SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Master of Communication and Media

SAQA QUAL ID	QUALIFICATION TITLE
118675	Master of Communication and Media
ORIGINATOR
Cape Peninsula University of Technology
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
-			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Master's Degree	Field 04 - Communication Studies and Language		Communication Studies
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	180	Not Applicable	NQF Level 09	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Reregistered		EXCO 0333/25	2025-07-10	2028-07-10
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2029-07-10		2032-07-10

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 primary purpose of the qualification is to equip learners with a deep and complex understanding of media theory as it is applied in the practice of the creative and cultural industries. Learners will gain a broad understanding of the field of study that includes news, actuality and entertainment media on broadcast and networked media channels, and communication more broadly within a business environment. They will further obtain a deep understanding of an area of specialisation within the media industry. The qualification is intended for learners from professional backgrounds in the media sector, including journalists, photographers, videographers, archivists, public relations professionals, and graphic designers. The qualification is eligible for learners who want to obtain high-level knowledge of communication practices in the media sector, that they can use in a range of contexts including managerial, consultancy and leadership roles in the media sector, thereby being well placed to serve as management, creative influencers, project/business leaders and other high-level roles in the media industry.

The qualification is aimed at:

Educating and training researchers who can contribute to the development of knowledge at an advanced level.

Providing high-level knowledge in the epistemologies of communication as applied within a media context

Enhancing employability and self-employability of graduates, improving promotional prospects and/or helping graduates assume new career directions in the media and communication field.

Emphasising greater learner learning autonomy while still providing maximal learner support to build a detailed understanding of scholarly research, theories of communication, media studies, and the pragmatic comprehension of how communication works in a professional context.

Developing high-level cognitive skills to learners in being able to read and understand the ways in which communication manifests in the professional context of media and the arts and cultural spheres.

Upon the completion of the qualification, qualifying graduates will be able to:

Reflect critically on communication theory and its application.

Deal with complex issues both systematically and creatively.

Design and critically appraise research.

Make sound judgements using data and information at their disposal.

Communicate their conclusions clearly to specialist and non-specialist audiences.

Conduct research that is both scholarly and professionally focused.

Demonstrate self-direction and originality in tackling and solving problems.

Act autonomously in planning and implementing tasks with a theoretical underpinning.

Continue to advance their knowledge, understanding and skills.

Graduates will be able to apply the knowledge gained to a defined professional context within the media and cultural spheres, thereby serving as consultants, managers, thought-leaders, entrepreneurs and company/organisation directors.

Rationale:
The media, creative and cultural industries are undergoing radical change because of the ways in which technology is forcing previously different sub-disciplines like journalism, film production, photography, and communication to converge. No longer do media practitioners work in the siloes of their sub-disciplines. Practitioners must have advanced knowledge of influences and practices across a range of disciplines and must be able to critically evaluate the economic, socio-cultural, technological, and political environments to produce relevant material that speaks to both the local and the international market needs. The media sector employs increasing numbers of journalists, photographers, videographers, archivists, public relations professionals, and graphic designers, although in vastly different contexts than historically where an employee would be attached to a large company for many years at a time. The cultural and creative industries are populated by professionals who can work in an agile and creative fashion, building their own areas of expertise and niche to contribute to almost 3% of total employment in South Africa (2014) covered by the sector. Leaders in the sector must understand their own sub-disciplines while also engaging with changes to local media, which are hybrid, digital, mobile, networked, decentralised, co-produced, ubiquitous, and often live. The changes in the media industry globally necessitate high-level thinkers to manage, innovate, generate new ideas, advise others on best practices, and otherwise navigate a new world. The qualification intends to produce such thinkers to respond to the technological changes in the media sector.

