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COM2604 Assignment 1 Semester 2 2024 | Due 21 August 2024 R50,00   Add to cart
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  3. University Of South Africa (Unisa)
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  5. Media Studies: Mass Communication and Media Theory (COM2604)

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COM2604 Assignment 1 Semester 2 2024 | Due 21 August 2024
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COM2604 Assignment 1 Semester 2 2024 | Due 21 August 2024. All questions answered with references. QUESTION 1 STUDY UNIT 3 Approaches to the study of mass communication When we attempt to describe, interpret, evaluate and predict a phenomenon, in this case mass communication, understanding sa...

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  • July 23, 2024
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, 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
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 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)

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