Table of Contents
Chapter 2 The Media in Africa ................................................................................................................ 7
Define Colonialism? ............................................................................................................................ 7
Define Post Colonialism? .................................................................................................................... 7
Define African Nationalism? ............................................................................................................... 7
Discuss the 4 postcolonial functions of the media? ........................................................................... 7
The media in Africa face various challenges Discuss any three of these challenges? ........................ 8
Chapter 3 APPROACHES TO THE STUDY OF MASS COMMUNICATION................................................... 8
Who is the communicator in mass media?......................................................................................... 8
What is meant by medium? ................................................................................................................ 9
What is the message? ......................................................................................................................... 9
Who is the audience in mass communication? .................................................................................. 9
What do we mean by communication in mass communication?..................................................... 10
CHAPTER 4 THE ROLE AND FUNCITONS OF THE MEDIA IN SOCIETY .................................................... 10
postmodern perspective and postcolonial perspective ................................................................... 10
the importance of the case of ubuntu as a normative theory.......................................................... 11
Normative theory from a post modern perspective – Post Modern society ................................... 11
New media environment? ................................................................................................................ 11
Democracy ........................................................................................................................................ 12
Diversity and pluralism?.................................................................................................................... 12
What is functionalism and what does it entail? ............................................................................... 12
Three main objections of functionalism? ......................................................................................... 12
Pluralism ........................................................................................................................................... 12
Internal and external plurality .......................................................................................................... 12
Micro-plurality .................................................................................................................................. 13
Meso-plurality ................................................................................................................................... 13
Macro-plurality ................................................................................................................................. 13
Technological Determinism? 5 P151................................................................................................. 13
The difference between hot and cool media? 5 ............................................................................... 13
The difference between technophiles and technophobes? 5 .......................................................... 14
The main criticism against technological determinism? 6................................................................ 14
The social responsibility Theory? 7 p194 .......................................................................................... 14
The Libertarian Theory? 7 p193 ........................................................................................................ 14
The authoritarian Theory? 6 ............................................................................................................. 14
Chapter 5 THE EFFECTS OF MASS COMMUNICATION .......................................................................... 15
, The four main uses associated with the uses and gratification theory? .......................................... 15
Four basic propositions of the accumulation theory ........................................................................ 16
Discuss Strauss’ theory of binary oppositions? ................................................................................ 16
Barthes Theory of Social Myth? ........................................................................................................ 16
Your own stereotypes? ..................................................................................................................... 17
3 Ways in which people change their stereotyped views of groups and people? ........................... 17
The theoretical framework of the accumulation theory? ................................................................ 17
The effects model deals with social problems backwards? 6 ........................................................... 17
The effects model treats children as inadequate. (4) ....................................................................... 17
The effects model inadequately defines its own objectives of study. (4) ........................................ 18
The effects model is selective in its criticisms of media descriptions of violence. (6) ..................... 18
Chapter 6 and 7 MEDIA, CULTURE AND THE IDEOLOGICAL POWER OF THE MEDIA ........................... 18
Preferred reading Halls theory ......................................................................................................... 18
Different reading positions Halls Theory .......................................................................................... 18
Criticism if Halls Theory .................................................................................................................... 19
False consciousness .......................................................................................................................... 19
Ideological state apparatuses ........................................................................................................... 19
Ideology............................................................................................................................................. 19
Define ideology (10) .......................................................................................................................... 19
Ideology has an important social function which allows society to function in an ordered way.