The need for the qualification was conveyed through focus groups with the institution's advisory boards, which represents a broad base of industry specialisations in film and photography, including corporate films, documentaries, commercials, feature films, and film and photographic servicing of foreign productions, as well as in journalism and public relations. Alumni were consulted, as were academic staff who are active in the field of media. These consultations indicated that there is a need for a qualification in a complex and growing services-based industry like media which
will equip learners with the interdisciplinary conceptual skills of critical analysis and conceptual planning as related to a range of media contexts. The wide scope of the qualification includes news, actuality and entertainment media on broadcast and networked media channels, and communication more broadly within a business environment. Given the cross-disciplinary focus, the qualification will add substantive value to the national and regional growth patterns of the entertainment and media industry in South Africa, which is touted to reach R177bn in turnover by 2022 according to Price Water Cooper's Entertainment and media outlook: 2018-2022 report released in 2018. The qualification will enable mastery of knowledge of the media field with a view to graduates being able to apply their knowledge within a diverse media field and produce graduates who understand media theory as it is applied in the practice of the creative and cultural industries, thereby being well placed to serve as management, creative influencers, project/business leaders and other high-level roles in the media industry.

The design of the qualification supports the values and objects of the National Development Plan (2030) of South Africa in its aim to empower learners to become active participants in national economic development through their high-level understanding of media and communication. This is in line with the NDP's prioritizing of improving the quality of education, skills development, and innovation. The qualification is developing a key area of specialisation in the knowledge economy, with a focus on developing the knowledge economy as it applies to media and is evidenced in the scarce skills identified in the 2008 National Master Scarce Skills List for South Africa, put out by the Ministry of Labour This will add substantive value to the media industry in South Africa. With a focus on the broadening and deepening of skills and knowledge within a growing industry and a clear focus on social transformation, the qualification seeks to educate learners to be critical to a high level of cognitive complexity. Upon successful completion of the degree, graduates may be admitted to a doctorate in the field of research in media and communication.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
This qualification may be achieved in part or completely through the Recognition of Prior Learning, which includes formal, informal, and non-formal learning and work experience. In keeping with national policy frameworks and the institution's mission and vision, widening of access is promoted through Recognition of Prior Learning. The RPL assessment process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal and non-formal learning. RPL is applied in terms of policy and criteria of the institution. The necessary documentary evidence will have to be provided and a formal RPL process will be followed. The institution will apply in this qualification the RPL for both access and credits in line with the National Policy and Criteria for the Implementation of RPL (Amended in March 2019).

RPL for Access:
Learners who do not meet the minimum entry requirements of the required qualification may be considered for RPL. There are two options:

Advanced Standing, in which case the minimum entry requirements are waived by the admitting institution based on evidence of prior learning, work experience or any other relevant circumstances that may apply to an individual learner. No portfolio is required.
OR

Applicants may provide evidence in the form of a portfolio that demonstrates that the applicant has acquired sufficient relevant knowledge, skills, and competencies to be able to reasonably meet the expectations for learning demanded by the qualification for which they are seeking access.

In instances where RPL is applied for the purposes of access, no credits will be awarded for any previous learning. However, the candidate may choose the option of being assessed for credit.

RPL for credits:
Learners who do meet the necessary entry requirements for admission to a qualification may be awarded some or all the credits towards the qualification. There are two possibilities:

Learners may apply for RPL to be exempted from a module or some modules by providing sufficient evidence in the form of a portfolio that demonstrates that a level of competency, equivalent to the learning outcomes of the module or modules, has been achieved. Credits will be awarded for such modules.
OR

Learners may apply for RPL to be awarded all the credits required for the qualification. Sufficient evidence must be provided that demonstrates a level of competency equivalent to all the learning outcomes of the qualification.

Entry Requirements:
The minimum entry requirement for this qualification is:

Bachelor of Arts Honours in Media Studies, NQF Level 8 with a minimum of 65% across all subjects.
Or

Bachelor of Social Science Honours: Media and Communication, NQF Level 8 with a minimum of 65% across all subjects.
Or

Bachelor of Social Science Honours in Culture, Communication and Media, NQF Level 8 with a minimum of 65% across all subjects.
Or

Postgraduate Diploma in Media Studies, NQF Level 8 with a minimum of 65% across all subjects.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of the following compulsory modules at National Qualifications Framework Level 9 totalling 180 Credits.

