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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Media Studies 
SAQA QUAL ID QUALIFICATION TITLE
94552  Diploma in Media Studies 
ORIGINATOR
University of Zululand 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Diploma (Min 360)  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  368  Not Applicable  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2033-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The Diploma in Media Studies meets the institution's plan to provide career focused education. The qualification is committed to redressing the disadvantages, inequalities and imbalances of the past. In particular, the Diploma in Media Studies promotes access to learning by expanding educational and employment opportunities for historically disadvantaged (especially rural) learners and supports social transformation and redress. The qualification also promotes excellence in general information distribution through creative and innovative curriculum design. The envisaged Diploma in Media Studies hopes to increase opportunities for lifelong learning in response to the educational, social, political and economic challenges of the present time.

This qualification further enables learners to be trained to meet local and international trends and standards in information management and distribution. Successful learners will be able to work for international organisations (or local organisations). The Institution has forged strong partnerships with the local and global community which has opened opportunities for our learners.

Rationale:
The impact of the media on contemporary society has been phenomenal in the recent past. Media is important because it influences society in many different ways. It changes the way we behave or it changes our attitudes towards things we perceive in the world we live in.

Media is all around us, society is constantly interacting with social media for their own gratification, that gratification could be keeping in contact with friends and family or it could be sharing your experiences with the world through pictures and videos. Another gratification from the new media is the ability to find important information easily and quickly. Media is important because it gives us some sense of being. We have a sense of being part of something greater than ourselves and that is why social media applications are so popular because they make you become part of a wider community always interacting with each other. It gives individuals the ability to become personally involved with the global society. Although we have the internet for a fair amount of time there have been some major changes that have revolutionised the way we use this medium. This medium is instant and easy to access.

Although the advent and progression of mobile technology has made information instantly accessible, it has also made life much more complex. We are now able to access, comment on and upload information instantly wherever we are, through devices such as smartphones. This upsurge in communication technology has changed the way we work and live. Not only radio, television or newspapers require the services of people who know how to manage media technology but almost every enterprise requires people to manage and interact with new media in many different ways. The Diploma in Media studies was developed to produce learners with higher levels of media competence and editorial management. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
Prior learning is recognised in the following ways:
  • A learner, who has completed a specific module at any other institution will be exempted.
  • In the case of a practically orientated module, a student who is able to demonstrate appropriate competence may be granted exemption from that module.

    Entry Requirements:
    The minimum admission requirement will be a:
  • National Senior Certificate (NSC) granting access to Diploma studies.
    Or
  • National Vocational Certificate (NVC) at NQF Level 4 granting access to Diploma studies. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The qualification consists exclusively of compulsory modules at NQF Levels 5, 6 and 7, all worth 16 Credits each except the module Work Integrated Learning which is worth 48 Credits totalling 368 Credits.

    Modules at NQF Level 5:
  • Digital Communication 1.
  • HIV and AIDS Literacy.
  • Advertising Skills 1.
  • Communication Skills 1.

    Modules at NQF Level 6:
  • Journalism Skills 1.
  • Public Relations Studies 1.
  • Journalism Skills 2.
  • Philosophical Perspectives on Communication.
  • Public Relations Skills 2.
  • Digital Communication 2.
  • Advertising Skills 2.
  • Business Ethics.
  • Business Studies 1B.
  • Journalism Skills 3.
  • Communication Research Methods C.
  • Work Integrated Learning 1A.

