COM3707/101/3/2018

Tutorial Letter 101/3/2018

Political and government communication
OR
Media ethics
COM3707

Semesters 1 and 2

Department of Communication Science

This tutorial letter contains important information
about your module.

BARCODE
 CONTENTS

Page

1 INTRODUCTION .......................................................................................................................... 3
2 PURPOSE AND OUTCOMES ...................................................................................................... 5
2.1 Purpose ........................................................................................................................................ 5
2.2 Outcomes ..................................................................................................................................... 6
3 LECTURER(S) AND CONTACT DETAILS................................................................................... 6
3.1 Lecturer(s) .................................................................................................................................... 6
3.2 Department ................................................................................................................................... 7
3.3 University ...................................................................................................................................... 7
4 RESOURCES ............................................................................................................................... 8
4.1 Prescribed books .......................................................................................................................... 8
4.2 Recommended books ................................................................................................................... 9
4.3 Electronic reserves (e-reserves) ................................................................................................... 9
4.4 Library services and resources information ................................................................................... 9
5 STUDENT SUPPORT SERVICES .............................................................................................. 10
6 STUDY PLAN ............................................................................................................................. 11
7 PRACTICAL WORK AND WORK-INTEGRATED LEARNING ................................................... 11
8 ASSESSMENT ........................................................................................................................... 12
8.1 Assessment criteria..................................................................................................................... 12
8.2 Assessment plan ........................................................................................................................ 12
8.3 Assignment numbers .................................................................................................................. 14
8.3.1 General assignment numbers ..................................................................................................... 14
8.3.2 Unique assignment numbers ...................................................................................................... 14
8.4 Assignment due dates……………………………………………………………………………………15

8.5 Submission of assignments ........................................................................................................ 15

8.6 The assignments ........................................................................................................................ 17
8.7 Other assessment methods ........................................................................................................ 43
8.8 The examination ......................................................................................................................... 43
9 FREQUENTLY ASKED QUESTIONS ........................................................................................ 45
10 IN CLOSING ............................................................................................................................... 45

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 COM3707/101/3/2018

1 INTRODUCTION
Dear Student

Greetings! Groete! Dumela! Mangwanani! Sawubona!

Avuxeni! Ndi matsheloni! Lotshani! Molweni!

Welcome to the Department of Communication Science. We hope that you will enjoy studying
this module and wish you the best of luck.

COM3707 deals with Media ethics OR Political and government communication. This module is
closely related to a number of the other modules that are presented, at second and third-year
levels, in the Department of Communication Science. Part A deals with Media ethics, while
Part B deals with Political and government communication.

Please note that these two parts are actually two totally different
courses. We offer them under the same module code, and you
choose which one you want to do.
You need to decide from the outset what you want to do and then you need only study and do
the assignments for the section that you have selected. Therefore you need not buy books
for both Part A and Part B, but only for the part that you have selected.

Part A, Media ethics has a direct bearing upon all communication and media practice.
Although the primary focus in this module is on ethics in the news media — both broadcasting
and the press — ethics is a moral component of all human life and as such relevant to all media
and communication studies. As a branch of philosophy, it focuses on what is good, acceptable
and proper in society, and what is not. This module will assist media workers, and those with a
general interest in the media, in determining what is right and it will also help them to choose
between alternatives in order to make ethical decisions.

In Part B of COM3707 we focus on Political and Government Communication. You will not
be able to complete your assignment(s) without contemporary and relevant examples from the
media. You therefore need to read newspapers, magazines and journals, as well as listen to the
radio (talk shows, news, and phone-ins), and watch television documentaries, news
programmes, talk shows and special interest shows, such as Carte Blanche, 3rd Degree and
Special Assignment.

Remember politics does not happen in a vacuum, it is linked to many other issues, and is a
dynamic and ever-changing terrain. Therefore it is in your best interest to read as many different
newspapers (The Sowetan; The Mail & Guardian; The Pretoria News) as possible and watch
different television news broadcasts (e-TV, SABC 1, 2 and 3, SABC News Channel 404 on
DSTV, ANN7, Al Jazeera, CNN and many more) — this will expose you to many different
viewpoints and opinions.

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Tutorial Letter 101 (which you are reading now) contains important information about the
scheme of work, study resources and assignments for this particular module. We urge you to
read it carefully and to keep it at hand when working through your study material; when
preparing your assignments; when preparing for the examination; and when addressing
enquiries to your lecturers.

Please read Tutorial Letter 301 (CMNALLE/301) – in combination with Tutorial Letter 101 – as
it will give you an idea of generally important information when studying at an open distance
learning (ODL) institution and within Unisa’s College of Human Sciences.

The information contained in Tutorial Letter 101 is applicable to both semesters of the 2018
academic year. The assignments and assessment criteria for both semesters are included in
this tutorial letter. All study material that you have received for this module is important and
applicable to the examination. Please ensure that you familiarise yourself with the respective
due dates of assignments. This is essential since you have to meet certain requirements in
order to gain admission to the examination, as admission is not automatic. There are no
extensions for the submission of any assignments.

This tutorial letter also provides you with all the information that you will need with regard to the
prescribed study material and other tutorial matter, as well as how to obtain these. Please study
this information carefully and make sure that you obtain the prescribed book as soon as
possible.

We trust that you will enjoy this module and wish you all the best!

1.1 Tutorial matter

COM3707 offers you a choice between PART A: MEDIA ETHICS OR PART B: POLITICAL
AND GOVERNMENT COMMUNICATION. Part A and Part B are based on one prescribed
book, one study guide, and this and other tutorial letters which you will receive during the
course of the semester. Your study material will be provided to you by the Department of
Despatch. Please note that academic staff (lecturers) do not have access to the systems
dealing with the despatch of study material and can, therefore, not assist you with any enquiries
in this regard.

Please take note:

You will receive the following study material for COM3707:

 Tutorial letter 101

 Tutorial letter 301 (CMNALLE/301)
 Study guide

You will be given an inventory letter with your study pack listing all the study material items that
you should have received. If any of the listed items are not included, it will be dispatched to you
as soon as it is available. Please note that lecturers cannot help you with missing study
material.

If you have access to the Internet, you can view your tutorial letters and study guides for the
modules for which you are registered on myUnisa (http://my.unisa.ac.za).

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 COM3707/101/3/2018

 Tutorial letters

Tutorial letters form an integral part of the prescribed study material for assignment and
examination purposes, as they are used as a means of ‘talking’ to you. Tutorial letters also
provide you with feedback on your assignments. Therefore, read, study and keep them safe –
you will only receive one set.

You will be receiving more tutorial letters during the course of the semester. After the due date
of Assignment 02, you will receive a tutorial letter containing feedback on both the assignments
and preparation for the examination. Be on the lookout for this tutorial letter and if you do not
receive it by middle April (for Semester 01) or by the beginning of October (for Semester 02),
obtain it electronically from myUnisa.

Tutorial letters (and other study material except for the prescribed book) can be accessed
electronically on myUnisa under the option ‘Official Study Material’.

Please note: If you phone any lecturer about any matter already addressed in a tutorial letter
we will NOT respond to your enquiry, but instead refer you to the specific tutorial letter. We do
this in order to ensure that you READ all your study material.

 Study guide

The title of the study guide for COM3707, for PART A: MEDIA ETHICS is:

Oosthuizen, LM. 2002. Only study guide COM308F for COM3707: Communication ethics.
Pretoria: University of South Africa.

The title of the study guide for COM3707, for PART B: POLITICAL AND GOVERNMENT
COMMUNICATION is:

Karam, B, Sonderling, S & Zwane, A. 2001. Political and government communication: only
study guide COM307E for COM3707. Pretoria: University of South Africa.

The study guide is exactly what its title suggests – a guide that will help you to study the module
and pass the examination. We cannot rewrite the prescribed book and represent it as a study
guide. That would be unethical. Therefore, the study guide should be used in conjunction with
the prescribed book, and you are thus urged to work through the study guide and prescribed
book when doing your assignments and preparing for the examination.

You will find most of the answers to the study guide activity questions in the study guide and the
prescribed book, whereas others you will have to work out for yourself. If you need help with
any of the questions, please contact your lecturers.

2 PURPOSE AND OUTCOMES

2.1 Purpose

Students credited with this module will be aware of the role of media ethics OR political and
government communication in society. Students will be sensitised to the theory regarding one of
these topics and will know how to apply this theory in practice.

