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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.

SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Bachelor of Arts Honours in Media and Communication

SAQA QUAL ID	QUALIFICATION TITLE
122320	Bachelor of Arts Honours in Media and Communication
ORIGINATOR
Akademia NPC
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Honours Degree	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 08	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Registered		EXCO 0724/24	2024-06-04	2027-06-04
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2028-06-04		2031-06-04

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 purpose of the Bachelor of Arts Honours in Media and Communication is to equip learners with the in-depth theoretical knowledge and advanced practical and critical skills to become well-rounded, adaptable, conscientious, and skilful media and communication practitioners who perform a vital function in a democratic society within changing global, political, technological, and social contexts. The qualification is designed to allow learners to develop advanced knowledge and skills in a field of specialization in media and communication studies. As a result, learners can choose between two streams of specialisation: Strategic Communication Management or Journalism. Many academic qualifications over-emphasize practical skills in attempts to improve employability and yet the media and communication industries in a digital era require graduates to create content, report on events, and develop communication messages. In-depth knowledge about their fields and other fields including politics, economics, and culture, knowledge of and curiosity about the contexts in which they practice, and insight into how these contexts impact the industries as they are becoming increasingly crucial in the media and communication field. These skills ultimately differentiate outstanding media and communication practitioners from the exorbitant number of content creators already practicing in the field. Aside from these industry-specific skills, the qualification further focuses on developing the employability skills required from graduates to enter the workforce in the 21st century, which include digital and data literacy, competency in communication and social interaction, the ability to collaborate and work across disciplines, critical thinking skills, socio-emotional skills, complex information processing, as well as cognitive load management. The qualification intends to address the above-mentioned gap between industry requirements and current media and communication education and training. The qualification was developed to ensure a balance between theory and practice to cultivate an acute awareness of the dynamics between the two and how they inform one another. The qualification will produce graduates with the required critical thinking and advanced practical skills as well as comprehensive knowledge and insight into the related fields to make valuable contributions. Qualifying learners will be able to pursue careers in journalism, media management, social media, public relations, advertising, communications, human resources, education, management, publishing, digital media, and public service. Furthermore, learners who successfully complete this qualification will be equipped with the critical and analytical skills and knowledge to pursue careers as researchers who can identify issues, investigate key questions, present practical solutions, and contribute to the theory and practical application in these fields. Rationale: In a global world that is rapidly becoming more complex and increasingly faced with changes in technology, mobility, connectivity, and digitization, there is a growing demand for critical, conscientious, and well-rounded media and communication practitioners who can question and interpret current issues and changes and examine how contemporary society's thoughts, interactions, and actions are shaped. The media and communication industry are regarded as the fastest-growing fields in the current labour market and are continuously undergoing substantial changes in fundamental skills. Media and communication practice remain crucial to practicing media and communication in a post-digital age. With a focus on the broadening and deepening of skills and knowledge within a growing industry and on social transformation, the qualification seeks to educate learners to be critical to a high level of cognitive complexity. There is a need for well-trained, critical, reflective, and adaptive media and communication practitioners who can question and interpret events, engage with stakeholders in a variety of contexts, collect information and create accurate and compelling messages, develop practical and sustainable solutions to current issues in the industries and ultimately serve the public and contribute to healthy, democratic, diverse, and tolerant communities and societies. The qualification will produce well-trained learners equipped with theoretical knowledge, communication, and research skills in the field. Throughout the world, there is a growing need to move away from the singular approaches to problem-solving and adapt more integrated approaches to problems. This qualification seeks to equip learners with an integrated approach that will produce results that are sufficient in dealing with the world around them. It also allows learners to tap into an array of tools and techniques as well as a deep pool of knowledge used in each discipline. To master the different fields of study, a learner will be exposed to an array of techniques, including understanding the logic and being able to reason. The qualification supports the values and objectives of the National Development Plan (NDP), South Africa (2030) 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 based on recent research in communication practice and media and communication education, which underpin the above-mentioned requirements, challenges, and opportunities in these fields. Furthermore, industry experts and academics in higher education institutions were consulted for their input to ensure that the qualification is well-positioned and firmly addresses not only the needs of the media and communication industry but also facilitates positive social change in local communities and broader society.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL): The institution has an approved Recognition of Prior Learning (RPL) policy applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL for access: Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL. To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations. RPL for exemption of modules: Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module. RPL for credit: Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification. Credit shall be appropriate to the context in which it is awarded and accepted. Entry Requirements: The minimum entry requirement for this qualification is: Advanced Diploma in Communication Science, NQF Level 7. Or Advanced Diploma in Communication Management, NQF Level 7. Or Advanced Diploma in Media Studies, NQF Level 7. Or Bachelor of Arts in Communication and Journalism, NQF Level 7. Or Bachelor of Arts in Communication Studies, NQF Level 7.

