Diploma in Media Practices

Purpose

The diploma is aimed at developing specific competencies in a range of media communication skills with an in-depth knowledge of specialisation requirements and technical know how applicable to a media communications specialisation context.

Learners meeting the requirements of this qualification will be positioned to assume responsibilities in a selected focus area in the domain of media communications within their chosen area of specialisation, as well as be positioned to further their learning in other aspects of media from a vantage point of a solid foundational understanding of the structures, operations, and legislative framework specific of the broader media environment, the use and application of media technology, and inter-active related media disciplines in this dynamic industry.

The qualification supports the migration of learners from the basic understanding and foundational knowledge of media communication to areas of media communication specialisation. A qualifying learner who has achieved this qualification will be able to use media specific science and technology, understand the mutual influence between culture and media and will have gained adequate knowledge and reflexive competence to assume job responsibilities at entry level within a broad range of media communication environments. In addition, such learners will be able to make a contribution to the addressing of transformation in the media environment through the application of creative thinking and a sound understanding of the operational environment.

Depending on the selected area of media communications specialisation, the qualification will enable the qualified learner to assume job responsibilities including:

• Radio or television presenter/broadcaster.
• News reader or editor.
• Radio or television producer.
• Sound engineer.
• Advertising or sales executive.
• Promotions coordinator.
• Programme administrator.
• Marketing and promotions practitioner.
• Video production practitioner.
• Public relations practitioner.
• Journalist.
• Animation producer.
• Advertising/graphics designer.
• Record company recruiting and administrator.

Learners qualifying against the requirements of the qualification will be able to

• Communicate effectively in the workplace and media environment.
• Operate a personal computer system effectively.
• Demonstrate understanding of the functional business environment in order to contribute to effective operations in the workplace and media environment.
• Demonstrate a broad understanding of the media environment.
• Demonstrate a clear understanding of the legislative framework regulating the media environment.
• Define and evaluate the impact of culture on the media environment and visa versa.
• Apply media specialisation skills according to operational and industry requirements.

Rationale

The need for competencies associated with the application of communication skills within the media environment is emphasised and supported through the recognition of the rights of individuals, and society in general, to have access to communication in the media in any of the eleven official languages of South Africa.

In addition, transformation in the media communications environment and the growth in media application contexts such as the South African film industry, manufacturing of local television programmes and a broader and more representative distribution of, for example, licences for radio broadcasting, an expansion in printed and electronic media for mother tongue access, and a marketing and advertising re-alignment to a more representative society, make it necessary to bridge the transformational skills gap and support the growth of representative and home-grown media communication in South Africa.

Media communication is applied in a variety of contexts and the competencies that will be acquired from this diploma are relevant in areas such as:

• Advertising.
• Radio.
• Television/Video.
• Marketing.
• Creative Advertising/Graphic design.
• Audio Visual Multimedia/Animation.
• Public Relations.
• Journalism.

The Diploma: Media Practices enables participating learners to access entry-level positions in the field of media communication in a selected area of communication and media specialisation. As such, the qualification enables the acquiring of the necessary knowledge and competencies associated with the relevant technical and vocational skills generic to the communication and media environment, as well as specialisation skills in a selected media discipline within the inter-related environment of media communication.

The qualification supports the NQF objectives of access, redress and a culture of lifelong learning through vertical and horizontal articulation. In addition, the qualification provides opportunities for addressing past imbalances in the supporting of transformation in the media communications environment in South African and in particular, through the provided fields of specialisation.

National Senior Certificate/Grade twelve or equivalent NQF Level 4 qualification. Entry is also possible through the recognition of age, experience or other prior learning equivalents including a Higher Certificate or Advanced Certificate in a similar field of study.

Recognition of Prior Learning

This Qualification can be achieved wholly or in part through the Recognition of Prior Learning and the Qualification may be granted to learners who have acquired the skills and knowledge without attending formal courses providing they can demonstrate competence in the outcomes of the individual Unit Standards as required by the Fundamental, Core and Elective areas stipulated in the Qualification and by the Exit Level Outcomes.

A Recognition of Prior Learning process may also be used to credit learners with Unit Standards in which they have developed the necessary competency as a result of workplace and experiential learning. Recognition of Prior Learning may also be used by learners, who are not in possession of a GETC or equivalent qualification, to gain access to the Qualification.

Learners submitting themselves for Recognition of Prior Learning should be thoroughly briefed prior to the assessment, and may be required to submit a Portfolio of Evidence in the prescribed format to be assessed for formal recognition. While this is primarily a workplace-based Qualification, evidence from other areas of endeavour may be introduced if pertinent to any of the Exit Level Outcomes.

