How To Study Communication Science

UNIVERSITY OF SOUTH AFRICA

DEPARTMENT

OF

COMMUNICATION SCIENCE

POSTGRADUATE STUDIES

UNISA’S NEW APPLICATION AND REGISTRATION PHASES APPLICATION PHASE

First-time students at UNISA must apply for admission on the prescribed form which is to be submitted together with the correct application fees, as well as the documents required for registration. Apply on-line: http://www.unisa.ac.za/Default.asp? Cmd=ViewContent&ContentID=16832 or contact the UNISA Contact Centre at 0861670411 / +27 116709000.

Once the data has been recorded the system will allocate a student number which will be confirmed via e-mail, sms or mail depending on the contact details indicated on your application form. A registration package containing the relevant information brochure(s) and registration form will be mailed to you.

Students who already have a UNISA student number proceed directly to the registration phase.

REGISTRATION PHASE

Once a student number has been allocated to an individual, this student number will remain his/her student number at UNISA for all formal qualifications

Honours students may apply on-line for registration after the registration period for the particular academic year has opened. However, master’s and doctoral students cannot apply on-line and are advised to submit their applications directly to UNISA Muckleneuk Campus, P O Box 392, UNISA, 0003. Regional offices can only forward master’s and doctoral applications to the Muckleneuk Campus.

The registration form together with the minimum instalment

required for registration must be submitted before the relevant

closing date. Students must please take note that certain degrees are by selection and have earlier closing dates than the normal registration closing dates. Any documents required for registration submitted must be included here, if not previously submitted.

Kindly note that, only certified copies of academic records issued by the Registrar of the University/Institution concerned are accepted for registration purposes. Degree certificates should not be submitted.

All applications for master’s and doctoral degrees will be referred to the Section: Postgraduate Qualifications where they will be assessed before being referred to the relevant academic department where the Executive Committee will rule on admission. If approved, students who have submitted their complete application (i.e. all required documents and minimum fees) will automatically be registered after admission has been approved. Other students will be informed of any remaining conditions to be complied with in order to finalise their registration. All other students will be informed of the outcome of their applications and, where applicable, the minimum study fees paid will be refunded. The process outlined above may be time consuming in some cases, especially when we approach the various closing dates when most applications are invariably submitted. It is, therefore, essential that prospective students apply well in advance, especially where deadlines set by employers and sponsors have to be met.

CONTENTS PAGE

SECTION ONE:

THE DEGREE OF HONOURS BACHELOR OF ARTS ... 1

SECTION TWO:

THE DEGREE OF MASTER OF ARTS AND THE DEGREE OF DOCTOR OF LITERATURE AND

PHILOSOPHY ... 34

Dear Student

Welcome as a postgraduate student in the Department of Communication Science.

In this brochure you will find an outline of the postgraduate degrees/diploma we offer, namely:

The degree of Honours Bachelor of Arts in Communication with the option of specialising in one of the following areas:

 media studies

 organisational communication

On Master’s level we offer a Degree of Master of Arts in Communication which is based on an approved research proposal and research of your own choice, related to one of the specialisation areas mentioned above;

The degree of Master of Arts leads to the DLitt et Phil Degree in Communication.

Our objectives

In general, and depending on your specialisation field, it is the aim of the Department of Communication Science to provide you with the knowledge of and insight in:

 the nature of communication science as a discipline and its scientific approaches to the research of questions and issues related to interpersonal communication, intrapersonal communication, mass communication, and communication within and between groups;

 the nature and working of rhetoric, its application in the above-mentioned forms of communication, and the role of persuasion and persuasive communication techniques especially in public communication;

 the role, functions, techniques and complexities of communication within and between organisations including internal, external and corporate communication; the role, functions and techniques of public relations, advertising and marketing;

 intercultural, development and health communication as a field of scientific study: the theories, models, applications, and the relation between intercultural, development and health communication, specifically in multicultural societies and developing societies;

 the institutions of mass media (print media, radio, television and film): the nature and working of these media, the power of mass media and mass communication, the policies, the effects on the individual, the society, politics and economics; their messages (meanings) and audiences;

 the nature, impact and power of international communication and the role of new media technology (including multimedia, telecommunications and digital media) in terms of globalisation and development;

 the techniques, methods and applications of communication research: quantitative and qualitative content analysis, survey research, experimental research, field research.

We trust that the above objectives and the skills associated with them will embed the following attitudes and values in you:

A critical awareness of:

 the role and power of communication and information in its various forms, be it interpersonal, group, mass or intercultural communication;

 the crucial role of communication in society and its role in the relationships between people and between groups;

 the demands made on communication practitioners, be they communication consultants, communication officers in public or private organisations and companies, media practitioners, public relations officers, advertisers and marketing consultants, as well as communication policy analysts, to conduct their work in a professional, responsible and ethical manner;

 the flexibility and willingness to adapt to o changes in society

o changes within the career environment

o technological changes and their impact on society o technological changes within the career environment; o an eagerness to participate in continued education related

to new developments and issues in the communication industry;

 an eagerness to share your knowledge with colleagues and communities and to apply new knowledge to the benefit of your immediate community;

 the development of an inquisitive scientific attitude;

 the development of a scientific attitude to work and the ability to work with others in groups.

With the above in mind we trust that you will find your postgraduate studies worthwhile and enriching.

Everything of the best

PROF DANIE DU PLESSIS

SECTION ONE:

THE DEGREE OF HONOURS BACHELOR OF ARTS

1 CONTACT WITH THE DEPARTMENT OF COMMUNICATION SCIENCE

The course leader for Honours studies is your contact person. Please direct telephonic enquiries and correspondence to him/her:

Course Leader: Honours Studies Department of Communication Science University of South Africa

PO Box 392 UNISA 0003

Please contact the Department either by

Telephone: (012) 429-6423 or (012) 429-6565 or (012) 429-6016, or

Fax: (012) 429-3346; or E-mail: [email protected]

It is compulsory that students who register for this qualification should be computer literate and should have access to the internet and e-mail for purposes of their studies. All assignments should be typed and submitted on-line in one of the formats required by

2 ADMISSION REQUIREMENTS

In addition to the general rules for Honours Bachelor’s degrees which appear in the brochure myRules@UNISA the following also apply in the Department of Communication Science.

