuses of men in society. Ideology of racism: which is also systemic and entrenched, and
views everything that is white as normative and desirable. Thus, the type of ideological reading
will depend solely on the specific text that you selected.

 The forensic argument of the text (motivate your answer) (2)

Forensic argument, as in the court of law, seeks to defend or accuse an individual by providing
proof or evidence with the aim of persuading the audience to take a particular position in
relation to the person being accused or defended (Prinsloo 2017:244-45). The main message
from the article is about the xenophobic attacks on foreign nationals. According to the article,
the perpetrators of these xenophobic attacks are claimed to be Zulu speakers. In this case, the
reader is predisposed to the attacked group. Evidence or proof given, is that of a mob asking
the targeted individuals to name an elbow in isiZulu, failing which, will result in the concerned
individual being labelled a “foreigner” and subsequently attacked. Thus, a reader may come into
conclusion that Zulu speakers are violent and xenophobic.

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 COM3703/201/2/2019

 The epideictic argument of the text. Motivate your answer. (2)

According to Prinsloo (2017:245), epideictic argument has to do with the character or reputation
of a person, with the aim of persuading the audience to either like or dislike the person in
question. The article portrays two social groups differently. The Tsonga group, in this context, is
portrayed as victims, and the Zulu group is projected to be perpetrators of xenophobic violence.
In this instance, the former deserves empathy, whilst the latter is viewed as violent toward the
so-called foreign nationals. For that reason, the reader is persuaded to dislike the character of
the Zulu group given their hostile attitude towards foreign nationals, as reported by the article.

 The deliberative argument of the text. Motivate your answer. (3)

25% deducted for not referencing sources

A deliberative argument seeks to persuade or dissuade the reader concerning a future course
of action (Prinsloo 2017:245). In other words, a reader is presented with propositions that
require him/her to take an action in future. Say, for instance, a person reading the article resides
in one of the countries in the continent of Africa, and they are planning to immigrate to South
Africa. After reading this text, he or she is bound to have second thoughts about whether to go
ahead with the decision of relocating to South Africa. Thus, the writer will have persuaded
him/her about xenophobia in South Africa. Therefore, informing his/her future plans of relocating
there.

5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (20)

5.1 Discuss the six kinds of non-probability sampling methods. (6)

25% deducted for not referencing sources

Quota sampling is often used in audience and marketing research; it is used when interviewers
need to look for fixed numbers of respondents of different categories or types (Bornman
2017:443). The variables involved are typically gender, age, housing type, social class or
ethnicity. Quotas (the number of respondents to be interviewed for each category) are
calculated for each category, of each variable, that is regarded as relevant for the particular
study (Bornman 2017:443). Quota samples take less time and are cheaper than probability
samples.

Random-digit-dialling (RDD) is a sampling technique used for projects where the general
public is interviewed by means of telephonic interviews (Bornman 2017:445). The focus here is
on telephone numbers and not on directories or individuals.

Haphazard, accidental or convenience sampling relies on available subjects. This is a

technique where the researcher relies on available subjects, such as stopping people visiting a
shopping centre, on street corners etc. Such a technique, however, does not allow any control
over the representativeness of the sample, and therefore it is not possible to generalise the
findings to a population, or to establish the general value of the data (Bornman 2017:446-447).

Purposive or judgemental sampling implies that elements are selected on the basis of
knowledge of the population and the aims of the study (Babbie 2001 as cited in Bornman
2017:447).

17
Snowball sampling is appropriate when the numbers of a special population are difficult to
locate, for instance, homeless people, migrant workers or undocumented immigrants. The
researcher first interviews those he/she can locate with the hope that those he/she has access
to would refer them to more participants (Bornman 2017:447).

Volunteer sampling is when researchers call for volunteers to participate in their research
(Bornman 2017:447-448).

5.2 To answer the questions below, please read this scenario:

Samsung South Africa wants to launch a next-generation smartphone for their anniversary
celebration and they have asked you to conduct research around your community in order to
find out what young people (born after 1995) are interested in as well as what they would love to
see in a smartphone.

5.2.1 A questionnaire usually consists of sections. Discuss the overall structure of a

questionnaire. (6)
25% deducted for not referencing sources

According to Bornman (2017:472-473), a questionnaire usually consists of the following

sections:

 Letter of introduction

Researcher introduces him/herself, giving information on the organisation or institutions

involved in the study, indicate reasons for the study and motivate people to participate, whilst
assuring them of their anonymity and confidentiality.

 Demographic or other related details

This section contains questions on demographic details relevant to the field of the study. For
instance, questions on people’s age, race, marital status, gender, etc.