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2.2 Outcomes

In order to reach the mentioned purpose successfully, students must take cognisance of the
scope and context of this module, as well as reach the specific outcomes as set for each part of
this module.

PART A: MEDIA ETHICS

Once you have studied this part you should be able to demonstrate an understanding of the

 concept of “media ethics”

 difference between meta and normative ethics
 characteristics of certain meta ethical and normative theories
 impact of media ethics on society

and have the ability to

 explain media ethics in the South African context

 give examples of media ethics in practice in South Africa

PART B: POLITICAL AND GOVERNMENT COMMUNICATION

Once you have studied this part you should be able to demonstrate an understanding of

 the concept of “political communication”

 democracy
 how the media and politics work together
 political advertising
 pressure groups

and have the ability to

 explain how different formats in which mass media present political communication
influence the political process
 analyse how the political communication of the mass media distort and define political
reality for the majority of the people
 explain how mass media formats promote the political aims of political community or
organisation

3 LECTURER(S) AND CONTACT DETAILS

3.1 Lecturer(s)

You can contact any of the following lecturers for this module:

Mrs Marie van Heerden (Module Coordinator: PART A)

Tel: 012 429 6320
E-mail: [email protected]
Theo van Wijk 7-84

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OR

Professor Beschara Karam (Module Coordinator: PART B)

Tel: 012 429 6323
E-mail: [email protected]
Theo van Wijk 6-91

Please contact the responsible lecturers via e-mail, telephone, or fax, between 08:00 and 16:00
on weekdays, if you have any enquiries pertaining to the content of this module (academic
matters). Always have your student number, the module code (COM3707) and your study
material with you when making an enquiry. Lecturers cannot assist you with problems related to
myUnisa; the registration of assignments; problems with computer systems; outstanding study
material; snail mail (post); SMS messages not received; services related to video broadcasts; or
any other administrative matters. Lecturers can only assist you with academic aspects directly
related to the module that have a bearing on their teaching; the assignments that they mark; or
problems that you may experience with marks that were allocated or recorded.

You can also communicate with your lecturers via myUnisa by going to the discussion forum on
the module’s course website.

3.2 Department

If you need to leave a message for your lecturers please contact one of the following
departmental secretaries:

Mrs Martha Malefo Tel: 012 429 6565

E-mail: [email protected]

Ms Annelize Vermeulen Tel: 012 429 6016

E-mail: [email protected]

3.3 University

If you need to contact the university about matters that are not related to the content of this
module, please consult the my Studies @ Unisa brochure, which you received with your study
material. This booklet contains information on how to contact the university (for example to
whom you should write about different queries, important telephone and fax numbers,
addresses and the times when certain facilities are open). Always have your student number at
hand when you contact the university.

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E-mail

Send an e-mail to [email protected] for information on how to contact Unisa via e-mail.
Remember to include your initials, surname and a short description of your enquiry, and include
your student number in the subject line. You can also send your enquiry directly to

 [email protected] for assignment queries

 [email protected] for study material queries
 [email protected] for examination queries
 [email protected] for student account queries
 [email protected] for graduation queries
 [email protected] for assistance with myUnisa
 [email protected] for assistance with myLife e-mail accounts
 [email protected] for application- or registration-related queries for formal studies
(prospective and registered students)

SMS (only for students within the borders of South Africa)

Send an SMS to 32695 for more information on how to contact Unisa via SMS. You will receive
an auto response SMS with the various SMS options. The cost per SMS is 50c.

You can also SMS your enquiry directly to

43578 for applications and registrations

43584 for assignments
43584 for examinations
43579 for study material
31954 for student accounts
43582 for myUnisa and myLife
The SMS number is only for students residing in South Africa. International students are urged
to make use of the e-mail address [email protected].

PLEASE NOTE:
If you experience any myUnisa problems (irrespective of the nature thereof), you HAVE TO
send an e-mail to [email protected] and indicate what the problem is. ONLY your student
number must appear in the Subject line. Anything else in that space will delay the response to
your enquiry considerably.

4 RESOURCES
4.1 Prescribed books

PART A: MEDIA ETHICS

The ONLY prescribed book for COM3707, PART A: MEDIA ETHICS, is:

Oosthuizen, LM. 2002. Media ethics in the South African context: an introduction and overview.
Lansdowne: Juta (OR any later edition).

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OR

PART B: POLITICAL AND GOVERNMENT COMMUNICATION

The ONLY prescribed book for COM3707, PART B: POLITICAL AND GOVERNMENT
COMMUNICATION, is:

McNair, B. 2011. An introduction to political communication. 5th edition. London: Routledge. (OR
the 3rd or 4th editions).

It is of the utmost importance that you purchase the prescribed book as soon as possible,
since both the assignments and the examination are based on the contents of this book. You
CANNOT pass this module if you only use the study guide.

Please note:
Unisa does NOT provide you with the prescribed book – you have to PURCHASE it yourself.

Please refer to the list of official booksellers and their addresses in the my Studies @ Unisa
brochure. If you have difficulty in locating your prescribed book at these booksellers, please
contact the Prescribed Book Section at Unisa on (012) 429 4152, or e-mail
[email protected].

ETHICAL CODE OF CONDUCT FOR PRESCRIBED BOOKS

Neither prescribed book is co-authored by a Unisa staff member.

4.2 Recommended books

There are no recommended books for this module.

4.3 Electronic reserves (e-reserves)

There are no e-Reserves for this module.

4.4 Library services and resources information

For brief information, go to www.unisa.ac.za/brochures/studies

For detailed information, go to the Unisa website at http://www.unisa.ac.za/ and click on
Library.
For research support and services of personal librarians, go to
http://www.unisa.ac.za/Default.asp?Cmd=ViewContent&ContentID=7102.

The Library has compiled numerous library guides:

 finding recommended reading in the print collection and e-reserves:

http://libguides.unisa.ac.za/request/undergrad
 requesting material: http://libguides.unisa.ac.za/request/request
 postgraduate information services: http://libguides.unisa.ac.za/request/postgrad

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 finding , obtaining and using library resources and tools to assist in doing research:
http://libguides.unisa.ac.za/Research_Skills
 how to contact the library/finding us on social media/frequently asked questions:
http://libguides.unisa.ac.za/ask

The librarian responsible for the information needs of the Department of Communication
Science, and thus of COM3707, is Mr Dawie Malan. He can be contacted in any of the following
ways:

 Via e-mail: [email protected]

 Phone: +27 12 429 3212

 Online library services

We encourage you to use the library’s excellent facilities on the main campus in Pretoria or the
library online. To find the library’s homepage, point your browser to http://www.unisa.ac.za, click
on “Library”, and then click on “Library catalogue”. The page header is Oasis library
catalogue, and library services are listed under Search options and Other options.

5 STUDENT SUPPORT SERVICES

For detailed information on the various student support systems and services available at Unisa
(for example counselling), please consult the brochure my Studies @ Unisa, which you should
have received with your study material.

 myUnisa

If you have access to a computer that is linked to the Internet, you can access resources and
information on the various Unisa websites. The myUnisa learning management system is the
university’s online campus that will help you to communicate with your lecturers, other students,
and the administrative departments of Unisa. You will be able to access administrative
information such as your biographical details, academic and assignment records, examination
dates and results, and financial records. Academic information that is available comprises of
study material (such as tutorial letters and study guides), subject-related academic guidance,
discussion forums, announcements by your lecturers, and so forth.

To register for myUnisa, click on the ‘Join myUnisa’ link on the left navigation panel at the
following address: http://my.unisa.ac.za.

To go to the myUnisa website, start at the Unisa website (http://www.unisa.ac.za), and then
click on the ‘Login to myUnisa’ link on the right-hand side of the screen. This should take you to
the myUnisa website. Alternatively, you can go there directly by typing http://my.unisa.ac.za into
your Internet browser.

 E-tutors or face-to-face tutoring

Please be informed that, with effect from 2013, Unisa offers online tutorials (e-tutoring) to
students registered for modules at NQF level 5, 6 and 7, this means qualifying first year, second
year and third year modules. Please log on to myUnisa to find out if any of the modules that you
have registered for falls in this category.

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Once you have been registered for a qualifying module, you will be allocated to a group of
students with whom you will be interacting during the tuition period as well as an e-tutor who will
be your tutorial facilitator. Thereafter you will receive an sms informing you about your group,
the name of your e-tutor and instructions on how to log onto myUnisa in order to receive further
information on the e-tutoring process.