1 Students must hold a Bachelors’ degree with Communication as a major and have passed at least five Communication Science modules (60 credits) on the third level with an average of 60%. At least two modules on the third level must be relevant to the selected specialisation. Students from other institutions and/or qualifications must have completed the equivalent of the modules prescribed for the BA with Communication Science as a major − see

myModules@UNISA − on the third level.

Students from other institutions or qualifications must

contact the Department of Communication Science at

least four weeks prior to the final registration deadline to determine whether they qualify for admission to the honours programme.

Students who passed Communication III six or more years ago may apply for admission to the Honours degree in Communication, subject to approval by the Chair of the Department. Students who qualified for admission six or more years ago, may not register for more than two modules in the first year of registration. Admission requirement 3 is also applicable to these students. 2 Students from other institutions (or who completed another

UNISA degree) also must have completed a module in research methodology on the third level.

If they qualify for the honours in Communication Science but have not completed a relevant research methodology module on the third level, the Chair of the Department may

require these students to register for the module COM306D for non-degree purposes concurrently with, not more than, two modules of the honours programme. These students may not register for COM4802, COM4806, or the advanced research report COM4809. Students have to pass the COM306D module before they can proceed with their honours studies in a following year.

4 Students may spread your their study over a period of at least two years with a maximum study period of six years. Students are advised to register for not more than three modules during the first year of study.

Curriculum

The degree BA Honours Communication consists of two specialisation areas: Media Studies and Organisational

Communication. Students need to select a specialisation area

and have to complete all five modules prescribed for that specialisation area.

The curricula for the two specialisation areas are as follows:

1 With specialisation in Media Studies

HCMMCTG: Mass communication theory COM4802: Media research

HCMMPRB: Media management, policy and regulation HCMICPV: International communication and political

communication

Transitional arrangements: A B C If you have passed one or more of the following modules in Column A from the old curriculum:

If you have passed one or more of the modules listed in column A you may not

register for the following

module:

Register for one or more of the following modules from the new curriculum depending on how many modules you have outstanding:

HKMTHEE HCMMCTG Mass communication theory COM4802 HCMMPRB HCMICPV COM4809 HKMNAVU COM4802: Media research HCMMCTG HCMMPRB HCMICPV COM4809 HKMINFP HCMMPRB Media management, policy and regulation

HCMMCTG COM4802 HCMICPV COM4809 HKMVIS6 HCMMCTG Mass communication theory COM4802 HCMMPRB HCMICPV COM4809 HKMBEML HCMMPRB Media management, policy and regulation

HCMMCTG COM4802 HCMICPV COM4809

A B C HKMORGM HCMICPV International communication and political communication HCMMCTG COM4802 HCMMPRB COM4809 HKMONTS COM4809

Advanced research report

HCMMCTG COM4802 HCMMPRB HCMICPV HKMPOLP HCMICPV International communication and political communication HCMMCTG COM4802 HCMMPRB COM4809 HKMMEDF HCMMCTG Mass communication theory COM4802 HCMMPRB HCMICPV COM4809 HKMPROY COM4809

Advanced research report

HCMMCTG COM4802 HCMMPRB HCMICPV

2 With specialisation in Organisational Communication

HCMICOU: Integrated communication and the organisation COM4806: Organisational communication research

HCMOCTN: Organisational communication theory

HCMMOAM: Marketing communication, advertising and public relations

Transitional arrangements:

Column A: Modules from the old curriculum

Modules passed Modules to be taken

HKMTHEE HKMNAVU HKMINFP HKMVIS6 HKMBEML HKMORGM HKMONTS HKMPOLP HKMMEDF HKMPROY

Any one of the modules in Column A

Any four of:

HCMICOU COM4806 HCMOCTN HCMMOAM COM4809 Any two of the

modules in Column A

HCMICOU

And any two of:

COM4806 HCMOCTN HCMMOAM COM4809 Any three of the

modules in Column A

Any two of:

HCMOCTN HCMMOAM COM4809 Any four of the

modules in Column A

Any of:

HCMOCTN HCMMOAM COM4809

The specialisation in Telecommunications and Information Policy is no longer offered.

The specialisation in Telecommunications and Information Policy is no longer offered and from 2011 no new registrations will be accepted for this specialisation area. Students who registered for this qualification before 2011 need to complete the first four modules before the end of 2013. Students should complete the fifth module, the Advanced Research Project HCMRES4, before the end of 2014.

3 GUIDELINES REGARDING THE NUMBER OF MODULES FOR WHICH TO REGISTER

Those of you, who are employed and study part time, are advised to register for a maximum of two modules for your first academic year (Honours). Past students who studied part time have found that they could not cope with the amount and extent of the work, when registering for more than two modules.

The reasons are as follows:

 you are required to submit three or four assignments for each module or to undertake extensive research and submit four portfolios by September.

 the Honours degree differs from undergraduate studies in that you are required to undertake independent work.

 the Honours degree requires you to read extensively (not just one or two publications), which takes time.

Above requirements mean that you need to set aside several weeks in order to complete each assignment.

Once you have successfully completed the first two modules, you will be in a more informed position to decide whether or not to register for two or three modules during your second academic year.

Above guidelines are especially applicable to you, if you completed your undergraduate studies at an institution other than UNISA. In other words, if you are not accustomed to the UNISA assignment system, and/or the importance of motivation and the self-discipline that distance education requires, you will need the first year of your Honours studies to orientate yourself. Such orientation may include becoming familiar with the services offered by the UNISA Library; getting to know the assignment system of submitting work throughout the year; understanding the examination system; adapting your study style and the presentation of written work, to meet the requirements expected

from a postgraduate student. Such orientation could also have a direct impact on the amount of additional work that you will be required to do for individual modules.