 Questions related to field or topic of investigation

This section contains questions aimed at investigating the research problem. Questions in a
questionnaire are determined by the purpose of the study (Mytton in Bornman 2017:473).

5.2.2 Formulate a research question or problem in relation to the scenario provided. (2)

Possible research question: What would young people in my community be interested in with
regards to a smartphone?

OR

What do young people in my community expect to see in their smartphone devices?

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Possible research problem: The interests of young people from my community in relation to their
desired smartphone device feature.

OR

This study will investigate the interest and expectations of young people in my community in
relation to smartphone devices.

5.2.3 Identify the following in the given scenario: (2)

 Target population.

 Accessible population.

 Target population for the above scenario is all young people born after 1995.

 Accessible population for the above scenario is young people that live closer to your
home, which are easily accessible (in community).

5.3 Discuss any two advantages and two disadvantages of self-administered surveys. (2)
25% deducted for not referencing sources

According to Bornman (2017:449), the advantages of self-administered surveys include:

(1) it is the cheapest and easiest way of conducting surveys

(2) the responsive rates may also be high

(3) respondents may be more willing to respond to sensitive issues through self-administered
surveys than when interviewed.

The disadvantages on the other hand, include:

(1) that self-administered surveys are not really appropriate for populations where relatively
large numbers of people are illiterate or semi-literate

(2) they are not always ideal for surveys with complex questionnaires

(3) researcher does not have control over the conditions under which questionnaires are
completed

(4) nobody is available to clarify questions or provide assistance when needed and

(5) poor questionnaire completion can be a huge problem.

19
5.4 Neuman (2006) as cited in Bornman (2017) argues that an important characteristic of
survey research is that it is essentially a self-report methodology. What does the term
“self-report” mean in this context?
25% deducted for not referencing sources (2)

A self-report methodology, means that the data emanates from the people as they are asked
questions regarding a variety of topics (Bornman 2017:425). Respondents are asked to provide
information regarding themselves and/or to describe their own behaviour, attitudes, opinions
and so forth.

6 CONCLUSION (5)

In your conclusion, you were required to present a summary of the content of your assignment.
The conclusion should mirror the introduction, and therefore you should not have introduced
new information or theory here. You should have referred to all four themes/study units
discussed in the assignment, as well as to media examples that you used for analysis. Ideally,
your conclusion should have consisted of a paragraph of approximately eight sentences and
should not have been more than half a page in length.

7 SELF-ASSESSMENT AND SELF-REFLECTION (5)

You were required to answer the self-assessment and self-reflection questions in Tutorial Letter
COM3703/101.

The questions that you were required to answer for this section were as follows:

1 What have you learnt (what knowledge have you gained) by doing the portfolio task?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for each study unit?
List the learning outcomes which you have achieved for the selected
assignment/examination portfolio.
No marks were awarded if these were not listed.

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TECHNICAL PRESENTATION (5)

Please refer to Tutorial Letter CMNALLE/301 in this regard.

The technical presentation of your work was evaluated according to the following criteria:

Technical presentation Rating

 The assignment/examination portfolio contains a declaration that the work Scale
submitted is your own. 0―5
 The table of contents corresponds to the numbering, headings and
subheadings in the theme. The correct numbering system is used (as in the
study guide) — not the alphabet, nor I, II, III, IV, nor (i), (ii), (iii).
 All sources consulted, including newspapers, magazines, policy documents,
tutorial letters, study guides, prescribed books and people consulted are
acknowledged in the list of sources.
 The correct referencing techniques are used in the assignment/examination
portfolio and in the list of sources consulted. Entries in the list of sources are
not numbered.
 Any other aspects related to the presentation of the assignment/examination
portfolio (e.g. appropriate research terminology, is used, and the work
submitted does not contain language, spelling or typing errors or personal
forms of address).

The ratings for technical presentation were converted to a percentage, with a maximum of 5%
being awarded. The correct use of referencing techniques was an important presentation
requirement.

[Total: 100 marks]

SOURCES CONSULTED

Your list of sources should have followed the same format as the sample list we have included
below. You also needed to include the details of the media examples that you discussed in your
essay.

Bornman, E. 2017. Questionnaire survey in media research, in Media studies. Media content
and media audiences, edited by PJ Fourie. Cape Town: Juta:421-480.

Bornman, E. 2009. Questionnaire surveys in media research, in Only study guide COM303A for
COM3703. Media studies: content, audiences and production, edited by J Reid & M van
Heerden. Pretoria: University of South Africa:230-249.

