Com3703

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Module: COM3703

Semester ONE

Portfolio Examination

Unique number: 832795

Media Studies: media content and media audiences

Student number: 4740-901-0

Dumasia S. V

Date of submission: 4 May 2016

I, Sapna Vinod Dumasia, hereby declare that this portfolio assessment for the

module Media Studies: media content and media audiences (COM3703) is my own

and personal work and all the sources I have used or quoted have been indicated

and acknowledged by means of complete references.

I have read and understood Tutorial Letter CMNALLE/301 regarding technical and

presentation requirements, referencing techniques and plagiarism.

-----------------------------------

---------------------------

Miss Sapna Vinod Dumasia

Ms Sajita Umrigar

Student number: 4740-901-0

Witness

Date: 04/05/2016

Date: 04/05/2016

1|Page

TABLE OF CONTENT

PAGE

Declaration

1

1

INTRODUCTION

3

2

QUANTITATIVE CONTENT ANALYSIS

4

3

PSYCHOANALYSIS AND TELEVISION (AND FILM)

7

4

NARRATIVE ANALYSIS

13

5

MEDIA AUDIENCE THEORY

17

6

CONCLUSION

22

SOURCES CONSULTED

23

ADDENDUM A: Self-assessment and self-reflection

25

2|Page

1

INTRODUCTION

This portfolio deals with a variety of themes from media studies. The first

theme entails a detailed discussion of quantitative content analysis. A

research conducting a content analysis of the front pages in The Citizen over

a five day period is used to establish how the African National Congress is

depicted in the newspaper. This research is conducted using quantitative

content analysis tools such as: a research problem, research questions, and

units of analysis and coding. The findings are presented in a stacked bar

graph, and interpreted accordingly.

The second theme of psychoanalysis and television (film) is illustrated from

the example of a FailArmy (a popular YouTube channel) video clip and the

television programme New Girl. Psychoanalytic perspective on film and

television viewing can be applied to both the FailArmy clip and selected...