19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 1 of 8 MODULE NAME: MODULE CODE: CRITICAL THINKING AND MEDIA STUDIES 3A CRST7311 CRITICAL THINKING AND MEDIA STUDIES 3A CRST7311p CRITICAL THINKING AND MEDIA STUDIES 3A CRST7311w ASSESSMENT TYPE: SUMMATIVE PROJECT TOTAL MARK ALLOCATION: 100 MARKS By submitting this assignment, you acknowledge that you have read and understood all the rules as per the terms in the registration contract, the assignment and assessment rules in The IIE Assessment Strategy and Policy (IIE009), the intellectual integrity and plagiarism rules in the Intellectual Integrity Policy (IIE023), as well as any rules and regulations published in the student portal. INSTRUCTIONS: 1. The research/written component of the assessment must be typed as well as adequately and correctly referenced. 2. No material may be copied from original sources, even if referenced correctly, unless it is a direct quote indicated with quotation marks. No more than 10% of the assignment may consist of direct quotes. 3. Consult the marking rubric to familiarise yourself with the assessment criteria to ensure you understand all the submission requirements. 4. This is an individual project 5. Keep a clear copy of your project in the form of a digital back-up/ a clear photocopy/ a photograph. 6. Pay careful attention to the submission format and additional requirements as stated in the brief. Make sure your submission is neat and presented professionally. 7. All submissions must include a signed cover sheet, your name and student number. 8. Follow all instructions on the brief front page including the additional instructions added below. Additional instructions: 1. Read your brief carefully; you are given two (2) options to select from, answer one (1) of the two (2) options. 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 2 of 8 Referencing Rubric Providing evidence based on valid and referenced academic sources is a fundamental educational principle and the cornerstone of high-quality academic work. Hence, The IIE considers it essential to develop the referencing skills of our students in our commitment to achieve high academic standards. Part of achieving these high standards is referencing in a way that is consistent, technically correct and congruent. This is not plagiarism, which is handled differently. Poor quality formatting in your referencing will result in a penalty of a maximum of ten percent being deducted from the percentage awarded, according to the following guidelines. Please note, however, that evidence of plagiarism in the form of copied or uncited work (not referenced), absent reference lists, or exceptionally poor referencing, may result in action being taken in accordance with The IIEs Intellectual Integrity Policy (0023). Markers are required to provide feedback to students by indicating (circling/underlining) the information that best describes the students work. Minor technical referencing errors: 5% deduction from the overall percentage the students work contains five or more errors listed in the minor errors column in the table below. Major technical referencing errors: 10% deduction from the overall percentage the students work contains five or more errors listed in the major errors column in the table below. If both minor and major errors are indicated, then 10% only (and not 5% or 15%) is deducted from the overall percentage. The examples provided below are not exhaustive but are provided to illustrate the error Required: Technically correct referencing style Minor errors in technical correctness of referencing style Deduct 5% from percentage awarded Major errors in technical correctness of referencing style Deduct 10% from percentage awarded Consistency The same referencing format has been used for all in-text references and in the bibliography/reference list. Minor inconsistencies. The referencing style is generally consistent, but there are one or two changes in the format of in-text referencing and/or in the bibliography. For example, page numbers for direct quotes (in-text) have been provided for one source, but not in another instance. Two book chapters (bibliography) have been referenced in the bibliography in two different formats. Major inconsistencies. Poor and inconsistent referencing style used intext and/or in the bibliography/ reference list. Multiple formats for the same type of referencing have been used. For example, the format for direct quotes (intext) and/or book chapters (bibliography/ reference list) is different across multiple instances. Technical correctness Referencing format is technically correct throughout the submission. Position of the reference: a reference is directly associated with every concept or idea. For example, quotation marks, page numbers, years, etc. are applied correctly, sources in the bibliography/reference list are correctly presented. Generally, technically correct with some minor errors. The correct referencing format has been consistently used, but there are one or two errors. Concepts and ideas are typically referenced, but a reference is missing from one small section of the work. Position of the references: references are only given at the beginning or end of every paragraph. For example, the student has incorrectly presented direct quotes (intext) and/or book chapters (bibliography/reference list). Technically incorrect. The referencing format is incorrect. Concepts and ideas are typically referenced, but a reference is missing from small sections of the work. Position of the references: references are only given at the beginning or end of large sections of work. For example, incorrect author information is provided, no year of publication is provided, quotation marks and/or page numbers for direct quotes missing, page numbers are provided for paraphrased material, the incorrect punctuation is used (in-text); the bibliography/reference list is not in alphabetical order, the incorrect format for a book chapter/journal article is used, information is missing e.g. no place of publication had been provided (bibliography); repeated sources on the reference list. Congruence between in-text referencing and bibliography/ reference list All sources are accurately reflected and are all accurately included in the bibliography/ reference list. Generally, congruence between the intext referencing and the bibliography/ reference list with one or two errors. There is largely a match between the sources presented in-text and