Compulsory Modules, Level 9, 180 Credits:

Communication and Media Theory, 30 Credits.

Communication Research Methods, 30 Credits.

Writing for Publication, 30 Credits.

Communication and Media Project, 90 Credits.

EXIT LEVEL OUTCOMES

1. Apply skills and knowledge 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. Compile a dissertation that indicates an ability to conduct independent research and report findings in conformity to established academic protocols of research and writing.
3. Demonstrate the ability to apply an appropriate research methodology to a defined research problem within a communication context, based on an understanding of research methodologies in both the scholarly and professional audience/market research contexts.
4. Produce a researched journal article at the level of cognitive complexity suitable for publication in a recognised scholarly journal
5. Demonstrate ability to argue a contextualized understanding of the defined research problem and/or its potential solutions based on knowledge of the scholarship of the field
6. Produce a complex communication product that exhibits a contextualized understanding of the defined research problem and/or its potential solutions based on knowledge of the scholarship of the field.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Critically analyse the political, economic, social, and technological variables applicable to an instance of professional practice within the media industry.

Explain the political, economic, social, and technological variables applicable to an instance of professional practice within the media industry.

Make context-based statements of conclusion the political, economic, social, and technological variables applicable to an instance of professional practice within the media industry.

Associated Assessment Criteria for Exit Level Outcome 2:

Describe the key characteristics of the meaning and application of the notions of Ontology, Epistemology, Theoretical framework, Literature review/analysis, Research aim, Research problem, Research question, Significance and Relevance of Study and Assumptions and Limitations.

Demarcate and describe a defined research problem that is coherent in relation to a similarly coherently described Ontology, Epistemology, Theoretical framework, Literature review/analysis, Research aim, Research question, Significance and Relevance of Study and Assumptions and Limitations.

Associated Assessment Criteria for Exit Level Outcome 3:

Describe the key elements of the main approaches to qualitative and quantitative research methodologies and methods as applicable to contemporary communication practices in the media industry in South Africa and abroad.

Identify conflicts between the main approaches to qualitative and quantitative research methodologies and methods as applied to contemporary communication practices in the media industry in South Africa and abroad.

Compare and contrast different research methodologies used in communication studies to explain contemporary media practices within the media industry.

Describe the key elements of the main approaches to action research as applied to contemporary communication practices in the media industry in South Africa and abroad.

Identify conflicts between the main approaches to action research as applied to contemporary communication practices in the media industry in South Africa and abroad.

Compare and contrast action research and other forms of traditional research used in communication studies to explain contemporary media practices within the media industry.

Associated Assessment Criteria for Exit Level Outcome 4:

Identify a conceptual problem suitable for investigation and argument in the form of a scholarly journal article.

Identify key points of comparison or of dispute within the epistemology within which the problem resides.

Conceptualise an argumentation point suitable for expression in a scholarly journal article.

Write a complex argument that leads in a logical way from a research problem to a scholarly point in a way suitable for a scholarly journal article.

Associated Assessment Criteria for Exit Level Outcome 5:

Identify key points of comparison or of dispute within the epistemology within which a defined research problem resides.

Conceptualise an argumentation point suitable for expression in a dissertation.

Make a complex argument that leads in a logical way from a research problem to a scholarly point in a way suitable for a dissertation.

Associated Assessment Criteria for Exit Level Outcome 6:

Identify a defined research problem that is suitably addressed by means of a complex communication product.

Identify the resources, conceptual approaches and alternatives required to develop a complex communication product.

Develop a plan of production of a complex communication product.

Follow a plan of production in the development of a complex communication product.

Exhibit a complex communication product.

INTERNATIONAL COMPARABILITY

The international comparison was conducted to determine the extent qualification and subject structures compared with similar offerings at similar institutions. The international comparison exercise was conducted in terms of institutional requirements and guidelines which include the following: determining the scope of the comparison exercise; the selection of a variety of reputable Higher Education institutions internationally; the selection of comparable qualifications and aspects from these qualifications; analysis and evaluation of qualification design of the selected qualifications; conclusions and recommendations for curriculum renewal at the institution.

