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COM3707
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University Of South Africa
Book
Government Communication
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COM3707 Assignment 2 (COMPLETE ANSWERS) Semester 2 2024 - DUE 13 September 2024
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Government Communication
COM3707 Assignment 2 (COMPLETE ANSWERS) Semester 2 2024 - DUE
13 September 2024 ; 100% TRUSTED Complete, trusted solutions and
explanations.
. Question 1 1.1 Critically discuss three of the six normative media theories
that influence the making of policy for the media and the three normative
terms that can be used in democracies to reassess these media theories. (25)
1.1 Discuss professional media ethics with specific reference to
professionalisation and the influence of the sociopolitical structure. (20) [45]
1.1 Normative Media Theories and Their Reassessment
1.1.1 Normative Media Theories
Normative media theories provide frameworks for understanding the role of media in society and
guiding media policy. Here are three key normative media theories and their critical discussion:
1. Public Sphere Theory
Overview: Proposed by Jürgen Habermas, this theory emphasizes the role of media in
facilitating public discourse and democratic participation. It posits that media should act
as a neutral forum where citizens can engage in rational debate and deliberation on public
matters.
Critical Discussion:
o Strengths: The theory supports democratic engagement and transparency by
providing a platform for diverse voices and opinions.
o Limitations: In practice, media often reflects the interests of powerful entities
rather than serving as an unbiased forum. Issues of media concentration and
corporate influence can undermine the ideal of an open and inclusive public
sphere.
2. Social Responsibility Theory
Overview: This theory, advanced by scholars like Walter Lippmann and the Hutchins
Commission, argues that media have a responsibility to serve the public good by
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