Postgraduate Diploma in Media Studies

Purpose

The purpose of this qualification is to enable working professionals to undertake advanced reflection and development by means of a systematic survey of current thinking, practice and research methods in an area of specialisation. This qualification demands a high level of theoretical engagement and intellectual independence, as well as the ability to relate knowledge to a range of contexts in order to undertake professional or highly-skilled work.

This qualification will provide a continuing professional development by enhancing a deeper and more systematic understanding of current thinking and current practices as well as a basic understanding of theory and methodology in a number of areas related to Media Studies/Mass Communication. Graduates will focus more on areas at the forefront of Media and Communication development and become competent in the various areas of skills and knowledge. This qualification is geared towards learners who have successfully completed the Advanced Diploma in Media Studies wishing to pursue further studies and research in a Media related field.

Secondly the learners will also be prepared for Postgraduate study at the Master's level by the development of their ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and use of appropriate methods and techniques.

Rationale

The central role of the media and information and communication technology in globalisation and the impact of the "new" information revolution on every aspect of society, have pushed the importance of Media Studies to the fore. There is currently an information revolution similar to that of the invention of the printing press and thereafter the telegraph, with the same profound consequences for the way in which politics, economics, education, culture, religion, the judiciary, public administration and many forms of public communication are conducted. The growth of the media industry itself has given new importance to Media Studies. The fact that the media has become a major economic role-player is evidenced by listings on stock exchanges and the coverage of the media by the media on the pages of their business sections, in radio and television programmes and on the Internet, in newspaper editorial articles and articles about its power and importance as a pillar of democracy. The media's prominent self-reflection has contributed to a public awareness of the centrality of the media in present day society, economy, politics and culture. The media forms the backbone of the marketing, advertising and public relations industries. A sound knowledge of how the media works, thinks and disseminate meaning is fundamental to these industries. A critical understanding of the media may lead to an improvement in the quality of our present-day media culture and its products. Furthermore, there is a growing awareness among the public of the need to understand the media as one of the most important disseminators of meaning in today's society (Fourie 2007: xxi-xxiii).

According to research, marketers place a very high value on social media. Eighty six percent (86%) of marketers surveyed indicate that social media is important for their businesses, while 88% want to know the most effective social tactics and the best ways to engage their audience with social media (Social Media Marketing Industry Report, 2013). From Facebook to LinkedIn, Twitter to YouTube - companies and individuals are embracing social media platforms at an ever-increasing pace. The Postgraduate Diploma in Media Studies will take the individual to leadership positions in a variety of industries linked to Communication and Media. The focus of Media Studies V will show development beyond current trends and will lead students into innovative routes with an international perspective and helping them to actively engage with media practice, theory and production. It is about working within the industry and it requires skills like good project management and critical thinking.

The qualification will develop the capacity of prospective media workers to build relationships with local, national and international business and industry in order to enhance their knowledge and insights into the most recent trends in the media industry, and to incorporate these insights into their careers. They step out as Managers and Leaders who could spearhead projects and media domains.

Recognition of Prior Learning (RPL)

Selection of learners via RPL will be conducted on an individual basis in accordance with the Recognition of Prior Learning (RPL) policy of the institution. Subject to institutional policies, other communication related qualifications may be considered for credits where those credits reflect related fields of learning.

Entry Requirements

The minimum entry requirement for this qualification is

• Advanced Diploma in Media Studies/Communication/Journalism, Level 7, 120 Credits.
• An appropriate Bachelor of Technology Degree (B Tech), Level 7, 120 Credits.

Or

• An appropriate Bachelor's Degree, Level 7, 360 Credits.

This qualification consists of the following compulsory modules at Level 8 totalling 120 Credits.

Compulsory Modules: 120 Credits

• Media Studies V, 24 Credits.
• Digital Communications and Media/Multimedia I, 24 Credits.
• Publishing I, 24 Credits.
• Broadcast journalism I, 24 Credits.
• Operations Management and Supervision I, 12 Credits.
• Research Methods in Language and Communication II, 12 Credits.

1. Apply skills and knowledge in order to succeed in a strategic approach to develop and analyse social change campaigns, with a particular focus on the role of communications and the media.
2. Develop and manage appropriate processes of information gathering for a media context through the application of media technologies.
3. Demonstrate responsibility and accountability when writing at an advanced level for a variety of media platforms in consultation with the appropriate stakeholders.
4. Demonstrate an understanding of the history of Broadcast Journalism, develop, create and communicate ideas to enlarge current sources of Broadcast Journalism in order to serve the public using appropriate professional programming, lay-out and broadcasting.
5. Apply the principles of management, leadership, guidance, supervision and direction within the broader frame of the Media Industry.
6. Select and apply different research methods to resolve complex media-related problems and provide tangible evidence-based solutions as well as theory-driven arguments.

