COM2604 Assignment 1 Semester 1 2023 (651592)

COM2604 Assignment 1 Semester 1 2023 Answers, guidelines, workings and references ................................................... QUESTION 1 STUDY UNIT 3 APPROACHES TO THE STUDY OF MASS COMMUNICATION 1.1 As stated in your prescribed book, defining mass communication is no simple matter, particularly when viewed against the background of the latest developments in information and communication technology (ICT). For this reason, mass communication can be defined from a variety of viewpoints or perspectives. McQuail (2000:7) identifies four theoretical perspectives from which one can attempt to define mass communication. In a brief paragraph, explain the main tenets of the socialmaterialist perspective. (4) 1.2 In order to understand the main perspective or approaches to the study of mass communication, it is crucial to first comprehend what theory is. To this end: 1.2.1 Explain the value of theory. (2) 1.2.2 List and explain four building blocks of theory. (8) 1.3 Fourie (2007:116) writes that how we “think about the power of the media, the media’s effects on behaviour, the functions of the media in society and so forth are usually done from a specific theoretical perspective and approach”. One such approach is the critical approach. Explain the development of this approach by briefly explaining ANY TWO of the following: 1.3.1 Mass society theory (3) 1.3.2 The Frankfurt School (3) 1.3.3 Mass/popular culture criticism (3) 1.3.4 Critical theory today (3) [Total 20] QUESTION 2 Study unit 4 The role and functions of the media 2.1 Briefly define the following concepts as they relate to the media: 2.1.1 Functionalism (3) 2.1.2 Political functions of the media in a democracy (3) 2.1.3 Media pluralism (3) 2.2 Discuss how the African philosophy of ubuntu might function as a normative theory for the mass media in the South African context (or your own context if you reside outside South Africa). Consider the following criteria in your discussion: 2.2.1 An overview of the characteristics of ubuntu. (3) 2.2.2 The possible influence of ubuntu on journalistic values (3) 2.2.3 The consequences of ubuntu as normative framework for the media (3) 2.2.4 In conclusion, state your opinion, with at least two reasons, on the feasibility of ubuntu as normative theory for the mass media in the South African context (or your own context if you are not from South Africa). (2) [Total 20] QUESTION 3 Study Unit 5 The effects of mass communication (effect studies) Discuss and explain Gauntlett’s following points of criticisms against the effects paradigm: 3.1 The effects model deals with social problems backwards. (6) 3.2 The effects model treats children as inadequate. (4) 3.3 The effects model inadequately defines its own objectives of study. (4) 3.4 The effects model is selective in its criticisms of media descriptions of violence. (6) [Total 20] QUESTION 4 Study Unit 6 Media, culture and the ideological power of the media Demonstrate your understanding of Stuart Hall's theoretical model of preferred reading. It was important to use the given concepts to frame your answer. In addition, make at lease one example per concept. 4.1 Preferred reading (2) 4.2 Culture as a site of struggle (3) 4.3 Reading positions 4.3.1 Dominant reading (4) 4.3.2 Negotiated reading (4) 4.3.3 Oppositional reading (4) 4.4 Ideological closure (3) [Total 20] QUESTION 5 Study Unit 7 Globalisation Discuss the impact of globalisation on economic, political, technological and cultural transformation. 5.1 Discuss the economic impact of globalisation and give examples. (5) 5.2 Discuss the political impact of globalisation and give examples. (5) 5.3 Discuss the technological impact of globalisation and give examples. (5) 5.4 Discuss the cultural impact of globalisation and give examples. (5) [Total 20]