COM2603 Assignment 1 Semester 2 2023 (Answers)

COM2603 Assignment 1 Semester 2 2023 (Answers) NTRODUCTION (2½) You need to introduce the entire assignment by briefly introducing all three sections discussed in the assignment. SECTION 1 INTERCULTURAL COMMUNICATION QUESTION 1 Read the scenario below and answer the questions that follow. Managers at Z&B, a United States (US) multinational coffee shop in Kenya, are trying to understand the culture of their employees and customers on the African continent. They have noted that, unlike their US customers, Kenyan customers show respect to older managers and do not speak rudely to them, even when they are angry. They have also observed that some Kenyan customers are very rude and speak English with an American accent, especially those who live in urban areas. The managers want to understand African culture, so the company can find the best way to communicate with its African customers. As an intercultural communication expert, you have been asked to define culture, so that the managers can have a deeper understanding of what it entails. 1.1 Describe the following characteristics of culture, by using examples from the scenario above. 1.1.1 Culture is shared (5) 1.1.2 Culture is dynamic and heterogeneous (5) QUESTION 2 According to Martin et al. (2013), there are four stages that minority and majority identities go through, in their identity development. 2.1 Discuss the following phases in minority identity development, and provide examples from your own experience: 2.1.1 Conformity (5) 2.1.2 Resistance and separatism (5) 2.2 Discuss the following stages in majority identity development, and provide examples from your own experience. 2.2.1 Acceptance (5) 2.2.2 Redefinition and reintegration (5) Sub-total: [30] SECTION 2 DEVELOPMENT COMMUNICATION QUESTION 1 1.1 Development support communication operates at two main levels. Provide a brief explanation of each level, with relevant examples. (6) 1.2 Describe the three principles of the participatory paradigm, and provide an example of each. (3x5) QUESTION 2 2.1 Provide a critical discussion of centre and periphery in terms of the dependency theory. (5) 2.2 Provide two examples of countries from the centre, and two examples of countries from the periphery. Motivate your choices. (2X2=4) Sub-total: [30] SECTION 3 HEALTH COMMUNICATION QUESTION 1 Select a Covid-19 health campaign (related to Covid-19 awareness, vaccine awareness etc.) from the media (television or print). The campaign needs to be detailed, so that you can unpack it, as a practical example, to integrate in the theoretical discussions below. 1.1 Provide a summary of your selected Covid-19 health campaign (explain what it is about, what aspect of Covid it is raising awareness about, etc.) (3 1.2 Ensure the identified campaign has a set target audience. Explain, in detail, who the target audience is: what ages, demographics, cultural norms, educational levels are targeted? Students can read more in the study guide, University of South Africa (2008:299). (3) 1.3 Make certain that a clear health communication message is communicated through/via the campaign. Thereafter provide an explanation for/of what the health message is all about. (2) 1.4 Analyse the selected media via which the campaign was publicised. Explain where the campaign was circulated, on what media, etc. Also explain the appropriateness of the media section for reaching its target audience, in your opinion. Students can read more in the study guide here, University of South Africa (2008:294, 301). (2) 1.5 In respect of the theoretical approach, explain how the diffusion of innovations theory, was used to promote the idea of the campaigns concept and create knowledge and persuade the audience to succumb to the innovation. Students are required to explain the theory and then link how it can be used to create awareness of the selected campaign. Refer to the study guide, University of South Africa 2008:287-288) and read further here. Students need to ensure they reference appropriately for the theoretical discussion and the selected health campaign. (8) 1.6 If you were to reorientate the campaign, what new strategies, interventions or audiences would you consider including? See the study guide University of South Africa (2008:303–304). (2) QUESTION 2 Read the scenario below, before attempting to answer the questions that follow. Dr Dube is treating Sylvia Singh, an academic who holds a PHD degree. Therefore, she is Dr Sylvia Singh, Dr Dube refuses to address her as Dr Singh, but rather calls her Sylvia. Dr Dube makes it clear that he is the medical professional, and she is the patient. He is rather straightforward with her and keeps his superiority in the relationship. He tells her, “do not ask me what medicine to prescribe, I am knowledgeable in my field, you are not.’’ She tries to explain to him her symptoms and that she is living with the illness, hence she understands her body better. The relationship of power imbalance begins. 2.1 Explain the imbalances of power in patient–doctor relationships, when it comes to diagnosing and treating illnesses. (4) 2.2 Provide an example, from the scenario above, of how the doctor displays his superiority in the patient–doctor discussion. (3) 2.3 Provide an explanation, from the scenario above, of how doctor–patient imbalances are built into healthcare structures for doctor–patient communication, in relation to Sylvia’s qualifications. (3) Sub-total: [30] CONCLUSION (2½) Conclude the assignment by referring briefly to all three sections discussed. Technical presentation [5] GRAND TOTAL: [100]