Briefly discuss the statement. (10) ................................................................................................... 20
Colonial ............................................................................................................................................. 21
African ............................................................................................................................................... 21
Postcolonial ....................................................................................................................................... 21
Globalisation ..................................................................................................................................... 21
Media as a reflection of culture? ...................................................................................................... 21
Media as a reflection of ideology...................................................................................................... 22
The process by which ideology governs the way we experience our world and establish our sense
of identity .......................................................................................................................................... 22
The concept of context is important when analysing culturally produced text ............................... 22
Polysemy ........................................................................................................................................... 23
Chapter 9 GLOBALISATION, INFORMATION COMMUNICATION TECHNOLOGY AND THE MEDIA ....... 23
The seven distinguishable internet uses and applications ............................................................... 23
Discuss three economic trends that have intensified with globalisation and the development of ICT
.......................................................................................................................................................... 24
Oral communication culture ............................................................................................................. 25
,Written and printed communication culture ................................................................................... 25
Modelling theory (social learning) .................................................................................................... 25
Social expectation theory ................................................................................................................. 26
Meaning construction theory ........................................................................................................... 26
What is theory? ................................................................................................................................. 26
DEFINITION OF MASS COMMUNICATION FROM DIFFERENT THEORETICAL PERSPECTIVES ............ 27
The media-culturalist perspective .................................................................................................... 27
The social-culturalist perspective ..................................................................................................... 27
The social-materialist perspective .................................................................................................... 27
HOW TO EVALUATE A THEORY ......................................................................................................... 27
Theoretical scope .............................................................................................................................. 27
Testability of a theory ....................................................................................................................... 27
Parsimony ......................................................................................................................................... 28
Utility/ usability of theory ................................................................................................................. 28
Heurism ............................................................................................................................................. 28
POSITIVIST APPROACH ...................................................................................................................... 28
Positivism and methodology............................................................................................................. 28
Empiricism......................................................................................................................................... 28
Behaviourism .................................................................................................................................... 29
Functionalism .................................................................................................................................... 29
BEHAVIOURAL PERSPECTIVE ............................................................................................................. 29
Identification: projection and introjection ....................................................................................... 29
Distance and play .............................................................................................................................. 30
SOCIOLOGICAL PERSPECTIVES .......................................................................................................... 30
Orientation and integration .............................................................................................................. 30
Entertainment as a value judgement................................................................................................ 30
THE ROLE AND FUNCTIONS OF THE MEDIA ...................................................................................... 31
Rhetorical perspective ...................................................................................................................... 31
Identity .............................................................................................................................................. 31
Survival .............................................................................................................................................. 31
Reality ............................................................................................................................................... 31
Knowledge ........................................................................................................................................ 31
SOUTH AFRICAN MEDIA .................................................................................................................... 32
Broadcast media in South Africa ....................................................................................................... 32
Effects studies Effects ....................................................................................................................... 34
LONG-TERM THEORIES ..................................................................................................................... 35
, Diffusion of innovation theory .......................................................................................................... 35
Modelling theory............................................................................................................................... 35
Social expectation theory ................................................................................................................. 35
Meaning construction theory ........................................................................................................... 36
Stereotype theory Media .................................................................................................................. 36
Agenda setting theory....................................................................................................................... 36
Framing ............................................................................................................................................. 36
Spiral of silence theory...................................................................................................................... 37
STEREOTYPES .................................................................................................................................... 37
Characteristics of stereotypes .......................................................................................................... 37
GLOBALISATION AND AFRICAN MEDIA ............................................................................................. 38
Liberalisation: deregulation of media landscape .............................................................................. 38
Privatisation and commercialisation of state media ........................................................................ 38
Communitarianism and community radio ........................................................................................ 38
New information and communication technologies ........................................................................ 38
Functions of media in colonial Africa Colonialist consolidation ....................................................... 39
African nationalism ........................................................................................................................... 39
Missionary activity ............................................................................................................................ 39