Associated Assessment Criteria for Exit Level Outcome 1

• Display a deep understanding of the theories and frameworks that underpin and shape communications within the Media.
• Analyse and critique the influence of contemporary media systems on cultural values.
• Identify media constructions of nation and identity media consumption patterns, political culture, popular and entertainment culture.
• Identify Media theory and Philosophy and analyse the stratification of Media products, Language and its meaning within the Media context.
• Identify and explain the function of communication networks, organisational culture, the nature of bureaucracy, systematically distorted communication, gendered communication, the impact of new communication technologies and patterns of organisational domination and resistance within the Media and Communications context.
• Show investigation methods and results in the manner in which culture, ethnicity and other factors interact and are transformed through the international flow of information, images, and technologies.

Associated Assessment Criteria for Exit Level Outcome 2

• Recognise and apply a deep understanding of the theories and frameworks that underpin and shape Digital Communications and Multi Media.
• Show understanding of the analysis and critique of the various platforms within Media and Communication, such as Radio, Television, Social Media, Newspapers and Magazines.
• Do research, analyse and develop content to apply within the Communication framework.
• Understand investigation of organisational opportunities within all levels of Mass Media and Digital Communication and show outcomes of different applications within the Media and Digital Communication network.

Associated Assessment Criteria for Exit Level Outcome 3

• Recognise and apply an excellent writing style that is clear, comprehensible and comprehensive for the reader to understand, appreciate and respect.
• Show understanding of the studying of the value of draft writing, editing, proof-reading and final copy with in-depth understanding of each process.
• Showcase different genres, appropriate for each category within the genre, giving attention to detail such as headings, sub-headings, informal and formal writing, rules of English grammar and translations from other languages.
• Recognise and apply modern communication styles within the framework of writing, adapting to each framework within the Media platform.
• Understand the impact of social media platforms and show responsibility and accountability in all levels.

Associated Assessment Criteria for Exit Level Outcome 4

• Differentiate, understand and work within the different markets of Broadcast Journalism in the form of radio, television, cable television and internet, by researching the history of each, building on the current status of each and future outcome with streaming on internet as the possible lasting form of Journalism.
• Recognise and work within the sources of Broadcast Journalism and understand the part of each role-player within this framework, with special reference to advertisers, production companies, buyers, stakeholders and the public.
• Work within the research development of this framework, specialising in testing, programming, external and internal influences, scheduling strategies, times of broadcasting, evaluation of success, ratings and cancelling of broadcasts.

Associated Assessment Criteria for Exit Level Outcome 5

• Apply Management Theories and Applications to the Media Industry with special reference to Strategic Management, the role of the Manager within Management levels, functions, roles and skills.
• Recognise and apply expertise in forecasting and scenario planning, choices and options, mental models and business behaviour as well as corporate finance and the media industry.
• Apply management skills and knowledge within a framework of Production Project Management in practice, understanding leadership, guidance and direction when supervising initiation, ideas and evaluation of assessment, pre-production, production and completion with specific reference to production strategies, characteristics of a project, production project cycle and project fatigue.

Associated Assessment Criteria for Exit Level Outcome 6

• Understand the role of academic research with specific reference to online and database research skills, the evaluation of information, the purpose and structure of academic texts or manuscripts.
• Demonstrate the importance of developing sound, reasoned arguments in an academic context compiling a sound research proposal by using appropriate scientific research methodologies.
• Demonstrate an understanding about research methodologies, designs, measurements, data collection methods and data analysis of qualitative research and quantitative research.

Integrated Assessment

Integrated Assessment methods are used which permits the learner to demonstrate a deep and systematic understanding of current thinking, practice, theory and methodology in Language Practice. As such, a range of formative and summative assessment methods is used which permits learners to demonstrate competence in their ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and use of appropriate methods and techniques.

Furthermore, the qualification is practice-orientated, which requires learners to put theory into practice. This synergy between theory and practice is achieved by addressing more than one outcome at the same time, clustering a number of assessment criteria together, using different assessment methods, instruments/rubrics to achieve outcomes.