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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 disseminating information, ideas, and attitudes to a
large, heterogeneous, and widely dispersed audience through various forms of media such as
television, radio, newspapers, and the internet. For example, when a news channel broadcasts a
live event, millions of viewers can simultaneously receive the information. Similarly, social
media platforms like Twitter allow a single tweet to reach a global audience within seconds. This
large-scale communication process is characterized by its ability to reach and influence a broad
audience quickly and efficiently.
1.2 Perspectives on Mass Communication
1. Functionalism: Emphasizes the role of media in maintaining societal stability and
equilibrium by promoting social norms and values, providing information, and
entertaining the public.
2. Critical Theory: Focuses on the power structures and inequalities perpetuated by mass
media, highlighting issues such as media ownership, control, and the influence of
capitalist ideologies.
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