MEDIA

The Media Component of the MCC degree encompasses a wide range of disciplines. The following module summaries explain the courses available under this broad subject field:

LMC 107: Introduction to Media Studies

Mass communication and mass media concepts. Models of mass communication in mediated reality. Theories relating to mass media audiences and effects. South African media groups. Characteristics of print and broadcast media. The role and functions of the IBA. Relationships between the mass media and the advertising and public relations industries.

LMC 108: Introduction to Media Studies: News Media

The news organisation, categories of news, the nature of news, the publicist at work, publication planning and design, ethics and the responsible journalist.

LMC 109: Introduction to Media Studies: News Reporting and Writing

The news writing process, finding story ideas and locating sources, interviewing and note taking, writing in newspaper style, writing for different beats.

LMC110: Introduction to Media Studies: Magazine Feature Writing

Consumer and trade publications. Characteristics and audiences of a variety of magazines. Different types of magazine articles (profiles, essays, trend stories, investigative pieces, entertainment and opinion pieces). Story Structures. Feature writing. Introduction to magazine fiction writing. Basic feature-writing techniques.

LMC 111: Introduction to Film Studies (a)

A brief history of cinema. The transition from stage to screen.Basic film terminology, film technique, cinematic devices and analysis of narrative structure. Genres: (a) Mainstream U.S. cinema. (b) Eisenstein and Soviet/Critical cinema. (c) Surrealism and film.

LMC 112: Introduction to Film Studies (b)

Film criticism. Major theories of representation and interpretation. Filmographies, databases and basic research. Writing film reviews. Genres: (a) German Expressionism. (b) Italian Neorealism. (c) Postmodernity and cinema.

LMC 202: Written Communication

This module builds on the skills learned in the first-year LMC 109 and 110 modules, with an emphasis on advanced feature writing. Students will delve deeper into story structures, leads, research and interviewing as well as stylistic aspects of writing such as tone, voice, viewpoint and time elements. Investigative journalism. Writing for newspapers.

Note: A maximum of 50 students will be accepted on merit. Prerequisites: LMC 108 and LMC 109 or LMC 110

LMC 203: Media Studies: Media and Society

Role of the media in a contemporary democracy. The Fourth Estate. Media and Power. Freedom of the press & SA Constitution, media regulatory bodies. Media effects theories, propaganda, advertising,. Media and culture. Case studies on media effects. Media and diversity. Ideology and meaning. Perceptions and media stereotypes. Gender, class, race.

LMC 204: Media Studies: Radio

History of radio and modern radio trends. Radio genres. Music radio. Talk radio. Speciality radio stations. Extent and value of radio in South African society. Writing for radio (theory and practice). Practical workshops on radio production.

LMC 205: Media Studies: Television

Introduction to Television. Genre analysis. Soap Operas, sitcoms, dramas, sci-fi, reality TV, TV news, TV advertising, animation.

LMC 206: Film Studies (Genres)

The concept ‘genre’ and its critical and social relevance. Genre’s ‘cultural instrumentality’: beyond question of form. Genre conventions. Genre trends in contemporary film. Intertextuality and “hybrid” forms. Analysis of selected genre films. Musicals, sci-fi, westerns, film noir, horror, war films.

Prerequisites: LMC 111 and LMC 112

LMC 207: Media Studies: Advertising Industry

Advertising theory, advertising language, inside an advertising agency, advertising campaigns. Different types of Advertising. Conceptualisation of advertising campaign, culminating in an extensive portfolio.

LMC 208: Media Studies: Introduction to Public Relations and Corporate Communications

The relationship between the public relations industry and the media. Roles and function of public relations practitioners. Code of conduct for public relations practitioners as prescribed by the Public Relations Institute of South Africa (PRISA). Theory of PR. Preparation of a media kit. Planning a media conference. Writing a press release. Internal Communications. Crisis Communications. Sponsorship. Event Planning and Management. Promotions and Publicity. Students are asked to organise a real company launch as part of their assessment for the course.

Prerequisite: LMC 107 or LMC 108; LMC 103 and LMC 104 are recommended.

LMC 209: Film Studies: Introduction to African Film

Representations of Africa. Context of filmmaking. Genres. Case studies on a selection of themes.

LMC 212: Principles of Design and Layout (a)

Role of design and its integration into media related activities. Principles of design and layout. Editorial design process and its role in communication design. Role of typography, photography, colour and grid system in layout. Newsletter and Brochure design. Adobe InDesign. Adobe Photoshop.

