Media Studies: Mass Communication and Media Theory (COM2604)
Exam (elaborations)
COM2604 Assignment 1 Semester 2 2024 | Due 21 August 2024
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Course
Media Studies: Mass Communication and Media Theory (COM2604)
Institution
University Of South Africa (Unisa)
Book
Media Studies Volume 2: Policy Management and Media Representation 2e (Revised Reprint).
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...
COM3702 Assignment 3 Semester 2 2024 | Due 21 October 2024
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Media Studies: Mass Communication and Media Theory (COM2604)
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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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