COM3705
Assignment 3
Semester 2
2025
, COM3705: INTERNATIONAL COMMUNICATION
Assignment 3 (Exam Portfolio)
Semester 2, 2025
University of South Africa (UNISA)
Student Name:
Student Number:
Module Code: COM3705
Module Title: International Communication
Lecturer: Mrs M. van der Walt Ehlers
Submission: Exam Portfolio Semester 2, 2025
Table of Contents
Question 1: International Relations .......................................................................................................... 2
1.1 Definition of Social Media ........................................................................................................... 2
1.2 Government Use of Social Media............................................................................................. 2
1.3 Formal Channels of Communication in Diplomacy................................................................ 5
1.4 Interaction between Social Media Use and Formal Diplomatic Communication............... 7
1.5 Conclusion .................................................................................................................................... 9
Question 2: International Communication Media .................................................................................... 9
2.1 Developments in International Radio Broadcasting............................................................... 9
2.2 Prominent International Radio Broadcasting Stations and Their Impact.......................... 11
2.3 Transformation of the Film Industry........................................................................................ 12
2.4 Impact of Nollywood on Nigeria............................................................................................... 14
2.5 Conclusion (for Question 2) ..................................................................................................... 15
LIST OF SOURCES ..................................................................................................................................... 15
1|Page
, Question 1: International Relations
1.1 Definition of Social Media
Social media refers to digital platforms and applications that allow users to create,
share, and interact with content and with each other, typically in networked online
environments (e.g. Facebook, Twitter/X, Instagram, TikTok, YouTube). These platforms
facilitate user-generated content, multidirectional communication (not just one-to-many),
and interactions (comments, likes, shares, direct messages).
In the context of international relations and diplomacy, social media is often
conceptualized as part of digital diplomacy (or e-diplomacy) that is, the use of internet-
based communications and social media tools by states, diplomatic actors, and
governments to achieve diplomatic objectives, engage publics, conduct public
diplomacy, and manage international narratives (Diplo Foundation). Scholars view
social media as not merely a tool but as altering the environment in which diplomacy
operates, enabling real-time communication, transparency, and direct engagement
(Smith 2024).
Thus, in short:
Social media, in the diplomatic/international-relations sense, comprises online,
interactive platforms that facilitate public, semi-public, and private exchanges of
information, through which states and diplomatic actors can communicate, influence,
and engage with foreign publics, other states, and non-state actors.
1.2 Government Use of Social Media
Governments and diplomatic actors use social media in various ways. Below is a
systematic breakdown of functions, benefits, challenges, and illustrative examples:
Functions / Uses
1. Public diplomacy / nation branding
Governments employ social media to project their national image abroad,
2|Page
Assignment 3
Semester 2
2025
, COM3705: INTERNATIONAL COMMUNICATION
Assignment 3 (Exam Portfolio)
Semester 2, 2025
University of South Africa (UNISA)
Student Name:
Student Number:
Module Code: COM3705
Module Title: International Communication
Lecturer: Mrs M. van der Walt Ehlers
Submission: Exam Portfolio Semester 2, 2025
Table of Contents
Question 1: International Relations .......................................................................................................... 2
1.1 Definition of Social Media ........................................................................................................... 2
1.2 Government Use of Social Media............................................................................................. 2
1.3 Formal Channels of Communication in Diplomacy................................................................ 5
1.4 Interaction between Social Media Use and Formal Diplomatic Communication............... 7
1.5 Conclusion .................................................................................................................................... 9
Question 2: International Communication Media .................................................................................... 9
2.1 Developments in International Radio Broadcasting............................................................... 9
2.2 Prominent International Radio Broadcasting Stations and Their Impact.......................... 11
2.3 Transformation of the Film Industry........................................................................................ 12
2.4 Impact of Nollywood on Nigeria............................................................................................... 14
2.5 Conclusion (for Question 2) ..................................................................................................... 15
LIST OF SOURCES ..................................................................................................................................... 15
1|Page
, Question 1: International Relations
1.1 Definition of Social Media
Social media refers to digital platforms and applications that allow users to create,
share, and interact with content and with each other, typically in networked online
environments (e.g. Facebook, Twitter/X, Instagram, TikTok, YouTube). These platforms
facilitate user-generated content, multidirectional communication (not just one-to-many),
and interactions (comments, likes, shares, direct messages).
In the context of international relations and diplomacy, social media is often
conceptualized as part of digital diplomacy (or e-diplomacy) that is, the use of internet-
based communications and social media tools by states, diplomatic actors, and
governments to achieve diplomatic objectives, engage publics, conduct public
diplomacy, and manage international narratives (Diplo Foundation). Scholars view
social media as not merely a tool but as altering the environment in which diplomacy
operates, enabling real-time communication, transparency, and direct engagement
(Smith 2024).
Thus, in short:
Social media, in the diplomatic/international-relations sense, comprises online,
interactive platforms that facilitate public, semi-public, and private exchanges of
information, through which states and diplomatic actors can communicate, influence,
and engage with foreign publics, other states, and non-state actors.
1.2 Government Use of Social Media
Governments and diplomatic actors use social media in various ways. Below is a
systematic breakdown of functions, benefits, challenges, and illustrative examples:
Functions / Uses
1. Public diplomacy / nation branding
Governments employ social media to project their national image abroad,
2|Page
