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COM2604 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (817738) - DUE 21 August 2024 R45,00   Add to cart
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COM2604 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (817738) - DUE 21 August 2024
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COM2604 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (817738) - DUE 21 August 2024

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  • July 24, 2024
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, COM2604 Assignment 1 (COMPLETE ANSWERS) Semester 2
2024 (817738) - DUE 21 August 2024 ; 100% TRUSTED
Complete, trusted solutions and explanations.
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
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. (5) 1.2 Further to
the above, there are various perspectives on mass communication. Briefly
mention each of these and their specific emphasis. (5) 1.3 The theoretical
approach you use also holds certain implications for your understanding of
mass communication. Briefly discuss the main characteristics of the two
approaches listed below: 1.3.1 The technological determinism approach.
(5) 1.3.2 The poststructionalist/postmodern approach. (5) [TOTAL 20]

1.1 Definition of Mass Communication

Mass communication refers to the process of transmitting information, ideas, and
messages to a large and diverse audience through various media channels. This
phenomenon involves the dissemination of content via mediums such as television,
radio, newspapers, and digital platforms. For instance, a nationwide broadcast of a
breaking news event on television allows millions of viewers to receive the same
information simultaneously. Similarly, a viral social media post can reach a global
audience in seconds, illustrating how mass communication facilitates the
widespread distribution of content.

1.2 Perspectives on Mass Communication

1. Functionalist Perspective: Emphasizes how mass communication serves
societal functions such as information dissemination, social integration, and
entertainment. It views media as a tool for maintaining social stability and
cohesion.
2. Conflict Perspective: Focuses on how mass communication reflects and
reinforces power imbalances and inequalities within society. It argues that
media often perpetuates the interests of dominant groups while
marginalizing others.

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