COM3706 PORTFOLIO STUDY GUIDE 2026
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Section A: Media Policy and Regulation
1. What is the primary difference between media regulation and media
policy?
A) Regulation is theoretical, policy is practical.
B) Policy sets the goals and principles, regulation is the implementation of
those rules.
C) They are exactly the same thing.
D) Policy is for public media, regulation is for private media.
2. The concept of the "public sphere" is most closely associated with which
theorist?
A) Karl Marx
B) Jürgen Habermas
C) Marshall McLuhan
D) Stuart Hall
3. What is a key rationale for regulating broadcast media more heavily
than print media?
A) Broadcasters make more money.
B) The scarcity of spectrum and its pervasive nature.
C) Print journalists are better educated.
D) Broadcast content is inherently more dangerous.
4. Which South African statute established the Independent
Communications Authority of South Africa (ICASA)?
A) The Broadcasting Act of 1999
B) The Electronic Communications Act (ECA) of 2005
C) The Constitution of South Africa
D) The ICASA Act of 2000
,5. The "fourth estate" metaphor refers to the media's role as:
A) An entertainment provider.
B) A government department.
C) A watchdog on power and a pillar of democracy.
D) A business like any other.
6. What is the primary goal of the South African Press Council's Code of
Ethics?
A) To maximize newspaper profits.
B) To enforce government media policy.
C) To uphold professional standards and public accountability.
D) To regulate broadcast content.
7. Convergence in media refers to:
A) The merging of different media technologies, industries, and content.
B) The divergence of media platforms.
C) The concentration of media ownership.
D) The globalisation of media content.
8. Why is media diversity considered crucial in a democracy?
A) It guarantees high profits for all media companies.
B) It ensures a plurality of voices and viewpoints for an informed citizenry.
C) It makes media content more entertaining.
D) It simplifies the work of the regulator.
9. The "public service broadcasting" model is primarily funded by:
A) Advertising revenue only.
B) A combination of public funds (e.g., license fees) and sometimes limited
advertising.
C) Direct government grants only.
D) Corporate sponsorship only.
10.Net Neutrality is the principle that:
A) Internet users should pay more for faster services.
B) Internet Service Providers should block certain websites.
, C) All data on the internet should be treated equally, without discrimination.
D) The internet should be free from any form of regulation.
Section B: Media Economics and Management
11.Media concentration refers to:
A) The focus of a single news story.
B) The ownership of multiple media outlets by a few large companies.
C) The geographic location of media houses.
D) The audience's attention span.
12.A media company that owns a newspaper, a TV station, and a radio
station in the same city is an example of:
A) Horizontal Integration
B) Vertical Integration
C) Diagonal Integration
D) Globalisation
13.Vertical integration in media occurs when a company:
A) Owns multiple outlets of the same type.
B) Controls different stages of production and distribution (e.g., film studio,
distributor, cinema).
C) Operates in multiple countries.
D) Focuses only on one media product.
14.The primary source of revenue for most commercial media is:
A) Government subsidies.
B) Audience subscriptions.
C) Advertising revenue.
D) Charitable donations.
15.The "audience commodity" thesis suggests that in commercial media,
the real product being sold is:
A) The news content.
COMPLETE ANSWERS AND SOLUTIONS || 100%
GUARANTEED PASS <RECENT VERSION>
Section A: Media Policy and Regulation
1. What is the primary difference between media regulation and media
policy?
A) Regulation is theoretical, policy is practical.
B) Policy sets the goals and principles, regulation is the implementation of
those rules.
C) They are exactly the same thing.
D) Policy is for public media, regulation is for private media.
2. The concept of the "public sphere" is most closely associated with which
theorist?
A) Karl Marx
B) Jürgen Habermas
C) Marshall McLuhan
D) Stuart Hall
3. What is a key rationale for regulating broadcast media more heavily
than print media?
A) Broadcasters make more money.
B) The scarcity of spectrum and its pervasive nature.
C) Print journalists are better educated.
D) Broadcast content is inherently more dangerous.
4. Which South African statute established the Independent
Communications Authority of South Africa (ICASA)?
A) The Broadcasting Act of 1999
B) The Electronic Communications Act (ECA) of 2005
C) The Constitution of South Africa
D) The ICASA Act of 2000
,5. The "fourth estate" metaphor refers to the media's role as:
A) An entertainment provider.
B) A government department.
C) A watchdog on power and a pillar of democracy.
D) A business like any other.
6. What is the primary goal of the South African Press Council's Code of
Ethics?
A) To maximize newspaper profits.
B) To enforce government media policy.
C) To uphold professional standards and public accountability.
D) To regulate broadcast content.
7. Convergence in media refers to:
A) The merging of different media technologies, industries, and content.
B) The divergence of media platforms.
C) The concentration of media ownership.
D) The globalisation of media content.
8. Why is media diversity considered crucial in a democracy?
A) It guarantees high profits for all media companies.
B) It ensures a plurality of voices and viewpoints for an informed citizenry.
C) It makes media content more entertaining.
D) It simplifies the work of the regulator.
9. The "public service broadcasting" model is primarily funded by:
A) Advertising revenue only.
B) A combination of public funds (e.g., license fees) and sometimes limited
advertising.
C) Direct government grants only.
D) Corporate sponsorship only.
10.Net Neutrality is the principle that:
A) Internet users should pay more for faster services.
B) Internet Service Providers should block certain websites.
, C) All data on the internet should be treated equally, without discrimination.
D) The internet should be free from any form of regulation.
Section B: Media Economics and Management
11.Media concentration refers to:
A) The focus of a single news story.
B) The ownership of multiple media outlets by a few large companies.
C) The geographic location of media houses.
D) The audience's attention span.
12.A media company that owns a newspaper, a TV station, and a radio
station in the same city is an example of:
A) Horizontal Integration
B) Vertical Integration
C) Diagonal Integration
D) Globalisation
13.Vertical integration in media occurs when a company:
A) Owns multiple outlets of the same type.
B) Controls different stages of production and distribution (e.g., film studio,
distributor, cinema).
C) Operates in multiple countries.
D) Focuses only on one media product.
14.The primary source of revenue for most commercial media is:
A) Government subsidies.
B) Audience subscriptions.
C) Advertising revenue.
D) Charitable donations.
15.The "audience commodity" thesis suggests that in commercial media,
the real product being sold is:
A) The news content.