Du Plooy, GM. 2017. Visual text analysis, Media studies. Media content and media audiences,
edited by PJ Fourie. Cape Town: Juta:147-198.

Du Plooy, GM. 2009. Visual text analysis, Only study guide COM303A for COM3703. Media
studies: content, audiences and production, edited by J Reid & M van Heerden. Pretoria:
University of South Africa:110-144.

21
Fourie, PJ. (ed). 2017. Media studies. Media content and media audiences. Cape Town: Juta.

Prinsloo, J. 2017. Textual analysis: narrative and argument, in Media content and media
audiences, edited by PJ Fourie. Cape Town: Juta: 204-250.

Reid, J. 2009. Textual analysis: narrative and argument, in Only study guide COM303A for
COM3703. Media studies: content, audiences and production, edited by J Reid & M van
Heerden. Pretoria: University of South Africa: 145-155.

Sonderling, S. 2017. Media, language and discourse, in Media content and media audiences,
edited by PJ Fourie. Cape Town: 83-111.

Sonderling, S. 2009. Media, language and discourse, in Only study guide COM303A for
COM3703. Media studies: content, audiences and production, edited by J Reid & M van
Heerden. Pretoria: University of South Africa:78-90.

University of South Africa. Department of Communication Science. 2018a. Media Studies:

media content and media audiences. Tutorial Letter 101 for COM3703. Pretoria: Unisa.

University of South Africa. Department of Communication Science. 2018b. Tutorial Letter

CMNALLE/301. Pretoria: Unisa.

4 FEEDBACK: ASSIGNMENT 02 MULTIPLE-CHOICE QUESTIONS

Feedback on Assignment 02, which consists of multiple-choice questions, will follow in a

separate tutorial letter, namely tutorial letter 202.

5 ADDITIONAL GUIDELINES FOR THE EXAMINATION PORTFOLIO

Note:

If you do not cite your sources in the text of your portfolio, 25% will be deducted for
certain questions. Please see the mark schemes below for more information about this.

Also, you need to attach copies of the media examples that you analyse, where
applicable, otherwise the markers will not know what you are analysing.

Once again, the mark schemes clearly indicate where you will lose marks if you do not
attach your media examples.

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1 INTRODUCTION (5)

In your introduction, you must clearly state what you are going to discuss in your portfolio and
describe how your portfolio will be structured. You must refer to all four themes/study units that
you will cover in the portfolio, as well as the particular topics within those themes which you will
be answering. Furthermore, if you make use of media texts as examples in your answers to
some of the questions, you must identify those media texts by name in the introduction.

The introduction should ideally consist of a paragraph of approximately eight sentences and
should not be more than half a page in length.

2 VISUAL TEXT ANALYSIS (35)

For this section, you are expected to conduct a text analysis on the photograph provided. In
order to facilitate your analysis and interpretation of the meanings conveyed and our
assessment of your analysis, please place and interpret the photograph in the following
hypothetical context:

The photograph was taken of South African musicians during an informal jazz event to be
published in a local newspaper. The caption of the photograph could hypothetically have read
as follows: There is nothing that completes a Sunday afternoon quite like the smooth sounds of
local jazz.

To help you with your analysis, please study-read Study Unit 5: Visual Text Analysis in the
study guide, as well as Chapter 5: Visual Text Analysis in the prescribed book. Please pay
particular attention to 5.7 Case Study from pp 198–201 in the prescribed book, as this contains
a model analysis of what we expect in this section.

Use the following structure for your analysis:

2.1 Detailed visual analysis (24)

For the first part of this section, you are expected to conduct a detailed visual text analysis on
the given photograph.

Use the analytical scheme provided below and discuss:

 how the codes are used.

 what meaning(s) is/are produced by this use of the codes.

Note:

Discuss only the codes provided in the analytical scheme below.

23
ANALYTICAL SCHEME: Detailed visual analysis

Code(s) How are the codes used What meaning/s

in the photograph? is/are produced?

