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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in Media Studies 
SAQA QUAL ID QUALIFICATION TITLE
109194  Advanced Diploma in Media Studies 
ORIGINATOR
Central University of Technology, Free State 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Advanced Diploma  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2019-03-08  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The Advanced Diploma in Media Studies has the following purposes:
This qualification provides entry-level vocational or professional preparation or specialisation for Bachelor's Degree graduates or diplomats by offering an intensive, focused and applied specialisation which meets the requirements of a career in Media Studies. A student with a Diploma in Language Practice and Media Studies may register for the Advanced Diploma in Media Studies to enter a career in Media Studies. This qualification is therefore particularly suitable for continuing professional development through the inculcation of a deep and systematic understanding of current thinking, practice, theory and methodology in Media Studies.

This qualification is also designed to prepare learners for Postgraduate study in Media Studies through the deepening of their knowledge and understanding of mass media theories, methodologies and practices in the disciplines and fields of Media Studies, as well as 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:
In the Humanities and Social Sciences, the media have become just as important as an object of academic study as the traditional canons of literature, philosophy, "high" art, and the theories of sociology, politics, and anthropology. As today's dominant symbolic form of expression through which everyday existence is described and documented, the media calls for serious academic scrutiny. 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. We are experiencing 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 have 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 work, think 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. 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 Advanced Diploma in Media Studies addresses the many issues surrounding social media and provides a roadmap to help individuals and companies navigate social media to gain a competitive edge. The focus of Media Studies IV will therefore be on media theory and research in the context of how social media and the convergence and digitisation of the media have changed and affected mediated communication today.

Further, the Advanced Diploma in Media Studies aims to 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.

Finally, the Advisory Board of the Department of Communication Sciences support the development of a new curriculum for learners who want to pursue a career in Media Studies. Specific issues raised by the Advisory Board are the following: They expect graduating learners to be ready for the job market without having to spend additional funds on development; learners should be able to write for a variety of purposes as well as edit documents efficiently. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
Selection of learners 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 cognate fields of learning. A faculty RPL committee is constituted under the Faculty Board to evaluate each case individually and on its own merits.

The procedure for RPL is as follows: Candidates submit their RPL applications to the Centre for Assessment and Graduation. The candidate is required to complete an RPL application form. Upon submission, it should be accompanied with certified copies of all previous qualifications and a comprehensive Portfolio of Evidence (PoE). The completed documents will be submitted to the Faculty of Humanities RPL committee for assessment. The POE is evaluated against the relevant outcomes before approval or disapproval.

Entry Requirements:
The minimum entry requirements are:
National Diploma in Language Practice (360 Credits at Level 6).
Or
Diploma in Language Practice and Media Studies (360 Credits at Level 6).
Or
A Diploma in Communication/Journalism/Media Studies (360 Credits at Level 6). 

RECOGNISE PREVIOUS LEARNING? 
Y 

QUALIFICATION RULES 
This qualification consists of compulsory modules at Level 7 totalling 120 Credits.