Online tutorials are conducted by qualified E-Tutors who are appointed by Unisa and are offered
free of charge. All you need to be able to participate in e-tutoring is a computer with internet
connection. If you live close to a Unisa regional Centre or a Telecentre contracted with Unisa,
please feel free to visit any of these to access the internet. E-tutoring takes place on myUnisa
where you are expected to connect with other students in your allocated group. It is the role of
the e-tutor to guide you through your study material during this interaction process. For your to
get the most out of online tutoring, you need to participate in the online discussions that the e-
tutor will be facilitating.

There are modules which students have been found to repeatedly fail, these modules are
allocated face-to-face tutors and tutorials for these modules take place at the Unisa regional
centres. These tutorials are also offered free of charge, however, it is important for you to
register at your nearest Unisa Regional Centre to secure attendance of these classes.

 Free computer and internet access

Unisa has entered into partnerships with establishments (referred to as Telecentres) in various
locations across South Africa to enable you (as a Unisa student) free access to computers and
the Internet. This access enables you to conduct the following academic related activities:
registration; online submission of assignments; engaging in e-tutoring activities and signature
courses; etc. Please note that any other activity outside of these are for your own costing e.g.
printing, photocopying, etc. For more information on the Telecentre nearest to you, please visit
www.unisa.ac.za/telecentres.

6 STUDY PLAN
Please consult the myStudies@Unisa brochure for general time management and planning
skills.

For each of the modules that you are registered for in a semester, including COM3707, draw up
your own study programme. Remember that a semester generally extends over a period of 15
weeks. In your study programme take into account the assignment due dates, as well as the
examination date. Remember to always allow yourself sufficient time to revise for the
examination.

7 PRACTICAL WORK AND WORK-INTEGRATED LEARNING

There are no practicals or work integrated learning components for this module.

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8 ASSESSMENT
Assignments are seen as part of the learning material for this module. As you do your
assignments, study your study material and discuss the module with fellow students or tutors,
you are actively engaged in learning. Looking at the assessment criteria and guidelines for each
assignment will help you to understand what is required of you.

8.1 Assessment criteria

You have to submit TWO assignments.

Please note:
You are required to use both the prescribed book and the study guide to answer your
assignments for this module. Please bear in mind that both assignments contribute to your
semester mark.

Admission to the examination is NOT automatic. You have to hand in the assignments by the
due date to gain admission to the examination. If you do not do so, you will NOT qualify to sit for
the examination and will, in effect, be cancelling your registration for this module.

Assignment 01 will contribute 10% towards your final mark.

Assignment 02 will contribute 10% towards your final mark.

The examination will contribute 80% towards your final mark.

8.2 Assessment plan

Both assignments in both semesters contribute towards your semester mark for COM3707.
Your final mark for this module will, therefore, consist of a semester mark contributing 20%
(earned proportionately by the marks that you obtain for your two assignments) and an
examination mark contributing 80% towards the final mark.

Assignment 01 will contribute a maximum of 50% towards the semester mark (or a maximum of
10 marks towards the final overall mark) and the second assignment, which is called
Assignment 02 (for part A) or Assignment 03 (for part B) will contribute a maximum of 50%
towards the semester mark (or a maximum of 10 marks towards the final overall mark).

You need to submit Assignment 01 in order to gain admission to sit for the examination, as
admission is not automatic. If you do not submit Assignment 01, you will have to re-register
for this module in the next semester.

Although Assignment 02/03 is not taken into account for admission to the examination, you
must nevertheless submit this assignment as it will be very difficult to pass this module without
this assignment’s semester mark portion. Remember that the accrual of a semester mark is only
applicable to assignments which are received by the specified due dates and which are
subsequently marked. There are NO EXTENSIONS for the submission of any assignment and
all assignments received after the specified due dates will be returned unmarked – in other
words, you will receive 0%.

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Assignment 01 consists of multiple-choice questions (MCQs), whilst Assignment 02/03 consists

of a written assignment/essay.

PLEASE TAKE NOTE

When you work through the questions in the assignments, you will note that almost all of the
sections in the syllabus and all of the study units are covered.
This should indicate that it is important to study ALL STUDY MATERIAL and not to deem some
sections more important than others.
It should also indicate that the format used in the examination will be similar to that of the
assignments.

Assignments have to meet certain academic standards. That is why you have to include a
declaration of own work, table of contents, introduction, conclusion, and a list of sources
consulted in Assignment 02/03. Also keep the following important matters in mind:

 Nothing (no headings or anything else) should ever be underlined in an assignment.

 All technical aspects and academic standards are addressed in Tutorial Letter
CMNALLE/301.
 Tutorial Letter CMNALLE/301 contains examples of a declaration of own work submitted, a
table of contents, a list of sources consulted and other relevant referencing techniques.
 Tutorial Letter CMNALLE/301 explains how MCQs should be approached and answered.
 The correct compilation and sequence of Assignment 02/03 is: cover page, declaration of
own work, table of contents, introduction, body of assignment, conclusion, self-assessment
and self-reflection questions, list of sources consulted.

 Plagiarism

The importance of plagiarism cannot be overemphasised. This matter can have a very serious
impact on your academic career if you do not acknowledge other authors in your work. You are
referred to Tutorial Letter CMNALLE/301 for more detailed information on plagiarism. Please
familiarise yourself with the content of this tutorial letter, as well as with the Disciplinary Code for
Students.

In the past, some students copied their prescribed book or study guide, and offered these
copies as original work in their assignments. If you do not acknowledge the authors of the
sources that you use, you are committing plagiarism, which is a SERIOUS transgression. If you
have committed plagiarism, the university is obliged to subject you to a disciplinary hearing. If
you are found guilty you may be suspended and excluded from studying at all universities
(including Unisa) for several years.

Plagiarism is the act of taking words, ideas and thoughts of others and passing them off as
your own. It is a form of theft which involves a number of dishonest academic activities. The
Disciplinary Code for Students (2004) is given to all students at registration. Study the Code,
especially sections 2.1.13 and 2.1.4 (2004:3-4). Read the university’s policy on copyright
infringement and plagiarism as well.

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If you rewrite chunks from the prescribed book for your written assignment without
acknowledging the author and publication, this constitutes plagiarism. Please refrain from
rewriting other texts. You are supposed to interpret the information and make it your own, but
also to acknowledge the author throughout your discussion, as you are not the expert. Refer to
Tutorial Letter CMNALLE/301 for the correct reference techniques. If you do not reference in-
text in addition to listing the sources consulted you will lose marks in the written assignments.
Please refer to Tutorial Letter CMNALLE/301 and reference correctly.

Therefore, you have to interpret the information in your prescribed book and study guide and
make it your own. You must also understand the meaning of the contents, interpret it, and
present it in your own words.

 Feedback and commentaries on assignments

You will receive the correct answers for the MCQs (Assignment 01) and the written assignment
(Assignment 02/03) in a follow-up tutorial letter that will be sent to you after the due date for
Assignment 02/03. This tutorial letter will also be made available on myUnisa. For written
assignments, markers will comment constructively on your work. However, feedback on both
assignments (tutorial letter) will be sent to all students registered for COM3707.

As soon as you have received the feedback and commentaries on your assignments, please
check your answers against the model answers as given in the follow-up tutorial letter. The
assignments and the feedback on these assignments constitute an important part of your
learning and should help you to be better prepared for the examination.

8.3 Assignment numbers

8.3.1 General assignment numbers

Assignments are numbered consecutively per module, starting from 01.

8.3.2 Unique assignment numbers

In addition to the general assignment numbers (for example, 01 or 02/03), assignments also
have unique assignment numbers. In this module, unique assignment numbers apply to both
assignments in both semesters.