4 CONTENTS OF THE COURSE

4.1 HONOURS BA IN COMMUNICATION WITH SPECIALISATION IN MEDIA STUDIES

This specialisation area is intended for those who are currently working in the media industry or planning a career in the media. That is in the print media (e.g. newspapers, magazines), broadcasting (radio, television), community media, film, and in the new digital media industries such as the Internet industry. A sound knowledge of media is also indispensable for public relations officers, workers in the advertising and marketing industries, the telecommunications industry, governments’ communication and information services, and for anyone planning to work as a communication officer in the communication departments of private and public organisations, including state departments and NGOs. The study of media is also increasingly offered as a school subject. The specialisation area is therefore also suitable for teachers and/or future teachers.

The specialisation area consists out of the following five modules: Module 1: Mass communication theory (HCMMCTG)

Module 2: Media research (COM4802)

Module 3: Media management, policy and regulation (HCMMPRB)

Module 4: International communication and political communication (HCMICPV)

Module 5: Advanced research report (COM4809)

Our main purpose with this specialisation area is to educate well-informed and critical media practitioners and media users who are

capable of doing research and taking critical decisions about various aspects of the mass media as the most prominent and thus powerful institution for the production and distribution of information, opinions and entertainment in contemporary society. In the first tutorial letter of each module, students get information on how to choose between the various parts of modules, assignments and forms of executing these assignments (be it portfolios, practical projects, research projects, and/or theoretical essays). They are guided towards relevant prescribed and recommended books, articles, journals and websites, the study of which should allow them to complete the assignments successfully. Usually, four assignments per module are expected.

Essentials

If you select media studies as your specialisation area you must indicate your choice on the first application for registration for the Honours degree

should have access to e-mail and the Internet

should have daily access to media such as newspapers, television, radio, film, and video

MODULE 1: MASS COMMUNICATION THEORY (HCMMCTG) – 24 credits

In this module students can either specialise in mass communication theory or in film studies.

The main purpose of the module is to provide you with knowledge and insight into recent developments in the field of mass communication theory and in the case of film studies, film theory. Such knowledge is indispensable for asking the right kind of research questions and approaching a research problem and for understanding the nature and functioning of media institutions, media content, media production and media audiences.

Theme 01: Developments in mass communication theory For this theme, students are expected to design a research proposal on a topic in the field of the media as an institution, or media content, or media audiences, or media production. A list of research topics is provided in the tutorial letter, but students are welcome to choose an own topic. The research proposal should stand proof of the student’s knowledge of media theory related to the research topic. Topics may be related to, for instance, women in/and the media, reality television, media and sex, media and the framing of politicians, the media setting agenda’s, media ownership, media and violence, media and crime, media and HIV-AIDS.

Theme 02: Critical topics in the South African media and media studies

Students are expected to analyse and evaluate a South African or international academic debate (usually in academic journal articles and at academic conferences) about for example, one of the following topics: the state and future of public service broadcasting; the relationship between democracy and freedom of expression (under which attacks on freedom of expression and on journalists); access to the media and media and development; the commercialisation and “tabloidisation” of the media and the quality of the media as a public sphere; the political economy of the media and the future of the newspaper industry; the nature and quality of the internet as a mass communication medium.

Theme 03: Media and society: normative media theory/media and identity/media and representation

In this theme, students have a choice between one of the following three (broad) topics: normative media theory (the role and ethical conduct of the media in a society) from a postcolonial and Afro-centric perspective, the relationship between media and identity (amongst which the Diaspora and the media), the media’s representation of either race, ethnicity, gender, sexual orientation, violence, crime, or HIV-AIDS. Students will be expected to demonstrate their knowledge of recent theory and debates about these topics.

Theme 04: Multimedia and convergence

In this theme, the focus is on online journalism. Students are expected to describe and evaluate the theory and practice of online journalism in terms of the nature of online journalism and the role of the online journalist in the virtual newsroom. Secondly, they will have to compare (by means of a quantitative and qualitative content analysis) an online newspaper with its paper edition.

Theme 05: Critical readings in visual communication

Students select one of the following fields: photography, film, television or the Internet, and discuss examples to illustrate constructs related to the following themes: what the images are; how images communicate and produce meaning; how images relate to specific time-periods; the relation between images and social practice; the relation between images and society.

Theme 06: Visual literacy

Students have to demonstrate their understanding of (and apply) the basic constructs of semiotics (iconic, indexical and symbolic signs; denotative, connotative and ideological levels of meaning; plus signs as metonymic, analogic and condensed codes). Students have to conduct a qualitative content analysis of two visual texts and discuss how the above constructs were applied in the texts (a comparison of differences and/or similarities).

OR

FILM STUDIES

Theme 07: Critical readings in film

Students select one of the following fields: film, or film theory, and discuss examples to illustrate constructs related to the following themes: what the images are; how images communicate and produce meaning; how images relate to specific time-periods; the relation between images and social practice; the relation between images and society.

Theme 08: Film theory and styles

This theme deals with Soviet formalism/montage, German expressionism, realism and auteurism in film. As a student of film, they should be able to identify and explain the differences between the different theories and apply these theories to filmic examples. Theme 09: African film

Students are expected to perform a qualitative content analysis of various selected African films, paying particular attention to the mythical, thematic and semiotic content of the films. They need to demonstrate a good understanding of the functioning of myth within the filmic text, as well as the constructed semiotic meaning (camera technique, setting/location, codes of form, and codes of content). Students must also be able to provide an in-depth analysis of selected African films with regard to Postcolonial theory and discourse.

