COM2604 ASSIGNMENT 01
SEMSTER 02 2023
ALL QUESTIONS ANSWERED
FOR ASSIGNMENT, PORTFOLIO & EXAM
ASSISTANCE
WHATSAPP: +27 78 158 2606
,Table of Contents
INTRODUCTION.....................................................................................................................................1
QUESTION 1...........................................................................................................................................1
APPROACHES TO THE STUDY OF MASS COMMUNICATION....................................................................1
1.1 Building blocks of the semiotic approach.....................................................................................1
1.1.1 Signs and sign system............................................................................................................1
1.1.2 Codes....................................................................................................................................2
1.1.3 Meaning................................................................................................................................2
1.2 The Afrocentric paradigm............................................................................................................2
1.2.1 The origin of the Afrocentric paradigm.................................................................................2
1.2.2 Four of the major concerns of the Afrocentric paradigm......................................................3
1.2.3 The implication of the Afrocentric paradigm for the study of communication.....................3
QUESTION 2...........................................................................................................................................4
THE ROLE AND FUNCTIONS OF THE MEDIA...........................................................................................4
2.1 Two main functions in media.......................................................................................................4
2.2 Essay discussing the political functions of the mass media..........................................................4
2.2.1 Pluralism...............................................................................................................................4
2.2.2 Internal and external plurality...............................................................................................4
2.2.3 Micro-plurality......................................................................................................................5
2.2.4 Meso-plurality.......................................................................................................................5
2.2.5 Macro-plurality.....................................................................................................................6
QUESTION 3...........................................................................................................................................7
THE EFFECTS OF MASS COMMUNICATION (EFFECT STUDIES)................................................................7
3.1 Five characteristics of stereotypes...............................................................................................7
3.2 The difference between an archetype and a stereotype..............................................................8
3.3 Advertisement that resembles stereotype...................................................................................9
3.4 Prejudices..................................................................................................................................10
QUESTION 4.........................................................................................................................................11
MEDIA CULTURE AND THE IDEOLOGICAL POWER OF THE MEDIA.......................................................11
4.1 The definition of culture............................................................................................................11
4.2 The definition of high culture.....................................................................................................11
4.3 The Definition of mass culture...................................................................................................11
QUESTION 5.........................................................................................................................................12
GLOBALISATION...................................................................................................................................12
, 5.1 Commercialisation.....................................................................................................................12
5.2 Internationalisation....................................................................................................................12
5.3 Privatisation...............................................................................................................................13
5.4 Liberalisation..............................................................................................................................13
CONCLUSION.......................................................................................................................................14
SOURCES CONSULTED..........................................................................................................................15
SEMSTER 02 2023
ALL QUESTIONS ANSWERED
FOR ASSIGNMENT, PORTFOLIO & EXAM
ASSISTANCE
WHATSAPP: +27 78 158 2606
,Table of Contents
INTRODUCTION.....................................................................................................................................1
QUESTION 1...........................................................................................................................................1
APPROACHES TO THE STUDY OF MASS COMMUNICATION....................................................................1
1.1 Building blocks of the semiotic approach.....................................................................................1
1.1.1 Signs and sign system............................................................................................................1
1.1.2 Codes....................................................................................................................................2
1.1.3 Meaning................................................................................................................................2
1.2 The Afrocentric paradigm............................................................................................................2
1.2.1 The origin of the Afrocentric paradigm.................................................................................2
1.2.2 Four of the major concerns of the Afrocentric paradigm......................................................3
1.2.3 The implication of the Afrocentric paradigm for the study of communication.....................3
QUESTION 2...........................................................................................................................................4
THE ROLE AND FUNCTIONS OF THE MEDIA...........................................................................................4
2.1 Two main functions in media.......................................................................................................4
2.2 Essay discussing the political functions of the mass media..........................................................4
2.2.1 Pluralism...............................................................................................................................4
2.2.2 Internal and external plurality...............................................................................................4
2.2.3 Micro-plurality......................................................................................................................5
2.2.4 Meso-plurality.......................................................................................................................5
2.2.5 Macro-plurality.....................................................................................................................6
QUESTION 3...........................................................................................................................................7
THE EFFECTS OF MASS COMMUNICATION (EFFECT STUDIES)................................................................7
3.1 Five characteristics of stereotypes...............................................................................................7
3.2 The difference between an archetype and a stereotype..............................................................8
3.3 Advertisement that resembles stereotype...................................................................................9
3.4 Prejudices..................................................................................................................................10
QUESTION 4.........................................................................................................................................11
MEDIA CULTURE AND THE IDEOLOGICAL POWER OF THE MEDIA.......................................................11
4.1 The definition of culture............................................................................................................11
4.2 The definition of high culture.....................................................................................................11
4.3 The Definition of mass culture...................................................................................................11
QUESTION 5.........................................................................................................................................12
GLOBALISATION...................................................................................................................................12
, 5.1 Commercialisation.....................................................................................................................12
5.2 Internationalisation....................................................................................................................12
5.3 Privatisation...............................................................................................................................13
5.4 Liberalisation..............................................................................................................................13
CONCLUSION.......................................................................................................................................14
SOURCES CONSULTED..........................................................................................................................15
