DPR2602 Assignment 1 Semester 2 2024

STUDENT NAME : MAHLATSE ALPHEOUS NGOBENI STUDENT NUMBER : MODULE : DPR2602 MODULE NAME : COMMUNICATION THEORY ASSIGNMENT NO. : 01 UNIQUE CODE : SEMESTER : 01 YEAR : 2022 lOMoARcPSD| 2 DECLARATION OF OWN WORK I, Mahlatse Alpheous Ngobeni (NAME and SURNAME) confirm that:  this MODULE contains my own, original ideas and work  those ideas, or work, that are not my own, have been cited through the prescribed referencing system which I have familiarised myself with in Tutorial Letter CMNALL/E/301  I have not submitted the ideas or work contained in this MODULE for any other tertiary education credit Policy on Research  I have read the University’s Policy of Research Ethics E  I have read and understood the PLAGIARISM POWERPOINT FOR UNDERGRADUATE STUDIES (available under “Additional Sources” on myUnisa)  I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS offered by Unisa’s library:  I have read and understood Unisa’s Policy for Copyright Infringement and Plagiarism, and I am aware that plagiarism is punishable in terms of the Copyright Act 98 of 1978 and I have read the regulations of the University of South Africa in this respect, available online: ents/Policy_copyright_infringement_plagiarism_16N STUDENT NUMBER NGOBENI M.A 04 March 2022 SIGNATURE DATE Honest Phahlane 04 March 2022 WITNESS DATE lOMoARcPSD| 3 TABLE CONTENTS Table of Contents INTRODUCTION ...................................................................................................................................... 4 QUESTION 1 ............................................................................................................................................ 5 QUESTION 2 ............................................................................................................................................ 6 QUESTION 3 ............................................................................................................................................ 7 QUESTION 4 ............................................................................................................................................ 8 CONCLUSION ........................................................................................................................................... 9 SOURCES CONSULTED……………………………………………………………………………………………………………………..10 Downloaded by Mbali Zikalala () lOMoARcPSD| 4 INTRODUCTION In this assignment the focus is mainly on different types of communication theories and how they can be used in public relations context. Theories are important to the study of communication as they provide us with valuable tools with which to ask new and useful questions about communication as a field of study. Every theory has its assumptions and claims regarding a specific phenomenon. In some theories, these assumptions and claims are regarded as rules, laws or approaches. These rules, laws or approaches help us to understand and predict the outcomes of certain communication processes. Downloaded by Mbali Zikalala () lOMoARcPSD| 5 QUESTION 1: Two-step flow theory 1.1 Opinion leader(s) from the article according to the Two-step theory According to Windahl, Signitzer and Olson (2009), the theory states that messages from media reach the public indirectly through opinion leaders. Opinion leaders are regarded as people who consume information more than others and who then pass down information to others through interpersonal communication From the article the opinion leader is Lisa Schneider because she is the one who consumed information about digital marketing and passing it down to us with her own personal interpretation about the digital marketing. Her by consuming information and passing it down to us makes her the opinion leader that is according to Windahl, Signitzer and Olson (2009) and she also included her personal view in paragraph five of the article. 1.2 Yes because information first reaches “opinion leaders’’ people who are active media users and who collect, interpret and diffuse the meaning to the less active media consumer. For example I am the active media user in home so every now and then I break the news to my family, like recently they did not know about Russia invading Ukraine so I informed them about the invasion and also told them view on how this could impact us in South Africa. lOMoARcPSD| 6 QUESTION 2: Diffusion of innovation theory 2.1 Five stages of the diffusion of innovation theory according to Windahl et al. (2009) are KNOWLEDGE, PERSUATION, DECISION, IMPLEMENTATION AND CONFIRMATION. 2.2 Knowledge At this stage one will come across the vaccine and seek information about the processes of vaccination so they can take a good decision. Persuasion At this stage one will be open to take the vaccine and they actively seek information about the benefits of vaccinating. Decision Here one must take a decision if they take the vaccine or not, they weigh up the pros and cons of the vaccines and either accept or reject it.