2.1.1 Lighting (0.75 mark) (0.75 mark)

2.1.2 Colour (or absence thereof) (0.75 mark) (0.75 mark)

2.1.3 Field forces

2.1.3.1 Main directions (0.75 mark) (0.75 mark)
2.1.3.2 Magnetism of the frame and (0.75 mark) (0.75 mark)
attraction of mass
2.1.3.3 Asymmetry of the shot (0.75 mark) (0.75 mark)

2.1.3.4 Figure-ground perception (0.75 mark) (0.75 mark)

2.1.3.5 Psychological closure (0.75 mark) (0.75 mark)

2.1.3.6 Vectors (0.75 mark) (0.75 mark)

2.1.4 Balance (0.75 mark) (0.75 mark)

2.1.5 Depth and volume:

2.1.5.1 Volume duality (0.75 mark) (0.75 mark)
2.1.5.2 Graphic depth factors (0.75 mark) (0.75 mark)

2.1.6 Lenses and focus (0.75 mark) (0.75 mark)

2.1.7 Area orientation:

2.1.7.1 Aspect ratio (0.75 mark) (0.75 mark)
2.1.7.2 Size of the object(s) (0.75 mark) (0.75 mark)

2.1.8 Camera shot (0.75 mark) (0.75 mark)

2.1.9 Camera viewpoint (0.75 mark) (0.75 mark)

However, if you prefer to present your analysis in an essay (not a tabulated) form, use
the above headings to structure your presentation.

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 COM3703/201/2/2019

We use the first two codes to illustrate the headings that you ought to use when structuring the
essay:

LIGHTING

 How the code is used in the photograph (0.75 mark)

 The meaning(s) produced (0.75 mark)

COLOUR (OR ABSENCE THEREOF)

 How the code is used in the photograph (0.75 mark)

 The meaning(s) produced (0.75 mark)

2.2 Summary of main findings

For the second part of this section, you are expected to provide a summary of your main
findings according to the following:

 the use of iconic, indexical and symbolic signs (3)

 metonymy and metaphor (2)

 denotative, connotative, mythical and ideological meanings (6)

Important:

Provide a brief definition of each of the concepts above, and then provide at least one example
of each from the photograph.

Please see section 4.5.1 The semiotic approach in the prescribed book (Du Plooy 2017:128-
132) for details on the above points. You can also consult chapter/unit 2 Communication and
Media Semiotics in the prescribed book and study guide for details and examples of the types of
signs (iconic, indexical and symbolic signs), as well as the levels of meaning (denotative,
connotative and ideological meanings).

Also make use of the feedback on Assignment 01 provided earlier in this Tutorial letter – this will
give you a good sense of what we expect of 2.1 and 2.2 in this portfolio. PLEASE NOTE: that
you are under no circumstances allowed to simply copy and paste answers from the
assignment feedback section of this tutorial letter into your own portfolio. This applies in
particular to the definitions required in 2.2 of iconic, indexical and symbolic signs; metonymy
and metaphor; and denotative, connotative, mythical and ideological meanings. You cannot
simply copy and paste the definitions we have provided – you need to come up with your own.

25
MEDIA, LANGUAGE AND DISCOURSE (35)

Select a newspaper article (printed or online) and answer the questions below. Ensure that
your selected article possesses all the elements touched upon in the questions below. Please
note that no marks will be awarded for the application questions in this section if your
article is not included as part of your portfolio.

3.1 Analyse your selected newspaper article and answer the questions that follow.

3.1.1 Distinguish between semiotics, semantics and pragmatics. (6)

25% deducted for not referencing sources

These concepts are discussed in chapter 3 of your prescribed book. You need to differentiate
between the three concepts. Do not forget to reference your source properly.

3.1.2 Identify elements of semiotics, semantics and pragmatics in your selected newspaper
article. (6)

Here you need to apply the theoretical discussion you provided above. Identify these elements
from your selected newspaper article. You will need to have a clear understanding of these
concepts in order to be able to identify them from a text.

3.2.1 Define the concepts of argument and persuasion. (4)

25% deducted for not referencing sources

This question requires you to provide a definition of both the concepts of argument and
persuasion. This is a theoretical question. Do not forget to acknowledge your source.

3.2.2 What is the argumentative structure of your newspaper article? Is the argument
persuasive? Explain your answer. (4)

Read a section on arguments and persuasion in your prescribed book in order to understand
how arguments are structured and then demonstrate the argumentative structure of your
selected newspaper article.

3.3 In your opinion, why is language so important to mass media? (3)

This question asks for your opinion in relation to the importance of language in mass media.
The issue of language is discussed in detail in chapter 3 of the prescribed book. Read the
relevant section in order to get a background information as far as language is concerned.

3.4 Identify three functions of language and give examples of these functions from your
selected newspaper article. (6)
25% deducted for not referencing sources

Jakobson’s functions of language are discussed in the prescribed book. Familiarise yourself
with these functions and identify at least three from your newspaper article. Provide relevant
examples from the newspaper text in order to demonstrate your understanding of these
language functions.

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 COM3703/201/2/2019

3.5 What do you understand the “Sapir Whorf” hypothesis to mean? (2)
25% deducted for not referencing sources

Here you are required to explain the concept of Sapir Whorf hypothesis in your own words.

