COM2603
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,UNIVERSITY EXAMINATIONS
MAY/JUNE 2023
Examination session: Semester 1/2023
COM2603
Intercultural, development and health communication
80 marks
Duration: 3 hours
This paper consists of 5 pages.
Instructions:
• Invigilator App QR Code: see page 5 below (failure to use the App will result in NO MARK & a
violation of exam rules & disciplinary action). App instructions placed on myUnisa module site &
this Exam site & on page 5 below.
• Aim to answer all the questions in the examination paper.
• Please number all your answer pages.
• Exam format: Take-Home timed assesment (open book exam but referencing is compulsory,
per question or marks will be lost per question).
• Please number all your questions exactly as per the numbering in the examination
question paper.
• It is compulsory to answer ALL three sections in this examination paper (Section A, B &
C).
• Please do not leave blank spaces at all.
• Please remember to submit your compulsory Departmental Declaration with the
examination or you will obtain zero. (Refer to the myUnisa module site- in the exam folder &
on this exam site- additional resources folder). It is also compulsory to submit/tick the university
declaration/honor pledge with your examination (follow the system rules here).
• Referencing is compulsory per question (from both your study guide and textbook sources)
or you will lose marks per question for no in-text referencing.
• Please remember to save your completed examination paper in PDF format only. Other
formats will not be accepted. One file upload only.
• Submission of examination paper: please view the instructions placed on the Module site,
submit via MyExams Moodle site: https://myexams.unisa.ac.za/portal/ (for the App upload-
follow the system prompts).
• For scanned examination papers: please follow the instruction file placed in the myUnisa
module site exam folder. Please ensure it is legible and clear. Only one single file upload is
allowed. What is submitted is/will be marked.
• No emailed examination papers will be accepted.
• Please preview your file to ensure you have submitted the correct file (content), for the correct
module (see exam rules on Module site).
• Please use the allocated 30 minutes grace time for exam paper submission.
, 2
COM2603
MAY/JUNE 2023
YOU HAVE TO ANSWER ALL THE QUESTIONS.
SECTION A:
INTERCULTURAL COMMUNICATION
QUESTION 1
Read the scenario below and answer questions that follow.
The manager of a US-based multinational coffee company which recently opened a franchise
in Uganda, claims their company is going to teach Ugandans not only how to make coffee, but
about civilisation. Since American culture is the best in the world. Before going to Uganda, the
manager believed that all Africans use an indirect style of communication and show respect
towards elders. However, after a month in Uganda, the manager found out that some Ugandans
do not respect elders, while others prefer a direct style of communication and some even used
an indirect style. The company claims that they have experienced communication problems,
due to its misunderstanding of African culture. As an intercultural communication expert, you
have been invited to assist the company to overcome its communication challenges.
1.1 Define the following barriers to intercultural communication and provide examples from
the scenario above:
1.1.1 Ethnocentrism (5)
1.1.2 Stereotyping (5)
1.2 Explain what is meant by “culture is dynamic and heterogenous’’ and provide examples
from the scenario above to support your answer. (5)
QUESTION 2
2.1 Discuss the following stages in minority identity development and provide examples
from your own experience:
2.1.1 Unexamined identity (5)
2.1.2 Integration (5)
2.2 Discuss stage 3: Resistance, in majority identity development and provide examples
from your own experience. (5)
[30]
[TURN OVER]
, 3
COM2603
MAY/JUNE 2023
SECTION B:
DEVELOPMENT COMMUNICATION
QUESTION 1
1.1 Define the following concepts and provide your own examples:
1.1.1 Diffusion of innovations (2)
1.1.2 Opinion leader (2)
1.1.3 Change agent (2)
1.2 Discuss the five characteristics associated with the rate of adoption of an innovation
and provide relevant examples. (5X2=10)
QUESTION 2
2.1 Explain what is meant by “little” media and provide an example thereof. (3)
2.2 Define folk media and provide an example. (2)
2.3 Explain the advantages of using folk media in development. (4)
[25]
SECTION C:
HEALTH COMMUNICATION
QUESTION 1
1.1 Provide a definition of informed consent from a patient’s perspective. (3)
1.2 Explain what is meant by ethical dilemmas (in medical cases) and provide a practical
medical example of such to expand your discussion. (3)
1.3 Provide a definition of morals from a medical perspective. (3)
1.4 Provide a definition of ethics from a medical perspective. (3)
[TURN OVER]
