, MAIN SCENARIO Read the following scenario before answering questions 2–
4: Dr Shadi Hashimi has been appointed as a senior researcher in the
Department of Communication Science at the University of South Africa
(Unisa). His research focuses on ethical communications in the era of the fifth
industrial revolution (5IR). Some of his research interests delve into the issues
of the digital footprint, digital literacy, verbal and non-verbal communication
and virtual teams. Some of his preliminary research findings have identified
key areas of concern regarding the readiness of the South African youth for
the 5IR. The concerns that he has listed appear below: 1. The South African
youth lack basic digital literacy skills 2. Although many youth have access to
digital devices, they use these devices for entertainment purposes and not for
educational purposes. 3. Netiquette in many areas of virtual collaboration is
ignored. 4. There is poor intercultural, multicultural and cross-cultural
awareness when interacting in virtual teams. 5. The youth do not understand
the importance of effective verbal and non-verbal communication when
interacting with others in a virtual space. Dr Shadi Hashimi is thus concerned
about these issues and wants to address these concerns with key
stakeholders in the country. He is finalising his research findings to share on
various platforms. Firstly, he aims to distribute his research findings through
academic publications, public participation forums, research reports, mass
media and social media platforms, as well as through oral presentations in
different contexts. To do this, he has to identify the target audience, the goal
and the purpose of his communication for each type of communication he
plans to disseminate. Page 8 of 15 4.
For each type of communication that Dr. Shadi Hashimi plans to disseminate, the following
target audiences, goals, and purposes can be identified:
1. Academic Publications
Target Audience: Scholars, researchers, academic institutions, university students, and
professionals in the field of communication science, digital literacy, and the 5th Industrial
Revolution (5IR).
Goal: To contribute to the body of knowledge on ethical communications in the 5IR,
spark academic debate, and provide insights into the readiness of South African youth for
the digital era.
Purpose: To present well-researched findings, add credibility to his work, and support
future research efforts by providing evidence-based recommendations.
