Students from other institutions or qualifications need to contact the Department of Communication Science prior to registration.

Transcription

1 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 at (012) or (012) or (012) , or by fax at (012) or by bataimha@unisa.ac.za 2 ADMISSION REQUIREMENTS In addition to the general rules for Honours Bachelor s degrees which appear in Part 1 of the Calendar (PG1 to PG9) and the Information Brochure, the following also apply in the Department of Communication Science. For the specialisation areas Media Studies and Organisational Communication, students need to have completed at least five modules in Communication Science at the third level. 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 Calendar Part 2 - on the third level. Students from other institutions or qualifications need to contact the Department of Communication Science prior to registration. Further note that the following also applies: if your average percentage is between 50% and 54% for communication III you may only register for one module; if your average percentage is between 55% and 59% for Communication III you may only register for two modules; if your average percentage is 60% or more for Communication III you may register for three modules; (From 2009 the Department will strictly apply the rule that third level modules in Communication Science need to be passed with an average of at least 60% to qualify for submission.) if you passed Communication III six or more years ago you may apply for admission to the Honours degree in Communication, subject to approval by the Chair of the Department; you may spread your study over a period of at least two years with a maximum study period of six years. For the specialisation area Telecommunications and Information policy students need to hold any Bachelors degree to be admitted to the programme. The third level modules of the Bachelors degree should be passed with an average of 60% to qualify for admission.

2 Further note that the following also applies: students who did not pass a research methodology module on an undergraduate or postgraduate level in their previous studies need to register for COM306D for non-degree purposes concurrently with not more than two honours modules (not HCMRMTN or ) and have to pass COM306D before reregistration for the remaining three honours modules will be allowed. if you passed the undergraduate third level modules six or more years ago you may apply for admission to the Honours degree in Communication, subject to approval by the Chair of the Department you may spread your study over a period of at least two years with a maximum study period of six years. Curriculum The degree BA Honours Communication consists of three specialisation areas: Media Studies, Organisational Communication and Telecommunications and Information Policy. Students need to select a specialisation area and have to complete all five modules prescribed for that specialisation area. The curricula for the three specialisation areas are as follows: 1 With specialisation in Media Studies : HCMMERJ: : : : Mass communication theory Media research Media management, policy and regulation International communication and political communication Advanced research project

3 Transitional arrangements: A B C If you have If you have passed one or Register for one or passed one or more of the modules listed more of the following more of the in column A you may not modules from the new following register for the following curriculum depending modules in module: on how many Column A from modules you have the old outstanding: curriculum: HKMTHE-E HKMNAV-U HKMINF-P HKMVIS-6 HKMBEM-L HKMORG-M HKMONT-S HKMPOL-P HKMMED-F HKMPRO-Y Mass communication theory HCMMERJ: Media research Media management, policy and regulation Mass communication theory Media management, policy and regulation International communication and political communication Advanced research project International communication and political communication Mass communication theory Advanced project research HCMMERJ HCMMERJ HCMMERJ HCMMERJ HCMMERJ HCMMERJ HCMMERJ HCMMERJ HCMMERJ

4 2 With specialisation in Organisational Communication HCMICOU: Integrated communication and the organisation HCMOCRL: Organisational communication research HCMOCTN: Organisational communication theory HCMMOAM: Marketing communication, advertising and public relations : Advanced research project Transitional arrangements: Column A: Modules from the old curriculum HKMTHE-E HKMNAV-U HKMINF-P HKMVIS-6 HKMBEM-L HKMORG-M HKMONT-S HKMPOL-P HKMMED-F HKMPRO-Y Modules passed Any one of the modules in Column A Any two of the modules in Column A Any three of the modules in Column A Any four of the modules in Column A Modules to be taken HCMICOU HCMOCRL HCMOCTN HCMMOAM HCMICOU And any two of HCMOCRL HCMOCTN HCMMOAM HCMOCTN HCMMOAM HCMOCTN Or HCMMOAM 3 With specialisation in Telecommunications and Information Policy HCMTIPG: HCMRMTN: HCMICT3: HCMITR6: : The application of theories of information and telecommunications policy to real life situations Research methodology for telecommunications and information policy studies The analysis of information communication technology (ICT) trends in developing countries Assessing information and telecommunications regulations and trends Advanced research project NB: The Postgraduate Diploma in Telecommunications and Information Policy is no longer offered in Students who registered for this qualification before 2008 will be allowed to complete their studies according to the transitional arrangements provided below. Prospective students are advised to register for the BA Honours in Communication with Specialisation in Telecommunications and Information Policy.