Access to the Qualification

It is recommended that learners wishing to enter a programme leading to this qualification require literacy, numeracy and communication skills equivalent to NQF Level 4.

Learners are required to complete all fundamental and core components of the qualification and are required to select a specific focus area from the elective components of the qualification.

The Diploma: Media Practices is a 360 Credit qualification at NQF Level 6.

Learners are required to complete all the following competencies at NQF Levels 5, 6 and 7

Level 5

• Communication Science 1, Level 5, 10 Credits.
• Media Skills, Level 5, 10 Credits.
• Principle of Research, Level 5, 10 Credits.
• Academic skills for communication studies, Level 5, 10 Credits.
• Computer skills, Level 5, 10 Credits.
• Creativity and creative thinking, Level 5, 10 Credits.
• Modern Culture and Media, Level 5, 15 Credits.
• Media Operations, Level 5, 15 Credits.

Level 6

• Advertising 1, Level 6, 15 Credits.
• Communication Science, Level 6, 10 Credits.
• Entrepreneurship, Level 6, 15 Credits.
• Journalism, Level 6, 15 Credits.
• Marketing, Level 6, 15 Credits.
• Media Skills, Level 6, 10 Credits.
• Public Relations, Level 6, 15 Credits.
• Radio, Level 6, 15 Credits.
• Video/Audiovisual Media, Level 6, 15 Credits.

Level 7

• Media Law, Level 7, 10 Credits.
• Finance in Media, Level 7, 15 Credits.

Learners must choose one of the following specialisations below and complete all the competencies listed therein

Advertising: 125 Credits

Level 6

• Copywriting, Level 6, 10 Credits.
• Creativity and promotion, Level 6, 10 Credits.
• Creative Writing, Level 6, 10 Credits.
• Media Planning, Level 6, 15 Credits.
• Advertising and promotion, Level 6, 10 Credits.
• Compulsory experiential learning/workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Level 7

• Applied creativity, Level 7, 20 Credits.
• Brand Management, Level 7, 15 Credits.

Journalism: 140 Credits

Level 6

• Creative Writing, Level 6, 10 Credits.
• Media Planning, Level 6, 15 Credits.
• Internet Journalism, Level 6, 15 Credits.
• Journalism 2 - Feature Journalism, Level 6, 15 Credits.
• Journalism 2 - Magazine Journalism, Level 6, 15 Credits.
• Journalism 3, Level 6, 15 Credits.
• Photo-journalism (incorporating photography), Level 6, 20 Credits.
• Sub-editing, Level 6, 15 Credits.
• Compulsory experiential learning/workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Marketing: 125 Credits

Level 6

• Strategic Advertising, Level 6, 15 Credits.
• Creative Writing, Level 6, 10 Credits.
• Media Planning, Level 6, 15 Credits.
• Marketing Communication, Level 6, 15 Credits.
• Marketing Management, Level 6, 15 Credits.
• Compulsory experiential learning/workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Level 7

• Applied creativity, Level 7, 20 Credits.
• Brand Management, Level 7, 15 Credits.

Public Relations: 125 Credits

Level 6

• Creative Writing, Level 6, 10 Credits.
• Media Planning, Level 6, 15 Credits.
• Magazine Journalism, Level 6, 15 Credits.
• Strategic Public Relations, Level 6, 15 Credits.
• Tools and techniques of Public Relations, Level 6, 15 Credits Compulsory experiential learning/workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Level 7

• Applied creativity, Level 7, 20 Credits.
• Brand Management, Level 7, 15 Credits.

Radio: 120 Credits

Level 6

• Radio 2 - Applied radio production (Pre-production, production, sound editing and post production), Level 6, 20 Credits.
• Radio 3 - (Pre-production, production, sound editing and post production), Level 6, 20 Credits.
• Radio Concept production (Pre-production, production, sound editing and post production), Level 6, 20 Credits.
• Sound engineering 1 (Specialisation hardware and software), Level 6, 20 Credits.
• Sound Engineering 2 (Specialisation hardware and software), Level 6, 20 Credits.
• Compulsory experiential learning / workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Audio-Visual: 120 Credits

Level 6

• Audiovisual concept production, Level 6, 20 Credits.
• Sound engineering 1 (Specialisation hardware and software), Level 6, 20 Credits.
• Sound Engineering 2 (Specialisation hardware and software), Level 6, 20 Credits.
• Video 2 - Applied video production ((Pre-production, production, sound editing and post production), Level 6, 20 Credits.
• Video 3 - Audiovisual practices, Level 6, 20 Credits.
• Compulsory experiential learning/workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Graphic Design: 125 Credits

Level 6

• Applied drawing skills and typography, Level 6, 15 Credits.
• Art literature and Drawing 2, Level 6, 15 Credits.
• Desk Top Publishing/Graphics 1 Level 6, 20 Credits.
• Desk Top Publishing/Graphics 2- Publishing / Web Design, Level 6, 20 Credits.
• Art Literature and Drawing 1, Level 6, 15 Credits.
• Compulsory experiential learning / workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Level 7

• Applied creativity, Level 7, 20 Credits.

