COM2604 - Media Studies: Mass Communication And Media Theory (COM2604)
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COM2604 Assignment 1 Semester 1 2023 (651592)
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Course
COM2604 - Media Studies: Mass Communication And Media Theory (COM2604)
Institution
University Of South Africa (Unisa)
Book
Integrated Organisational Communication
COM2604 Assignment 1 Semester 1 2023 Answers, guidelines, workings and references ................................................... QUESTION 1
STUDY UNIT 3
APPROACHES TO THE STUDY OF MASS COMMUNICATION
1.1 As stated in your prescribed book, defining mass communication is no simple
matter, pa...
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COM2604 - Media Studies: Mass Communication And Media Theory (COM2604)
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COM2604
Assignment 1 Semester 1 2023
Unique Number: 651592
Due Date: 24 March 2023
Solutions, Explanations, workings, and references
+27 81 278 3372
, Introduction
Defining mass communication is no simple matter, particularly when viewed against
the background of the latest developments in information and communication
technology (ICT). For this reason, mass communication can be defined from a variety
of viewpoints or perspectives. McQuail (2000:7) identifies four theoretical perspectives
from which one can attempt to define mass communication. This paper will cover the
approaches to the study of mass communication, the role and functions of the media,
the effects of mass communication, media, culture and the ideological power of the
media and globalisation.
Question 1: APPROACHES TO THE STUDY OF MASS COMMUNICATION
+27 81 278 3372 +27 81 278 3372
1.1 explain the main tenets of the social materialist perspective
This perspective argues that the media and their content reflect a society (Fourie
2007:96). It is interesting that in South African media, there have been stories about
corruption and the state capture. This either tells that there is corruption in South Africa
or that South Africa is doing something about corruption. The social-materialist
perspective is in line with the media’s function of “surveillance of the environment”.
1.2. 1 Explain the value of theory
Theory’s scientific value is that it teaches us how to describe, interpret, understand,
evaluate and predict a phenomenon. It also provides us with an overview of the
+27 81 278
development of a discipline, 3372
its relation(s) +27 81 278 3372
with other disciplines and its possible future
developments.
1.2.2 List and explain four building blocks of theory.
The building blocks (cf. Wood 2000:54–68) of all theory related to human behaviour
(of whatever kind) are:
Ontology: In the philosophy of science this view of human nature is called ontology.
As far as ontology is concerned, we distinguish between two broad views of humanity:
a deterministic view or determinism and a liberal view or humanism. The point of
departure in determinism is that human behaviour is governed by forces beyond
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