Theme 10: Gay and lesbian film

Students have to demonstrate their understanding of gay and lesbian film and be able to demonstrate their insight of critics, film actors, film directors and viewers as it contributes to their understanding of, approach to and experience of gays and lesbians in the film medium. Students will briefly explore who make gay and lesbian films, and why; who watches these films and how these films are interpreted and experienced within the target audience. The assignment(s) will cover how film theory (in the case of gay and lesbian films) organises the views and opinions, but also pose questions (for example) around queer theory and the representation of gays and lesbians in film.

Theme 11: Film and politics/society

Students will investigate films as social and political products and how films relate to politics, policies (such as apartheid) and events (such as the terror attacks on 11 September, 2001). Different political and social issues and their impact on film through the decades will be discussed and further illustrated with a case study of the portrayal of the Vietnam War in films. The assignment will ask of the students to critically discuss the differences between

two films produced 20 years apart which share the same issue and genre. The discussion must focus on the political/social content/commentary in the films and to use theories of ideology to illustrate how films can be used to promote certain ideologies.

MODULE 2: MEDIA RESEARCH (COM4802) – 12 credits

You will be required to recognise and interpret the role of media studies in everyday, social life by demonstrating a comprehensive, coherent, and critical understanding of the theory, research methodologies, and techniques relevant to media studies. Complex, multi-dimensional issues related to media studies are therefore identified in real-life scenarios. An integral part of this module is the rigorous review and debate regarding ethics in media research in order to provide unbiased and balanced perspectives on ethical problems within the framework of the different data-collection techniques and methods in the context of media studies. You will therefore be required to demonstrate comprehensive and specialised academic knowledge; to demonstrate the application of research skills and techniques; and reporting on the latter in selected areas of media studies as specified in the themes below.

The syllabus for this module was planned with two teaching aims in mind:

• To enable you to apply several media research methods (together with requirements such as the formulation of research problems, hypotheses or research questions, sampling, data collection, principles of measurement, data analysis, and the formulation of findings and conclusions); • To function as a "service" module for Module 05 (Advanced Research Report) and to provide you with the research methods which you could apply in your areas of interest (such as ethics and media research; visual communication; print media and journalism; radio and television studies and/or film studies).

In order to meet the second teaching aim, you are required to think ahead to the type of research project that you would want to undertake in Module 5, select one of the following research themes (methods) and base your studies for this module (COM4802) on that one method.

THEME 01: MEDIA SEMIOTICS AND ETHICS IN MASS MEDIA RESEARCH

If you select this theme you would be required to conduct a qualitative content analysis of four media texts based on media semiotics. In other words you anticipate that an analysis based on the assumptions of media semiotics is the type of research that you want to conduct in Module 5 (Advanced Research Report). Current mass media (photography, films, television, print media, and the Internet) are analysed, interpreted, critiqued, and compared through the application of semiotics and qualitative content analyses as research methodology. Provision is made for the analysis of diverse genres that are applicable in a range of mass media, varying from television news reportage, to advertising in magazines. You are required to undertake a qualitative content analysis of the visual media selected.

OR

THEME 02: SURVEY RESEARCH AND ETHICS IN MASS MEDIA RESEARCH

If you select this theme you would be required to conduct a pilot survey research study by means of self-administered questionnaires. In other words you anticipate that survey research, involving the collection of data by means of questionnaires, especially self-administered questionnaires, is the type of research that you want to conduct in Module 5 (Advanced Research

Survey research is conducted, based on an accessible population of a specified mass medium audience. As the sources of the research problem or issue will vary from your professional and academic interest, to a specified need in the community, or testing the relevance of a theoretical approach in practice, or of recommendations published in research currently published, or to problems or issues identified by Communication practitioners/ owners, the audiences surveyed will vary and include among others Internet users, television viewers, film audiences, or readers of newspapers or magazines.

OR

THEME 03: QUALITATIVE (FIELD) RESEARCH AND ETHICS IN MASS MEDIA RESEARCH

If you select this theme you would be required to conduct a pilot field research study by means of a focus-group interview. In other words you anticipate that field research, involving the collection of data by means of focus-group interviews, is the type of research that you want to conduct in Module 5 (Advanced Research

Report).

An analysis is conducted of audiences’ social attitudes, media uses, and/or gratifications of particular (local and/or global) media texts (such as television, film, radio, printed texts or the Internet). The latter would include demographic and lifestyle profiles based on focus-group interviews.

AND

ETHICS IN MASS MEDIA RESEARCH

Irrespective which theme you select for this module, you will be required to address critical questions related to ethics and mass

media research, with specific reference to either a qualitative

content analysis (Theme 01); survey research (Theme 02); or field research (Theme 03).

Based on different the different theoretical perspectives and different data-collection methods and techniques you will be required to perform a critical assessment of the implications of ethics when conducting mass media research. The ethical issues that you will be required to address, are specified in the guidelines and criteria for the respective assignments for each theme. In general you should keep in mind that critical ethical questions are related to the implications of moral values (including individual, social, cultural, and legal values), norms, and ideals that influence choices, attitudes, and behaviour of the mass media researcher.

MODULE 3: MEDIA MANAGEMENT, POLICY AND REGULATION (HCMMPRB) – 24 credits

Students have two options. They can either focus on media management or on media policy and regulation.

MEDIA MANAGEMENT

Theme 01: Introduction to media management

This theme consists of two basics parts. In the first part students should be able to describe the contemporary media environment in South Africa (or that of the student’s country of residence) and identify factors in the historical development that have helped to shape the contemporary media environment in South Africa (or the student’s country of residence). In the second part, students need to identify the skills, functions and roles of management in the media industry; list the demands and expectations of media managers and explain the various levels and types of management found in the media industry.

Theme 02: Political economics of the media industry

The focus in this theme is on the concepts associated with media economics and market structure. The assignment will take the form of an analysis of the media industry where the students need to describe the financial and ownership structures of either

television, radio or the print media in South Africa (or the student’s country of residence); identify the forces at work on the industry; analyse the role played by the state in shaping the media industry and describing the ownership and financial structures of various media organisations found in South Africa (or country of residence). The approach used is that of political economics. Theme 03: Ethics and human resources

Students need to explain the importance and role of ethics in media management by describing, with suitable examples from the media, the norms that influence decision making in the media industry. They will also be expected analyse and compare the codes of conducts for broadcasters and journalists, the mission statements for various media organisations, and to devise strategies for handling certain labour-related issues within the media industry.

