The purpose of this document is to give your students an overview of how they will learn in your module. It should be written in such a manner that will support students learning. Preferably this information should be communicated and explained to students. It should not only be a compliance document but should give students clear guidelines of the structure of the module |
|
KCOM 111
Introduction to mass communication
Humanities
Study guide compiled by:
Ms. N du Plessis, Mr. M Lobelo & Mx H Otto
Copyright © 2018 edition. Review date 2018.
North-West University
No part of this document may be reproduced in any form or in any way without the written permission of the publishers.
Do not delete the Section Break
NORTH-WEST UNIVERSITY
Module code | KCOM 111 |
Module name | Introduction to mass communication |
Module credits | 12 credits This implies that you must spend a total of 120 hours to master the outcomes of this module successfully. For total study hours per study unit, refer to electronic study material. |
NQR level | 5 |
Prerequisites | In order to do justice to this module, you are expected to prepare the work for each study section thoroughly. Class tests will be written on a continuous basis and we will often have group discussions. However, these will only be of interest and to your advantage if you are already familiar with the theoretical content of the particular study section. You will also be awarded marks for your active participation in class discussions. You will be expected to complete assignments in groups, and it is the responsibility of the students to adhere to the assessment requirements set by the lecturer for group format and group size. The assignments will also form part of your participation mark. Group assignments that do not adhere to the assessment criteria will not be assessed, meaning that the participating students/groups will receive 0% for the assignment. Also, you will be expected to work independently, with reference to self-study. Internet access for eFundi and email access are of the utmost importance for KCOM111 to regularly keep updated on correspondences from the lecturer. It is each student’s responsibility to regularly check email and eFundi communications as this is the formal communication channel between students and lecturing staff |
Additional resources or requirements to complete module successfully | Access to internet from time to time. Access to a pc/laptop. |
Lecturer and contact information
Name of lecturer(s) | Potchefstroom: Mx Hannelie Otto (see eFundi for Building and Office numbers) Mafikeng: Mr. M Lobelo (see eFundi for Building and Office numbers) Vaal Triangle Ms. N du Plessis (see eFundi for Building and Office numbers) |
Office telephone | Available per lecturer on eFundi site |
Email address | Mooki.Lobelo@nwu.ac.za Naomi.DuPlessis@nwu.ac.za Hannelie.Otto@nwu.ac.za
|
Building and Office nr | Available per lecturer on eFundi site |
Consulting hours | Available per lecturer on eFundi site or as posted on the lecturer’s office door. Arrange for an appointment after classes or send an e-mail to the lecturer |
Purpose of the module:
This module lays the foundation for studying mass communication and mass media, which are important components of the BA degree with communication subjects, as well as other communication degrees.
Once you have worked through this study guide, you should have a good idea of the world of mass media practitioners, how mass media developed, what the unique nature and scope of mass communication and mass media are; which basic theories help to give us an understanding of the phenomenon of mass communication and mass media; why we should have a critical mind-set toward mass media; and how transformation has occurred in the South African mass media industry over the past decade.
In subsequent modules, the sub-disciplines such as Journalism, Organisation Media Management, Documentary Video, Development Communication, and Corporate Communication Management will be specifically dealt with.
Teaching and learning in this module
In this course the emphasis is placed on self-activity by the student and we will mainly make use of the seminar method.
This means that the lecturer’s role in this course is to act as study leader who assists the student in mastering the subject content. Therefore, it is not the lecturer’s task to convey knowledge during contact sessions, but rather to be the facilitator during class and smaller group discussions. Therefore, the lecturer will only occasionally present formal lectures. Student participation assessments, group discussions, debate and practical exposure to communication and mass media issues will rather be the order of the day.
You are now a tertiary student of whom great self-activity and more reading are expected. The general guideline applies that you have to prepare in accordance with the learning outcomes.
Let us determine specifically what is expected of the lecturer and the student respectively.