Note: A maximum of 44 students will be accepted for this course based on merit.

LMC 214: Principles of Design and Layout (b)

Continuation of LMC 212. Communicative thinking in Editorial design. Dynamism in page layout using advanced features in the related software. Newspaper and Magazine design.

Prerequisite: LMC 212

LMC 213: Introduction to Scriptwriting

A direct encounter with the problems of developing a mainstream movie script, from stating the initial concept to writing advanced drafts. The dynamics of plot and character, dialogue, action and formatting. The finished script. Students are required to complete the first 30 pages of a movie script.

LMC 311: Media and Communication Project

Integration of theory and practice.

Choose one of the following six streams: Contemporary Culture; Design; Print Media; Public Relations; Scriptwriting; Video production

Note: You must complete the relevant modules for the stream you choose:.

· If you choose to do the Culture stream, you must complete LMC 309 and LMC 319.

· If you choose to do the Design stream, you must complete LMC 304.

· If you choose to do the PR stream, you must complete LMC 318 and LMC 320.

· If you choose to do the Print stream, you must complete LMC 303 and LMC 302.

· If you choose to do the Scriptwriting stream, you must complete either LMC 306 OR LMC 307 OR LMC 315 AND LMC 321.

· If you choose to do the Video stream, you must complete LMC 315 and LMC 321.

LMC 302: New Media and Information Technology (Yearlong course)

Convergence of the media. Globalisation and internationalisation. History of technology. New media ethics. The impact of new media on traditional media. The tools of the connected journalist. Interactive story design. Interactive Advertising. Online PR and Advertising. Writing for new media. Job opportunities in new media.

Prerequisite: WRWD201; WRWD202 is strongly recommended.

LMC 303: Freelance Writing for the Media

This module will introduce students to the world of the independent contractor or media freelancer. Students will learn how to write a query letter, how to research potential markets, how to find jobs in freelancing, how to negotiate contracts and other aspects of the freelance writing process. The emphasis will be on practical implementation of skills learned and students will be expected to submit articles to publications on a freelance basis.

Prerequisite: LMC 202

LMC 304: Audio-Visual Presentation Design

Theory and technique of effective presentations. Presentation aesthetics: the role of presentation, layout and medium in terms of visual communication. Informative, persuasive and motivational presentations. Audience analysis. Presentation structure. The role of audio-visual materials such as transparencies, graphics, diagrams and charts. Incorporating new media technology.

Prerequisite: LMC212 and LMC 214

LMC 315: Video Production (a) (1st Semester)

Practical skills in materials production. Production and editing of audio-visual materials. Introduction to materials production hardware and software. Digital sound recording and editing. Digital video recording and editing. Student portfolio work.

Note: a maximum of 28 students will be selected on merit.

Prerequisite: LMC 205: Television

LMC 306: Film Studies: Contemporary Genre (2nd Semester)

Advanced genre-specific film analysis. Ideology and meaning, constructing identity, cultural issues. Analysis of the styles and techniques of selected directors. Case studies along thematic lines.

Prerequisite: LMC 206

LMC 307: Film Studies: African Film (1st Semester)

African cinema and the Western World. Structure, style and form. Issues of language and culture. Case studies on a selection of themes.

LMC 318: Public Relations and Corporate Communications (1st Semester)

Continuation of LMC 208, focusing on the conceptualisation and planning of a full Public Relations campaign in preparation for implementation and evaluation in LMC320. Theory of Public Relations and Marketing. Programme and Campaign planning. Communication channels: traditional, non-traditional and folk media including industrial theatre. Students must form groups and take on a “client” for this module (and LMC 320). Each group must conceptualise, plan, implement and evaluate a campaign or programme for their client.

Prerequisite: LMC 208; LMC 103 and LMC 104 are strongly recommended.

LMC 320: Applied Public Relations and Corporate Communication(2nd Semester)

Continuation of LMC 318, focusing on the implementation and evaluation of a full Public Relations campaign based on the proposal and pitch designed in LMC 318. Client Relations. Business Communication. Government Relations. Community Relations. Internal communication. Branding and PR. Students must form groups and take on a “client” for this module. Each group must conceptualise, plan, implement and evaluate a campaign or programme for their client.

