PORTFOLIO EXAMINATION COM3703 2
MEDIA STUDIES: CONTENT, AUDIENCES AND PRODUCTION
1 INTRODUCTION 4
2 COMMUNICATION AND MEDIA SEMIOTICS 4
3 TEXTUAL ANALYSIS: NARRATIVE AND ARGUMENT 5
4 NARRATIVE ANALYSIS 6
5 MEDIA AND VISUAL LITERACY 8
6 MEDIA, LANGUAGE AND DISCOURSE 9
7 CONCLUSION 9
SOURCES CONSULTED 10
I, the undersigned, hereby declare this is my own and personal work, except where the work(s) of 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, reference techniques and plagiarism.
Media studies allows us to understand the various languages and coding used in communication, both written and verbal. It allows us to infer meaning to images and films and to analyse and understand contexts. It allows us to understand the flow and process of signs, the various modes of persuasion and rhetoric argumentation so that we may be persuaded or dissuaded towards pivotal matters. It enables us to be entertained by stories and for us to get lost in the story by means of cleverly thought out structures. Media are all around us and an integral part of our society and everyday life. The use and understanding thereof is imperative.
COMMUNICATION AND MEDIA SEMIOTICS
2.1.1 Signifier is the tangible and physical quality of a sign. Examples of these would be a word, photo, film, painting, etc. A signifier is observable and represents certain meaning. A signified represents the meaning attached to the signifier or sign by the recipient. This may very possibly have varying interpretations as people will infer different meanings to certain signs. Lastly, a referent is the concept or ideal the sign is