Semester 01:

If you are registered for semester 01, the unique assignment numbers for your assignments are
as follows:

Assignment 01 735796
Assignment 02 (Part A) 877793
Assignment 03 (Part B) 751190

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Semester 02:

If you are registered for semester 02, the unique assignment numbers for your assignments are
as follows:

Assignment 01 797425
Assignment 02 (Part A) 888852
Assignment 03 (Part B) 703076

8.4 Assignment due dates

Semester 01:

If you are registered for semester 01, the due dates for your assignments are as follows:

Assignment 01 9 March 2018

Assignment 02 (Part A) 4 April 2018
Assignment 03 (Part B) 4 April 2018

Semester 02:

If you are registered for semester 02, the due dates for your assignments are as follows:

Assignment 01 17 August 2018

Assignment 02 (Part A) 5 September 2018
Assignment 03 (Part B) 5 September 2018

PLEASE TAKE NOTE

Due dates are the dates on which your assignments should be at the main campus of Unisa in
Pretoria. It is unacceptable to claim that your assignment was submitted at a regional office on a
specific date. The mail from a regional centre can take up to a week to reach the main campus.

8.5 Submission of assignments

PLEASE TAKE NOTE

Although students may work together when preparing assignments, each student must write
and submit his or her own individual assignment.
In other words, you must submit your own ideas in your own words, sometimes interspersing
relevant short quotations that are properly referenced.
Students are not allowed to submit identical assignments on the basis that they worked
together. That is copying (which constitutes a form of plagiarism) and none of these
assignments will be marked. Furthermore, you may be penalised or subjected to disciplinary
proceedings by the University.

15
Both assignments for each semester can be submitted to the university either via snail mail
(post) or electronically via myUnisa. Please do NOT wait until the last day (due date) to submit
assignments electronically. Irrespective of whether your computer breaks down or whether it
has a virus, it remains your responsibility to ensure that your assignments reach Unisa in
Pretoria on time.

Assignments may NOT be submitted to lecturers via fax or e-mail. Please keep a copy of your
assignment which you can produce if your assignment goes missing. For detailed information
and requirements as far as submitting assignments are concerned, please see the brochure my
Studies @ Unisa.

If you have access to myUnisa, you can check to see whether a submitted assignment has
been recorded on the system (there will be a date in the ‘Processed’ column). The mark that
was allocated for an assignment (once it has been marked), and the date on which the
assignment was returned to you, are also indicated on myUnisa.

 Submitting assignments via snail mail (post) – general guidelines

When submitting an assignment via snail mail (post), please use the following address:

The Registrar
PO Box 392
UNISA 0003

 Submitting assignments via myUnisa – general guidelines

To submit an assignment via myUnisa, please do the following:

 Go to the myUnisa website (http://my.unisa.ac.za).

 Log in with your student number and password.
 Select the module (in this case, COM3707) from the orange bar.
 Click on ‘Assignments’ in the menu on the left-hand side of the screen.
 Click on the assignment number (01 or 02) that you want to submit.
 Follow the instructions displayed on the screen.

In the event of you experiencing problems with the submission of an assignment via myUnisa,
please ensure that you have your assignment in the correct format. Unisa only accepts
documents that are created with/in Microsoft Word, Microsoft Excel, Acrobat (PDF),
WordPerfect, ASCII (plain text) and Post Script. Please do NOT contact your lecturers, since we
do not have access to these computer systems and are thus unable to assist you.

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 COM3707/101/3/2018

8.6 The assignments

8.6.1 Semester 1

SEMESTER 1
ASSIGNMENT 01

Due date: 9 March 2018

Unique assignment number: 735796
Total marks: 15
Contribution to semester mark: 50%

 Mark allocation for Assignment 01

This assignment consists of 15 MCQs, worth one mark each, which will be converted to a
percentage out of 100%.

 Important information regarding Assignment 01

Remember to correctly enter the unique assignment number in the space provided when
submitting this assignment.

Use a pencil and a mark-reading sheet (as provided with your study material) to complete this
assignment.

The computer sorts out whether you are doing Part A or Part B as all answers are
aligned.

SELECT EITHER PART A (MEDIA ETHICS) OR PART B (POLITICAL AND GOVERNMENT

COMMUNICATION).

DO NOT DO BOTH!

PART A
MEDIA ETHICS

Q1 Ethics is concerned with … .

(1) the right thing to do in specific circumstances

(2) basic standards of proper conduct
(3) theorising about moral philosophy
(4) aesthetics and epistemology

Q2 To which one of the following is media ethics relevant to?

(1) Media workers as communicators

(2) The communication context
(3) Recipients of the media
(4) All of the above

17
Q3 Which one of the following is NOT part of the three public communication values?

(1) Freedom
(2) Equality
(3) Fairness
(4) Order

Q4 The correct way of describing the proponents who tie morality more closely to emotion
is referred to as ethical …?

(1) relativists
(2) differentiators
(3) comparators
(4) realists

Q5 Professional media ethics is informed by … .

(1) regulation of the press

(2) a country’s laws
(3) societal expectations
(4) religious expectations

Q6 The International Commission for the Study of Communication was also known as the
………. Commission.

(1) MacBride
(2) Hefer
(3) Nthlapho
(4) Hopkins

Q7 A journalist that decides not to reveal too much detail about the circumstances
surrounding the suicide of a family member of a celebrity in a story he/she writes, will be
adhering to the ideas of … .

(1) Kant
(2) Mill
(3) Ross
(4) Aristotle

Q8 Aristotle’s Golden Mean theory is an example of … .

(1) normative-ethical theories

(2) meta-ethical theories
(3) deontological ethical theory
(4) teleological ethical theory

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 COM3707/101/3/2018

Q9 A journalist that publishes a story in the name of the public interest although it could
have negative consequences for the people involved, is following the ideas of … .

(1) Kant
(2) Aristotle
(3) Mill
(4) Christ

Q10 In terms of Christian ethics you will not hurt somebody in order to get a good story,
because … .

(1) it is in the public’s interest

(2) God tells you not to
(3) of agape
(4) you have to choose between negatives of unacceptable behaviour

Q11 It is generally understood that the development of press councils in Western countries
coincided with the emergence of which theory?

(1) Liberal
(2) Social responsibility
(3) Public sphere
(4) Marxist

Q12 Which theory is seen as the oldest media theory and generally originated from the
climate of the late Renaissance?

(1) Libertarian theory

(2) Development theory
(3) Docile responsibility theory
(4) Authoritarian theory

Q13 The Soviet-Communist press theory advocated … .

(1) objective reporting

(2) ownership of newspapers
(3) press freedom
(4) paternalistic concern

Q14 The South African press has traditionally been characterised by … .

(1) conflict between the government and the press

(2) professionalism issues
(3) language issues
(4) racial issues

19
Q15 The former National Party government and the ANC-led government of national unity
shared similar views when it came to … .

(1) using the SABC for government communication

(2) equating ownership of newspapers with control
(3) criticising the press for failing to support government initiatives
(4) all of the above

Total: 15 marks

The mark will be converted to a mark out of 100%: which will contribute 10% to your year
mark.

YOU WILL QUALIFY FOR EXAMINATION ADMISSION ONCE YOU HAVE SUBMITTED THIS
ASSIGNMENT

OR

PART B
POLITICAL AND GOVERNMENT COMMUNICATION

Q1 A political organisation that pursues its goals by violent and illegal means is considered
to be … .

(1) terrorist organisation

(2) a form of political communication
(3) a media management strategy
(4) all of the above

Q2 Pressure groups differ from trade unions because they ... .

(1) are concerned with symbolic demonstrations

(2) have a limited political objective
(3) (1) (2) and (4)
(4) are comprised of a broad cross-class and cross cultural collation of individuals

Q3 Which of the following best describes the agenda setting theory?

(1) Contributions to the maintenance of consent for the system of power.

(2) Standing between political reality and the interpretation of such reality to the
public.
(3) Determining the public importance of political issues by providing information on
selective issues while neglecting other issues.
(4) Forum for enlightened, rational, critical and unbiased public debates.

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Q4 A number of citizens chose not to vote in the 2014 elections because they did not think
of it as important anymore. Which shortcoming or critique of the media is this?

(1) Absence of choice

(2) The failure to education
(3) Manufacturing of consent
(4) The limitation of objectivity

Q5 Which function of the media entails the watchdog role?

(1) Inform
(2) Educate
(3) Publicity
(4) Entertain

Q6 In the build-up to the election in South Africa, the South African Broadcasting
Corporation (SABC) carried political advertisements, campaigns and manifestos of
various political organisations participating in the elections. Which function of the media
is hereby exemplified?

(1) Exposure without having to pay media organisations.

(2) Politicians carry authorship and editorial control of free media.
(3) Messages are less manufactured than in advertisement.
(4) Carry more legitimacy and credibility.

Q7 Which philosopher coined the theory of hegemony?

