Media Studies, Com3702 Assignment 1

Media Studies: Policy, Management and Media Representation

Declaration:

I, the undersigned, hereby declare that this is my own and personal work, except where the work(s) or publications of others have been acknowledged by means of reference techniques.

I have read and understood Tutorial Letter CMNALLE/301 regarding technical and presentation requirements, referencing techniques and plagiarism.

Name: Sharon Venn

Student Number: 41422082

Date: 7 March 2013

Witness: Timothy Venn

Assignment: 1

Assignment number: 313026

CONTENTS

1 MEDIA POLICY AND REGULATION 3

1.1 Introduction: Internal Media Regulation 3

1.2 Forms of Regulation: 3

1.2.1 Norms 3

1.2.2 Pressure Groups 4

1.2.3 Advertisers 4

1.2.4 Consumers 5

2 MEDIA MANAGEMENT AND MARKETS 6

2.1 Introduction: Product Life Cycle 6

2.2 Introduction Stage of Product Life Cycle 7

2.3 Growth Stage of Product Life Cycle 8

2.4 Maturity Stage of Product Life Cycle 8

2.5 Decline Stage of Product Life Cycle 9

2.6 Conclusion to Product Life Cycle 10

3 MEDIA REPRESENTATION 10

3.1 Five News Values/Factors 10

3.2 Agenda Setting and Gatekeeping 11

SOURCES/BIBLIOGRAPHY: 12

1 MEDIA POLICY AND REGULATION

1.1 Introduction: Internal Media Regulation

Self-regulation takes place in the media industry through policies and implicit rules that guide from within the media organisations themselves or structures closely aligned to the media. This is internal media regulation. This is different from regulation from external sources such as legislation. Regulation is a means of retraining or directing the actions of the media. Although it takes place within the sector itself, it is influenced by external regulation as well (Oosthuizen, 1989).

1.2 Forms of Regulation:

1.2.1 Norms

Norms are the rules that define what is acceptable or unacceptable to the audience (Fourie, 2008). In society, there are patterns of behaviour that are typical or expected....