Prerequisite: LMC 318

LMC 321: Video Production (b): Visual Aesthetics (2nd Semester)

This module is a continuation of LMC 315 and runs parallel with it during the second semester. The focus is on theory with a view of some possible applications in practice (covered in LMC 315). Digital technology. The digital intermediary. Exploration and implementation of cinematic and narrative techniques in features. Analysis of current trends in filmmaking. This course aims to provide the theoretical tools to clarify, intensify and interpret kinematic images (film & video) through the analysis of the major aesthetic elements that impact on people’s perceptions. The following aspects are covered: Framing the shot. Linking shots and scenes into sequences. Elements of composition. Ligh as storytelling device. Colour, luminescence and mood. Area. Depth and Volume. Sound, diegetic and extra-diegetic. Time, tempo and narrative structure. Linear vs convoluted time structures. Motion. Continuity and complexity editing.

Prerequisite: LMC 315

JMJ301: Media Law (2nd Semester)

Introduction to legal concepts. Media and the Law. Intellectual property law. Copyright. Freedom of speech. Protection of sources. Libel/ Slander. Contract law.

COMMUNICATION

The Communication component of the MCC degree focuses on the process of communication and how it functions. The following module summaries describe the modules on offer in this subject field:

LMC 101: Introduction to Communication Studies (a) (2nd Semester)

Defining communication, the communication process, perception of self, basic limitations in perceptive ability, perceptions of others.

LMC 102: Introduction to Communication Studies (b) (2nd Semester)

Verbal communication, language problems and their solutions, non-verbal communication, gender differences in communication.

LMC 201: Communication Studies (1st Semester)

Interpersonal communication. Understanding interpersonal relationships. Intimacy and distance. Relational development. Self-disclosure in interpersonal relationships. Improving interpersonal relationships. Managing interpersonal conflict. Public speaking skills.

Prerequisites: LMC 101 and LMC 102

CULTURE

The Cultural Studies component of the MCC programme encompasses both classical and contemporary culture. The following module summaries describe the modules on offer in this subject field:

LMC 103: Cultural Studies: Classical Greek Culture

Introduction to the world of Ancient Greece. The relevance of ancient Greek culture and mythology to present day cultures and literatures. Daily life in Ancient Greece, Greek historical chronology, the rise of the polis and birth of democracy, the Arts.

LMC 104: Cultural Studies: Classical Roman Culture

Introduction to the world of Ancient Rome. The relevance of ancient Roman culture and mythology to present day cultures and literatures. Daily life in Ancient Rome, the Roman Empire, what Rome gave the world (calendar, Roman numerals, etc), philosophy and arts.

LMC 105: Cultural Studies: Contemporary Culture (a)

History of the concept of culture. Introduction to analysis of primarily visual texts with a focus on the politics of representation. Nietzsche's theory of the tension between 'Dionysus' and 'Apollo'. The relationship between the 'Art Tradition' and pop art/popular cultural texts such as CD and DVD covers.

LMC 106: Cultural Studies: Contemporary Culture (b)

Brief history of the development of cultural studies as an academic discipline. Culture, ideology and hegemony. Cultural processes and social divisions (race, class, gender). Case studies. Multi-culturalism. African cultural contexts, dealing with contemporary issues such as circumcision. Contemporary African culture.

LMC 210: Cultural Studies: Contemporary Society (a)

Advanced history and development of cultural studies as a discipline. History of the concept of culture. Examining the history of the development of ideas within and on culture. Definitions of culture as political. Study of representation of culture in contemporary society.

Prerequisites: LMC 105 and LMC 106

LMC 211: Cultural Studies: Contemporary Society (b)

“Race”, class, gender, sexuality and geography in popular media texts. Interrogating conceptions of “high” and “low” culture. Postmodernity and contemporary culture. Political and polemical interrogations of “nationhood”, power and access to representation.

Prerequisites: LMC 105 and LMC 106

LMC 309: Cultural Studies: Contemporary Society (a)

Continuation of LMC 210 and LMC 211 with emphasis on Marxist studies of “James Bond”, twentieth century literature, pop fiction, pop art and M.T.V.

Prerequisites: LMC 210 and LMC 211

LMC 319: Cultural Studies: Contemporary Society (b)

(The exploration of a variety of texts that ‘write back’ to hegemonic Eurocentric representations and/or ‘speak across’ the geographies of a new world diaspora in relation to the matrix of contemporary cultural crises: ‘race’, gender and class.

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