(1) Edward Berneys

(2) Antonio Gramsci
(3) Edmund Burke
(4) Jurgen Habermus

Q8 How does McNair (2011) define the concept of “pseudo-events”?

(1) Professionals engaged in managing the media business

(2) Media-friendly events designed to attract the attention of media gatekeepers
(3) Status of events and how those events where covered by the media
(4) Critique of media realities

Q9 The South African bill of rights is an example of which characteristic of a democratic

regime?

(1) Participation
(2) Rationality
(3) Constitutionality
(4) Objectivity

21
Q10 The Protection of Information Bill passed by the South African government
represents what type of free media category? .......... management.

(1) Media
(2) Information
(3) Image
(4) Crisis

Q11 Who established the “primary definition thesis” (McNair 2011)?

(1) Edie Goldenberg

(2) Stuart Hall
(3) Ivy ledbetter Lee
(4) Edward Berneys

Q12 In answering the following question, select the statement that is FALSE. Under
what argument does McNair (2011) critique the ‘primary definition thesis’?

(1) Power and elitism is not static, it circulates and along with it power to access
and define the media.
(2) There are no single primary definers of any political event or issue; there is
always a multiplicity of definers, each reinforcing its own primary definition.
(3) The public sphere is a contested theater; one primary definition will always
be challenged by an alternative one.
(4) No, McNair actually does not critique the primary definition thesis.

Q13 Which of the following are advantages of paid-for media platforms such as political
advertisements? Choose the best two combinations.

(a) Lack of third party endorsement

(b) Unmediated form of communication
(c) Control over the encoding of messages
(d) Lack of control over the decoding of messages

(1) (a) and (c)

(2) (c) and (d)
(3) (b) and (c)
(4) (a) and (d)

Q14 An advertisement that is focused on issues and policies, showing that the political
candidate can handle policy debates represents which style or genre of political
advertising identified by Devlin, 1986 (in McNair 2011:98).

(1) Talking-head spots

(2) Cinema-verite spots
(3) Testimonial spots
(4) concept advertisement

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 COM3707/101/3/2018

Q15 Graber and McNair both include the following in their understanding of political
communication:

(1) the media, political advertisers, political actors

(2) rational citizens, the media, pressure groups
(3) public sphere, pressure groups, the media
(4) verbal, written political rhetoric, visual means of signification

Total: 15 marks

The mark will be converted to a mark out of 100% which will contribute 10% to
your year mark.

YOU WILL QUALIFY FOR EXAMINATION ADMISSION ONCE YOU HAVE SUBMITTED
T HIS ASSIGNMENT.

SELECT EITHER ASSIGNMENT 02 FOR PART A (MEDIA ETHICS) OR ASSIGNMENT 03

FOR PART B (POLITICAL AND GOVERNMENT COMMUNICATION).

DO NOT DO BOTH!

SEMESTER 1
ASSIGNMENT 02
Must only be done by students who study MEDIA ETHICS (Part A)

Due date: 4 April 2018

Unique assignment number: 877793
Total marks: 100
Contribution to semester mark: 50%

 Mark allocation for Assignment 02

Essay 85%
Self-assessment and self-reflection 5%
Technical presentation 10%

PART A
MEDIA ETHICS

REQUIRED READING

In order to complete this assignment you need to study the following:

 the relevant chapters in the prescribed book

 the relevant study units in the study guide

23
QUESTION 1

The term “media ethics” refers to acceptable and unacceptable behaviour or conduct in media
practice.

Elaborate on the above statement by doing the following:

1.1 Describe, in your own words, what you think ethics and media ethics is about. Also
elaborate on the importance of ethics and how our daily behaviour is often determined
by it? (5)

1.2 Discuss the difference between meta-ethics and normative ethics. Also explain the
difference between normative media theories and professional media ethics. (15)

1.3 Identify the core characteristics of any three meta-ethical theories. (25)
[40]
QUESTION 2

2.1 Explain the origins and main characteristics of four of the six normative media theories
that influence the making of policy for the media, as well as the three normative terms
(public communication values) that can be used to reassess these media theories.
(25)

2.2 Legislation often has an impact on the conduct of media workers; using recent case
studies from your own country, fully discuss the impact of legislation on normative
media ethics? Also discuss the dangers involved in the regulation of professional ethics.
(20)
[45]

Guidelines

 Research

Begin by reading the relevant chapters in your prescribed book and study guide. For question 1
you will have to study chapters 1, 2 and 3, and for question 2 chapters 3, 4 and 5.

Make notes that are relevant to the question.

 Introduction

Begin writing your assignment. Start each question with a brief introduction. In your introduction
you must outline the structure of your answer and identify the theme of your answer. The
introduction should be a paragraph of approximately eight sentences and not more than half a
page.

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 COM3707/101/3/2018

 Theoretical discussion

Begin writing the body of your assignment.

In question 1 start by defining ethics and media ethics. Then discuss the difference between
meta-ethics and normative ethics and proceed to the characteristics of the meta-ethical
theories. (Use sub-headings to explain/discuss each meta-ethical theory.)

In question 2 discuss four of the normative media theories and the public communication
values. Then explain what impact legislation can have on normative media ethics and explain
the dangers of the regulation of professional ethics. You need to use examples from the South
African press to substantiate your answer.

 Conclusion

For each question present a summary of your main findings / discussion as a conclusion to the
answer. The conclusion should be a paragraph of approximately eight sentences and not more
than half a page.

As Assignment 02 consists of essay-type questions, please ensure that this assignment

complies with the departmental requirements for the technical presentation of assignments.
Read Tutorial Letter CMNALLE/301 for detailed information in this regard. Also, please read
and take cognisance of the section on plagiarism.

Please note:

The correct compilation and sequence of Assignment 02 is: cover page, declaration of own
work submitted, table of contents, introduction, body of assignment (assignment question
answers), conclusion, self-assessment and self-reflection question answers, list of sources
consulted.

SELF-ASSESSMENT AND SELF-REFLECTION QUESTIONS [5]

Answer the following questions in full sentences. Each question is worth one mark.

1 What have you learnt (what knowledge have you gained) by doing this assignment?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for this module?
(Please specify the learning outcomes which you have achieved.)

25
TECHNICAL PRESENTATION [10]

Please refer to Tutorial Letter CMNALLE/301 for detailed information about technical
presentation in assignments.

The technical presentation criteria applicable to Assignment 02 are:

 The assignment must contain a personal declaration of own work submitted.

 The table of contents must correspond with the numbering, headings and sub-headings
in the assignment. Correct page numbers must be supplied.

 An overall assignment introduction must be included, wherein clear reference is made

to what will be discussed in the assignment. This could consist of a short description of the
assignment questions (without writing down the actual questions), as well as of the self-
assessment and self-reflection questions. The introduction should not be longer than one
paragraph.

 An overall assignment conclusion must be included, wherein a short summary is given

about what has been discussed in the assignment. Do not introduce any new information
here, just summarise what has been done. The conclusion should not be longer than one
paragraph.

 All sources consulted must be cited in the list of sources consulted, including tutorial
letters, the study guide and the prescribed book.

 The correct referencing techniques must be used in the assignment and in the list of
sources consulted. These should not be numbered.

 General aspects related to the overall presentation of the assignment must be adhered to.
For example, presentation does not contain language, spelling or typing errors, or
personal types of address. Also, headings are presented in the correct format.

OR

26
 COM3707/101/3/2018

SEMESTER 1
ASSIGNMENT 03
Must only be done by students who study POLITICAL AND GOVERNMENT
COMMUNICATION (Part B)

Due date: 4 April 2018

Unique assignment number: 751190
Total marks: 100
Contribution to semester mark: 50%

 Mark allocation for Assignment 03

Essay 85%
Self-assessment and self-reflection 5%
Technical presentation 10%

PART B
POLITICAL AND GOVERNMENT COMMUNICATION

ASSIGNMENT TOPIC

Write a comprehensive and well-researched essay (of approximately 8 – 10 pages) on the topic
of pressure groups.

Research

Study-read the following chapters of your prescribed book by McNair (2003/2007/2011/2012)

and corresponding study units in your study guide:

Chapter 1: Politics in the age of mediation

Chapter 8: Pressure group politics and the oxygen of publicity

1 INTRODUCTION (10)

In your introduction you must outline the structure of your answer and identify the theme of
your answer. The introduction should be a paragraph of approximately eight sentences and
not more than half a page.

