SEMESTER 02
ASSIGNMENT 04
ESSAY QUESTION
Due date:
Unique assignment number:
Total marks:
Contribution to semester mark:
•
04 September 2023
790635
100
50%
Mark allocation for Assignment 04
Essay
Self-assessment and self-reflection
Technical presentation
85%
5%
10%
ASSIGNMENT TOPIC
REQUIRED READING
In-order-to complete this assignment, you need to study the following:
•
the relevant chapters in the prescribed book: chapter 2: Politics, democracy and
the media, chapter 4: The political media, and Chapter 7: Party Political
Communication II: Political public relations.
•
the relevant study units in the study guide: Study Unit 2: Politics, democracy
and the media, Study Unit 4: The political media, and Study Unit 7: Party
Political Communication II: Political public relations.
HOWEVER, do try and read through the entire book and study guide to get a holistic
view of the field and to glean any other information that might assist you to attempt
this essay.
Guidelines
•
Research
Begin by reading the relevant chapters in your prescribed book and study guide. Make
notes that are relevant to the question. Read the newspapers and watch the news to
find relevant examples to illustrate your theoretical discussion.
Please structure your essay as follows (very broadly) and use this as a guideline for
your TABLE OF CONTENTS.
1 INTRODUCTION
(5)
Begin writing your assignment. Start the essay by writing an introduction. In your
introduction, you must outline the structure of your answer and identify the theme of
your answer. The introduction should be a paragraph of approximately eight sentences
and not more than half a page.
1|Page
2 THEORETICAL DISCUSSION: POLITICS, DEMOCRACY AND MEDIA
(30)
To answer this question, you need to study the relevant chapter in the prescribed book,
Chapter 2: Politics, democracy and the media, and Chapter 4: The political media.
2.1 Discuss five (5) functions of the communication media in ‘ideal-type’ democratic
societies.
(5)
2.2 With practical examples, discuss the following shortcomings of the political
structures and the media environment:
•
The failure of education
•
The absence of choice
•
Capitalism and power
•
The manufacture of consent
•
The limitation of objectivity
(10)
2.3 In an essay of not more than 200 words, discuss the role of the media towards
democracy.
(6)
2.4 Identify and explain three (3) categories of politics and media production.
(9)
3 THEORETICAL DISCUSSION: POLITICAL ADVERTISING
(35)
To answer this question, you need to study the relevant chapter in the prescribed book,
Chapter 7: Party Political Communication II: Political public relations.
3.1 South Africa is set to go for its 6th democratic election in 2024. Political parties are
busy planning their rallies (political advertising) to petition voters to vote for them.
Based on the above statement, you are required to write a critical essay on political
advertising.
Your discussion should include the following:
•
A definition, overview, and a critical discussion of political advertising.
(5)
•
Discussion of the concepts of image management and its importance.
(10)
•
Outline an argument against political advertising, motivate with examples. (10)
•
Present an argument on political advertising, motivate with examples.
2|Page
(10)
3.2 Case study
(10)
Identify any political advertisement from your country of residence.
3.2.1 You should give a detailed discussion on the advertisement including its
description, its content and the political party it represents (Attach the advertisement
as evidence).
content and the political party it represents.
3.2.2 Provide your interpretation of the political advertisement.
3.2.3 Argue why you believe the selected advertisement is a “political advertisement”.
YOU NEED TO DO EXTRA RESEARCH FOR THIS TOPIC to find your own
examples.
Remember to source all your examples in-text and in your SOURCES
CONSULTED.
5 CONCLUSION
(5)
Present a summary of your main findings or discussion as a conclusion to the answer.
The conclusion should be a paragraph of approximately eight sentences and not more
than half a page. It should mirror your introduction but be in the past tense. Do not
introduce any new information here.
As this assignment consists of essay-type questions, please ensure that it complies
with the departmental requirements for the technical presentation of assignments.
Read Tutorial Letter CMNALLE/301 for detailed information in this regard. Also, please
read and take cognisance of the section on plagiarism.
TOTAL
(85)
TECHNICAL PRESENTATION
(10)
SELF-ASSESSMENT AND SELF-REFLECTION
(5)
Answer the following questions in full sentences. Each question is worth one mark.
1
2
3
4
5
What have you learnt (what knowledge have you gained) by doing the
assignment task?
What skills, abilities and orientations (attitudes and values) have you
accomplished?
Which strengths could you apply in your future life and work environment?
Which shortcomings do you need to address in future?
To what extent have you achieved the learning outcomes formulated for each
study unit? (List the learning outcomes which you have achieved for the
selected assignment. No marks are awarded if these are not listed.)
3|Page
ASSIGNMENT TOTAL
[100]
Please note:
The correct compilation and sequence of Assignment 04 are: cover page, declaration
of own work submitted, table of contents, introduction, body of assignment
(assignment question answers), conclusion, self-assessment and self-reflection
question answers, and the list of sources consulted.
TECHNICAL PRESENTATION
[10]
Please refer to Tutorial Letter CMNALLE/301 for detailed information about the
technical presentation of assignments. The technical presentation criteria applicable
to Assignment 04 are the following:
•
The assignment must contain a personal declaration of own work
submitted.
•
The table of contents must correspond with the numbering, headings and subheadings in the assignment. Correct page numbers must be supplied.
•
An overall assignment introduction must be included; wherein clear
reference is made to what will be discussed in the assignment. This could
consist of a short description of the assignment questions (without writing down
the actual questions), as well as of the self-assessment and self-reflection
questions. The introduction should not be longer than one paragraph.
•
An overall assignment conclusion must be included, wherein a short
summary is given about what has been discussed in the assignment. Do not
introduce any new information here, just summarise what has been done. The
conclusion should not be longer than one paragraph.
•
All sources consulted must be cited in the list of SOURCES CONSULTED,
including tutorial letters, the study guide and the prescribed book.
4|Page