DPR1507
Assignment 1
Semester 1
DUE: 14 MARCH 2026
,DPR1507 – Understanding the Media | Assignment 1 | Semester 1, 2026
UNIVERSITY OF SOUTH AFRICA (UNISA)
DEPARTMENT OF PUBLIC RELATIONS
UNDERSTANDING THE MEDIA (DPR1507)
ASSIGNMENT 1
SEMESTER 1, 2026
Due Date: 14 March 2026
Examiner: Dr Trevor Hlungwani
Total Marks: 100
Student Number: [INSERT STUDENT NUMBER]
Full Name: [INSERT FULL NAME]
Page 1 of 17
, DPR1507 – Understanding the Media | Assignment 1 | Semester 1, 2026
QUESTION 1: THE MEDIA IN PUBLIC RELATIONS
ACTIVITY 1
Question 1.1: What is Media? (4 marks)
Media refers to the various channels and platforms used to store, transmit, and
communicate information, ideas, and messages to an audience. The word "media" is
the plural form of "medium," which means an instrument or a channel of
communication. In the context of public relations and mass communication, media
encompasses all the tools and technologies through which information is produced,
distributed, and consumed by large groups of people.
Media serves as an intermediary between the source of information such as a
government, organisation, or individual and the audience or the public. It includes both
traditional forms such as newspapers, radio, television, and magazines, as well as
modern digital platforms including websites, social media, podcasts, and mobile
applications. Traditional or "mass" media typically broadcasts a single message to
many people simultaneously, while newer digital media allows for more interactive,
two-way communication.
Media plays an essential role in society because it informs, educates, entertains, and
influences public opinion. It is the primary channel through which organisations
communicate with their stakeholders in the practice of public relations (PR). Without
media, organisations would struggle to reach their target audiences, manage their
public image, or respond to crises effectively.
Question 1.2: Media Seen in the Video and How People Use Them (4 marks)
The video illustrates several forms of media that people interact with on a daily basis.
Each medium is used in distinct ways depending on the audience's needs, context,
and preferences:
• Television: People use television to receive visual and audio news
broadcasts, watch entertainment programmes, sporting events, and
documentaries. Television is a powerful mass medium because it combines
sight and sound, making messages more compelling and easier to
understand.
• Radio: Radio is used primarily for listening to music, news, talk shows, and
current affairs. It is particularly valued in areas where access to television or
the internet is limited. People often listen to radio while commuting, working,
or at home.
• Newspapers: Printed newspapers are used for reading in-depth news reports,
editorials, opinion pieces, and feature articles. Newspapers provide a
permanent, tangible record of events and are trusted for their detailed, verified
reporting.
• Magazines: Magazines are used for reading specialised content on topics
such as fashion, health, sports, business, and lifestyle. They target niche
audiences and are valued for their in-depth analysis and visually engaging
layouts.
Page 2 of 17
Assignment 1
Semester 1
DUE: 14 MARCH 2026
,DPR1507 – Understanding the Media | Assignment 1 | Semester 1, 2026
UNIVERSITY OF SOUTH AFRICA (UNISA)
DEPARTMENT OF PUBLIC RELATIONS
UNDERSTANDING THE MEDIA (DPR1507)
ASSIGNMENT 1
SEMESTER 1, 2026
Due Date: 14 March 2026
Examiner: Dr Trevor Hlungwani
Total Marks: 100
Student Number: [INSERT STUDENT NUMBER]
Full Name: [INSERT FULL NAME]
Page 1 of 17
, DPR1507 – Understanding the Media | Assignment 1 | Semester 1, 2026
QUESTION 1: THE MEDIA IN PUBLIC RELATIONS
ACTIVITY 1
Question 1.1: What is Media? (4 marks)
Media refers to the various channels and platforms used to store, transmit, and
communicate information, ideas, and messages to an audience. The word "media" is
the plural form of "medium," which means an instrument or a channel of
communication. In the context of public relations and mass communication, media
encompasses all the tools and technologies through which information is produced,
distributed, and consumed by large groups of people.
Media serves as an intermediary between the source of information such as a
government, organisation, or individual and the audience or the public. It includes both
traditional forms such as newspapers, radio, television, and magazines, as well as
modern digital platforms including websites, social media, podcasts, and mobile
applications. Traditional or "mass" media typically broadcasts a single message to
many people simultaneously, while newer digital media allows for more interactive,
two-way communication.
Media plays an essential role in society because it informs, educates, entertains, and
influences public opinion. It is the primary channel through which organisations
communicate with their stakeholders in the practice of public relations (PR). Without
media, organisations would struggle to reach their target audiences, manage their
public image, or respond to crises effectively.
Question 1.2: Media Seen in the Video and How People Use Them (4 marks)
The video illustrates several forms of media that people interact with on a daily basis.
Each medium is used in distinct ways depending on the audience's needs, context,
and preferences:
• Television: People use television to receive visual and audio news
broadcasts, watch entertainment programmes, sporting events, and
documentaries. Television is a powerful mass medium because it combines
sight and sound, making messages more compelling and easier to
understand.
• Radio: Radio is used primarily for listening to music, news, talk shows, and
current affairs. It is particularly valued in areas where access to television or
the internet is limited. People often listen to radio while commuting, working,
or at home.
• Newspapers: Printed newspapers are used for reading in-depth news reports,
editorials, opinion pieces, and feature articles. Newspapers provide a
permanent, tangible record of events and are trusted for their detailed, verified
reporting.
• Magazines: Magazines are used for reading specialised content on topics
such as fashion, health, sports, business, and lifestyle. They target niche
audiences and are valued for their in-depth analysis and visually engaging
layouts.
Page 2 of 17