the bibliography. For example, a source appears in the text, but not in the bibliography/ reference list or vice versa. A lack of congruence between the in-text referencing and the bibliography. No relationship/several incongruencies between the in-text referencing and the bibliography/reference list. For example, sources are included in-text, but not in the bibliography and vice versa, a link, rather than the actual reference is provided in the bibliography. In summary: the recording of references is accurate and complete. In summary, at least 80% of the sources are correctly reflected and included in a reference list. In summary, at least 60% of the sources are incorrectly reflected and/or not included in reference list. Overall Feedback about the consistency, technical correctness and congruence between in-text referencing and bibliography: .................................................................................................................................................................................................................................................................................................... .................................................................................................................................................................................................................................................................................................... 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 3 of 8 FINAL PROJECT THEME: HUMANS AS PART OF NATURE Learning and Background ____ In your assignment, you had the opportunity to engage with a selected concept. Your final project is a cumulative approach to engaging in the broader concepts of the Critical Thinking and Media Studies 3 module by considering one of two topics to select from. This module aims to give students a philosophical grounding to understand the ways in which humans both interact with and interpret broad concepts related to environmental impact consciousness and consequences. Here, students examine different ways of conceptualising nature through time (in different historical periods) and place (in different societies and cultures), to critically challenge the perception of humans as outside of, or other than, nature. Throughout the module, the general and often controversial nature of brand communications are used as examples of how people draw on these various discourses and whether they perpetuate or challenge problematic producer and consumer practices that are increasingly seen as damaging to the environment. Description of Brief ____ Thinking about the environment is not only becoming more prevalent in society at large but is also seen as a crucial part of how brands practice and communicate their business. The Vega Healthy Brand (Cook et al, 2010) definition considers the effect of business on the environment and in many of your other modules you would have already encountered issues around the environment. If we are to think critically, we need to ask ourselves what we think we know about humans and nature, and what types of representations of nature are used in society as well as how these impact our interactions in and with our environment. How are these representations communicated in news, popular culture, advertising and other media? 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 4 of 8 For this part of the project, you have a choice between two thematic options. You will produce a written component (80%) and an application component (20%) for this project. The written component is an academic essay building an academic argument and must include examples of brand-related case studies. The written piece can be structured as an interactive piece by including audio/video links to substantiate the discussion. The application component refer to any suitable brand communication piece included in your written component. Refer to the section below for additional detail. Interpret the term communication piece as follows: it could be a graphic novel, comic strip, TV commercial, website, blog, animation, video, song, radio script/spot, print ad, public intervention, public art, business model, creative or brand strategy document. Below are the two options followed by the submission and assessment criteria applicable to both options. OPTION 1: BETTER OFF WITHOUT US ____ Maybe the earth would be better off without us. Safe and clean and perfect Like a toy nobody ever played with - E Horne & J Comeau. For the written component, you need to write an academic essay where you must critically discuss this quote with reference to the material covered in the module thus far, along with at least two additional academic journal articles sourced by yourself. Refer to the marking rubric and your relevant learning units for guidance. What is your opinion and how does it relate to what other theorists say? For the application component, you must use the insights and core concepts from the essay to explain how you would adjust or improve on one of the existing communication pieces you used in your essay in a way that makes your viewpoints clear. Highlight the parts you want to improve and explain why. Explain your changes and indicate why your changes reflect an improved version. Your description and explanation should be typed, and you may make use of sketches or images to aid your explanations. OR 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 5 of 8 OPTION 2: AN ENVIRONMENTAL ISSUE I CARE ABOUT ____ Explore a local/international environmental issue. Identify a specific concern around an environmental issue currently highlighted in the media that intrigues you. Widen your search to include global thoughts regarding this theme and how it plays out in a more general context. Link this scenario to an advertising/media campaign that speaks to or relates to the specific theme. Find a current local/international case study that practically illustrates the issue. Write an academic essay in which you describe and critically discuss the case study. Critically consider the following when developing your argument, but no need to answer each question, rather just consider what it is asking you to think about: How does it affect the direct social environment and people surrounding it? How do you perceive the influences on societies directly involved here? Analyse the communication regarding the chosen issue according to what you have learnt in your module so far, for instance constructionism, claims making and framing of issues. For the application component, you must use the insights and core concepts from the essay to explain how you would adjust or improve on an existing communication piece in a way that makes your viewpoints clear. You may use the same piece you discussed in your essay. Highlight the parts you want to improve and explain why. Explain your changes and indicate why your changes reflect an improved version. Your description and explanation should be typed, and you may make use of sketches or images to aid your explanations. DELIVERABLES (FOR OPTION 1 OR OPTION 2): Academic essay (80%): Academic essay delivering an academic argument using one of the above thematic options. Application (20%): Provide an explanation of your adjusted or revised communication piece. Explain how it represents your discussions/understandings/insights derived from your written component. 