Theme 04: Programming

In this theme, students need to describe the responsibilities of management in programming; identify issues relating to programming and suggest resolutions or ways of handling such issues in the South African market (or country of residence). They also need to devise an organisation chart for a news department for a radio and television station and explain why audience research is necessary in the media industry. They are introduced to analyse ratings, such as AMPS, RAMS, TAMS, in order to determine statistical trends.

Theme 05: Finance, marketing and public relations

In this theme, students are expected to define the concepts associated with marketing of the media; analyse and describe the marketing campaign for a media organisation and explain how the marketing strategy needs to differ for that of radio, television and the print media. The role of advertising and public relations in the media industry is debated and a strategy is drawn up for the branding of a radio station, television station, magazine or newspaper. Students also need to identify and describe the various publics associated with different media products and

devise a strategy to deal with controversial issues inside a media organisation.

OR

MEDIA POLICY AND REGULATION

Theme 06: Context of policy and regulation

This theme consists of two basic parts. In the first part students should be able to describe the contemporary media environment in South Africa (or that of the student’s country of residence) and identify factors in the historical development that have helped to shape the contemporary media environment in South Africa (or country of residence). In the second part, students need to explain the forms and styles of governance of the media within a particular ideology; define in detail policy as a concept and to critically evaluate the normative theory of media and society.

Theme 07: Principles of policy and regulation

In this theme, students need to explain the importance of the concept of freedom of the media in a democracy; describe how policy functions as a protector of the state on the one hand and the individual on the other hand; determine the diversity of the South African media environment; and establish the objectivity of certain news media within the South African media environment (or in the country of residence). This is achieved by means of independent research of a limited nature which is then presented in the form of an assignment.

Theme 08: Policy and regulation practice

The various standards that are used to measure performance of the media in South Africa are identified and critically evaluated in this theme. Students are also expected to be able to compare the standards of performance in South Africa (or country of residence) with that of another country and come to a meaningful conclusion about the application of media standards in South Africa. Students also need to identify and explain the organisational structure and methods of operation of the various regulatory

authorities in South Africa (or country of residence). Finally, students explain how regulation can be used to counter media imperialism and to assess the degree of media imperialism that occurs within South Africa and Africa.

Theme 09: Policy analysis

Students begin this theme by illustrating the policy process (policy cycle) by means of appropriate South African examples. Then they move on to demonstrate their understanding of the development of a methodology for determining the outcomes of a specific policy by analysing a media policy; and by making comparisons between alternative policies in terms of their outcomes. This is achieved by means of independent research of a limited nature presented in the form of an assignment.

MODULE 4: INTERNATIONAL COMMUNICATION AND POLITICAL COMUNICATION (HCMICPV) – 24 credits

Students again have two options, namely a choice between international communication or political communication.

INTERNATIONAL COMMUNICATION

Although international communication as a phenomenon is probably as old as human society itself and has occurred ever since people have organised themselves in communities and began to exchange ideas and products, global communication as we know it today is primarily driven by the worldwide proliferation and distribution of advanced information and communication technologies (ICTs). At the turn of the 21st century, the effects of global communication are manifold, far-reaching and highly complex. In the end it concerns every individual, group, organisation and nation-state. The purpose of this module is for students to gain advanced knowledge, critical skills, and applied competence in theories and discourses related to the phenomenon of global communication as we know it in the current world.

Theme 01: International communication as a field of study The (sub) discipline of communication science dedicated to the study of global communication is commonly known as international communication. However, the term “international” does not reflect the full scope of phenomena associated with global communication in the world of today. The vast developments in the media and ICTs in the late 20th century have resulted in a radical expansion of the scope of international communication. Currently international communication is increasingly associated with a large diversity of business-to-business and people-to-people interactions at a global level. In this theme we focus on the historical development and delineation of international communication as a field of study as well as theories dealing specifically with international communication as a global phenomenon.

Theme 02: Globalisation and international communication A discourse on globalisation is one of the latest – and probably most important and far-reaching – theoretical debates that have emerged in international communication. However, despite its popularity, “globalisation” remains a contested concept. In this theme we look at various conceptualisations of the term as well as the impact and effects of globalisation in the economic, social, cultural and political domains. We furthermore focus on the role of global communication in worldwide globalisation.

Theme 03: Theories on the international flow of information The international flow of information is defined as the movement of information and/or messages across the borders of cultural systems and/or nation-states. The international flow of news, in particular, but also the flow of other media content have given rise to ferocious debates and theoretical discourses within the field of international communication and culminated in the call for a New World Information and Communication Order (NWICO). In this theme we give attention to debates on the free flow of information and also to theories such as dependency theory, the structural theory of imperialism and world system theory. We also look at the NWICO and its aftermath.

Theme 04: Theories of the information society

Theories of the information society are also one of the more recent theoretical strands to develop in international communication. The term “information society” emerged in the 1990s and coincided with the explosive development and global expansion of ICTs and the Internet in particular. Proponents of the idea of an information society believe that the new possibilities for the processing, storage and transmission of information have been creating an international information society where information networks are the information highways that represent the infrastructure of the information society. In this theme we will look at various conceptualisations and theories on the information society as well as criticism of these theories. In particular, attention is given to the position of Africa and Southern Africa in the information society. Theme 05: International communication and development Complementary to discourses on the benefits of the free flow of information in the years after World War II were views on the key role of the media and international communication in the modernisation and development of the Third World. Although the modernisation paradigm has not borne the expected benefits and has met with fierce criticism, a revised version has replaced the blind faith in the media by similar beliefs in the potential of ICTs to assist developing countries to “leapfrog” stages of development. However, critics of this view point to the fact that ICTs could also hold serious negative effects for developing countries. In this theme we focus in discourses and theories on the role of international communication in development and the implications for Africa and Southern Africa in particular.