2 THEORETICAL DISCUSSION (25)

2.1 Define and discuss the term “pressure groups”. (5)

2.2 Discuss and explain how pressure groups are disadvantaged by different factors with
regards to the media (mention at least 5 of these factors). (10)

2.3 What are the strategies of media management that pressure groups deploy in order to
exploit the opportunities that exist in the media? Discuss all seven (7) of these
strategies. (10)

27
3 CASE STUDY (40)

Write and research a case study on a specific pressure group. The focus of this case study
must be on the pressure group and its relation to the media and the government.

Research and discuss a relevant case study of a “pressure group” that is currently in existence
in South Africa (or a country of your residence). This research must include:

3.1 Their name and a detailed description of the pressure group.

3.2 The aim/goal of the pressure group.

3.3 The news coverage of the pressure group in the media. This must be supported by
several sources taken directly from the news (either broadcasting, print, magazines, the
internet: all sources must be correctly sourced in the text and in the “sources consulted
section”. This pressure group can be anything from Greenpeace to the Treatment
Action Campaign.

3.4 Discuss the behavior of the main political parties, including the government, toward this
pressure group.

4 CONCLUSION (10)

For each question present a summary of your main findings / discussion as a conclusion to
the answer. The conclusion should be a paragraph of approximately eight sentences and
not more than half a page.

Please note:

The correct compilation and sequence of Assignment 01 is: cover page, declaration of own
work submitted, table of contents, introduction, body of assignment (assignment question
answers), conclusion, self-assessment and self-reflection question answers, list of sources
consulted.

As Assignment 03 consists of essay-type questions, please ensure that this assignment

complies with the departmental requirements for the technical presentation of assignments.
Read Tutorial Letter CMNALLE/301 for detailed information in this regard. Also, please
read and take cognisance of the section on plagiarism.

SELF-ASSESSMENT AND SELF-REFLECTION QUESTIONS [5]

Answer the following questions in full sentences. Each question is worth one mark.

1 What have you learnt (what knowledge have you gained) by doing the assignment task?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for each study
unit? (List the learning outcomes which you have achieved for the selected
assignment. No marks are awarded if these are not listed.)

28
 COM3707/101/3/2018

TECHNICAL PRESENTATION [10]

Please refer to Tutorial Letter CMNALLE/301 for detailed information about technical
presentation in assignments.

The technical presentation criteria applicable to Assignment 03 are:

 The assignment must contain a personal declaration of own work submitted.

 The table of contents must correspond with the numbering, headings and sub-
headings in the assignment. Correct page numbers must be supplied.

 An overall assignment introduction must be included, wherein clear reference is

made to what will be discussed in the assignment. This could consist of a short
description of the assignment questions (without writing down the actual questions), as
well as of the self- assessment and self-reflection questions. The introduction should
not be longer than one paragraph.

 An overall assignment conclusion must be included, wherein a short summary is

given about what has been discussed in the assignment. Do not introduce any new
information here, just summarise what has been done. The conclusion should not be
longer than one paragraph.

 All sources consulted must be cited in the list of sources consulted, including
tutorial letters, the study guide and the prescribed book.

 The correct referencing techniques must be used in the assignment and in the list
of sources consulted. These should not be numbered.

 General aspects related to the overall presentation of the assignment must be adhered
to. For example, presentation does not contain language, spelling or typing errors, or
personal types of address. Also, headings are presented in the correct format.

The mark will be converted to a mark out of 100% which will contribute 10% to your
semester mark.

29
8.6.2 Semester 2

SEMESTER 2
ASSIGNMENT 01

Due date: 17 August 2018

Unique assignment number: 797425
Total marks: 15
Contribution to semester mark: 50%

 Mark allocation for Assignment 01

This assignment consists of 15 MCQs, worth one mark each. This mark is converted into 100%
and contributes 10% to your semester mark.

 Important information regarding Assignment 02

Remember to correctly enter the unique assignment number in the space provided when
submitting this assignment.

Use a pencil and a mark-reading sheet (as provided with your study material) to complete this
assignment.

The computer sorts out whether you are doing Part A or Part B as all answers are
aligned.

SELECT EITHER PART A (MEDIA ETHICS) OR PART B (POLITICAL AND GOVERNMENT

COMMUNICATION).

DO NOT DO BOTH!

PART A
MEDIA ETHICS

Q1 The study of ethics is concerned with the … .

(1) physical component of human life

(2) philosophy of goodness
(3) moral component of human life
(4) functioning of the media

Q2 Ethics means being able to differentiate between … .

(1) lifestyles
(2) choices
(3) needs
(4) goods

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 COM3707/101/3/2018

Q3 Principles that govern the ethical action of people are usually referred to as moral … .

(1) virtues
(2) imperatives
(3) bonds
(4) ethics

Q4 Meta-ethics relates to ethical theories as normative ethics relates to … .

(1) professional media ethics

(2) the categorical imperative
(3) the golden mean
(4) ethical absolutism

Q5 A teleological ethical theory is … .

(1) relativistic
(2) subjective
(3) attitudinal
(4) consequential

Q6 One of the founding philosophers for the modern day utilitarianism theory is… .

(1) Amilca Cabral

(2) John Stuart Mill
(3) Stuart Hall
(4) Immanuel Kant

Q7 The ethical theories of Aristotle and Kant both make provision for … .

(1) the golden mean

(2) the golden rule
(3) reason
(4) duty

Q8 In order to follow Kant’s dictums a journalist must … .

(1) use reason to decide between two negatives

(2) must follow his/her own personal sense of duty
(3) be rational and follow certain laws
(4) strive to attain the greatest good for the greatest number

Q9 A journalist that decides not to reveal too much detail about the extra-marital affair of a
government minister in a story he/she writes, will be adhering to the ideas of … .

(1) Kant
(2) Mill
(3) Ross
(4) Aristotle

31
Q10 A journalist that publishes a story in the name of the public interest although it could
have negative consequences for the people involved, is following the ideas of … .

(1) Kant
(2) Aristotle
(3) Mill
(4) Christ

Q11 Which of the following options would be correct:

In terms of Kant’s theory, the emphasis is on the … .

(a) action
(b) actor
(c) outcome
(d) will of God

(1) (a) (c) (d)

(2) (b) (c) (d)
(3) (a) (b) (c)
(4) (a) (b) (d)

Q12 Professional ethics is synonymous with codes of .......… and self-regulation by the
media.

(1) form
(2) conduct
(3) content
(4) aesthetic

Q13 The developmental press theory advocates … .

(1) independent, objective reporting

(2) responsible journalism
(3) media control
(4) the development of news media

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 COM3707/101/3/2018

Q14 One of the following is NOT considered to have a major impact of legislation on
normative ethics?

(1) Democracy
(2) The Constitution
(3) Legislation
(4) Magistrates

Q15 In terms of the Internal Security Act … .

(1) newspapers could be banned

(2) it became unlawful to advocate communism
(3) the personal freedom of media workers were curtailed
(4) all of the above

Total: 15 marks

The mark will be converted to a mark out of 100%: which will contribute 10% to your year
mark.

YOU WILL QUALIFY FOR EXAMINATION ADMISSION ONCE YOU HAVE SUBMITTED THIS
ASSIGNMENT.

OR

PART B
POLITICAL AND GOVERNMENT COMMUNICATION

Q1 Who among the following represent the bourgeoisies? The … .

(1) capitalist class

(2) lower class
(3) subordinate class
(4) autocratic class

Q2 Which of the following is NOT an element of the Fourth Estate? The … .

(1) executive
(2) constitution
(3) legislative
(4) media

Q3 The exclusion of black people and white women from voting in the pre-1994 South
Africa contravened which characteristic of the democratic regime?

(1) Apartheid
(2) Participation
(3) Constitutionality
(4) Rationality

33
Q4 Which philosopher coined the theory of the public sphere?

(1) Jurgen Habermus

(2) Edward Berneys
(3) Antonio Gramsci
(4) Edmund Burke

Q5 In the build-up to the elections in South Africa, the South African Broadcasting
Corporation (SABC) carried political advertisements, campaigns and manifestos of
various political organisations participating in the elections. Which function of the media
is hereby exemplified?

(1) Inform
(2) Publicity
(3) Advocacy
(4) Educate

Q6 The exposure of Nkandla Gate by the media reflects which function of the media?