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 6 of 8 The reworked communication piece must be guided conceptually by your insights derived from the written piece. SUBMISSION SPECIFICS: Submit the essay on and application as one document on Learn it will go through Safe Assign which will give you a similarity report. Academic essay (80%): To complete the essay component of this project, you will need to: Engage with at least four of the prescribed/or recommended additional readings from your module on Learn; Add at least two relevant additional academic readings/resources of your choice and that is not from the Modules readings; Provide a relevant title for your essay; Write +- 5-7 pages (+/-2000 maximum 2500 words), size 12 font, 1.5 spacing Arial/Times New Roman; Structure the essay: introduction, body with subheadings and conclusion; Conform to the Harvard system of referencing (see IIE Reference Guide visit the online library via the Vega Website). Provide a reference list using Harvard referencing; Application (20%): Write +- 1-2 pages (+/-400 maximum 650 words), size 12 font, 1.5 spacing Arial/Times New Roman; Include sketches or images where required to ensure your ideas are clear; Refer to the marking rubric for guidance; Ensure your project is clearly labelled with your details on it. Submit the written and application component together in one document with clear headings. 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 7 of 8 Appendix A: MARKING RUBRIC MODULE NAME: CRITICAL STUDIES 3A MODULE CODE: CRST7311/p/w STUDENT NAME: STUDENT NUMBER: Assessment Criteria Not yet competent 0-49% Competent 5064% Good 6574% Exceptional 75100% Mark ACADEMIC ESSAY (80%) 0-19 20-25 26-29 30-40 Use and application of theory to build an argument Very basic/limited discussion, explanation or reference to theory/ies. Either irrelevant or lack of theory used. The argument is very limited/unclear/no argument. Limited to no application of theory. Response is not considered to be academic lack of contextualisation and theory. Basic discussion, explanation and reference to theory/ies, some irrelevant or considered out of context. The argument is not completely clear, or the argument or response is limited in understanding/contextualisation. Good discussion, explanation and reference to relevant theory. Good application of theory/ies. Creditable argument. The argument and response show a good understanding of the topic/question. Argument adequately contextualised. Strong, insightful argument and response! Thorough understanding of the topic/question. Argument is grounded in application using relevant theories. Argument is very well contextualised. /40 0-9 10-12 13-14 15-20 Use of examples Examples are irrelevant or inadequately explained, contextualised or motivated. Does not adequately add to or support the argument. Examples are relevant but are not entirely adding to or supporting the argument or are not explained, contextualised or motivated well. Good use of relevant examples adequately supports the argument. Adequately explained, contextualised and motivated. Insightful use of examples. Relevant, current and adds value to the argument. Very well explained, contextualised and motivated. /20 0-9 10-12 13-14 15-20 Answer structure/ writing style/academic resources Little consideration of structure; shows little to no planning before writing the answer. Structure of argument and answer does not flow well at all. Did not source additional readings that were not in the Module Guide. Academic references are problematic (e.g. not credible/relevant/current). Some structure; requires more planning before writing the answer. Structure of argument and answer does not flow that well. Sourced minimum one extra reading that was not in the Module Guide. Academic references to be reviewed as it may not be credible/relevant/current. Adequately structured; shows some consideration before writing the answer. Structure of argument and answer flows well. Sourced minimum two extra readings that were not in the Module Guide. Academic references are credible/relevant/current. Very well- structured; clearly planned before writing the answer. Structure of argument and answer flows. Sourced minimum two extra readings that were not in the Module Guide. Academic references are credible/relevant/current. /20 19, 20, 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 8 of 8 APPLICATION (20%) ADJUSTED COMMUNICATION PIECE 0-9 10-12 13-14 15-20 Adjustment to message and/or concept The message of the communication piece was not altered to the extent that the message aligns with the main points made in the essay. The choice of communication piece is not appropriate, or the altered message do not address critical problems in the communication piece. The message of the communication piece was adequately adjusted in line with the main points in the essay. Fundamental problematic aspects were identified and redressed. The message of the communication piece was adjusted in a way that clearly demonstrates the main points in the essay. The alterations made a clear difference to the message. The message of the communication piece was adjusted in such a way that it is thought provoking. The alterations made a significant difference to the message. /20 ADDITIONAL FEEDBACK: (Marks are deducted for incorrect or no referencing, refer to the referencing rubric. Plagiarism will be treated as per the plagiarism policy.) REFERENCING DEDUCTIONS TOTAL / 100 [TOTAL MARKS: 100]

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