5 Transitional arrangements: Current NDTEL modules which are not completed NDTEL1V: International Communication: technology and policy NDTEL2W: Telecommunications: development and policy NDTEL3X: Telecommunications: regulation and management NDTEL4Y: Telecommunications: society and culture Equivalent module from the BA Honours Communication with Specialisation in Telecommunications and Information Policy which need to be registered for HCMTIPG: The application of theories of Information and telecommunications policy to real life situations HCMICT3: The analysis of information communication technology (ICT) trends in developing countries HCMITR6: Assessing information and telecommunications regulations and trends HCMRMTN: Research methodology for telecommunications and information policy studies 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, if you qualify, 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 in order to be admitted to the examination. 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. Even if you are fortunate enough to be able to study fulltime, we strongly suggest that you do not apply to register for five modules in one 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 self-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.

6 4 CONTENTS OF THE COURSE 4.1 BA HONOURS 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: Module 2: Module 3: Module 4: Module 5: Mass communication theory () Media research (HCMMERJ) Media management, policy and regulation () International communication and political communication () Advanced research project () 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 and the Internet should have daily access to media such as newspapers, television, radio, film, and video MODULE 1: MASS COMMUNICATION THEORY () 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. MASS COMMUNICATION THEORY Theme 01: Developments in mass communication theory

7 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 Afrocentric 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. The assignment based on this theme ends with a research proposal for a qualitative content analysis, which students will apply in practice in module 02 (media research), Theme 01. Students who specialise in film studies in module 01 would be accommodated with an alternative research application in module 02. 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). The assignment based on this theme ends with a research proposal, which students apply in practice in module 02 (media research), theme 04 as a pilot study of audience research with the objective to test inter-coder reliability. Students who specialise in film studies in module 01 would be accommodated with an alternative research application in module 02.

8 OR FILM STUDIES Theme07: 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. The assignment based on this theme ends with a research proposal for a qualitative content analysis, which students will apply in practice in module 02 (media research), theme 01. 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 discuss how films are social and political products and how films relate to politics, policies (such as apartheid) and events (such as 11 September 2001). Different political and social issues and their importance in film through the decades will be discussed and further illustrated with a case study of the Vietnam War and its portrayal in films. The assignment will ask of the students to critically discuss a film according to the political/social content/commentary in that film. MODULE 2: MEDIA RESEARCH (HCMMERJ) Students 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. Students 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.

9 Theme 01: Media semiotics 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. Students are required to undertake a qualitative content analysis of the visual media selected and research issue demarcated, for which a research proposal was compiled in theme 05, module 01. The completion of theme 05, module 01 (mass communication theory) is therefore a prerequisite for this theme. Students who specialise in film studies in module 01 would be accommodated with an alternative research application in this module. Theme 02: Survey 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 the student s 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. Theme 03: Qualitative research An analysis 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. Theme 04: Measuring visual literacy As an amplification and practical application of module 01, theme 06, conducting semi-structured interviews is combined with both aided-recall and unaided-recall techniques of specific media audiences. This pilot study of audience research is conducted with the objective to test inter-coder reliability as an example of measuring visual literacy. The completion of theme 06, module 01 (mass communication theory) is therefore a prerequisite for this theme. Students who specialise in film studies in module 01 would be accommodated with an alternative research application in this module. Theme 05: Ethics and mass media research Based on different theoretical perspectives a critical assessment is undertaken of the implications of ethics when conducting mass media research. The assessment is based on one of the following methodologies: historical research, content analysis, survey research, field research and/or experimental research. Critical questions are also 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 (HCNNPRB) 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

10 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

11 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 () Students again have two options, namely a choice between international communication and 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 Discourses 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

12 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

13 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 () 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.

14 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 BA HONOURS 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 (HCMICOU) Module 3: Organisational communication theory (HCMOCTN) Module 4: Marketing communication, advertising and public relations (HCMMOAM) Module 5: Advanced research project () MODULE 1: INTEGRATED COMMUNICATION AND THE ORGANISATION (HCMICOU) 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.

15 MODULE 2: ORGANISATIONAL COMMUNICATION RESEARCH (HCMOCRL) 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 traditions, social science theories, critical, functionalist and interpretevist research methodology, reliability and validity and the research process. 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. Theme 03: Applied research In the third theme some of the typical applications of research in the context of organisational communication are addressed. MODULE 3: ORGANISATIONAL COMMUNICATION THEORY (HCMOCTN) 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: Intraorganisational communication This theme addresses one of the most important focus areas of organisational communication - communication within the organisation. In this theme intraorganisational communication is conceptualised. Specific views of intraorganisational communication are explored: the transmissional view the psychological view the interactional view the transactional view Critical concepts for understanding intraorganisational communication are also explored: bureaucratic and humanistic intraorganisational communication practices in the organisation