The lecturer’s task
- Providing a framework within which this theme may be studied
- Highlighting critical questions within the theme
- Facilitating student presentations and class discussions
- Indicating the most important reading material
The student’s task
- Preparing for the class discussion
- Participating in the class discussion
- Presenting seminars
- Asking when a part of the reading material is not clear
- Compiling notes in accordance with the learning goals with a view to the examination on this particular theme
Module outcomes The student has reached the module outcomes when he/she can: - demonstrate an understanding of the historical development as well as the nature and scope of mass communication;
- demonstrate a broad insight into the transformation of the mass media industry in South Africa;
- demonstrate a basic understanding of various theoretical perspectives in mass media; and
- critically reflect on the mass media.
| Assessment criteria The student has reached the module outcomes when he/she can: • demonstrate a broad understanding of the history, nature and scope of mass communication by presenting key examples that portray the nature of mass media, to peers in class; • illustrate a timeline on the history and development of mass media. • critically narrate the transformation of the mass media industry in South Africa. • explore and provide insight into selected theoretical perspectives in the mass media; and • critically reflect on mass media in the South African context.
|
Study unit 1: The history, unique nature (functions) and scope of mass communication
Study section 1.1 Mass communication technologies: origins and evolutions
Study section 1.2 What is the unique nature and functions of mass communication and the mass media?
Study section 1.3 What is the scope of the mass communication industry?
Study section 1.4 Leading trends in the mass media
Study unit 2: The transformation of mass communication in South Africa
Study section 2.1 The media context of SA.
Study section 2.2 Ownership of the mass media in South Africa over the past decade.
Study section 2.3 Editorial composition in the mass media in South Africa.
Study section 2.4 The changing face of mass media in South Africa and globally.
Study section 2.5 The future of journalism in its different formats
Study unit 3: Theoretical premises in studying the media
Study section 3.1 The study of media effects
Study section 3.2 Media effects theories (including contemporary theories)
Study section 3.3 Marxist approach to media studies
Study section 3.4 Postmodernism
Study section 3.5 Popular culture in the mass media
Study section 3.6 Fake news
Requirements for successful completion of the module
You need to build a participation mark (formative assessment) during the semester in order to gain admission to the forma summative examination during June. You need at least 35% to gain examination admission.
You write a formal examination (summative assessment) in JUNE 2018 as schedule by NWU’s Examination committee, so the participation mark is therefore also the final module mark. Therefore, it is important to work on your participation mark throughout the year. You need a final module mark of at least 50% to pass the module.
Assessment plan:
You need to prepare regularly because the theoretical aspects in your study reader will not be discussed comprehensively during class. Remember, your participation mark is calculated from various assessment opportunities. Below, in the assessment plan table, follows a brief explanation of the evaluation opportunities. Evaluation opportunities will also be published on the eFundi site for this subject. Detailed information on the assessments will be published on the eFundi site for this subject.
A) Formative assessment:
The participation mark consists of:
- Class tests (60% = 3 x 20%)
- Assignments (35%)
- Participations (un/announced 5% = 5 x 1%)
The participation marks counts 33% of your final module mark.
Detailed information on the assessments will be published on the eFundi site for this subject.
B) Summative assessment:
The examination mark counts 67% of your finale module mark.
Where a first-time entering student who has registered for the first time for an undergraduate programme at the University fails any first-year module with no less than 40% in the first semester, but achieves an examination mark of at least 50% in that module, the school director concerned may allocate a pass mark of 50% to the student.
For KCOM111 there are two examination opportunities, of which the student may utilise one or both.
A student who utilises the second examination opportunity will be liable for the prescribed fee.
Where the student utilises both opportunities, the module mark is calculated with reference to the participation mark, which gave admission to the first examination opportunity, and the mark achieved in the second examination.
C) Informal assessment:
Your participation in class will also form part of the semester mark. These class participations count 5% of your participation mark, and could either take place during.
Calculation of Module Mark:
A) Participation mark:
You must acquire a participation mark of at least 35% to be admitted to the examination, but remember that the participation mark counts 67% and the examination 33% of your module mark.