RECOGNISE PREVIOUS LEARNING?

Y

QUALIFICATION RULES

This qualification consists of the following compulsory and elective modules at NQF Level 8 totalling 130 Credits. Compulsory Modules, Level 8, 70 Credits: Media and Communication Theory, 20 Credits. Media and Communication Ethics and Best Practice, 10 Credits. Data in Media and Communication Research and Practice, 10 Credits. Research Project, 30 Credits. Elective Modules, Level 8, 60 Credits (Choose two modules from Specialisation A or two modules from Specialisation B): Specialisation A: Strategic Communication Management Strategic Organisational Communication, 40 Credits. Strategic Communication in Context, 20 Credits. Or Specialisation B: Journalism Journalism in Practice, 40 Credits. Journalism in Context, 20 Credits.

EXIT LEVEL OUTCOMES

Exit Level Outcomes 1. Conduct independent academic research on an identified problem, issue, or phenomenon in the field of media and communications studies. 2. Apply theoretical knowledge to critically reflect on and address issues and challenges, as well as formulate critiques of texts, theories, and practices in the field of media and communication studies. 3. Draw on theoretical knowledge and advanced practical and problem-solving skills to create purposeful, compelling, and relevant content for media and communication purposes. 4. Draw on theoretical knowledge and insight, as well as problem-solving skills, to engage with various stakeholders in an appropriate, ethical, responsible, and accountable manner. 5. Draw on theoretical knowledge and problem-solving skills to address real-life challenges and issues in the media and communication industries. 6. Draw on problem-solving skills and critical skills to conduct in an ethical and professional manner as media and communication practitioners.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1: Identify, describe, and investigate a problem, issue, or phenomenon in the media and communication studies. Present and defend a research proposal. Critically engage with data and apply data insights to present a solution to a problem, issue, or phenomenon in media and communication studies. Critically analyse and synthesize information to formulate valid and coherent academic arguments. Present research findings in the form of a written dissertation. Communicate well-researched and evidence-based findings and insights in an engaging, ethical, and accurate manner in various modes and across various platforms. Associated Assessment Criteria for Exit Level Outcome 2: Explain and critically reflect on the interrelation between theory and practice in the fields of media and communication studies. Critically engage with media and communication theory to explain phenomena in media and communication practice in a coherent manner. Draw on media and communication literature to critically discuss and debate the role, challenges, and trends in the fields of media and communication with reference to their economic, socio-economic, technological, and historical contexts. Select and apply appropriate theoretical frameworks and approaches to address phenomena, challenges, or issues in the field of media and communication studies. Formulate justified critiques on texts, theories, and practices in the field of media and communication studies. Consider and represent views and perspectives other than your own by drawing on theoretical knowledge and analytical skills. Associated Assessment Criteria for Exit Level Outcome 3: Identify, develop, and create meaningful, engaging, and relevant media and communication messages for various audiences and across a variety of platforms. Critically engage with data and apply data insights to identify, develop, and create informative, relevant, and engaging content for journalism and/or for communication purposes. Associated Assessment Criteria for Exit Level Outcome 4: Critically debate the significant role of various stakeholders such as media audiences, news sources, and local communities in journalism and communication practice. Interact with a variety of stakeholders in a meaningful, transparent, responsible, and accountable manner. Build and manage relationships with various stakeholders to facilitate positive and sustainable social change in a democracy. Associated Assessment Criteria for Exit Level Outcome 5: Investigate and compile newsworthy stories that are in the public's interest in various modes and across a variety of platforms. Critically engage with data and apply data insights to identify and investigate challenges or issues in media and communication practice. Critically engage with data and apply data insights to develop and implement strategies to address challenges and issues in media and communication practice. Monitor and evaluate own progress and output throughout the process of identifying, developing, implementing, and compiling media and communication strategies or messages. Work collaboratively and independently and apply entrepreneurial and problem-solving skills to identify, conceptualise, and make use of opportunities for innovation in the media and communication industries. Associated Assessment Criteria for Exit Level Outcome 6: Engage with stakeholders in an ethical and professional manner. Reflect on and apply insights on ethical conduct and best practice when making critical decisions in practice. Take complete responsibility for decisions and actions in different contexts.

