COM2603 Assignment 1 (DETAILED ANSWERS) Semester 2 2024 - DISTINCTION GUARANTEED - DISTINCTION GUARANTEED - DISTINCTION GUARANTEED Answers, guidelines, workings and references .... SECTION 1 INTERCULTURAL COMMUNICATION QUESTION 1 Explain the concept of ‘global village’ and discuss the role of technology in facilitating human communication. (10) QUESTION 2 Discuss the view of communication as symbolic and provide two examples of symbolic communication from your own culture. (5) QUESTION 3 Provide an explanation of Individualism and Collectivism and give relevant examples. (5) QUESTION 4 Read the following scenario and answer the questions that follow. On a bursting Johannesburg Street, a group of friends from various countries gather around a vibrant graffiti wall adorned with references to international music, films, and TV shows. They engage in animated conversations, blending languages and dialects, as they exchange recommendations, critique artistic choices, and enthusiastically celebrate the universality of their shared cultural experiences. 4.1 What is popular culture? (5) 4.2 Define cultural imperialism and give one example thereof. (5) Sub-total: [30] 22 SECTION 2 DEVELOPMENT COMMUNICATION QUESTION 1 1.1 Dependency theory’s criticism of the dominant paradigm gave rise to demands for a restructuring of the world’s economic and communication systems. Define the New World Information and Communication Order (NWICO) and discuss its aims. (5) 1.2 Provide a discussion of media imperialism, with relevant examples from the media. (5) 1.3 Discuss the role played by multinational/transnational corporations to advance the new kind of imperialism and provide two examples of these types of corporations. (5) QUESTION 2 2.1 Briefly discuss the idea of participatory communication. (3) 2.2 Define participatory research. (2) 2.3 Discuss the assumptions of participatory research. (5) 2.4 Describe how you would conduct participatory research in your community by focusing on the three steps of the participatory research process. (5) Sub-total: [30] SECTION 3 HEALTH COMMUNICATION QUESTION 1 1.1 What does empowerment in the healthcare provider (HCP)-patient relationship entail? (3) 1.2 Define control in the medical setting between the healthcare provider (HCP)-patient relationship. Thereafter, name the two types of control. (4) 1.3 How can HCPs aim to empower patients? (6) QUESTION 2 Read the scenario below and answer the questions that follow. A newly innovated exercise app for healthy living is being introduced to a community in the KwaZulu-Natal province. Research has indicated that both males and females in this community are keen to exercise from the comfort of their homes. While working from home during the COVID-19 lockdown, this community has experienced mental health challenges and feel that exercise will help them de-stress. As a healthcare communication planner, you have been tasked with the promotion of the new exercise app in this selected community. Using the theoretical framework of the Diffusion of Innovation Theory, explain the following. 2.1 Explain the four steps of the Diffusion of Innovation Theory and explain how you would ensure the diffusion of the health app in this community in practice. (3x4=12) 2.2 Using the exchange approach theoretical framework, explain how you would voluntarily offer 1 month’s free trial access to the app in exchange for people’s attendance at your launch (to promote sales of the exercise app to the community).
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