Diploma in Media Studies

Purpose

The Diploma in Media Studies meets the institution's plan to provide career focused education. The qualification is committed to redressing the disadvantages, inequalities and imbalances of the past. In particular, the Diploma in Media Studies promotes access to learning by expanding educational and employment opportunities for historically disadvantaged (especially rural) learners and supports social transformation and redress. The qualification also promotes excellence in general information distribution through creative and innovative curriculum design. The envisaged Diploma in Media Studies hopes to increase opportunities for lifelong learning in response to the educational, social, political and economic challenges of the present time.

This qualification further enables learners to be trained to meet local and international trends and standards in information management and distribution. Successful learners will be able to work for international organisations (or local organisations). The Institution has forged strong partnerships with the local and global community which has opened opportunities for our learners.

Rationale

The impact of the media on contemporary society has been phenomenal in the recent past. Media is important because it influences society in many different ways. It changes the way we behave or it changes our attitudes towards things we perceive in the world we live in.

Media is all around us, society is constantly interacting with social media for their own gratification, that gratification could be keeping in contact with friends and family or it could be sharing your experiences with the world through pictures and videos. Another gratification from the new media is the ability to find important information easily and quickly. Media is important because it gives us some sense of being. We have a sense of being part of something greater than ourselves and that is why social media applications are so popular because they make you become part of a wider community always interacting with each other. It gives individuals the ability to become personally involved with the global society. Although we have the internet for a fair amount of time there have been some major changes that have revolutionised the way we use this medium. This medium is instant and easy to access.

Although the advent and progression of mobile technology has made information instantly accessible, it has also made life much more complex. We are now able to access, comment on and upload information instantly wherever we are, through devices such as smartphones. This upsurge in communication technology has changed the way we work and live. Not only radio, television or newspapers require the services of people who know how to manage media technology but almost every enterprise requires people to manage and interact with new media in many different ways. The Diploma in Media studies was developed to produce learners with higher levels of media competence and editorial management.

Recognition of Prior Learning (RPL)

Prior learning is recognised in the following ways

• A learner, who has completed a specific module at any other institution will be exempted.
• In the case of a practically orientated module, a student who is able to demonstrate appropriate competence may be granted exemption from that module.

Entry Requirements

The minimum admission requirement will be a

• National Senior Certificate (NSC) granting access to Diploma studies.

Or

• National Vocational Certificate (NVC) at NQF Level 4 granting access to Diploma studies.

The qualification consists exclusively of compulsory modules at NQF Levels 5, 6 and 7, all worth 16 Credits each except the module Work Integrated Learning which is worth 48 Credits totalling 368 Credits.

Modules at NQF Level 5

• Digital Communication 1.
• HIV and AIDS Literacy.
• Advertising Skills 1.
• Communication Skills 1.

Modules at NQF Level 6

• Journalism Skills 1.
• Public Relations Studies 1.
• Journalism Skills 2.
• Philosophical Perspectives on Communication.
• Public Relations Skills 2.
• Digital Communication 2.
• Advertising Skills 2.
• Business Ethics.
• Business Studies 1B.
• Journalism Skills 3.
• Communication Research Methods C.
• Work Integrated Learning 1A.

Modules at NQF Level 7

• Communication Studies 1.
• Media Skills 1.
• Communication Studies 2.
• Media Skills 2.
• Media Skills 3.

1. Differentiate between media relations, public relations, digital communication and journalism.
2. Apply a basic knowledge of print and electronic media.
3. Start up and manage an in-house publication such as a house journal, a brochure or a pamphlet, including skills in copy editing, layout, photography, and optimising the readability of publications.
4. Communicate effectively with audiences.
5. Apply the attributes and skills required of journalists.
6. Demonstrate an understanding of public speaking process which includes the ethics in public speaking and the differences in public speaking and other forms of communication.
7. Act professionally responsible and execute duties within the field to improve media competence that will result in increased accuracy of information informing the public.

Associated Assessment Criteria for Exit Level Outcome 1

• The differences between Media Relations, Public Relations, digital is defined.
• Documentation skills related to interviewing and writing in an assignment format is applied.

Associated Assessment Criteria for Exit Level Outcome 2

• Document knowledge of print and electronic media is used.
• A sample of a print layout is produced.
• Overlap in public relations, journalism and media studies is explained.
• Basic digital sound editing is carried out.
• News writing for television is carried out.
• Written scripts for radio and television broadcasts are produced.
• Articles in a newspaper are analysed.

Associated Assessment Criteria for Exit Level Outcome 3

• A web page is developed for an organisation, with the application of layout designs, editing and implementation of update features.
• A newspaper with different sections of a newspaper, its page layout and its definition of news is designed.
• A critical analysis of the media document is conducted.
• Simple video footage (Video/Still) and a video clip with chormakeying are created.
• News gathering skills are developed and definitive copy editing techniques are applied.

Associated Assessment Criteria for Exit Level Outcome 4

• Mass communication messages are prepared in an appropriate style.
• Appropriate technology is applied to the creation and dissemination of messages.
• Communication that serves audience needs is planned.
• Behaviour that is consistent with the ethical standards within a profession or discipline is displayed.
• Various audiences according to demographics, psychographics and socio-graphics are analysed.
• An article implementing core communication concepts is created.

Associated Assessment Criteria for Exit Level Outcome 5

• Advanced journalism principles are displayed.
• Sensitivity to the ethical issues of practice is demonstrated.

Associated Assessment Criteria for Exit Level Outcome 6

• Principles of public speaking are applied by delivering a speech.
• Persuasive skills in public speaking are implemented.
• Prescribed organisational and professional ethical codes of conduct are taken into account and acted upon.

Associated Assessment Criteria for Exit Level Outcome 7

• Key terms, concepts, facts, principles and theories of that field are understood.
• Standard methods, procedures and other techniques are selected and applied.
• Information from a range of sources, including oral, written and/or symbols texts is gathered.
• Own and others' performance is assessed and appropriate action is taken where necessary.
• Problems in unfamiliar contexts are identified, evaluated and solved, evidence is gathered and solutions based on evidence and procedures appropriate to the field or discipline are applied.
• Complex information is presented and communicated reliably and coherently using appropriate formats and technologies.
• Different forms of knowledge, schools of thought and forms of explanation are applied.

Integrated Assessment

Assessments will be conducted over a period of time with numerous formative and summative components. At least 20 % of all assessment will be formative in nature. A variety of methods will be used for formative assessment. There will be a minimum of two summative assessments during the term, with the final assessment not counting more than 50 %. A minimum of two tests, two assignments and two group assignments and an individual assignment will be given.

Types of assessment/evaluation in the Diploma course will include

• Individual assignments.
• Group assignments.
• Class work.
• Multiple choice test papers.
• Essay type question papers.
• Case study type question papers.
• Presentations (verbal and PowerPoint).