3.6 Define what is meant by misinterpretation and misrepresentation. (4)

25% deducted for not referencing sources

This question requires theoretical definitions of misinterpretation and misrepresentation.

Reference your source accordingly. These two concepts are discussed in chapter 3 of the
prescribed book.

4 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT (35)

Select a print advertisement from a newspaper or magazine and conduct a narrative analysis
of the print advertisement. No marks will be awarded for the application part of the
question if the article is not included.

Read Jeanne Prinsloo’s (2017:204–253) narrative analysis of the “Some say success”
advertisement which is discussed in chapter 6 of the prescribed book. You must conduct a
similar narrative analysis on the media example that you selected.

4.1 Discuss the concepts of causality and transformation as central to Todorov’s narrative
model of narrative analysis. (4)
25% deducted for not referencing sources

This is a theoretical question. These concepts are explained in chapter 6 of the prescribed
book. Read the relevant sections. Marks will be deducted for not acknowledging sources.

4.2 Provide a contrast of Lévi-Strauss’s paradigmatic approach to narrative analysis to the

syntagmatic models of Propp and Todorov. (6)
25% deducted for not referencing sources

Structuralist approaches to narrative include both syntagmatic and paradigmatic approaches.

Both the syntagmatic approaches and the paradigmatic approaches have their own
characteristics. Your discussion should focus on the characteristics of Levi-Strauss’s
paradigmatic approach to narrative analysis, and the syntagmatic approaches of Propp and
Todorov. Do not forget to reference your sources.

4.3 Apply Todorov’s five-stage model of narrative analysis to your chosen print
advertisement. (10)

This is an application question. Here you need to identify Todorov’s five stages from your
selected print advertisement.

27
4.4 Apply Propp’s narrative model of narrative analysis to your chosen print advertisement.
(15)

For this question, you are required to identify Propp’s seven-character functions and their
corresponding spheres of action from your selected print advertisement. NB! It is critical that
you select an appropriate media text as instructed in order to avoid marks being lost.

5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (35)

Read the following scenario:

E-tv South Africa has recently launched a number of new channels. One of them is called the e-
extra HD which broadcasts a number of shows and movies. The channel cost several millions to
launch but is struggling to attract advertisers owing to concerns that viewers do not know the
channel and are generally apathetic towards the channel. E-tv South Africa has therefore
appointed you to conduct research to find out the type of shows or programmes that the people
in your area/community would like to watch on television.

Answer the following questions related to the above scenario:

5.1 What is the research problem in the scenario, in other words, what needs to be
investigated? (2)

This question requires that you come up with a suitable research problem that the study can
address. This is not a theoretical question, however, to answer the question successfully, you
will need to read the relevant pages in your prescribed book. Two (2) marks will be awarded for
the formulation of a research problem.

5.2 A questionnaire usually consists of sections. You will need to draw up a questionnaire
for this research that you have been appointed to conduct. To do this, you must follow
the overall structure of the questionnaire that is discussed in Bornman (2017). Your
questionnaire should contain all three (3) sections, as discussed by Bornman (2017),
developed in great detail. (5 marks will be awarded per section) (15)

This question requires you to not only understand the overall structure of a questionnaire as
discussed in your textbooks, it also requires that you formulate your own questionnaire for the
study provided by the scenario above. You will need to design your own questionnaire, but you
must ensure that all the sections are covered and related to the focus of the scenario. This is
not a theoretical question, however, to answer the question successfully, you will need to read
the relevant pages in your prescribed book. Five (5) marks will be awarded for each section.

5.3 State whether you would use probability or non-probability sampling and justify your
choice. Give reasons why the one you do not select would not be suitable. (5)

This question requires that you indicate or choose whether you would use probability sampling
or non-probability sampling when preparing for the data collection process of such a study. You
are also expected to motivate why you selected that particular sampling method. To answer this
question successfully, you will need to read relevant pages in your prescribed book. Two and a
half (2.5) marks will be awarded for choice made and the other two and a half (2.5) marks will
be awarded for the motivation.

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 COM3703/201/2/2019

5.4 State which sampling technique(s) you would employ and give reasons for its/their
suitability. Explain why the other sampling technique(s) would not be very suitable. (5)

This question requires that you indicate the sampling technique that would be suitable for this
study. This is a question that actually follows from your previous answer in (5.3). You are also
expected to motivate why the chosen technique would be suitable, as well as why the other
available techniques would not be suitable for your study. To answer this question successfully,
you will need to read relevant pages in your prescribed book. The awarding of marks will be
divided in this way: the sampling technique (One (1) mark), Motivation of suitability (Two (2)
marks) and motivation of the unsuitability of the other techniques (Two (2) marks).