(1) Educate
(2) Inform
(3) Publicity
(4) Advocacy

Q7 The failure to educate refers to the following three aspects. Choose the best two
combinations.

(a) The lowering standard of the education system

(b) Failure of the media to produce rational voters
(c) When those with the right to vote decline to do so
(d) Failure to move people into political engagement

(1) (a) (b) (c)

(2) (a) (c) (d)
(3) (b) (c) (d)
(4) (a) (b) (d)

Q8 Pseudo-effects, propaganda, political public relations, political advertising and

information management exemplify which failure or shortcoming of democracy?

(1) Absence of choice

(2) Failure to educate
(3) The manufacturing of consent
(4) Capitalism and power

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 COM3707/101/3/2018

Q9 Complete the following sentence:

…….. contribute(s) to rational choice.

(1) Public opinion

(2) Participation
(3) Pressure groups
(4) An educated citizen

Q10 The Democratic Alliance (DA) political advertisement entitled ‘ANC ayisafani (is no
longer the same)’ constitutes what type of political advertising trend mentioned by
McNair (2011: 92-97). The … .

(1) shrinking spot

(2) rise of image
(3) negative spot
(4) myth and symbol

Q11 Which one of the following is incorrect?

The mass media can challenge hegemony as follows:

(1) reflecting the same opinion

(2) presenting anti-establishment views
(3) reflecting different opinions
(4) exposing abuses of power

Q12 Diamond and Bates (1992) (in McNair 2011:99) identify four phases of a typical political
advertising campaign. At which phase of the campaign is the candidate’s identity
established and positive biographical details highlighted?

(1) Phase 2
(2) Phase 1
(3) Phase 3
(4) Phase 4

Q13 Which of the following best describes the concept of media hegemony?

(1) Determining the public importance of political issues by providing information on

selective issues while neglecting other issues.
(2) Standing between political reality and its interpretation by the public.
(3) Contributions to the maintenance of consent for the system of power.
(4) Forum for enlightened, rational, critical and unbiased public debates.

35
Q14 Which of the following statements is FALSE with regards to the concept of ‘free-media’
mentioned by McNair (2011:118-119)?

(1) Exposure without having to pay media organisations

(2) Messages are less manufactured than in advertisement
(3) Carry more legitimacy and credibility
(4) Politicians carry authorship and editorial control of free media

Q15 The activities designed to control or manipulate the flow of information from institutions
of government to the public sphere and beyond are best described as ... .

(1) media management

(2) image management
(3) institution management
(4) information management

Total: 15 marks

The mark w ill be converted to a mark out of 100%: which will contribute 10% to
your semester mark.

YOU WILL QUALIFY FOR EXAMINATION ADMISSION ONCE YOU HAVE SUBMITTED
THIS ASSIGNMENT.

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SELECT EITHER ASSIGNMENT 02 FOR PART A (MEDIA ETHICS) OR ASSIGNMENT 03

FOR PART B (POLITICAL AND GOVERNMENT COMMUNICATION).

DO NOT DO BOTH!

SEMESTER 2
ASSIGNMENT 02
Must only be done by students who study MEDIA ETHICS (Part A)

Due date: 5 September 2018

Unique assignment number: 888852
Total marks: 100
Contribution to semester mark: 50%

 Mark allocation for Assignment 02

Essay 85%
Self-assessment and self-reflection 5%
Technical presentation 10%

PART A
MEDIA ETHICS

REQUIRED READING

In order to complete this assignment you need to study the following:

 the relevant chapters in the prescribed book

 the relevant study units in the study guide

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)

1.2 Discuss professional media ethics with specific reference to professionalisation and the
influence of the sociopolitical structure. (20)
[45]

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QUESTION 2

2.1 Discuss the IEA Model (for the analysis of ethical conduct of the media within the South
African context) by identifying and discussing the different elements of the model. (20)

2.2 Discuss any two of the following issues that illustrate that ethical decision-making in the
media will always be challenging, especially if conflicting interests are involved:

2.2.1 The debate about racism in the media.

2.2.2 Reporting on violence.

2.2.3 Reporting on crime.

2.2.4 The right to privacy.

2.2.5 The media and advertising. (20)

[40]

GUIDELINES

 Research

Begin by reading the relevant chapters in your prescribed book and study guide. For question 1
you will have to study chapters 3 and 4, and for question 2, chapter 6. (Chapters 1 and 2 are
however also relevant to both questions.)

Make notes that are relevant to the question.

 Introduction

Begin writing your assignment. Start each question with a brief introduction. In your introduction
you must outline the structure of your answer and identify the theme of your answer. The
introduction should be a paragraph of approximately eight sentences and not more than half a
page.

 Theoretical discussion

Begin writing the body of your assignment.

In question 1 start by explaining what normative media theories are. Then discuss the four
theories briefly and also discuss public communication values. Use sub-headings and proceed
to explain/discuss professional media ethics.

In question 2 explain the IEA model and then discuss any two of the issues in the media that
have serious ethical implications.

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 Conclusion

For each question present a summary of your main findings or discussion as a conclusion to the
answer. The conclusion should be a paragraph of approximately eight sentences and not more
than half a page.

As Assignment 02 consists of essay-type questions, please ensure that this assignment

complies with the departmental requirements for the technical presentation of assignments.
Read Tutorial Letter CMNALLE/301 for detailed information in this regard. Also, please read
and take cognisance of the section on plagiarism.

SELF-ASSESSMENT AND SELF-REFLECTION QUESTIONS [5]

Answer the following questions in full sentences. Each question is worth one mark.

1 What have you learnt (what knowledge have you gained) by doing the assignment task?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for each study unit?
(List the learning outcomes which you have achieved for the selected assignment.
No marks are awarded if these are not listed.)

TECHNICAL PRESENTATION [10]

Please refer to Tutorial Letter CMNALLE/301 for detailed information about technical
presentation in assignments. The technical presentation criteria applicable to Assignment 02
are:

 The assignment must contain a personal declaration of own work submitted.

 The table of contents must correspond with the numbering, headings and sub-headings
in the assignment. Correct page numbers must be supplied.

 An overall assignment introduction must be included, wherein clear reference is made

to what will be discussed in the assignment. This could consist of a short description of the
assignment questions (without writing down the actual questions), as well as of the self-
assessment and self-reflection questions. The introduction should not be longer than one
paragraph.

 An overall assignment conclusion must be included, wherein a short summary is given

about what has been discussed in the assignment. Do not introduce any new information
here, just summarise what has been done. The conclusion should not be longer than one
paragraph.

 All sources consulted must be cited in the list of sources consulted, including tutorial
letters, the study guide and the prescribed book.

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 The correct referencing techniques must be used in the assignment and in the list of
sources consulted. These should not be numbered.

 General aspects related to the overall presentation of the assignment must be adhered to.
For example, presentation does not contain language, spelling or typing errors, or
personal types of address. Also, headings are presented in the correct format.

SEMESTER 2
ASSIGNMENT 03
Must only be done by students who study POLITICAL AND GOVERNMENT
COMMUNICATION (Part B)

Due date: 5 September 2018

Unique assignment number: 703076
Total marks: 100
Contribution to semester mark: 50%

 Mark allocation for Assignment 03

Essay 85%
Self-assessment and self-reflection 5%
Technical presentation 10%

PART B
POLITICAL AND GOVERNMENT COMMUNICATION

1 INTRODUCTION (5)

You need to start your assignment with a brief introduction. In this introduction you are required
to outline the structure of your answers and identify the main themes to your answers. The
introduction should be a paragraph of approximately eight (8) sentences and not more than half
a page.

2 THEORETICAL DISCUSSION: LIBERAL DEMOCRACY (30)

Provide a detailed discussion of the five (5) critiques on liberal democracies. McNair (2012:21)
questions the role that has been allotted to the media in liberal democratic constituencies.
Keeping this issue in mind, you are required to discuss the following critiques of liberal
democracies:

2.1 The failure of education (6)

2.2 Absence of choice (6)

2.3 Capitalism and power (6)

2.4 The limitations of objectivity (6)

2.5 The manufacture of consent (6)

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3 THEORETICAL DISCUSSION: POLITICAL ADVERTISING (35)

3.1 The following countries had/will have national government elections in 2016, including
America and Nigeria. Political parties in some of these countries will make use of
political advertising to appeal to voters. For this assignment, you are required to write a
critical essay on political advertising. Your discussion should include the following:

 A definition, overview and a critical discussion of political advertising.