The South African qualification has been compared against the following international qualifications:

Country: Italy
Institution: Politecnico di Milano Graduate School of Business
Qualification Title: International Master in Media and Communication
Admission Requirements: 3-year bachelor's degree
Purpose/Rationale:
The International Master in Media and Communication Management is a 12-month programme that aims to uncover your potential and empower your skillset to take on leading responsibilities in the media industry and reach top management roles in Communication divisions. The qualification is taught in English and offers a unique mix of action-based teaching methods, practical activities with some of the foremost players in the world of Media and Communication and professional consultants, useful for acquiring the right mindset to exploit the synergies between creativity and analysis and for foreseeing the impact of new technology as well as emerging trends in current and future markets.

The qualification is designed for fresh graduates with ideally no more than three years of work experience. Candidates who have more than three years of work experience may also consider the International Master of Business Administration qualifications.

Media and Communication industries are evolving and transforming new technologies are enabling unprecedented means and channels of interaction with the markets, targets' attention is so scarce that new and more engaging ways of communicating are necessary, and data about targets make it possible to develop hyper-personalized approaches to communication while making performance assessment more precise. Companies, media companies, media agencies and communication firms require new skills, fresh minds, and innovative ideas at the intersection between creativity and analytical skills.

Qualification Structure:
The qualification allows participants to specialise through two different concentrations, namely Management and Services. The qualification enhances the learning experience by offering compulsory and selecting the elective modules according to the interests and aspirations.

Compulsory Modules:

Project Management.

Innovation Strategy.

Marketing Management.

Brand Management.

Communication for marketing.

Communication Design and delivery.

Communication Campaign

Analytics and Quantitative Methods for Media and Communication.

Research Project.

Elective Modules (Select two modules):

Communication Planning and Control.

Advanced Brand Management.

Translating brief into a plan.

Advanced Media Planning.

Similarities:

Both qualifications have similar duration, purpose, and entry requirements.

Both qualifications offer similar compulsory modules.

Differences:

The international qualification offers both compulsory and elective modules while the South African qualifications only offer compulsory modules.

Country: United Kingdom
Institution: London College of Communication
Qualification Title: Master of Arts (MA) in Media, Communication and Critical Practice
Credits: 180
Entry requirements:
An applicant will be considered for admission who has achieved an educational level equivalent to an Honours degree, preferably at 2:1 level.
Purpose/Rationale:
MA Media Communications and Critical Practice attracts applicants from a variety of backgrounds. Applicants are expected to have an academic or professional background in a relevant subject, and to demonstrate sufficient prior knowledge of and/or potential in the media and communications subject area to be able to successfully complete the programme of study. Humanities and social sciences graduates will be well equipped to join the course. Applicants with an educational background in the performing or visual arts and those who have studied applied sciences (e.g., business or management), provided they can demonstrate strong analytical and research skills and sufficient prior experience of critical and enquiry-based learning. The qualification will also be relevant to those who are already working in the creative industries or related fields. MA Media, Communications and Critical Practice integrates the study of media theory with creative and professional practice.

Upon the completion of the qualification, learners will be able to:

Think critically about the role of media in the digital age, exploring emergent problems and challenges through your engagement with key theories of media, culture, and communication alongside a range of creative media practices.

Gain a sound understanding of key theories of media and communications and apply your knowledge and critical perspective to a wide range of case studies.

Investigate how global media production, circulation and consumption relate to issues of diversity, equality, and identity, as well as to environmental and ethical challenges.

Express your ideas and solve problems through a range of creative media practices.

Working with images, texts, sound, and data, they will learn how to produce different types of media content for different purposes and explore the social and cultural impacts of your interventions.

Learning Outcomes:
Learners will have:

High quality, interactive teaching, in the form of lectures, seminars, workshops, and external visits.

Dynamic project briefs, relevant to emergent issues in the media and communications sector.