5.5 Explain which type of questionnaire survey you would use and state why it is the most
appropriate for the given scenario. (3)

This question requires that you explain the type of questionnaire survey you would use for this
study. You are also expected to motivate why the selected type of survey is appropriate. To
answer this question successfully, you will need to read the relevant pages in your prescribed
book. One (1) mark will be awarded for the selected type of questionnaire and two (2) marks will
be awarded for the motivation of why the type of questionnaire was selected.

5.6 Discuss the scientific criteria that you should consider with regards to the quality
measures for evaluating surveys, namely reliability and validity, and relate these to the
given scenario. (5)
25% deducted for not referencing sources

This question requires you to discuss the scientific criteria considered when
measuring/evaluating the quality of surveys, namely reliability and validity. You are also
expected to relate the discussion to your study. Therefore, indicating what measures would be
suitable to ensure the validity and reliability of your study. In order to answer this question
successfully, you need to consult the relevant pages in your prescribed book. This is a
theoretical question, 25% will be deducted for not referencing. Two (2) marks will be awarded
for discussing each of the two concepts and one (1) mark will be awarded for your effort of
relating it to your study.

6 CONCLUSION (5)

You must include a conclusion at the end of your completed portfolio. In this conclusion, you
should present a summary of the various themes discussed in your examination portfolio. Your
conclusion should consist of a paragraph of approximately eight sentences and should not be
more than half a page in length.

7 SELF-ASSESSMENT (5)

You are required to answer the self-assessment and self-reflection questions in Tutorial Letter
COM3703/101.

29
The questions which you are required to answer for this section are as follows:

1 What have you learnt (what knowledge have you gained) by doing the portfolio task?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for each study
unit?
List the learning outcomes which you have achieved for the selected
assignment/examination portfolio.
No marks will be awarded if these are not listed.

TECHNICAL PRESENTATION (5)

Please refer to Tutorial Letter CMNALLE/301 in this regard.

Your work will be evaluated according to the following criteria:

Please refer to Tutorial Letter CMNALLE/301 in this regard.

 The assignment/portfolio examination contains a personal declaration of own

work.
 The table of contents corresponds with the numbering, headings and
subheadings in the theme. The correct numbering system is used (as in the
study guide) — not the alphabet, nor I, II, III, IV, nor (i), (ii), (iii).
 All sources consulted are cited in the list of sources consulted, including
newspapers, magazines, policy documents, tutorial letters, study guide(s),
prescribed book(s) and people consulted.
 The correct referencing techniques are used in the assignment/portfolio
examination and in the list of sources consulted and the sources are not
numbered in the list.
 Any other aspects related to the presentation of the assignment/portfolio
examination will be assessed (e.g. appropriate research terminology is used and
presentation does not contain language, spelling or typing errors, or
personal/informal types of address).

Description of key technical areas

1 Declaration and structure  The declaration must be structured as set out

in Tutorial Letter CMNALLE/301 or according
to the customised version presented in
Tutorial Letter 101.
 The structure pertains specifically to the
correct format of the headings (first order,
second order and third order).
 The headings must correspond with the table
of contents and page numbers.
 Where applicable, an answer must include a
proper introduction, body and conclusion.

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 COM3703/201/2/2019

2 All sources are referenced in text
3 List of sources consulted
4 Correct referencing techniques
5 Grammar, typing errors, terminology,
spelling rules, etc.
 The student must acknowledge ALL sources
consulted.
 If in-text references have been omitted, a
mark of 0 will be awarded for technical
presentation.
 A complete list of sources consulted should
be included at the end of the assignment.
 The sources must be listed alphabetically.
 Any tutorial letters consulted must also be
listed.
 If no list of sources has been supplied, a
mark of 0 will be awarded for technical
presentation.
 Students must follow the Harvard referencing
style as set out in Tutorial Letter
CMNALLE/301.
 Follow UK spelling conventions (“s” not “z”).
 All words must be spelt correctly and used in
the correct context.
 Correct punctuation to be used.
 Academic writing style followed.
 Abbreviations should be avoided, if possible.

TOTAL MARKS: 160

IMPORTANT NOTICE:

YOU ARE NOT ALLOWED TO COPY AND PASTE ANY OF THE FEEDBACK PROVIDED IN
THIS TUTORIAL LETTER INTO YOU EXAMINATION PORTFOLIO.