Modules:
  • Media Studies IV, 24 Credits.
  • Research Methodology, 24 Credits.
  • Media Applications Technology, 24 Credits.
  • Creative Writing for the Media, 24 Credits.
  • Entrepreneurship Principles and Practices, 12 Credits.
  • Entrepreneurship and Innovation, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Acquire integrated knowledge of Media Studies as well as apply and evaluate types of knowledge, including key terms, concepts, facts, principles, rules and theories pertaining to the field.
    2. Select and apply different research methods to resolve complex media-related problems and provide tangible evidence-based solutions as well as theory-driven arguments.
    3. Develop and manage appropriate processes of information gathering for a media context through the application of media technologies.
    4. Create and communicate ideas as well as opinions in carefully structured arguments, using appropriate academic, professional or occupational discourse.
    5. Write at an advanced level for a variety of media platforms in consultation with the appropriate stakeholders.
    6. Apply the principles of entrepreneurship, drawing on appropriate ethical values. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Explain the meanings of central concepts in Media Studies.
  • Describe and explain social media and social networking sites.
  • Discuss the characteristics of the digital public communication culture.
  • Summarise the main theoretical and research paradigms in the theorisation and research of the impact of the new media on society and human behaviour.
  • Analyse and critique media theory and policy frameworks.
  • Outline the major implications of social media for journalism as a profession.
  • Explain the value of social media monitoring as part of crisis management in social media.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Apply the various research philosophies, research designs, methodologies and sampling methods effectively by drafting a research proposal.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Produce news for various media platforms.
  • Use media applications technologies such as page layout programmes, videography, photography and editing programmes when planning and designing content for various media platforms.
  • Make informed decisions about grids, typography and photographs, reflecting on creativity and professional standards.
  • Identify the basic features of media applications technologies.
  • Identify various organisational opportunities for media applications technologies.
  • Implement, integrate and manage desktop publishing initiatives.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Write news for various media platforms such as Newspapers, Magazines, Radio, Television and Social Media.
  • Analyse audiences, purposes and persona for a piece of writing.
  • Identify and apply the different applications of the news writing style and the appropriate perspective writers take for each.
  • Write in support of a particular point of view.
  • Create and communicate ideas and opinions in carefully structured arguments, using professional journalistic discourse.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Identify and use a writing style to establish either a clear or more distant relationship between writer and reader.
  • Differentiate between formal and informal writing style.
  • Write an effective introduction and conclusion.
  • Apply the most common rules of English grammar.
  • Incorporate advanced writing techniques when drafting stories.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Acquire and demonstrate knowledge of entrepreneurship.
  • Develop interpersonal skills, analytical ability and business acumen.
  • Understand the concept of entrepreneurship and the entrepreneurial imperatives of managers today.
  • Produce a business plan in the context of a defined business scenario or case study.
  • Participate as a line manager in the construction of budgets.
  • Demonstrate insight into practical lived experiences of both failed and successful entrepreneurs and innovators.

    Integrated Assessment:
    Integrated Assessment is used which permits the learner to demonstrate a deep and systematic understanding of current thinking, practice, theory and methodology in Media Studies. 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. For example, a research project or task or assignment that incorporates related outcomes can be given to students to assess their knowledge, values and skills. 
    		•

    INTERNATIONAL COMPARABILITY 
    The qualifications from Australia and the United Kingdom (UK) were used for comparability study.

    The Institute of Commercial Management in the United Kingdom offers the Advanced Diploma in Journalism and Media Studies. This qualification is suitable for working journalists, who wish to broaden their skills and knowledge base, and who require appropriate qualifications for career advancement or promotion purposes. It is offered over a duration of 18-24 months and learners are required to have obtained a Diploma in Journalism and Media Studies for admission in to this qualification.

    The Advanced Diploma of Screen and Media is offered at Swinburne University of Technology in Australia offers learners a study opportunity in film and television. This is a nationally approved vocational qualification that is recognised throughout Australia. National code: CUF60107. Learners gain in-depth knowledge of the filmmaking production process and its related technical aspects of camera operation, sound recording, non-linear editing, script development and interpretation, and project management. They develop productions within a broad cultural and theoretical context through research projects and studies in media theory. The qualification is at the same level as the South African Level 7. The duration of the qualification is one year.

    From the benchmarking exercise it became clear that universities in Australia are leading experts in the development of qualifications relating to Media Studies since it offers a range of modules cutting across various media platforms (broadcasting, print and digital). It is also evident that the majority of institutions listed above offer qualifications that focus solely on Journalism or Media Studies or a combination of the two. However, the Advanced Diploma in Media Studies will be the first of its kind to be offered by a higher education institution in South Africa, focusing on analysis and criticism of media institutions and media texts and how people experience and understand media content. 

    ARTICULATION OPTIONS 
    This qualification offers the following articulation possibilities.

    Horizontal Articulation:
  • Bachelor of Arts in Language Practice at Level 7.

    Vertical Articulation:
  • Postgraduate Diploma in Media Studies, Level 8.
    Or
  • Bachelor of Arts Honours in Media Studies, Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Central University of Technology, Free State 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.