COM2604
Media Studies: Mass communication and media theory
80 marks
2 hours
This paper consists of five pages.
Instructions:
1. This examination paper consists of five questions.
You have to select and answer ANY FOUR questions.
2. Please remember to submit your compulsory DECLARATION with the examination,
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consulted to complete this examination. You will be penalised if you do not reference
consistently. This is an open book timed-take-home exam.
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CMNALLE/301.
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This examination paper consists of FIVE questions.
You have to select and answer ANY FOUR questions.
QUESTION 1
STUDY UNIT 3
APPROACHES TO THE STUDY OF MASS COMMUNICATION
1.1 According to Fourie (2018:91), “[t]hroughout history people had their ‘media’
to communicate about matters of public interest”. Mass communication has
developed over time. Discuss this development by referring to the different
mass communication cultures as they developed over time. (4)
1.2 When we try to define mass communication, there are a number of related
questions. For example: “What is the message?” or “What do we mean by
‘audience?”. Define the terms “message” and “audience” and illustrate your
understanding of them by providing an example of each. (4)
1.3 There are different theoretical approaches to the study of mass
communication. Provide an overview of the normative media theory,
focusing on the role of the media in society, the underlying assumptions
of the theory and its core questions. (12)
[20]
AND/OR
QUESTION 2
STUDY UNIT 4:
THE ROLE AND FUNCTIONS OF THE MEDIA
2.1 Briefly define the following concepts as they relate to the media:
2.1.1 Functionalism (3)
2.1.2 Political functions of the media in a democracy (3)
2.1.3 Media pluralism (3)
2.2 Discuss how the African philosophy of ubuntu might function as a normative
theory for mass media in the South African context (or in the context of your
own country if you reside outside South Africa).
Consider the following criteria in your discussion:
2.2.1 An overview of the characteristics of ubuntu. (3)
2.2.2 The possible influence of ubuntu on journalistic values. (3)
2.2.3 The consequences of ubuntu as normative framework for the media. (3)
2.2.4 In conclusion, state your opinion on the feasibility of ubuntu as normative
theory for mass media in the South African context (or your own context if you
are not from South Africa). Give at least two reasons for your opinion. (2)
[20]
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