INTERNATIONAL COMPARABILITY

The comparability exercise of this qualification was done to ascertain its compatibility with similar qualifications offered by the following international institutions. Country: The Netherlands Institution: University of Amsterdam Qualification Title: Bachelor of Arts in Media and Information Studies Credits: 180 ECTS credits Duration: Three years full time Entry Requirements: Diploma or degree certificate from a Dutch educational institution. Purpose: The qualification will teach learners to understand how social media platforms, mobile devices, organisations, and their institutional and political frameworks shape the culture through the production, distribution, and use of information. Learners will examine the relationship between culture and technology, and they will learn the latest tools and methodologies that enable learners to explore how information travels. Learners will be introduced to the basic concepts of Media Studies and the most important features of contemporary media. Learners will choose to major in one of two specialisations: Cultural Information Studies or New Media and Digital Culture. Alongside the core modules, learners may choose from a range of electives or opt for another specialisation in the form of a minor. Learners can also decide to study abroad for a semester or do an internship. Graduates can enrol for a Master's degree. This qualification explores information and information technologies and their central role in shaping the arts, humanities, journalism, governments, and administration. Qualification structure: The qualification consists of the following compulsory modules. Compulsory Modules: Media and Information: Living Information. Analysing Digital Culture. Media and Culture: Media Culture in Transformation comparable to Media and Communication Ethics and Best Practice. Doing Media Studies 1 is comparable to Media and Communication Theory. Doing Media Studies 2 is comparable to Media and Communication Theory. Media Theory is comparable to Media and Communication Theory. Media Research is comparable to Research Project. Current Themes in Media Studies is comparable to Data in Media and Communication Research and Practice. Similarities: The University of Amsterdam (UM) and the South African (SA) qualifications require learners who completed a Bachelor's degree in a cognate field. Both qualifications articulate to a Master's degree. Both qualifications consist of a compulsory research project. Differences: The UM qualification has 180 ECTS Credits whereas the SA qualification consists of 130 credits. The UM qualification is offered over three years of full-time study while the SA qualification takes one year of full-time study. The UM qualification allows learners who will choose to major in one of two specialisations in Cultural Information Studies or New Media and Digital Culture whereas learners choose one of the two specialisations in Strategic Communication Management or Journalism in the SA qualification. The UM qualification has a strong focus on digital media whereas the SA qualification has a strong focus on the impact of digital and data-driven technologies on the media and communication industries and landscape. Country: United States of America Institution: Gaylord College of Journalism and Mass Communication, Oklahoma University Bachelor of Arts in Journalism and Mass Communication Credits: 130 Credit Duration: Four years Entry Requirements: All applicants must have a high school qualification. Similarities: The Gaylord College of Journalism and Mass Communication (GCJMC) and the South African (SA) qualifications consist of 130 credits. Both qualifications allow learners access to a Master's degree. The Journalism stream in the SA qualification is similar to the Journalism and Communication curriculum of the GCJMC qualification since both qualifications place emphasis on multimedia news production, media history, and the role of ethical, responsible, and accountable journalism and mass media in maintaining a democracy. The purpose of the GCJMC and SA qualifications is to cultivate and apply advanced fundamental skills in journalism practice. Differences: The GCJMC qualification is offered over four years of full-time study whereas the SA qualification is offered over one year of full-time study. The GCJMC qualification requires learners who completed the high school qualification whereas the SA qualification requires learners who completed a Bachelor's degree. Country: Australia Institution: Royal Melbourne Institute of Technology University Qualification Title: Bachelor of Media and Communication Honours Total credit points: 96 Duration: One Year full-time Entry Requirements: Must have successfully completed an Australian Bachelor's degree (or equivalent overseas qualification) in a relevant discipline with a minimum grade point average (GPA) of 3.0 (out of 4.0). Purpose/Rationale: The media and communication industry are constantly evolving due to technological advances and changes in societal values, which influence the way people find information and communicate with each other. The emphasis is on research, whether within academic or professional contexts. Learners will undertake an individually negotiated research project, as a capstone experience. This project will enable learners to synthesise and integrate knowledge, connect theory, and practice, and demonstrate the holistic achievement of the learning outcomes. This qualification will help learners negotiate and contribute knowledge to the immense changes occurring within contemporary media and communication systems in both academic and professional contexts. Learners will engage in a model of 'process-based learning' in an interdisciplinary research context, which will provide them with the relevant skills for managing such change within industry and research. Completing this qualification helps learners keep up to date with their area of interest and demonstrates outstanding ability the industry, both of which increase employability. It is the traditional pathway to a master's by research or a doctorate (PhD). As