Theme 06: Global media and/or global journalism

We focus in this applied theme on specific examples of international communication and the international flow of information via the media. The emphasis falls on the current state of matters regarding the international flow of information via specific media, the concomitant practices and the potential consequences and implications. Students will be able to make a choice between the international flow of news, international

journalism, the international flow of radio, film, television and/or advertising. In all instances emphasis will be placed on the position of and/or consequences for Africa and Southern Africa.

OR

POLITICAL COMMUNICATION

Theme 06: Political communication

This theme focuses on defining political communication and on an analysis of the political and social domain of a democratic society. The theme includes studies on democracy and looks at definitions of democracy as well as the history of democracy, in Western-centric countries. Democracy is also analysed by comparing undemocratic societies with democratic societies. The theme further deals with the concepts of “public opinion” and the “public sphere”, and defines the role of the media in a politicised country. Theme 07: Persuasion and the political language of the media In this theme we study Aristotle’s concept of “rhetoric” by critically looking at Aristotle’s views of “persuasion”, critiques of Aristotle’s work on persuasion, an application of Aristotle’s concept of persuasion to political communication, and political rhetoric. As an alternative, students will have the opportunity to do a study of the relationship between political language and ideology and/or the political language of the media.

Theme 08: Politics and the media

We focus on one or more of the following topics: the different forms of “political” media; a critical evaluation of how politics works in a democratic society; a study of the agents of the media (broadcasting, editorials and columns, for example); an application of the different forms of media in a political context; the management of political parties and how they manage the media. Theme 09: Public opinion

We focus on one or more of the following topics: a study of the philosophy of public opinion; the relationship between public

opinion and the public sphere; an analysis of a case study on the Treatment Action Campaign in South Africa; a study focusing of a pressure group.

MODULE 5: ADVANCED RESEARCH PROJECT (COM4809) – 36 credits

For this module there is no formal examination but students must submit a research project, which will be examined internally and externally. Details about the extent and carrying out of the project are given in the first tutorial letter for this module. There is thus no formal examination. The purpose of the themes below is to guide students systematically through the research for and production of the project.

Theme 01: Research and the research problem

This theme introduces students to research in which they need to identify a communication-related problem suitable for independent research. By the end of this theme students should be able to describe the context of their problem and submit a correctly formulated research problem together with the associated sub problems, research questions, assumptions on which the study is based, limitations to the study as well as working definitions of any concepts found in the statements of the problem. The extent and goal of the resultant research also needs to be set out and motivated.

Theme 02: Finding and using information

By the end of this theme, students will need to complete a literature review based on the problem identified in theme 1. In order to do this they will need to gather information on their research problem and will need to practice the various techniques for data storage. They will also be required to distinguish between primary and secondary sources. In the literature review students will need to demonstrate their skills in constructing an argument, critically analyse related texts, and to identify and describe the theoretical approach(es) to be used. Students need to indicate if their argument is inductive or deductive in nature.

Theme 03: Research design and methods

Here the student needs to determine the approach to be used, that is qualitative and/or quantitative. Within this context, the method used to gather data needs to be described by referring to the population, drawing of samples, gathering of data and establishing of reliability and validity. Having done this, the student needs to begin gathering the actual data required to resolve the problem stated in theme 1.

Theme 04: Findings and conclusions

By the end of theme 4, students should be able to describe what they found in the data they collected, present statistics in the forms of a chart and/or graph and to draw conclusions from their findings and resolve their research problem. They should also finalise their list of sources consulted using the Harvard method and present a draft of their research report prior to examination.

The examination

The student submits a completed research report based on his/her research problem identified in theme 1 and worked on in themes 2, 3 and 4.

4.2 HONOURS BA IN COMMUNICATION WITH SPECIALISATION IN ORGANISATIONAL COMMUNICATION

The specialisation area comprises the following five compulsory modules:

Module 1: Integrated communication and the organisation (HCMICOU)

Module 2: Organisational communication research (COM4806)

Module 3: Organisational communication theory (HCMOCTN)

Module 4: Marketing communication, advertising and public relations (HCMMOAM)

MODULE 1: INTEGRATED COMMUNICATION AND THE ORGANISATION (HCMICOU) – 24 credits

Theme 01: Communication and the organisation

This theme addresses the conceptualisation of organisational communication. It offers an overview of the dominant theoretical perspectives of the organisation, of communication, and of communication functions, networks and roles.

Theme 02: The strategic role of communication

This theme introduces students to the concept of strategy, its evolution and application in the context of organisation and the communication of organisations. Specific attention is then given to communication and strategy. The theme then focuses on strategy communication, communication strategy and the communication of strategy.

Theme 03: The fields of communication in the context of the organisation

Students are introduced to the fields of academic and professional communication as these exist in the context of organisations. Following a review of the development of the broader discipline, specific attention is given to the following:

organisational communication business communication management communication corporate communication public relations

marketing communication and the elements of the marketing communication mix.

Theme 04: Integrated communication

This theme explores the importance that is ascribed to organisational integration in general and to various aspects of communication integration in particular, the concept of integrated communication, theories of integration, integrated communication, and models of communication integration.

MODULE 2: ORGANISATIONAL COMMUNICATION RESEARCH (COM4806) – 12 credits

You are required to recognise and understand the foundations and role of research in organisational communication, and demonstrate a critical understanding of the primary research traditions and methodologies of organisational communication research. You will be required to demonstrate comprehensive and specialised academic knowledge, to demonstrate the application of research skills and techniques, and report on the latter in selected areas of organisational communication as specified in the themes below.

The syllabus for this module was planned with two teaching aims in mind:

• To enable students to apply appropriate research methods to different types of organisational communication research problems.