16 the relationship between organisational culture and intraorganisational communication with specific emphasis upon - schools of thought regarding organisational culture - types and value dimensions of organisational culture - the relationship between bureaucratic and humanistic - intraorganisational 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 postmodern 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 electrovisual housejournals and electronic newsletters. Specific aspects of the relationship between IT/computer mediated communication technologies and management communication that are addressed are: the impact of electrovisual 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 intraorganisational and management communication practices are explored. MODULE 4: MARKETING COMMUNICATION, ADVERTISING AND PUBLIC RELATIONS (HCMMOAM) 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 The nature and benefits of integrated marketing, the elements of the marketing communication mix

17 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

18 explored. MODULE 5: ADVANCED RESEARCH PROJECT () Refer to 4.1: MODULE 5: ADVANCED RESEARCH PROJECT () 4.3 BA HONOURS COMMUNICATION WITH SPECIALISATION IN TELECOMMUNICATION AND INFORMATION POLICY The course is designed for students who would like to gain an understanding of telecommunications and information policy. The course relates to international telecommunications developments and policy issues and covers telecommunications policy case studies from the developed and developing countries. Students are not only given theoretical solutions to information and communication technology (ICT) policy issues, but are also provided with practical examples relating to telecommunications developments and technology applications in several countries. The overall objective of the BA honours degree, with specialisation in Telecommunications and Information Policy, is to provide students with the necessary theoretical and analytical skills to evaluate and develop telecommunications policy in this era of technological convergence. This honours course comprises five modules. Each module is subdivided into several themes. Module 1: Module 2: Module 3: Module 4: Module 5: Theories applicable to telecommunications and information policy (HCMTIPG) Research methodology for telecommunications and information policy studies (HCMRMTN) Information and communication technology trends in developing countries (HCMICT3) Telecommunications and information regulations and trends (HCMITR6) Advanced research project () MODULE 1: THEORIES APPLICABLE TO TELECOMMUNICATIONS AND INFORMATION POLICY (HCMTIPG) This module seeks to provide students with a wide perspective of theories applicable to telecommunications and information policy studies. The module incorporates theories of the information society, globalisation, policy formulation, international relations, institutions and development. The module also seeks to prepare students to conduct systematic analyses of relevant issues and developments in the ICT sector. MODULE 2: RESEARCH METHODOLOGY FOR TELECOMMUNICATIONS AND INFORMATION POLICY STUDIES (HCMRMTN) This module addresses research techniques and methods, as well as practical applications relevant to conducting research with regard to the theoretical assumptions and approaches studied in modules 1 and 3. In addition, this module serves as preparation for writing a research proposal, to be applied to the research project in module 5. Specific topics addressed in the module include a discussion of the concepts in social science research, survey research, qualitative interviewing, and case study research, comparative approaches to conducting research, quantitative content analysis, quantitative data analysis and ethics in mass media research. Students registering for this module will gain advanced knowledge, research skills, and applied competence in research methodology applicable to the field of telecommunications and information policy studies. The module consequently does not focus only on theoretical knowledge of research methodology and techniques. Students will also be required to conduct small-scale research studies of their own employing the methodologies and techniques taught in the module, to analyse the results and to draw appropriate conclusions.

19 MODULE 3: INFORMATION AND COMMUNICATION TECHNOLOGY TRENDS IN DEVELOPING COUNTRIES (HCMICT3) This module addresses ICT regulatory aspects of convergence, ICT usage and applications, ICT policy issues, including universal service and access, convergence, pricing and other consumer issues, and telecommunication information technology usage. The module also explores ICT case studies from developing countries, especially those in southern Africa, and the issue of managing scarce resources in the ICT sector, especially in telecommunications and broadcasting. MODULE 4: TELECOMMUNICATIONS AND INFORMATION REGULATIONS AND TRENDS (HCMITR6) This module seeks to provide students with a wide perspective of regulations and trends applicable to information and telecommunications. The module focuses on telecommunications regulation principles, and their application to related emerging issues, including competition, privatisation, liberalisation, interconnection, and technology systems. The module also seeks to prepare students to interpret and evaluate economic regulation in the ICT sector. MODULE 5: ADVANCED RESEARCH PROJECT () The theoretical knowledge gained in module 2 is applied in this module. A research proposal in the telecommunications and information policy field of study should be formulated and this module takes students through the steps of conducting a research project until the research project is complete. Students also acquire basic statistical data analysis techniques and learn how to implement other aspects of the research design for both quantitative and qualitative research. Refer also to 4.1: MODULE 5: ADVANCED RESEARCH PROJECT () NOTE: Students enrolling for this course will need to conduct an enormous amount of research work. Students are therefore advised against registering for many modules they should only register for the number of modules that they will be able to manage in one year.