THIS WILL CONSTITUTE AN ACT OF PLAGIARISM AND YOU WILL GET ZERO (0) MARKS
FOR THE QUESTIONS WHERE YOU DID THIS.

BE VERY CAREFUL OF THIS AS YOU COMPILE YOUR EXAM PORTFOLIO, ESPECIALLY

WHERE WE HAVE PROVIDED DISCUSSIONS OF THEORETICAL QUESTIONS FOR
ASSIGNMENT 01, WHICH ARE APPLICABLE TO YOUR EXAM PORTFOLIO (ASSIGNMENT
03).

31
6 MARK SCHEMES FOR ASSIGNMENT 01 AND THE EXAMINATION
PORTFOLIO

COM3703

MARK SCHEME FOR ASSIGNMENT 01

SEMESTER 02 OF 2019

TOTAL
1 INTRODUCTION (5) /5

2 VISUAL TEXT ANALYSIS (20) /20

2.1 Detailed visual analysis

2.1.1 Camera viewpoint

 How the code is used in the photograph (1)
 The meaning(s) produced (1)

2.1.2 Lighting
 How the code is used in the photograph (1)
 The meaning(s) produced (1)

2.1.3 Psychological closure

 How the code is used in the photograph (1)
 The meaning(s) produced (1)

2.1.4 Vectors
 How the code is used in the photograph (1)
 The meaning(s) produced (1)

2.1.5 Graphic depth factors

 How the code is used in the photograph (1)
 The meaning(s) produced (1)

2.2 Summary of main findings

 the use of iconic, indexical and symbolic signs (3)
 metonymy and metaphor (2)
 denotative, connotative, mythical and ideological meanings (5)

3 MEDIA, LANGUAGE AND DISCOURSE (20) /20

3.1 Explain the distinction between signification and communication in

relation to language. (3)
25% deducted for not referencing sources

3.2 Explain how signification and communication is applied by your selected

advertisement to create meaning. (3)
32
 COM3703/201/2/2019

3.3 Describe what is meant by symbolic universe. (3)

25% deducted for not referencing sources

3.4 Describe what you understand by the phrase “discursive practice of

journalism”. (2)
25% deducted for not referencing sources

3.5 Write an essay in which you describe the relationship between

language, power and ideology.

Your essay should touch on the following aspects of language, power and
ideology:
 What is the focus of the advertisement? In which newspaper, website,
or online publication is it found? Who owns the newspaper/how is it
funded? (3)
 What is the language used in this advertisement? Is it relevant to the
target market of the newspaper or online publication? Justify your
answer. (3)
 What is the ideology evident in the advertisement? Justify your answer.
(3)
25% deducted for not referencing sources

4 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT (20) /20

4.1 Critically discuss the notion of ideology as it relates to media texts and
provide examples of the representation of ideology in the media. (5)
25% deducted for not referencing sources

4.2 Critically discuss the concept of rhetoric as it relates to media texts and
provide relevant media examples of how it is applied in media texts. (5)
25% deducted for not referencing sources

4.3 Conduct a textual analysis of your chosen article. Your analysis should
focus on the following aspects:

You need to clearly identify and justify the concepts stated below as they apply
to your article:
 The dominant ideology of the text (motivate your answer) (3)
 Forensic argument of the text (motivate your answer) (2)
 The epideictic argument of the text (motivate your answer) (2)
 Deliberative argument of the text (motivate your answer) (3)
25% deducted for not referencing sources

5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (20) /20

5.1 Discuss the six kinds of non-probability sampling methods. (6)

25% deducted for not referencing sources

5.2.1 A questionnaire usually consists of sections. Discuss the overall

structure of a questionnaire (6)
25% deducted for not referencing sources
33
 5.2.2 Formulate a research question or problem in relation to the scenario
provided (2)

5.2.3 Identify the following in the given scenario: (2)

 Target population
 Accessible population

5.3 Discuss any two advantages and two disadvantages of self-

administered surveys. (2)
25% deducted for not referencing sources

5.4 Neuman (2006) argues that an important characteristic of survey

research is that it is essentially a self-report methodology. What does
the term “self-report” mean in this context? (2)
25% deducted for not referencing sources

6 CONCLUSION (5) /5

7 SELF-ASSESSMENT AND SELF-REFLECTION (5) /5

TECHNICAL PRESENTATION (5) /5

TOTAL (100) /100

34
 COM3703/201/2/2019

COM3703
MARK SCHEME FOR PORTFOLIO EXAMINATION

ASSIGNMENT 03

SEMESTER 02 OF 2019

TOTAL
1 INTRODUCTION (5) /5

2 VISUAL TEXT ANALYSIS (35) /35

2.1 Detailed visual analysis

2.1.1 Lighting
 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.2 Colour (or absence thereof)

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.3 Field forces

2.1.3.1 Main directions
 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.3.2 Magnetism of the frame and attraction of mass

