, PLEASE USE THIS DOCUMENT AS A GUIDE TO ANSWER YOUR ASSIGNMENT
Please note that the author of this document will not responsibility for any plagiarizing you
commit.
Question 1
1. When we attempt to describe, interpret, evaluate and predict a phenomenon, in this case mass
communication, understanding said phenomenon is key. Various factors influence this.
1.1. In a short paragraph, present a well-formulated definition of mass communication using
your own examples to substantiate your answer.
Mass communication is the process by which information is transmitted to a large, diverse audience
through various forms of media, such as newspapers, radio, television, and digital platforms. This
type of communication typically involves a one-to-many model where a single source disseminates
messages to a wide audience. For example, a news broadcast on television delivers current events to
millions of viewers simultaneously, and a popular social media post can reach and engage with a
global audience almost instantaneously.
(Study Guide - Page 11)
1.2. Further to the above, there are various perspectives on mass communication. Briefly
mention each of these and their specific emphasis.
Media-Culturalist Perspective: Emphasizes the content of the media and its influence on
culture. This perspective looks at how media shapes societal norms and values.
Media-Materialist Perspective: Focuses on the technology used in mass communication and
how it affects the nature of communication.
Social-Cultural Perspective: Highlights the role of media in society, including how it
influences and reflects social behaviors and norms.
Social-Materialist Perspective: Examines how media reflects and impacts the material
conditions of society, such as economic and political contexts.
(Study Guide - Page 13)