3703 Portfolio Examination
COM3703
PORTFOLIO
EXAMINATION
OPTION 2
NUMBER
897515
SECOND SEMESTER 2014
OFENTSE MOAMOGOE 5027-116-7
I, Ofentse Moamogoe, 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 presentation requirements, referencing techniques and plagiarism. OL Moamogoe
5027-116-4
05-09-2014
B Shazi (witness)
1
TABLE OF CONTENTS
1. INTRODUCTION
PAGE
4
2. COMMMUNICATION AND MEDIA SEMIOTICS
2.1
2.2
Theoretical discussion
2.1.1 definition of the three main components
2.1.2 six functions of sign
5
5
Application of visual example
6
3. TEXTUAL ANALYISIS: NARRATIVE AND ARUEMENT
3.1
Theoretical discussion
7
3.1.1 Three characteristics of argumentation
3.1.2 Three kinds of rhetorical practices
3.1.3 Three modes of persuasion
3.1.4 Difference between deductive and inductive argument
3.1.5 Three types of inductive argument
8
8
8
8
9
3.2 Application to visual example
9
4. NARRATIVE ANALYSIS
4.1
4.2
4.3
4.4
Sitcom overview
Sitcom description
Vladimir Propp’s six-step narrative model
Seven (7) dramatis personae categories
11
11
12
13
5. MEDIA AND VISUAL LITERACY
5.1
5.2
Theoretical discussion
14
5.1.1 Cognitive approach to visual perception
5.1.2 Themes of the Cognitive approach
15
15
Application to visual example
5.2.1 The film: an overview
5.2.2 Film analysis according to the cognitive approach
5.2.3 Film stereotype
16
16
18
2
6. MEDIA LANGUAGE AND DISCOURSE
Introduction
Discussion
Conclusion
7. CONCLUSION
18
18
20
21
ADDENDUM A: SELF-ASSESMENT AND SELF-REFLECTION
21
SOURCES CONSULTED
22
ANNEXURE: A
23
3
1.
INTRODUCTION
According to Fourie (2009:40) people and media communicate through signs which are combined according to rules and codes. Safe to say different kinds of media use codes of content and codes of form in order to create meaning. Codes of content and codes
PORTFOLIO
EXAMINATION
OPTION 2
NUMBER
897515
SECOND SEMESTER 2014
OFENTSE MOAMOGOE 5027-116-7
I, Ofentse Moamogoe, 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 presentation requirements, referencing techniques and plagiarism. OL Moamogoe
5027-116-4
05-09-2014
B Shazi (witness)
1
TABLE OF CONTENTS
1. INTRODUCTION
PAGE
4
2. COMMMUNICATION AND MEDIA SEMIOTICS
2.1
2.2
Theoretical discussion
2.1.1 definition of the three main components
2.1.2 six functions of sign
5
5
Application of visual example
6
3. TEXTUAL ANALYISIS: NARRATIVE AND ARUEMENT
3.1
Theoretical discussion
7
3.1.1 Three characteristics of argumentation
3.1.2 Three kinds of rhetorical practices
3.1.3 Three modes of persuasion
3.1.4 Difference between deductive and inductive argument
3.1.5 Three types of inductive argument
8
8
8
8
9
3.2 Application to visual example
9
4. NARRATIVE ANALYSIS
4.1
4.2
4.3
4.4
Sitcom overview
Sitcom description
Vladimir Propp’s six-step narrative model
Seven (7) dramatis personae categories
11
11
12
13
5. MEDIA AND VISUAL LITERACY
5.1
5.2
Theoretical discussion
14
5.1.1 Cognitive approach to visual perception
5.1.2 Themes of the Cognitive approach
15
15
Application to visual example
5.2.1 The film: an overview
5.2.2 Film analysis according to the cognitive approach
5.2.3 Film stereotype
16
16
18
2
6. MEDIA LANGUAGE AND DISCOURSE
Introduction
Discussion
Conclusion
7. CONCLUSION
18
18
20
21
ADDENDUM A: SELF-ASSESMENT AND SELF-REFLECTION
21
SOURCES CONSULTED
22
ANNEXURE: A
23
3
1.
INTRODUCTION
According to Fourie (2009:40) people and media communicate through signs which are combined according to rules and codes. Safe to say different kinds of media use codes of content and codes of form in order to create meaning. Codes of content and codes