You also have to obtain a proof of participation prescribed by the faculty rules for admission to the examination in the module.
B) Examination mark:
A student, who achieved the required participation mark or proof of participation prescribed by faculty rules, is admitted to the examination in the module concerned.
Faculty rules must provide for procedures for and the management of the manner in which students may be given access to their examination work.
Examination requirements: (if applicable)
N.A.
Penalisation: (if applicable)
Repetition of modules: If a student fails the KCOM111 examination, the module must, barring possible exceptions provided for in these Rules and faculty rules, be repeated in its entirety.
Students who repeat KCOM111 are not exempt from class attendance.
Calculation of final mark
Participation mark: 33% of final mark
Examination mark: 67% of final mark
= Total: 100%
Requirements for successful completion of the module:
- Participation mark: minimum of 35% to obtain admission to examination
- Examination sub minimum: 40%
NB!! You need a final module mark of at least 50% to pass the module.
Action verbs
The action verb list categorises the student’s expected performance according to the nature of the cognitive requirements for mastering the outcomes of every study unit. They start with the lower order cognitive requirements necessary for the demonstration of knowledge, understanding and contextual application to the higher order cognitive requirements of evaluation and creative problem solving and synthesising.
Action verbs
Verbs are used to formulate outcomes to indicate a measurable, specific learning action. Study them closely so that you know exactly what is
expected of you.
The verbs that relate to this module are the following:
Name requires that the student only names what is asked without any further discussion.
A definition requires simple knowledge reproduction. The student should have memorised a concise, knowledgeable explanation or description of a concept and then has to reproduce it.
With describe, performance at knowledge level is expected (memorisation). The facts of a case must be given without commentary or argument.
With explain, an answer at the concept and insight level is required. It establishes that the student did not simply memorise and understands a determined concept.
This requires an argument of the case or phenomenon by the student which includes an own interpretation and comparison of the relevant elements.
This concept means that the student must identify the different elements, causes and consequences or identify underlying relationships.
With application it is expected that acquired knowledge and insight is applied in real situations. The way in which the student does the application will indicate to which degree certain knowledge has been gained (memorised) and to what extent the learning content is understood or its full extent is comprehended.
With evaluation the student is expected to evaluate a case according to certain criteria and must make a value judgment of a matter and thoroughly substantiate it.
Study material
Compulsory study material:
Please note, there is not a prescribed textbook for KCOM111. However, each study section includes compulsory reading and study material. Additionally, a study reader was compiled for this module to cover the most important theoretical contents. This reader will made available on the eFundi site as a separate document. Supplementary study material will also be announced via eFundi.
The following study material will be prescribed from time to time in this module:
LOUW, R. 2014. The evolution of South African media over 20 years. Web: http://themediaonline.co.za/2014/04/the-evolution-of-african-media-over-20-years-south-africa/ May. 2016.
MDDA. (Media Development & Diversity Agency). 2016. Annual Report 2015-2016. Web. http://docs.wixstatic.com/ugd/f97c7f_dce6de403a1f41848f10019d028eb128.pdf
PWC. 2017. South African Entertainment & Media Outlook: 2013-2017. Web: https://www.pwc.co.za/en/assets/pdf/entertainment-and-media-outlook-2013-2017.pdf
WASSERMAN, H. 2016. Media in the South. Thoughts on the media in Africa and the Global South. https://hermanwasserman.wordpress.com/ May. 2016.