 A critical discussion of the concepts of image and issues and their differences (which is the
more important?)

 Present an argument against political advertising, substantiated with examples.

 Present an argument on political advertising, substantiated with examples.

 Consider and discuss what, in your opinion make a political advertisement ethical and
unethical.

3.2 Case study (10)

Identify any political advertisement from South Africa, or your country of residence.

3.2.1 You should give a detailed discussion on the advertisement including its description, its
content and the political party it represents.

3.2.2 Provide your interpretation of the political advertisement.

3.2.3 Argue why you believe the selected advertisement is a “political advertisement”.

4 CONCLUSION (5)

You are required to write a paragraph which brings your assignment to a conclusion. This
section should revisit some of the themes you have discussed by giving a brief overview on how
they were discussed/ used by the assignment. The conclusion should be a paragraph of
approximately eight (8) sentences and not more than half a page.

General guidelines to complete the assignment:

You should begin by reading the relevant chapters for this assignment. Chapter 1, 2, and 7 in
McNair (2011).

To conform to the departmental guidelines on technical presentation you need to familiarise

yourself with Tutorial Letter CMNALLE/301.

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SPECIAL GUIDELINES

The identified political advertisement to the case study of this assignment should come either
from print or television advertisement. In the case of print advertisement, you are required to
attach a copy of the advertisement as an addendum. For those who will use a television
advertisement, you are required to explicitly state the television channel that the selected
advertisement appears on (for easy reference).

SELF-ASSESSMENT AND SELF-REFLECTION QUESTIONS [5]

Answer the following questions in full sentences. Each question is worth one mark.

1 What have you learnt (what knowledge have you gained) by doing the assignment task?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for each study unit?
(List the learning outcomes which you have achieved for the selected assignment.
No marks are awarded if these are not listed.)

Please note:

The correct compilation and sequence of Assignment 03 is: cover page, declaration of own
work submitted, table of contents, introduction, body of assignment (assignment question
answers), conclusion, self-assessment and self-reflection question answers, list of sources
consulted.

TECHNICAL PRESENTATION [10]

Please refer to Tutorial Letter CMNALLE/301 for detailed information about technical
presentation in assignments. The technical presentation criteria applicable to Assignment 03
are:

 The assignment must contain a personal declaration of own work submitted.

 The table of contents must correspond with the numbering, headings and sub-headings in
the assignment. Correct page numbers must be supplied.

 An overall assignment introduction must be included, wherein clear reference is made to

what will be discussed in the assignment. This could consist of a short description of the
assignment questions (without writing down the actual questions), as well as of the self-
assessment and self-reflection questions. The introduction should not be longer than one
paragraph.

 An overall assignment conclusion must be included, wherein a short summary is given

about what has been discussed in the assignment. Do not introduce any new information
here, just summarise what has been done. The conclusion should not be longer than one
paragraph.

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 COM3707/101/3/2018

 All sources consulted must be cited in the list of sources consulted, including tutorial
letters, the study guide and the prescribed book.

 The correct referencing techniques must be used in the assignment and in the list of
sources consulted. These should not be numbered.

 General aspects related to the overall presentation of the assignment must be adhered to.
For example, presentation does not contain language, spelling or typing errors, or personal
types of address. Also, headings are presented in the correct format.

Assignment Total [100]

8.7 Other assessment methods

No other assessment methods – over and above the assignments and the examination – are
required for this module.

8.8 The examination

The examination for COM3707 takes place at the end of each semester. This means that if you
are registered for Semester 01, you will write the examination in May/June 2018, with a
supplementary examination opportunity in October/November 2018. If you are registered for
Semester 02, you will write the examination in October/November 2018, with a supplementary
examination opportunity in May/June 2019. The final examination date, information on the
examination venue and time, and other general matters will be made available to you in writing
during the course of the semester.

Only students who have obtained admission to the examination by submitting ASSIGNMENT 01
will be eligible to sit for the examination, as admission is not automatic. You have to obtain a
minimum of 50% for your final mark to pass this module. Because provision has been made for
you to accumulate a maximum of 20% towards your final mark, a sub-minimum of 40% is
applicable to the examination. In reality this means that you have to obtain at least 40% in the
examination, otherwise you will automatically fail the examination, and, therefore, the module.
Refer to the brochure my Studies @ Unisa for more information in this regard.

 Examination question paper

To help you in your preparation for the examination, you will receive a tutorial letter that will
explain the format of the examination question paper and set out clearly what material you have
to study for examination purposes. It is important to note that the examination question paper
will be based on ALL of the study material, including the assignments. The COM3707
examination question paper is a single two-hour paper. The examination question paper will
consist of written questions. Questions similar to those in the compulsory written
assignments can be expected and ALL of the study material is applicable.

When writing your examination, it is up to you to study the examination question paper in order
to determine how much time is needed for each question. You are strongly advised not to spend
too much time on any specific question, since this may result in you not being able to answer all
the questions within the specified time limit.

43
There are still students who think that they can take notes into the examination venue and that
they will not be caught cheating. If you are caught during the examination with any information
related to this module, you will have to face a disciplinary hearing. You may be suspended from
studying at Unisa, or any other tertiary institution, for a number of years if found guilty. It is not
worth throwing away your academic career! Rather be well-prepared for the examination. It is
not a quiz and if you study all the study material, you will be able to answer all the questions.

 Five important comments for the examinations

You must study the wording of the examination questions with great care.

Students sometimes read a well-known phrase and immediately start answering, without really
taking note of what is actually being asked.

You will receive NO marks for answers that do not relate to the questions asked.

Take particular note of the action words in each question: there is, for example, a difference
between “define”, “describe”, “compare” and “give an example”.

In the examinations you do not need to include a table of contents or a “sources consulted”
section.

In the examinations, in order to save time, do not repeat the question as part of your answer.

 What happens if I fail the examination?

Should you fail COM3707 in Semester 01, and qualify for a supplementary examination (i.e.
obtain the sub-minimum requirement of 40% and at least 45% for the module), you will be
allowed to sit for the supplementary examination in October/November 2018. If you fail the
module in Semester 02, and qualify for a supplementary examination, you will be allowed to sit
for the supplementary examination in May/June 2019.

Please note that should the university grant you a supplementary examination, your semester
mark will NOT count towards your final mark. In other words, your examination will count 100%
of your final mark and you will have to achieve a mark of at least 50% in the supplementary
examination in order to pass the module.

However, this arrangement will not affect students who write the aegrotat examination. (This
kind of examination is written by students who were ill on the day of the examination and whose
medical condition is supported with a valid medical certificate). Their semester mark will count
towards their final mark.

Supplementary examinations are based on the same syllabus and module content which you
studied during the semester, but new information and a new examination scope will apply.
Therefore, please contact your lecturers before you write the supplementary examination
and ask for the most recent tutorial letter pertaining to the supplementary examination.

Should you fail COM3707 in any semester and not qualify for a supplementary examination, you
will have to re-register for the module in the next semester and completely redo the
assignments and the examination.

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9 FREQUENTLY ASKED QUESTIONS

Lecturers receive many telephone calls and e-mails from students asking the same questions.
We have, therefore, decided to include these frequently asked questions in this tutorial letter.
Note that there is also an A-Z guide of the most relevant study information and associated
questions in the my Studies @ Unisa brochure. Thus, before you phone or e-mail us with a
question, please ensure that this question has not already been answered. Although not all this
information might be relevant to you, please read through it all.

10 IN CLOSING
Please note that this tutorial letter had to be written and finalised at least six months before you
were able to register for this module. There may thus be changes due to decisions taken after
the information in this tutorial letter was made available. In such an event, we will announce
these changes on myUnisa and also make them available in subsequent tutorial letters. If,
however, you come across something that does not make sense, you find clashes, information
that is not clear, or receive information causing confusion, please feel free to contact the
lecturers with such details. We wish you all the best with your studies. By ensuring that you did
not register for too many modules per semester and that you have enough time to devote to
each module, the battle to pass is already half won. If you stay focused and dedicated, you will
enjoy COM3707!

Best wishes

Mrs Marié van Heerden Professor Beschara Karam

Module coordinator PART A Module coordinator PART B
Tel: 012 429 6320 Tel: 012 429 6323
E-mail: [email protected] E-mail: [email protected]

Unisa

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