COM1514 Assignment 1
(COMPLETE ANSWERS)
Semester 1 2025 - DUE
March 2025
For assistance contact
Email:
,1. INTRODUCTION [2,5]
This section requires you to write a brief introduction to your assignment. It should outline the
scope of the assignment and briefly mention the topics you will be covering in the subsequent
sections (Mediation, Media & Society, Media Institutions).
2. MEDIA ARTEFACTS [30]
2.1 Critically discuss the concept of mediation in the context of the media content (5)
Mediation refers to the processes through which media shape our understanding of the world.
Media do not simply present reality; they actively select, frame, filter, and interpret events,
people, and ideas. This process of mediation involves several layers:
Selection: Media outlets make choices about what events and information are deemed
newsworthy and therefore presented to the audience. Many events occur daily, but only a
fraction are reported. This selection process inherently shapes what the public becomes
aware of.
Framing: Once selected, media frame content in specific ways. This involves choosing
particular angles, using specific language, and highlighting certain aspects of a story
while downplaying others. Framing influences how audiences interpret the information
and the perspectives they adopt. For example, reporting on a protest might frame it as a
public disturbance or as an exercise of democratic rights, leading to different audience
interpretations.
Representation: Media construct representations of individuals, groups, and social
issues. These representations are not always accurate or balanced and can be influenced
by the biases and ideologies of media producers, as well as cultural norms and
stereotypes. For instance, media portrayals of different ethnic groups in Kenya can either
reinforce or challenge existing stereotypes.
Technological Mediation: The technologies used to produce and distribute media also
play a role in mediation. The affordances and limitations of different platforms (e.g.,
television, radio, social media) can influence the format, length, and interactivity of
content, thereby shaping the audience experience and understanding. The algorithms on
social media platforms, for example, mediate what content users see in their feeds.
Institutional Mediation: Media organizations themselves, with their ownership
structures, editorial policies, and commercial pressures, act as mediators. These
institutional factors can influence the types of stories covered and the perspectives
presented.
In the context of media content in Juja, Kenya, understanding mediation is crucial. For example,
how local news outlets report on political events in Kiambu County, how international news
portrays Kenya, or how social media platforms curate information related to local issues all
involve these layers of mediation, shaping public discourse and understanding.
, 2.2 In what ways are audiences part of the mediation process? Provide examples of how
you interact with media content daily (TV, radio, press, social media, etc.) (5)
Audiences are not passive recipients of media content but active participants in the mediation
process in several ways:
Selection and Attention: Audiences choose which media to consume and what content
to pay attention to within those media. With the proliferation of media options,
individuals actively select what aligns with their interests, beliefs, and needs. For
example, someone in Juja might choose to listen to a specific radio station known for its
local news coverage or follow particular social media accounts that focus on community
events.
Interpretation and Meaning-Making: Audiences actively interpret media content based
on their own background knowledge, experiences, values, and social contexts. The same
piece of media can be interpreted differently by different individuals or groups. For
instance, a news report about a development project in Kiambu County might be viewed
positively by those who expect to benefit and negatively by those who foresee
displacement or environmental concerns.
Sharing and Circulation: With the rise of digital media, audiences have become active
distributors of content. They share articles, videos, and social media posts with their
networks, thereby influencing the reach and interpretation of media messages. Sharing a
local news story on WhatsApp groups in Juja can amplify its impact within the
community.
Creation and Participation: Digital media platforms have enabled audiences to become
content creators themselves. Through social media posts, blogs, videos, and comments,
individuals contribute to the media landscape and offer alternative perspectives, directly
influencing the mediation process. Posting about a local issue on a Juja Facebook group
or commenting on a news article online are examples of this active participation.
Feedback and Engagement: Audiences provide feedback to media producers through
comments, ratings, social media interactions, and even boycotts. This feedback can
influence future media content and the way stories are framed. For example, negative
reactions to a biased news report on social media might prompt the outlet to adjust its
coverage.
Examples of daily interaction with media content:
TV: Watching Citizen TV news in the morning and discussing a political story with
family, offering my own interpretation.
Radio: Listening to Radio Jambo during my commute and sharing a humorous segment
with a colleague, influencing their media consumption.
