COM3703 PRELIMINARY MARK SCHEME FOR ASSIGNMENT 01

SEMESTER2, 2022
2 022

53830822 Max Mark

1 INTRODUCTION 5 4,00
2 COMMUNICATION AND MEDIA SEMIOTICS (20)
2.1 Define the field of media semiotics and explain how it relates to
2 2,00
communication.

No sources referenced -25% no 0,00

2.2 Name and discuss three components of a sign 6 4,00

No sources referenced -25% no 0,00

2.3 Four different kinds of signs 2.3.1

8 6,00
Name and discuss four different kinds of signs

No sources referenced -25% no 0,00

2.3.2 An example of each of the four different kinds of signs and justification 4 3,00

TOTAL FOR QUESTION 2 20 15,00

3 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT (20)

3.1 Critically discuss the concept of discourse 4 3,00

No sources referenced -25% no 0,00

3.2 Explain what is meant by the term ideology and provide your own
4 3,00
examples
No sources referenced -25% no 0,00
3.3.1 Explain the main difference between syntagmatic and paradigmatic
2 2,00
theories
No sources referenced -25% no 0,00

3.3.2 Critically discuss Levi-Strauss’ theory of binary oppositions 2 2,00

No sources referenced -25% no 0,00

3.3.3 Identification of binary oppositions from a print advertisement/s 8 6,00

TOTAL FOR QUESTION 3 20 16,00

4 FILM THEORY AND CRITICISM (20)

4.1 Theoretical discussion of auteur theory 10 8,00

No sources referenced -25% no 0,00

 4.2 Application of auteur theory to visual texts 10 8,00

No sources referenced -25% no 0,00

TOTAL FOR QUESTION 4 20 16,00

5 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (20)

5.1 Appropriateness of questionnaire survey for the given scenario 3 2,50
No sources referenced -25% no 0,00

5.2 State whether you would use probability or non-probability sampling,

3 2,50
and justify your choice by referring to the relevant theory

No sources referenced -25% no 0,00

5.3 Discuss which type of probability or non-probability sampling you would
5 3,00
use and explain your choice by referring to the relevant theory
No sources referenced -25% no 0,00
5.4 Which type of questionnaire survey would you use and why?
3 2,00
Substantiate your choice by referring to the relevant theory
No sources referenced -25% no 0,00
5.5 Discuss the scientific criteria which you should consider with regard to
the quality measures for evaluating surveys, namely reliability and validity, 4 3,00
and relate these to this scenario.
No sources referenced -25% no 0,00
5.6 Discuss whether you will be using open- or closed-ended questions, or
a combination of both and explain why. Also give an example of two open-
2 2,00
and/or closed-ended questions that you will use. 1 mark for discussion 0.5
mark per question example
No sources referenced -25% no 0,00
TOTAL FOR QUESTION 5 20 15,00

6 CONCLUSION 5 4,00

SELF-ASSESSMENT AND SELF-REFLECTION

1 What have you learnt by doing this assignment?
2 What skills, abilities, and orientations have you accomplished?
7 3 What strengths could you apply in your future life and work environment? 5 4,00
4 What shortcomings do you need to address in future?
5 To what extent have the learning outcomes formulated for this study unit
been achieved?

TECHNICAL PRESENTATION (5)

Declaration:
• The declaration must be worded and structured as per the CMNALLE or
the customised version presented in the module’s TUT101.
1 1,00
If declaration is worded and structured correctly, but is missing either
a name of a student, or a name of a witness, or a date, subtract half a mark
per missing detail.
Structure: •
The structure pertains specifically to the correct format of the headings (first
order, second order and third order).
• The headings must also correspond with the table of contents and page 1 0,25
numbers.
• The structure also entails that the students should have a proper
introduction, body, and conclusion (if applicable).
1,00

All sources are referenced in text and correct referencing techniques:

• The student must give credit to ALL sources consulted.
• Please note, if in-text sources have been omitted, a mark of 0 should be 1 1,00
awarded for technical care.
• Students should use the Harvard referencing style as per the CMNALLE.

