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Date Submitted: 09/05/2016 01:30 AM
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.
-----------------------------------
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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...