• To function as a "service" module for Module 05 and to provide students with the research methods which they could apply in their areas of interest (such as corporate brand awareness, corporate communication campaign effectiveness, strategic communication objective attainment, etcetera). To this end you will use this module to develop their field of interest for Module 05.

The syllabus for this module comprises two themes:

Theme 01: The foundations of social science research The first theme establishes the foundations of research in the social sciences. Following the introduction to the topic a number of specific aspects are addressed. These include research paradigms in the scientific research like positivism, interpretavism and constructionism. A further focus of the theme is on the systematic nature of research by means of a discussion on ontology, epistemology and methodology.

Theme 02: Research methodologies

The second theme focuses on research methodology in depth. The individual methodologies that are explored include qualitative observation and self-report methodologies, survey research, experimental research, action research and literature searches.

MODULE 3: ORGANISATIONAL COMMUNICATION THEORY (HCMOCTN) – 24 credits

Theme 01: The organisation and its environments

This theme introduces students to concepts related to the systemic nature of organisations, and particularly the nature and significance of organisational environment. Various environments (micro and macro) are identified, and their impact upon organisational practice and communication assessed. Specific theories that are addressed are:

contingency theory population ecology theory resource dependence theory.

Theme 02: Perspectives of communication in the organisation In the evolution of the field, numerous theories and perspectives have gained prominence. In this theme some of the most important are explored and assessed, including the:

functionalist perspective interpretivist perspective critical perspective.

Theme 03: Traditions in the study of communication in the organisation

Communication has been conceptualised, studied and practiced from within a wide range of traditions. In this theme the concept of organisational communication tradition is explored and specific attention given to the positional tradition, the relational tradition, and the cultural tradition.

Theme 04: Intra-organisational communication

This theme addresses one of the most important focus areas of organisational communication - communication within the organisation. In this theme intra-organisational communication is conceptualised. Specific views of intra-organisational communication are explored:

the transmissional view the psychological view the interactional view the transactional view

Critical concepts for understanding intra-organisational communication are also explored:

bureaucratic and humanistic intra-organisational communication practices in the organisation

the relationship between organisational culture and intra-organisational communication with specific emphasis upon  schools of thought regarding organisational culture  types and value dimensions of organisational culture  the relationship between bureaucratic and humanistic  intra-organisational communication practices and

organisational culture.

Theme 05: Management communication

This theme explores the field of management communication. Management communication is conceptualised, and management communication paradigms and theories explored. Included in these are the:

classical paradigm

human relations and metanoic paradigms

post-modern and knowledge-enabling paradigms.

The differences between management, transformational and transcendental leadership styles and communication are further explored in this theme.

Theme 06: IT/computer mediated communication

This theme addresses the evolving intersection between organisational communication and IT/computer mediated communication. IT/computer mediated communication is conceptualised, the interactive nature of its technologies explored, and the relationship between IT/computer mediated communication technologies and organisational communication discussed, in particular as these relate to:

the corporate Intranet extranets

electro visual house journals and electronic newsletters. Specific aspects of the relationship between IT/computer mediated communication technologies and management communication that are addressed are:

the impact of electro visual media on management communication

electronic mail as a management information tool videoconferencing as a management tool

Finally, the advantages and disadvantages of IT/computer mediated communication technologies in intra-organisational and management communication practices are explored.

MODULE 4: MARKETING COMMUNICATION, ADVERTISING AND PUBLIC RELATIONS (HCMMOAM) – 24 credits

Theme 01: The traditional and online marketing context, marketing approaches and marketing management

This theme introduces students to marketing, with the intention of establishing a foundation for the later exploration of the relationship between marketing and communication. The theme begins with an assessment of the nature and definition of traditional marketing. The evolution of marketing and various approaches to the discipline, the marketing programme, marketing strategy and the marketing mix are then discussed. The nature

and definition of online marketing are explored, and finally, online marketing tactics are explored.

Theme 02: Integrated marketing, the marketing

communication mix and integrated marketing communication (IMC)

The nature and benefits of integrated marketing, the elements of the marketing communication mix and their interrelationship, and the nature of integrated marketing communication (IMC) are explored in this theme.

Theme 03: The management and evaluation of the integrated marketing communication programme

This theme pays particular attention to the steps in the IMC programme and the evaluation of IMC.

Theme 04: Traditional and online public relations in context, theory and function

This theme addresses traditional and online public relations. It begins with an exploration of the nature and definition of public relations and an assessment of public relations theories and functions. The theme proceeds with a review of the nature and definition of online public relations and an assessment of online public relations tactics.

Theme 05: The role of public relations in the marketing communication mix

This theme addresses the debate surrounding the inclusion/ exclusion of public relations in the marketing communication mix, and proceeds with a discussion of marketing public relations (MPR).

Theme 06: Public relations media and campaigns: an integrated perspective

This theme explores public relations media, the traditional public relations campaign and online public relations campaigns.

Theme 07: Traditional and online advertising in context, theory and classification

Theme 7 begins with the definition and nature of traditional advertising. It proceeds with an investigation of the dominant theories of advertising and a classification of advertising types. It concludes with the definition and an exploration of the unique nature of online advertising.

Theme 08: The advertising campaign: an integrated perspective

This theme addresses the advertising campaign in detail. It takes an integrated perspective, and explores the phases of an advertising campaign in detail.

Theme 09: Advertising research

Theme 9 addresses advertising research, particularly in the South African context. Specific attention is given to:

the South African Advertising Research Foundation (SAARF) and its work relating to

- AMPS

- television audiences - radio audiences

- Living Standards Measurement (LSM) sociomonitor

evaluative research advertising effectiveness.

Theme 10: Web based commercial communication

Specific aspects of web based commercial communication are explored in theme 10. Beginning with integrated web based commercial communication; the following aspects are first covered:

the nature of web based commercial communication the integrated nature of web based commercial communication

the integration of web based and offline marketing communication messages.