List of sources consulted:

• A complete list of sources consulted should be included at the end of the
assignment. 1 1,00
• The sources have to be listed alphabetically.
• The relevant tutorial letters utilised should also be listed.

1,00

Grammar, typing errors, terminology, spelling rules, etcetera:

• UK spelling conventions (‘s’ not ‘z’).
• All words should be spelt correctly and used in the correct context.
1 0,50
• Correct punctuation to be used.
• Academic writing style.
• Abbreviations should, where applicable, be avoided.

TOTAL 100 77,8

TOTAL % FOR ASSIGNMENT 1 100 77,8

TECHNICAL PRESENTATION (5 MARKS)

DECLARATION
You did not include a declaration FALSE

Your declaration was incorrectly worded FALSE

There is no reference to the tutorial letter on plagiarism FALSE

Your declaration was not signed by a witness / or does
FALSE
not contain the witness’ name.

TABLE OF CONTENTS AND ESSAY STRUCTURE

Your assignment does not have a “Table of Contents”

FALSE
Typography is incorrect TRUE
PAGE as heading not included FALSE
 Incorrect “Table of Contents” (not in line with Departmental
requirements) FALSE
Your assignment was not properly structured (e.g. headings
and sub-headings) TRUE
The correct numbering system was not used — not the alphabet,
nor I, II, III, IV, nor (i), (ii), (iii) FALSE

Single digit page numbers only (not 3-5)

TRUE
Main headings should be in capital letters FALSE
There should be no full stops after any numbering TRUE

GENERAL TECHNICAL PRESENTATION

There should be no full stops after any numbering of any
heading of sub-heading FALSE
Typography of headings is incorrect TRUE
Your assignment contains numerous/some spelling and
grammatical errors FALSE
Your work was very untidy FALSE
Do not underline anything in the document FALSE
You did not use UK spelling: Use “s” and NOT “z” for instance:
“emphasise” and not “emphasize” FALSE
You used abbreviations or contractions FALSE
You wrote in the first person: there must be no “I”, “my”, “our”, “we” FALSE
You did not use appropriate academic terminology and writing style FALSE
No page numbers FALSE
Work is never to be bulleted, or put into point form FALSE
Capitals were used mid-sentence FALSE
You did not italicise titles of films; television programmes;
magazines; journals; or books TRUE

SOURCES CONSULTED
You did not include a “SOURCES CONSULTED” FALSE
Sources INCORRECTLY referenced: please see CMNALLE/301 TRUE
“SOURCES CONSULTED”: do not number the sources; they
must be in alphabetical order; and, all media types must in included
in one list
FALSE
“SOURCES CONSULTED” – headed incorrectly as “references”
or “bibliography” FALSE
Incomplete “SOURCES CONSULTED”: no films; no tutorial letters;
no study guide; no articles; no advertisements; no newspapers FALSE
Titles should be in italics FALSE
Titles not to be underlined FALSE
 No reference to Unisa tutorial letters FALSE
No reference to Tutorial Letter 301 FALSE

ACADEMIC WRITING STYLE AND ARGUMENT

Too few sources referenced in text FALSE

You did not integrate the various sources into your discussion
FALSE
No plagiarism was detected, but you are using too many direct
quotes. Try to interpret the information and present it in your
own words FALSE
Your discussion is not theoretically or academically sound FALSE
Your own insight into the subject matter is not clear FALSE
Please make sure that you spell the authors’ names correctly FALSE
Your assignment does not have an INTRODUCTION FALSE
Your assignment does not have a CONCLUSION FALSE
Your INTRODUCTION does not outline the structure/essay FALSE
Your CONCLUSION does not summarise the main points in your
assignment FALSE

PLAGIARISM AND CITING SOURCES IN THE TEXT

You did not use the correct referencing techniques in the text FALSE
You did not use quotation marks correctly FALSE
You plagiarised by not putting sources in the text FALSE
All sources referenced in text do not appear in the Sources Consulted FALSE