a graduate of the qualification, learners will be able to: Creatively and critically develop meaningful problems and synthesise research within media and communication in local and global contexts. Work collaboratively and ethically in interdisciplinary teams. Develop a deep field of knowledge from international vantage points and exercise critical thinking to show its relevance to contemporary media and communication. Use sophisticated, self-directed research as an integral part of the creative and critical reflective practice to innovate in knowledge creation. Demonstrate leadership through developing projects and collaborative processes and be able to explain why this work matters to others in appropriate ways. Evaluate the strengths and contributions of discipline and the value of other disciplines to research. Qualification structure: The qualification consists of the following compulsory modules. Key Concepts in Media and Communication Research, 12 Credits comparable to Data in Media and Communication Research and Practice. Research Strategies - Design/Creative Arts, 12 Credits. Research Laboratory One, 12 Credits. Research Practice One, 12 Credits. comparable to the Research Project. Research Laboratory Two, 12 Credits. Research Practice Two, 36 Credits comparable to Research Project. Assessment in the qualification is intended to be formative to help learners develop their capabilities as researchers, whether in an academic or professional/practitioner capacity. Assessment forms and modes will vary across qualifications; however, all assessment is directed at assisting learners in achieving the highest possible outcome for the research project. Assessment may include individual and group tasks. The major assessment activity in the qualification is the research project or thesis. Similarities: The Royal Melbourne Institute of Technology University (RMIT) and the South African (SA) qualifications are offered for one year full-time. Both qualifications require learners who completed a Bachelor's degree or equivalent qualification in a cognate field. The purpose of RMIT and SA qualifications is to develop research-capable graduates who will be leaders in media and communication. The RMIT and the SA qualifications share similar learning outcomes. Both qualifications share similar compulsory modules. Both qualifications consist of the research project. Both qualifications articulate vertically to the Master's degree. Differences: The RMIT qualification has 96 credits while the SA qualification has 130 credits. Country: Malaysia Institution: Asia Pacific University of Technology and Innovation Qualification Title: Bachelor of Arts Honours in Media and Communication Studies Credits: 360 Duration: 3 Years full time Direct entry to Level 1 of the Degree: 2 Passes in STPM with a minimum Grade C (GP 2.0) and a Credit in English at SPM Level or its equivalent. Or 2 Passes in A-Level in any 2 subjects, and a Credit in English at SPM/O-Level/ IGCSE or its equivalent. Or Passed Foundation qualification (minimum CGPA of 2.0) with a Credit in English at SPM/O-Level/IGCSE or equivalent. Entry to Level 2 of the Degree: Diploma in Media and Communication or its equivalent with a minimum CGPA of 2.0. Media and Communication Studies encompasses both traditional and digital communication techniques, which allow learners to keep up with the latest communication trends and learn how to cope with modern-world intercultural communication challenges. Learners will be equipped with the necessary skills and knowledge to pursue future careers in Journalism, Public Relations, Advertising, Communications, and Social Media. This qualification is specifically designed to provide learners with: Some practical and technical expertise in media and communication discipline in-line with the industry requirement. Effective in communication and demonstrates good leadership qualities in an organisation. Capable of analysing and solving media and communication-related issues or problems innovatively, creatively, and ethically through a sustainable approach. Ability to demonstrate entrepreneurship skills and recognise the need for lifelong learning for successful career advancement in media and communication. Qualification structure: The qualification consists of the following compulsory and elective modules. Compulsory Modules: Contemporary Media Studies comparable to Media and Communication Theory Concepts in Communication Theories comparable to Media and Communication Theory Researching Media and Communication comparable to Data in Media and Communication Research and Practice Journalism comparable to Journalism in Practice. Political Communication Investigations in Media and Communication Studies comparable to Data in Media and Communication Research and Practice Broadcast Journalism comparable to Journalism in Practice. Global Advertising Practices Media morals and ethics comparable to Media and Communication Ethics and Best Practice. Critical approaches to media comparable to Media and Communication Theory Media and Communication Project comparable to Research Project Internship/Industrial Training comparable to Journalism in Practice. Elective Modules (Choose one): Communication Audit and Strategy Persuasive Copywriting Similarities: The Asia Pacific University of Technology and Innovation (APU) and the South African (SA) qualifications share a similar purpose of equipping learners with knowledge and skills such as the ability to analyse and solve media and communication-related issues or problems innovatively, creatively, and ethically through a sustainable approach. Both qualifications consist of compulsory and elective modules. Both qualifications consist of the Media and Communication Research Project. Both qualifications articulate vertically to a Master's degree. Differences: The APU qualification is offered over 3 years of full-time study whereas the SA qualification is offered over 1 year of full-time study. The APU qualification has 360 credits whereas the SA qualification has 130 credits. The elective modules for the APU qualification are different from the SA qualification.

