Exam (elaborations)
COM2604 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (817738) - DUE 21 August 2024
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- University Of South Africa
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COM2604 Assignment 1(COMPLETE ANSWERS)
Semester 2 2024 (817738) - DUE
21 August 2024
100% GUARANTEED
, COM2604 Assignment 1 (COMPLETE ANSWERS)
Semester 2 2024 (817738) - DUE 21 August 2024
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 audience through various media channels, such as television, radio, newspapers, and the
internet. It involves the dissemination of content that is designed to inform, entertain, or persuade
a wide audience. For example, a news broadcast on television reaching millions of viewers or a
viral video on social media spreading awareness about a social issue are instances of mass
communication. The aim is to reach a broad audience simultaneously, influencing public
opinion, culture, and societal norms.
1.2 Perspectives on Mass Communication
1. Functionalist Perspective: This approach views mass communication as a means to
maintain societal stability and cohesion. It emphasizes the roles of media in socialization,
entertainment, and surveillance.
2. Critical Perspective: Focuses on power dynamics and inequalities in media production
and consumption. It critiques the ways media can perpetuate social injustices and serve
the interests of dominant groups.
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