    Modules at NQF Level 7:
  • Communication Studies 1.
  • Media Skills 1.
  • Communication Studies 2.
  • Media Skills 2.
  • Media Skills 3. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Differentiate between media relations, public relations, digital communication and journalism.
    2. Apply a basic knowledge of print and electronic media.
    3. Start up and manage an in-house publication such as a house journal, a brochure or a pamphlet, including skills in copy editing, layout, photography, and optimising the readability of publications.
    4. Communicate effectively with audiences.
    5. Apply the attributes and skills required of journalists.
    6. Demonstrate an understanding of public speaking process which includes the ethics in public speaking and the differences in public speaking and other forms of communication.
    7. Act professionally responsible and execute duties within the field to improve media competence that will result in increased accuracy of information informing the public. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The differences between Media Relations, Public Relations, digital is defined.
  • Documentation skills related to interviewing and writing in an assignment format is applied.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Document knowledge of print and electronic media is used.
  • A sample of a print layout is produced.
  • Overlap in public relations, journalism and media studies is explained.
  • Basic digital sound editing is carried out.
  • News writing for television is carried out.
  • Written scripts for radio and television broadcasts are produced.
  • Articles in a newspaper are analysed.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • A web page is developed for an organisation, with the application of layout designs, editing and implementation of update features.
  • A newspaper with different sections of a newspaper, its page layout and its definition of news is designed.
  • A critical analysis of the media document is conducted.
  • Simple video footage (Video/Still) and a video clip with chormakeying are created.
  • News gathering skills are developed and definitive copy editing techniques are applied.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Mass communication messages are prepared in an appropriate style.
  • Appropriate technology is applied to the creation and dissemination of messages.
  • Communication that serves audience needs is planned.
  • Behaviour that is consistent with the ethical standards within a profession or discipline is displayed.
  • Various audiences according to demographics, psychographics and socio-graphics are analysed.
  • An article implementing core communication concepts is created.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Advanced journalism principles are displayed.
  • Sensitivity to the ethical issues of practice is demonstrated.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Principles of public speaking are applied by delivering a speech.
  • Persuasive skills in public speaking are implemented.
  • Prescribed organisational and professional ethical codes of conduct are taken into account and acted upon.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Key terms, concepts, facts, principles and theories of that field are understood.
  • Standard methods, procedures and other techniques are selected and applied.
  • Information from a range of sources, including oral, written and/or symbols texts is gathered.
  • Own and others' performance is assessed and appropriate action is taken where necessary.
  • Problems in unfamiliar contexts are identified, evaluated and solved, evidence is gathered and solutions based on evidence and procedures appropriate to the field or discipline are applied.
  • Complex information is presented and communicated reliably and coherently using appropriate formats and technologies.
  • Different forms of knowledge, schools of thought and forms of explanation are applied.

    Integrated Assessment:
    Assessments will be conducted over a period of time with numerous formative and summative components. At least 20 % of all assessment will be formative in nature. A variety of methods will be used for formative assessment. There will be a minimum of two summative assessments during the term, with the final assessment not counting more than 50 %. A minimum of two tests, two assignments and two group assignments and an individual assignment will be given.

    Types of assessment/evaluation in the Diploma course will include:
  • Individual assignments.
  • Group assignments.
  • Class work.
  • Multiple choice test papers.
  • Essay type question papers.
  • Case study type question papers.
  • Presentations (verbal and PowerPoint). 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification is designed similar to internationally approved qualifications such as that provided by Singapore Polytechnic, Dublin Business School and Oxford College. This qualification has been developed by evaluating offerings globally, specifically from the ones mentioned. There are substantial similarities regarding the modules offered and content.

    The School of Communication, Arts and Social Science at the Singapore Polytechnic offers a Diploma in Media and Communication. The qualification equips learners with knowledge in the application of print, broadcast and digital media studies.

    Dublin Business School in Ireland offers a Diploma in Journalism and Media Studies. The qualification aims to provide learners with a thorough grounding in the role of a journalist; skills to research, write and present effective copy; skills in presenting publications for the market place; and an awareness of the legal environment in which the media operate.

    The Oxford College in the United Kingdom offers a Diploma in Media Studies that is aimed at assisting and training learners who wish to obtain a foundation in media studies and in particular those with an interest in journalism, advertising and global media considerations.

    The College perceives media studies as an area of scholarly inquiry approach from both humanities and social science perspectives which considers the nature and effects of mass media upon individuals and society, as well as analysing actual media content and representations.

    The following are modules that learners must complete for this qualification:
  • Media History.
  • Media Ethics.
  • Media and Television.
  • Audio Production.
  • Photography and Typography.
  • Mass Communication.
  • Journalism.
  • New Media Development.
  • Media and Web Design.
  • Global Media.

    Conclusion:
    This qualification compares favourably with local and international standards in terms of outcomes and the modules. There is significant similarity in terms of the outcomes and the emphasis to consider global media. This presents learners with an opportunity to find employment globally and also for those who wish to further their studies in other countries. 
    		•

    ARTICULATION OPTIONS 
    This qualification will provide learners with the opportunity to further their studies both horizontally and vertically. The qualification design allows for the portability of credits (including from career-focused to academic qualifications) through the curriculum, widening access to further tertiary education. The qualification also allows articulation across other institutions that offer related qualifications.

    Horizontal articulation is possible with the following:
  • Diploma in Media Practices.
  • Diploma in Media and Graphic Design.

    Vertically the qualification articulates with:
  • Bachelor of Arts in Media Studies.
  • Bachelor of Arts in Media and Communication.
  • Bachelor of Social Science in Media and Communication.

    These qualifications will be aligned to the requirements of the Occupational Qualifications Sub-Framework (OQSF), which will, inter alia include a renaming of the qualification title. The QCTO has initiated the alignment process. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2015. 

    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. University of Zululand 


    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.