“Palliative treatment” ....................................................................................................................... 39
Colonialist federalism........................................................................................................................ 39
Capitalist expansion in post-war Africa ............................................................................................ 39
Anti-communism............................................................................................................................... 39
State control of post-colonial media ................................................................................................ 40
The functions of post-colonial media ............................................................................................... 40
CRITICISM OF MARX’S THEORY ......................................................................................................... 40
FALSE CONSCIOUSNESS .................................................................................................................... 41
IDEOLOGY AND KARL MARX What is ideology? ................................................................................ 41
Contemporary Issues of ICTs and Communications ......................................................................... 42
Identity .............................................................................................................................................. 42
Internet and democracy ................................................................................................................... 43
Online-identity .................................................................................................................................. 43
The media-culturalist perspective .................................................................................................... 44
EVALUATION OF A THEORY............................................................................................................... 44
Testability of a theory ....................................................................................................................... 44
Parsimony ......................................................................................................................................... 45
Utility/ usability of theory ................................................................................................................. 45
Chapter 2 The Media in Africa ................................................................................................................ 7
Define Colonialism? ............................................................................................................................ 7
Define Post Colonialism? .................................................................................................................... 7
Define African Nationalism? ............................................................................................................... 7
Discuss the 4 postcolonial functions of the media? ........................................................................... 7
The media in Africa face various challenges Discuss any three of these challenges? ........................ 8
Chapter 3 APPROACHES TO THE STUDY OF MASS COMMUNICATION................................................... 8
Who is the communicator in mass media?......................................................................................... 8
What is meant by medium? ................................................................................................................ 9
What is the message? ......................................................................................................................... 9
Who is the audience in mass communication? .................................................................................. 9
What do we mean by communication in mass communication?..................................................... 10
CHAPTER 4 THE ROLE AND FUNCITONS OF THE MEDIA IN SOCIETY .................................................... 10
postmodern perspective and postcolonial perspective ................................................................... 10
the importance of the case of ubuntu as a normative theory.......................................................... 11
Normative theory from a post modern perspective – Post Modern society ................................... 11
New media environment? ................................................................................................................ 11
Democracy ........................................................................................................................................ 12
Diversity and pluralism?.................................................................................................................... 12
What is functionalism and what does it entail? ............................................................................... 12
Three main objections of functionalism? ......................................................................................... 12
Pluralism ........................................................................................................................................... 12
Internal and external plurality .......................................................................................................... 12
Micro-plurality .................................................................................................................................. 13
Meso-plurality ................................................................................................................................... 13
Macro-plurality ................................................................................................................................. 13
Technological Determinism? 5 P151................................................................................................. 13
The difference between hot and cool media? 5 ............................................................................... 13
The difference between technophiles and technophobes? 5 .......................................................... 14
The main criticism against technological determinism? 6................................................................ 14
The social responsibility Theory? 7 p194 .......................................................................................... 14
The Libertarian Theory? 7 p193 ........................................................................................................ 14
The authoritarian Theory? 6 ............................................................................................................. 14
Chapter 5 THE EFFECTS OF MASS COMMUNICATION .......................................................................... 15
, The four main uses associated with the uses and gratification theory? .......................................... 15
Four basic propositions of the accumulation theory ........................................................................ 16
Discuss Strauss’ theory of binary oppositions? ................................................................................ 16
Barthes Theory of Social Myth? ........................................................................................................ 16
Your own stereotypes? ..................................................................................................................... 17
3 Ways in which people change their stereotyped views of groups and people? ........................... 17
The theoretical framework of the accumulation theory? ................................................................ 17
The effects model deals with social problems backwards? 6 ........................................................... 17
The effects model treats children as inadequate. (4) ....................................................................... 17
The effects model inadequately defines its own objectives of study. (4) ........................................ 18
The effects model is selective in its criticisms of media descriptions of violence. (6) ..................... 18
Chapter 6 and 7 MEDIA, CULTURE AND THE IDEOLOGICAL POWER OF THE MEDIA ........................... 18
Preferred reading Halls theory ......................................................................................................... 18
Different reading positions Halls Theory .......................................................................................... 18
Criticism if Halls Theory .................................................................................................................... 19
False consciousness .......................................................................................................................... 19
Ideological state apparatuses ........................................................................................................... 19
Ideology............................................................................................................................................. 19
Define ideology (10) .......................................................................................................................... 19
Ideology has an important social function which allows society to function in an ordered way.