Animation: 125 Credits

Level 6

• Animation 1, Level 6, 20 Credits.
• Animation 2, Level 6, 20 Credits.
• Art Literature and Drawing 1, Level 6, 15 Credits.
• Concept design 1, Level 6, 15 Credits.
• Practical animation design, Level 6, 15 Credits.
• Compulsory experiential learning/workplace exposure, Level 6, 10 Credits.
• Practical application and integrated assignments, Level 6, 10 Credits.

Level 7

• Applied creativity, Level 7, 20 Credits.

1. Communicate effectively in the workplace and media environment.
2. Operate a personal computer system effectively.
3. Demonstrate understanding of the functional business environment in order to contribute to effective operations in the workplace and media environment.
4. Demonstrate a broad understanding of the Media environment.
5. Demonstrate a clear understanding of the legislative framework regulating the media environment.
6. Define and evaluate the impact of culture on the media environment and visa versa.
7. Apply media specialisation skills according to operational and industry requirements.

Critical Cross-Field Outcomes

The qualification addresses the following Critical Cross-Field Outcomes as embedded in the Exit Level Outcomes and Associated Assessment Criteria of the qualification:

Communicate effectively

The maintaining of effective communication is supported in the application of written and spoken language and listening skills associated with all generic and specialisations within the media and communications environment. In addition, effective communication is supported through the use and application of verbal and non-verbal communication in the planning, implementation and presenting of both linguistic/textual and graphic or image text as a vehicle for communication in this context.

Identify and solve problems

The identification and solving of problems are supported in the qualification both in terms of the use and application of technical and infrastructure skills associated with the application of communication in various media contexts as well as the addressing of provided briefs resulting in communication and media outputs specific to provided requirements.

Collect, analyse, organise, and critically evaluate information

The collection, analysis, organising and critical evaluation of information is supported in the planning and execution of all the related media communication focus areas in the qualification, including aspects such as creative design, research and the planning and execution of deliverables within specialisation areas.

Work in a team

The addressing of media communication requirements strongly supports both institutional and operational teamwork in the execution of both learning and vocational delivery within the media environment.

Use of Science and technology

The use of science and technology is supported in the qualification through the use of technical equipment including computers, media specific software and the use of equipment associated with animation, audio visual and audio production, editing and operation.

Understand the world as a set of interrelated systems

The planning and implementation of media communication within a specialisation area requires a comprehensive understanding of the nature of the media sector, its linkages, and inter-relatedness. In addition, the familiarisation of the learner with media legislation, marketing and communication supports the understanding of the impact of media on society and thus the world as a set of interrelated systems.

Self-organisation

The application of skills and competencies as it applies to the planning, organising, implementation and controlling functions associated with media specialisation and communication areas requires self-management in both the learning and operational environment of the individual.

Personal development

The qualification supports personal development and good citizenship as it establishes a solid ethical foundation within the media and communications environment supported by the acquiring of an understanding of responsible media communications within a set legislative framework.

Associated Assessment Criteria for Exit Level Outcome 1

1.1 Language and communication skills are applied clearly and capably in order to meet workplace and media requirements.

1.2 Creative writing techniques are used appropriately to meet the requirements specific to the area of application.

1.3 A variety of media texts are read, analysed and evaluated and critiqued against specific criteria for fitness of purpose.

1.4 A variety of text is produced, evaluated and critiqued against specific criteria and media requirements.

Associated Assessment Criteria for Exit Level Outcome 2

2.1 Basic computer literacy is applied through the effective use of computer hardware and application software in the appropriate manner for the production, retaining and printing of documentation.

2.2 Computer skills are used in the gathering, collation and representation of data so as to meet research requirements within a selected area of specialisation.

2.3 Computer skills are applied in the use of specialisation software and media communications applications in a selected area of specialisation.

> Range: The application of computer skills and use of specialisation software is applicable to graphic design, animation, desktop publishing, broadcast planning, programming and music scheduling, sound engineering and recording, audiovisual editing, editing of scripts and material for written publication, drafting of budgets and creative writing.

Associated Assessment Criteria for Exit Level Outcome 3

3.1 Business and entrepreneurial principles are understood and applied to contribute to effective self-management in the working environment.

3.2 The management structures and operational requirements, systems and business functioning particular to the media environment are explained.