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.3.3 Asymmetry of the shot

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.3.4 Figure-ground perception

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.3.5 Psychological closure

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.3.6 Vectors
 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.4 Balance
 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

35
2.1.5 Depth and volume
2.1.5.1 Volume duality
 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.5.2 Graphic depth factors

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.6 Lenses and focus

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.7 Area orientation

2.1.7.1 Aspect ratio
 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.7.2 Size of the object(s)

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.8 Camera shot

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.1.9 Camera viewpoint

 How the code is used in the photograph (0.75)
 The meaning(s) produced (0.75)

2.2 Summary of main findings:

 the use of iconic, indexical and symbolic signs (3)
 metonymy and metaphor (2)
 denotative, connotative, mythical and ideological meanings (6)

3 MEDIA, LANGUAGE AND DISCOURSE (35) /35

3.1 Analyse your selected newspaper article and answer the questions
that follow.

3.1.1 Distinguish between semiotics, semantics and pragmatics. (6)

25% deducted for not referencing sources

3.1.2 Identify elements of semiotics, semantics and pragmatics in your

selected newspaper article. (6)

3.2.1 Define the concepts of argument and persuasion. (4)

25% deducted for not referencing sources

36
 COM3703/201/2/2019

3.2.2 What is the argumentative structure of your newspaper article? Is the

argument persuasive? Explain your answer. (4)

3.3 In your opinion, why is language so important to mass media? (3)

3.4 Identify three functions of language and give examples of these

functions from your selected newspaper article. (6)
25% deducted for not referencing sources

3.5 What do you understand the “Sapir Whorf” hypothesis to mean? (2)
25% deducted for not referencing sources

3.6 Define what is meant by misinterpretation and misrepresentation. (4)

25% deducted for not referencing sources

4 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT (35) /35

4.1 Discuss the concepts of causality and transformation as central to

Todorov’s model of narrative analysis. (4)
25% deducted for not referencing sources

4.2 Provide a contrast between Lévi-Strauss’s paradigmatic approach to

narrative analysis, and to the syntagmatic models of Propp and
Todorov. (6)
25% deducted for not referencing sources

4.3 Apply Todorov’s model of narrative analysis to your advertisement. (10)

4.4 Apply Propp’s narrative model of narrative analysis to your chosen print
advertisement. (15)

5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (35) /35

5.1 What is the research problem in the scenario, in other words, what
needs to be investigated? (2)

5.2 A questionnaire usually consists of sections. You will need to draw up a

questionnaire for this research that you have been appointed to
conduct. To do this, you must follow the overall structure of the
questionnaire that is discussed in Bornman (2017). Your questionnaire
should contain all three (3) sections, as discussed by Bornman (2017),
developed in great detail (5 marks will be awarded per section). (15)

5.3 State whether you would use probability or non-probability sampling and
justify your choice. Give reasons why the one you do not select would
not be suitable. (5)

5.4 State which sampling technique(s) you would employ and give reasons
for its/their suitability. Explain why the other sampling technique(s)
would not be very suitable. (5)

37
5.5 Explain which type of questionnaire survey you would use and state
why it is the most appropriate for the given scenario. (3)

5.6 Discuss the scientific criteria that you should consider with regard to the
quality measures for evaluating surveys, namely reliability and validity,
and relate these to the given scenario. (5)
25% deducted for not referencing sources

6 CONCLUSION (5) /5

7 SELF-ASSESSMENT AND SELF-REFLECTION (5) /5

TECHNICAL PRESENTATION (5) /5

TOTAL (160) /160

7 IN CLOSING

We sincerely hope that you have found this tutorial letter helpful whilst revising your assignment
and that you will find the guidelines in this tutorial letter useful when you prepare your
examination portfolio.

Begin with the preparation of your examination portfolio well in advance – in fact, by the time
you receive this tutorial letter, you should have already started. However, if you have not yet
done so, do not wait any longer!

Keep in contact with your lecturers. If you have any theoretical questions or require any
assistance with your examination portfolio, please contact us straight away so that we can
assist you.

Please also have a look at the various discussion forums on myUnisa.

We wish you all the best with the rest of your studies in COM3703, and we hope that the
content of this module will help you build a successful future career.

Kind regards

THE COM3703 TEAM

UNISA

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