Briefly discuss the statement. (10) ................................................................................................... 20
Colonial ............................................................................................................................................. 21
African ............................................................................................................................................... 21
Postcolonial ....................................................................................................................................... 21
Globalisation ..................................................................................................................................... 21
Media as a reflection of culture? ...................................................................................................... 21
Media as a reflection of ideology...................................................................................................... 22
The process by which ideology governs the way we experience our world and establish our sense
of identity .......................................................................................................................................... 22
The concept of context is important when analysing culturally produced text ............................... 22
Polysemy ........................................................................................................................................... 23
Chapter 9 GLOBALISATION, INFORMATION COMMUNICATION TECHNOLOGY AND THE MEDIA ....... 23
The seven distinguishable internet uses and applications ............................................................... 23
Discuss three economic trends that have intensified with globalisation and the development of ICT
.......................................................................................................................................................... 24
Oral communication culture ............................................................................................................. 25
,Written and printed communication culture ................................................................................... 25
Modelling theory (social learning) .................................................................................................... 25
Social expectation theory ................................................................................................................. 26
Meaning construction theory ........................................................................................................... 26
What is theory? ................................................................................................................................. 26
DEFINITION OF MASS COMMUNICATION FROM DIFFERENT THEORETICAL PERSPECTIVES ............ 27
The media-culturalist perspective .................................................................................................... 27
The social-culturalist perspective ..................................................................................................... 27
The social-materialist perspective .................................................................................................... 27
HOW TO EVALUATE A THEORY ......................................................................................................... 27
Theoretical scope .............................................................................................................................. 27
Testability of a theory ....................................................................................................................... 27
Parsimony ......................................................................................................................................... 28
Utility/ usability of theory ................................................................................................................. 28
Heurism ............................................................................................................................................. 28
POSITIVIST APPROACH ...................................................................................................................... 28
Positivism and methodology............................................................................................................. 28
Empiricism......................................................................................................................................... 28
Behaviourism .................................................................................................................................... 29
Functionalism .................................................................................................................................... 29
BEHAVIOURAL PERSPECTIVE ............................................................................................................. 29
Identification: projection and introjection ....................................................................................... 29
Distance and play .............................................................................................................................. 30
SOCIOLOGICAL PERSPECTIVES .......................................................................................................... 30
Orientation and integration .............................................................................................................. 30
Entertainment as a value judgement................................................................................................ 30
THE ROLE AND FUNCTIONS OF THE MEDIA ...................................................................................... 31
Rhetorical perspective ...................................................................................................................... 31
Identity .............................................................................................................................................. 31
Survival .............................................................................................................................................. 31
Reality ............................................................................................................................................... 31
Knowledge ........................................................................................................................................ 31
SOUTH AFRICAN MEDIA .................................................................................................................... 32
Broadcast media in South Africa ....................................................................................................... 32
Effects studies Effects ....................................................................................................................... 34
LONG-TERM THEORIES ..................................................................................................................... 35
, Diffusion of innovation theory .......................................................................................................... 35
Modelling theory............................................................................................................................... 35
Social expectation theory ................................................................................................................. 35
Meaning construction theory ........................................................................................................... 36
Stereotype theory Media .................................................................................................................. 36
Agenda setting theory....................................................................................................................... 36
Framing ............................................................................................................................................. 36
Spiral of silence theory...................................................................................................................... 37
STEREOTYPES .................................................................................................................................... 37
Characteristics of stereotypes .......................................................................................................... 37
GLOBALISATION AND AFRICAN MEDIA ............................................................................................. 38
Liberalisation: deregulation of media landscape .............................................................................. 38
Privatisation and commercialisation of state media ........................................................................ 38
Communitarianism and community radio ........................................................................................ 38
New information and communication technologies ........................................................................ 38
Functions of media in colonial Africa Colonialist consolidation ....................................................... 39
African nationalism ........................................................................................................................... 39
Missionary activity ............................................................................................................................ 39
“Palliative treatment” ....................................................................................................................... 39
Colonialist federalism........................................................................................................................ 39
Capitalist expansion in post-war Africa ............................................................................................ 39
Anti-communism............................................................................................................................... 39
State control of post-colonial media ................................................................................................ 40
The functions of post-colonial media ............................................................................................... 40
CRITICISM OF MARX’S THEORY ......................................................................................................... 40
FALSE CONSCIOUSNESS .................................................................................................................... 41
IDEOLOGY AND KARL MARX What is ideology? ................................................................................ 41
Contemporary Issues of ICTs and Communications ......................................................................... 42
Identity .............................................................................................................................................. 42
Internet and democracy ................................................................................................................... 43
Online-identity .................................................................................................................................. 43
The media-culturalist perspective .................................................................................................... 44
EVALUATION OF A THEORY............................................................................................................... 44
Testability of a theory ....................................................................................................................... 44
Parsimony ......................................................................................................................................... 45
Utility/ usability of theory ................................................................................................................. 45