WITS. 2016 State of the newsroom 2015-2016. Web: http://www.journalism.co.za/wp-content/uploads/2017/04/STATE-OF-THE-NEWSROOM-2015_2016_FINAL.pdf
NiemanLab. 2017. Predictions for Journalism 2017:. Web: http://www.niemanlab.org/collection/predictions-2017/
CISION. State of the media report 2017. Web: http://www.cision.com/us/resources/white-papers/the-cision-2017-state-of-the-media-report/?clid=whitepaper-ty
NEWMAN, N., FLETCHER, R. KALOGEROPOULOS, A. LEVEY, D.A.L., & NIELSEN, K. 2017. Reuters Institute Digital News Report 2017. Web: https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital%20News%20Report%202017%20web_0.pdf
FREEDOM HOUSE. 2017. Freedom of the press 2017. Web: https://freedomhouse.org/sites/default/files/FOTP_2017_booklet_FINAL_April28.pdf
CARLSSON, U. & PÖYHTÄRI, R. 2017. The assult on journalism. Web: http://www.unesco.se/wp-content/uploads/2017/04/The-Assault-on-Journalism.pdf
ENJ. Ethics in the news: ENJ Report on Challenges for Journalism in the Post-Truth Era. Web: http://ethicaljournalismnetwork.org/wp-content/uploads/2017/01/ejn-ethics-in-the-news.pdf
LOWISZ, S. 2014. The Influence of Social Media on Today's Culture. Web: http://stevelowisz.com/wp-content/uploads/2014/02/The-Influence-of-Social-media-in-Todays-Culture-wp.pdf
ALLCOTT, H. & GENTZKOW, M. Social Media and Fake News in the 2016 Election. Web: https://web.stanford.edu/~gentzkow/research/fakenews.pdf
MYNEWSDESK. Journalism trends 2016: a look into the world of journalism & the implications for communicators. Web: http://www.medienorge.uib.no/files/Eksterne_pub/Final_Journalism_Trends_2016.pdf
WAN-IFRA. 2017. World press trends. Web: https://blog.wan-ifra.org/sites/default/files/field_blog_entry_file/WPT%202017.pdf
Study Section 1: 40 hours.
Study Section 2: 40 hours.
Study Section 3: 40 hours.
Plagiarism is a serious offence and you should familiarise yourself with the plagiarism policy of the NWU. You can also include a link to faculty declaration forms or eFundi.
Please refer to the Policy on Plagiarism and other forms of Academic Dishonesty and Misconduct of June 2011.
For the NWU link for plagiarism, go to: http://www.nwu.ac.za/webfm_send/25355
This is only an overview of the themes/topics with their outcomes. All the activities/assessment and study material will be available on eFundi.
1The history, unique nature (functions) and scope of mass communication
Recommended time to master this study unit outcome: 40 hours
Learning outcomes
By the end of this study unit you should be able to describe the history, nature
- and scope of mass communication in broad outline by:
- naming important beacons in mass communication history;
- describing the features and functions of mass communication; and
- indicate the place of mass communication in our contemporary culture and society
1.1 Mass communication technologies: origins and evolutions
1.2 What is the unique nature and functions of mass
communication media?
1.3 What is the scope of the mass communication industry?
1.4 Leading trends in the mass media
2The transformation of mass communication in South Africa
Recommended time to master this study unit outcome: 40 hours
Learning outcomes
On completion of this study unit you should be able to:
- describe the media context (especially in South Africa) in outline;
- indicate the changing ownership of important media groups; describe the changing editorial leadership of media institutions;
- indicate how the content of the radio, television and newspapers has changed locally;
- give an international perspective on these matters; and
- describe the trends in journalism and its different formats.
2.1The media context of SA
2.2Ownership of the mass media in South Africa over the past decade
2.3Editorial composition in the mass media in South Africa
2.4The changing face of mass media in South Africa and globally
2.5The future of journalism in its different formats
3Theoretical premises in studying the media
Recommended time to master this study unit outcome: 40 hours
Learning outcomes
On completion of this study unit you should be able to identify and apply the most important approaches in media studies with specific reference to:
- Study of media effects;
- The functional approach;
- Marxist theories;
- Postmodernism;
- Popular culture in the mass medial; and
- The phenomenon of fake news and its impact on mass media.
3.1The study of media effects
3.2Marxist approach to media studies
3.3Postmodernism
3.4Popular culture in the mass media
3.5 Fake news and its impact on mass media