ARTICULATION OPTIONS

This qualification allows possibilities for both horizontal and vertical articulation. Horizontal Articulation: Bachelor of Arts Honours in Communication Science, NQF Level 8. Bachelor of Arts Honours in Communication, NQF Level 8. Bachelor of Arts Honours in Integrated Organisational Communication, NQF Level 8, Bachelor of Arts Honours in Media Studies, NQF Level 8. Bachelor of Journalism Honours, NQF Level 8. Bachelor of Social Science Honours in Communication, NQF Level 8. Postgraduate Diploma in Journalism, NQF Level 8. Bachelor of Arts Honours in Media Studies, NQF Level 8. Postgraduate Diploma in Media Studies, NQF Level 8 Postgraduate Diploma in Science Communication, NQF Level 8. Vertical Articulation: Master of Arts in Communication Science, NQF Level 9. Master of Arts in Corporate Communication, NQF Level 9 Master of Arts in Communication Studies, NQF Level 9 Master of Arts in Communication, NQF Level 9. Master of Arts in Journalism, NQF Level 9. Master of Arts in Fundamental Communication, NQF Level 9. Master of Arts in Media and Communication, NQF Level 9. Diagonal Articulation There is no diagonal articulation for this qualification.

MODERATION OPTIONS

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.	Akademia NPC

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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.