(COMPLETE ANSWERS)
Semester 1 2025 - DUE
March 2025
For assistance contact
Email:
,1. INTRODUCTION [2,5]
This section requires you to write a brief introduction to your assignment. It should outline the
scope of the assignment and briefly mention the topics you will be covering in the subsequent
sections (Mediation, Media & Society, Media Institutions).
2. MEDIA ARTEFACTS [30]
2.1 Critically discuss the concept of mediation in the context of the media content (5)
Mediation refers to the processes through which media shape our understanding of the world.
Media do not simply present reality; they actively select, frame, filter, and interpret events,
people, and ideas. This process of mediation involves several layers:
Selection: Media outlets make choices about what events and information are deemed
newsworthy and therefore presented to the audience. Many events occur daily, but only a
fraction are reported. This selection process inherently shapes what the public becomes
aware of.
Framing: Once selected, media frame content in specific ways. This involves choosing
particular angles, using specific language, and highlighting certain aspects of a story
while downplaying others. Framing influences how audiences interpret the information
and the perspectives they adopt. For example, reporting on a protest might frame it as a
public disturbance or as an exercise of democratic rights, leading to different audience
interpretations.
Representation: Media construct representations of individuals, groups, and social
issues. These representations are not always accurate or balanced and can be influenced
by the biases and ideologies of media producers, as well as cultural norms and
stereotypes. For instance, media portrayals of different ethnic groups in Kenya can either
reinforce or challenge existing stereotypes.
Technological Mediation: The technologies used to produce and distribute media also
play a role in mediation. The affordances and limitations of different platforms (e.g.,
television, radio, social media) can influence the format, length, and interactivity of
content, thereby shaping the audience experience and understanding. The algorithms on
social media platforms, for example, mediate what content users see in their feeds.
Institutional Mediation: Media organizations themselves, with their ownership
structures, editorial policies, and commercial pressures, act as mediators. These
institutional factors can influence the types of stories covered and the perspectives
presented.
In the context of media content in Juja, Kenya, understanding mediation is crucial. For example,
how local news outlets report on political events in Kiambu County, how international news
portrays Kenya, or how social media platforms curate information related to local issues all
involve these layers of mediation, shaping public discourse and understanding.
, 2.2 In what ways are audiences part of the mediation process? Provide examples of how
you interact with media content daily (TV, radio, press, social media, etc.) (5)
Audiences are not passive recipients of media content but active participants in the mediation
process in several ways:
Selection and Attention: Audiences choose which media to consume and what content
to pay attention to within those media. With the proliferation of media options,
individuals actively select what aligns with their interests, beliefs, and needs. For
example, someone in Juja might choose to listen to a specific radio station known for its
local news coverage or follow particular social media accounts that focus on community
events.
Interpretation and Meaning-Making: Audiences actively interpret media content based
on their own background knowledge, experiences, values, and social contexts. The same
piece of media can be interpreted differently by different individuals or groups. For
instance, a news report about a development project in Kiambu County might be viewed
positively by those who expect to benefit and negatively by those who foresee
displacement or environmental concerns.
Sharing and Circulation: With the rise of digital media, audiences have become active
distributors of content. They share articles, videos, and social media posts with their
networks, thereby influencing the reach and interpretation of media messages. Sharing a
local news story on WhatsApp groups in Juja can amplify its impact within the
community.
Creation and Participation: Digital media platforms have enabled audiences to become
content creators themselves. Through social media posts, blogs, videos, and comments,
individuals contribute to the media landscape and offer alternative perspectives, directly
influencing the mediation process. Posting about a local issue on a Juja Facebook group
or commenting on a news article online are examples of this active participation.
Feedback and Engagement: Audiences provide feedback to media producers through
comments, ratings, social media interactions, and even boycotts. This feedback can
influence future media content and the way stories are framed. For example, negative
reactions to a biased news report on social media might prompt the outlet to adjust its
coverage.
Examples of daily interaction with media content:
TV: Watching Citizen TV news in the morning and discussing a political story with
family, offering my own interpretation.
Radio: Listening to Radio Jambo during my commute and sharing a humorous segment
with a colleague, influencing their media consumption.