Unique features of web based commercial communication are explored, particularly as these relate to the conceptual shift from offline to online. Theoretical criteria for web based commercial communication are identified and a theoretical framework for the online consumer response process explored.

MODULE 5: ADVANCED RESEARCH PROJECT (COM4809) – 36 credits

Refer to 4.1 pages 23-24: MODULE 5: ADVANCED RESEARCH REPORT (COM4809)

5 METHOD OF TUITION

Each module deals with a number of themes. Details of the assignments based on the themes are provided in the tutorial letter(s) 101 for each module, which you will receive on registration. Tuition is provided by means of these tutorial letters. The following information is provided in each tutorial letter:

 introduction to the themes;  the assignments or portfolios;

 possible choices of themes and assignments/

portfolios;

 guidelines for the completion of the assignments/

portfolios;

 prescribed and recommended study material.

6 ADMISSION TO THE EXAMINATION(S)

The requisite for admission to the examination for each module is explained in the relevant Tutorial Letter 101.

7 RE-REGISTRATION

Please see the information brochure myRules@UNISA. Please pay attention to the following:

You must pass at least two modules after three years of study to qualify for registration for the fourth year of study.

8 GENERAL INFORMATION – GENERAL RULES

Consult the information brochures myChoice@UNISA

postgraduate brochure and myRegistration@UNISA regarding the closing dates for registration, fees, documents which must accompany your application for admission. Consult

myRules@UNISA for the general information and rules for

Honours Bachelors’ degrees.

Concurrent registration for undergraduate module(s) for non-degree purposes

With the special permission of the Senate, you may register for two undergraduate modules on the same level for non-degree purposes (NDP) concurrently with an Honours degree and provided that the NDP module(s) has a bearing on your Honours studies, or if you submit a written justification which is acceptable to the University.

Please note that you must apply for permission for concurrent registration before the closing date for registration for the undergraduate module(s). Please refer to the Information

SECTION TWO

THE DEGREE OF MASTER OF ARTS

(Degree code: 98512; Compulsory module: MPCHS92; Dissertation: DFCOM95)

AND

THE DEGREE OF DOCTOR OF LITERATURE AND PHILOSOPHY

(Degree code: 08230; Compulsory module: DPCHS02; Thesis: TFCOM05)

1 CONTACT WITH THE DEPARTMENT OF COMMUNICATION SCIENCE

The course leader for Master's and Doctoral studies is your contact person. Please direct enquiries and correspondence to him/her:

Course Leader: Master's and Doctor’s Studies Department of Communication Science

University of South Africa PO Box 392

UNISA 0003

Please contact the Department either by

Telephone: (012) 429-6423 or (012) 429-6565 or (012) 429-6016; or

Fax: (012) 429-3346 or by E-mail: [email protected]

2 ADMISSION REQUIREMENTS

To be allowed to register for Master's and Doctoral studies, you must comply with the following requirements of the rules:

Master's study

Subject to the provision of the general rules in myRules@UNISA, admission rests with the Chair of the Department and is restricted to students who are in possession of an Honours BA degree in

Communication, or the equivalent thereof (4-year degree with

Communication as a major) at UNISA or another university, and obtained an average of at least 60% for the Honours examination.

Doctor’s study

Subject to the provisions of the general rules in myRules@UNISA, admission rests with the Chair of the Department and is restricted to students who are in possession of an MA degree in

Communication, or the equivalent thereof and obtained a pass

mark of at least 60%.

If you completed the Honours BA in Communication or the MA degree more than five years ago, you may be expected to take an oral examination before admission is considered.

3 REGISTRATION PROCEDURE

You must apply for registration to the Registrar under the cover of a registration form.

Your application for registration must be supported by:

(1) the original transcripts of all your academic qualifications. If you did not obtain the qualification prescribed for admission at

this University, you must submit the original transcript of your complete academic record for the relevant degree, issued by the Registrar of the University concerned. In the case of a completed Honours bachelor’s degree (admission to Master’s study), the percentages or symbols obtained in each module must be indicated on the transcript. In the case of a completed MA (admission to doctoral study), you must also submit a copy of your dissertation.

(2) the proposed topic of your research and the provisional title for your dissertation/thesis.

(3) the completed questionnaire for prospective students (available from the Department of Communication Science). (4) You will be required to register for a module leading to a

successful research proposal (see myRegistration@UNISA for details)

The Registrar will forward your application for registration to the Department of Communication Science. Your application will be subjected to evaluation in the Department of Communication Science.

If you satisfy the admission requirements as laid out in the above rules and if your proposed research topic and provisional title of your dissertation/thesis are acceptable and fall within the available expertise in the Department, your registration will be finalised. A lecturer will be appointed as your contact person in the Department.

To enable the Department to evaluate your application for registration, it is important that you indicate the proposed research topic and provisional title of your dissertation/ thesis in your application form.

4 THE SCOPE OF MASTER'S AND DOCTOR’S STUDY

In the case of a research Master's study [Master of Arts (MA)] a detailed dissertation on an approved research topic is required. In the case of Doctor’s study [Doctor of Literature and Philosophy (DLitt et Phil)] a detailed thesis on an approved research topic is required.

In the case of a dissertation, you must show mastery of subject literature, mastery of methodology and research techniques, and the ability to work independently. In the case of the thesis you must make a theoretically and methodologically sound contribution to the subject literature of a specific topic; and/or make a contribution to the refining of existing research techniques, experimentation thereof, or the creation of new methods and techniques for the practice of the subject; and/or make a contribution to problem solving in the field of Communication.

5 THE RESEARCH TOPIC

5.1 Choice of a research topic

Because the choice of a research topic is of the utmost importance when your application for registration is considered, you must think about it carefully. You should keep the following important considerations in mind:

 As you will be closely involved with the study for up to

three years or more, the topic you have chosen must be important to you.

 Your topic must be current and relevant.  Your topic must be related to communication.  Your topic must make a contribution to knowledge

about the phenomenon or question you are investigating.