Introduction to a range of visual and print-based creative media skills, including video production, blogging, podcasting, and digital image production.

Access to the college's Kit Room and Digital Space, and support in using technical resources.

Opportunities to implement practice-based projects through collaboration with learners from other courses and/or partners outside the university.

Flexibility in the qualification, through the selection of preferred topics, media, and methods of enquiry.

Opportunities for networking with industry professionals and creatives, through our Industry Speaker Series.

Individual support from lecturers who are active in research and/or creative practice.

Strengthen critical thinking skills by tackling a wide range of emergent challenges in the media, communications and creative industries.

Work-related learning:
Learners will enhance their professional experience by completing a work placement or an industry-focused research project.

Creative critical communication:
Learners will learn how to activate critical and innovative perspectives in diverse forms of creative communication.

Personalisation:
Learners will be encouraged to select topics, media and methods of enquiry that reflect and develop their own interests, with learners addressing issues ranging from the impact of Artificial Intelligence in the fashion industry to the influence of Instagram on our travelling experience.

Graduates will be well suited to a range of careers in the media, communications, or creative industries, as well as to research roles in the cultural and public sectors. The qualification will allow learners to progress to advanced postgraduate study such as Doctoral Degree.

Qualification structure:
Each module is divided into units, which are credit-rated. The minimum unit size is 20 credits. The MA course structure involves six units, totalling 180 credits.

Compulsory Modules:

Analysing Contemporary Media, 20 credits.

Media, Culture and Economy, 20 credits.

Collaborative Unit, 20 credits.

Media, Mobility and Culture, 40 credits.

Professional Industry Practice, 20 credits.

Media, Mobility and Culture, Professional Industry Practice Major Project, 60 credits.

Similarities:

Both qualifications share duration, credits, entry requirements, purpose, rationale, qualification structure and articulation.

Differences:

There is a slight difference in terms of the number of modules. The international qualification has six modules while the South African qualification has four modules, but the scope of content is similar.
Country: United Kingdom
Institution: Bournemouth University
Qualification Title: MA in Visual Arts and Visual Communication Design

Country: United States of America
Institution: George Washington University
Qualification Title: Master of Arts in Media and Strategic Communication

Country: Germany
Institution: Sabanci University
Qualification Title: MA in Communication Design

Comparison:
Most international qualifications are two years qualifications and specialize to a greater or lesser extent in cross-discipline media studies with a focus on media and communication in a professional context, encompassing the creative and cultural industries that include news media, film, photography, and extend to galleries, museums and other spaces in which communication takes place. Similarly to many of the compared qualifications, the South African qualification will provide a broad-based yet in-depth underpinning knowledge on how communication works within the creative and cultural industries and on research techniques and best practices, as well as the opportunity for the individual learner to specialize, through a dissertation, in an area of interest within a particular field of media. None of the compared international qualifications offers a focus on media that incorporates input from the visual creative media (film and photography), fact-based media (journalism) and public relations which makes the qualification unique.

Conclusion:
Best practices have been identified from leading institutions locally and abroad, ensuring that the curriculum and content are relevant and addresses the needs of both industry and prospective learners. The South African qualification is comparable to the above international qualifications in terms of content, purpose, rationale and learning outcomes.

ARTICULATION OPTIONS

This qualification allows possibilities for both vertical and horizontal articulation.
Horizontal Articulation:

Master of Arts: Media and Communication, NQF level 9.

Master of Arts: Digital Media, NQF level 9.

Master of Social Science: Media and Communication, NQF level 9.

Master of Social Science: Development: Media: Arts, NQF level 9.

Vertical Articulation:

Doctor of Communication and Language, NQF Level 10.

Doctor of Philosophy in Corporate Communication, NQF Level 10.

Doctor of Philosophy in Marketing Communication, NQF Level 10.

Doctor of Philosophy in Communication Sciences, NQF Level 10.

Doctor of Strategic Communication, NQF Level 10.

Doctor of Philosophy in Journalism, NQF Level 10.

Doctor of Journalism, NQF Level 10.

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.

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