3.3 Creativity and creative thinking is investigated, explored and applied to solve problems.

3.4 Basic research and information gathering is conducted and information obtained is evaluated in order to facilitate effective planning and production in a selected media context and workplace environment.

3.5 Financial requirements specific to a selected area of media specialisation is understood and applied so as to meet the requirements of financial planning.

Associated Assessment Criteria for Exit Level Outcome 4

4.1 The general media and communication environment and the operational structures within the environment are distinguished and explained.

4.2 The nature, techniques and application of media communication within the media practices environment are explained.

> Range: The media practices environment includes - Radio, Journalism, Printed media, Audio-visual environment (television and video), Advertising, Marketing. Graphic design, Animation and Public Relations.

4.3 The media environment is explained in terms of the inter-relatedness of operational specialisations within a media communication context.

Associated Assessment Criteria for Exit Level Outcome 5

5.1 Relevant media legislation is understood and explained for purposes of application and legislative compliance.

5.2 The impact and repercussions of non-compliance of legislative requirements in the media environment are identified and explained.

5.3 Specific legislative requirements applicable to a selected media specialisation area are identified and evaluated in terms of its impact on the specific operational environment.

Associated Assessment Criteria for Exit Level Outcome 6

6.1 The critical linkages between society, culture and media are identified and described.

6.2 The study of media and communication within the social, cultural and historical environment is outlined and explained.

6.3 The inter-related nature of the impact of media on society and visa versa is explained in terms of a selected media practices specialisation.

Associated Assessment Criteria for Exit Level Outcome 7

7.1 The purpose role and function of a selected specialisation area is explained within the context of the media and communications sector.

> Range: Journalism, Advertising, Marketing, Public Relations, Radio, Audio-visual, Graphic design and Animation.

7.2 Production technology in a selected specialisation area is used and applied effectively and in accordance with operational and production standards.

> Range: Production technology includes all relevant technology used and applied within a selected area of specialisation and the different production phases applicable to the planning, presentation, editing as well as use and application of a specific media communications discipline.

7.3 Principles of concept design and creativity are applied to meet media communication briefs and output requirements within a selected specialisation area.

> Range: Concept design includes but is not limited to designing of concepts and planning relating to Journalism, Advertising, Marketing, Public Relations, Radio, Audio-visual, Graphic design and Animation. Creativity includes but is not limited to the use of constructed or deconstructed written text, and typography, visual text and designed, created or captured images as well as recorded, edited or created sound/s in support of a provided production brief and outcomes requirements.

7.4 Principles for pre-production, production and post- production planning, construction, refining are applied in order to create and produce finalised products within a selected specialisation area so as to meet technical and operational standards and requirements.

7.5 Refining and evaluation techniques are used and applied in the production of finalised products within a selected specialisation area so as to ensure the meeting of provided briefs and best practices.

> Range: Refining and evaluation techniques includes but is not limited to, editing, technical adaptation, enhancement, reduction, re-recording or reprinting applicable to visual images, written text, sound, pre-recorded or any form of production output applicable to Journalism, Advertising, Marketing, Public Relations, Radio, Audio-visual, Graphic design and Animation.

7.6 Produced media communications products are evaluated in accordance with operational and industry requirements.

7.7 Use and apply specialisation skills within the operational environment so as to meet operational requirements and industry standards.

• Range: Operational environment includes any workplace or simulated environment enabling the realistic use and application of vocational skills and competencies relevant to a selected area of specialisation. Specialisation skills refer to the specific technical and operational skills relating to any of the following specialisation areas: Journalism, Advertising, Marketing, Public Relations, Radio, Audio-visual, Graphic design and Animation.

Integrated Assessment

Assessment practices must be open, transparent, fair, valid, and reliable and must ensure that no learner is disadvantaged in any way whatsoever. For this purpose, an Integrated Assessment approach is incorporated into the Qualification. Learning, teaching and assessment are inextricably aligned.

Assessment of the communication, language, literacy and numeracy should be conducted in conjunction with other aspects and should use authentic media communication contexts wherever possible.

A variety of methods must be used in assessment and tools and activities must be appropriate to the context in which the learner is working. Where it is not possible to assess the learner in the workplace or on-the-job, simulations, case studies, role-plays and other similar techniques should be used to provide a context appropriate to the assessment.

The term 'Integrated Assessment' implies that theoretical and practical components should be assessed together. During Integrated Assessments the assessor should make use of formative and summative assessment methods and assess combinations of practical, applied, foundational and reflective competencies.

Assessors and moderators should make use of a range of formative and summative assessment methods. Assessors should assess and give credit for the evidence of learning that has already been acquired through formal, informal and non-formal learning and work experience.

It is required that learners are able to arrange for assessment in an appropriate natural environment.