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PAP721S - PROPAGANDA AND PERSUASION - 12ND OPP - JANUARY 2024 |
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:nA m I B IIA u n I V E Rs I TY
OF SCIEnCE Ano TECHnOLOiGY
FACULTYOFCOMMERCEH, UMANSCIENCEAND EDUCATION
DEPARTMENT OF COMMUNICATION AND LANGUAGES
QUALIFICATION: BACHELOROF COMMUNICATION
QUALIFICATION CODE: 07BCMM
LEVEL: 7
COURSE CODE: PAP721S
COURSE: PROPAGANDA AND PERSUASION
SESSION: JANUARY, 2024
DURATION: TWO HOURS
PAPER: {PAPER 1)
MARKS: 100
SECOND OPPORTUNITY/SUPPLEMENTARY EXAMINATION QUESTION PAPER
EXAMINER
DR C PEEL
MODERATOR MR. I. HAMATA
INSTRUCTIONS
1.
Answer TWO questions only.
2.
Read all the questions carefully before answering them.
3.
Indicate whether you are a FT, PT, or DE student.
THIS EXAMINATION QUESTION PAPER CONSISTS OF _S_PAGES {Including this front page)
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Question 1
(PAP)
50 marks
Using your own examples, explain and illustrate the functions of the following theories
of persuasion:
(a) Social Judgement theory ......................................................................5. .5 marks
(b) Cognitive Dissonance ............................................................................5..5 marks
(c) Inoculation Theory .................................................................................5..5 marks
(d) Balance Theory ......................................................................................5...5 marks
(e) Congruity Theory ....................................................................................5..5 marks
(f) Source Credibility Theory .......................................................................5.5 marks
(g) Reinforcement Theory ...........................................................................5..5 marks
(h) Attribution Theory ..................................................................................5..5 marks
(i) Information Manipulation Theory ........................................................5. .5 marks
Question 2
50 marks
Carefully critique and analyse the mid-1980s war-time speech to SWAPO combatants in
Lusaka by President Sam Nujoma (Appendix 1, attached), identifying where and how he
used Personal Authority, Name Calling, Glittering Generalities, Card Stacking, and
information manipulation in describing the status of the liberation struggle. Order your
answer as follows:
(a) Description of the speech context .........................................................5. marks
(b) Personal authority used to mould behaviour of the audience ...........5 marks
(c) Evidence and description of Name Calling ............................................5 marks
(d) Evidence and description of Glittering Generalities ..............................5 marks
(e) Evidence and description of Card Stacking ............................................5. marks
(f) Evidence and description of information manipulation .......................5 marks
(g) Summary critique of the speech's strengths and weaknesses ...........10 marks
(h) Summary critique of the application of psychological warfare ...........10 marks
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Question 3
50 marks
Give an evaluation of the aims of the five types of advertising, stating in each case the
audience that is targeted.
(a) Evaluation of aims
(5x5marks = 25marks).
(b) Identification of target audience in each case (5x5 marks= 25 marks)
Question 4
50 marks
With the use of appropriate historical and contemporary examples, evaluate the intent
and effectiveness of the following forms of psychological warfare:
(a) Learned helplessness ..........................................................................................1..0 marks
(b) Demoralise ...........................................................................................................1..0. marks
(c) Discreditation/Self-destruction .........................................................................1..0 marks
(d) Information manipulation ..................................................................................1..0 marks
(e) Public diplomacy ...................................................................................................1..0 marks
Question 5
50 marks
Examine and argue for the accuracy of Herman and Chomsky's 'Propaganda Model',
particularly in its analysis of how ideological and communicative power connect with
economic, political and social power to influence media products ..Explore and explain
the consequent effects of these interactive influences upon media output.
End of examination question paper
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Total: 100 marks
Appendix 1 follows/. ..
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Appendix 1
WAR-TIME SPEECH TO SWAPO EXILES AND COMBATANTS BY PRESIDENT SAM
NUJOMA, PRESIDENT AND COMMANDER IN CHIEF OF SWAPO
(The contents of this speech were transcribed from a video recording of the speech,
available online at https://www.youtube.com/watch?v=OQw6S9gY8sl&t=34s)
[...]
"Justus Garoeb is a money monger. He is known, even in the newspapers there [in
Windhoek], that he squandered billions of rands, built a house which he carpeted with
very expensive material, and the Boers tried to cover this up by carpeting also the houses
of others. But the fact is that this man is a money monger. He is prepared to sell Namibia,
and the whole of Namibia, just because of the handout of money he gets from the Boers.
"Other participants in this deceptive exercise are Dirk Mudge, the so-called former Prime
Minister; of course he has never been a Prime Minister but he was being referred to as the
Prime Minister of the OTA government, as well as (leaders of) the so-called 11 ethnic
groupings, as well as other traitors.
"As we learn that this so-called multi-party conference will be developed into so-called
interim government in Namibia., money has been already deposited in their accounts by
the South African government, in order that this so-called interim government will of
course draw up a constitution, so-called constitution, and later on they will have a
programme with the support of the Boers. Of course this is a creation of the Boers in
reality. And the Boer intended to release some of the members of SWAPO who are on
Robben Island in prison, like Cde Toivo ja Toivo and others, so that this would give a
credibility to that reactionary, opportunist participants in this so-called multi-party
conference. Of course, this is a re-cultivation of OTA in a different form.
"Therefore I want you to watch the developments of this deceptive exercise and make sure
that, those of you who are scholars, you will note, when the time comes, who betrayed
the cause of the liberation of Namibia, and who stood firm and fought for the
emancipation of Namibia and its people. It is very, very significant for you to note about
the development that is taking place in our country now.
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"However SW APO is vigilant. SW APO is vigilant. If we fought for the last 17 years, we have
the vigour and stamina to fight for another 17 years, double that, even 50 years, even 100
years. Some of us will be happy to die in the struggle but to make sure we build a strong
foundation upon which a white man will be smashed, a fascists will be slashed to pieces,
and the genuine freedom and independence comes.
"We know the Boers are armed to the teeth. It's even said the Americans have given them
technical know-how to produce the atomic bombs. But in any people's war, it is not the
armament that is the decisive factor ...lt is the people's willingness to make sacrifices, and
of course to use the correct guerrilla warfare scientifically to smash the enemy ... Of course,
the fight will end up in the defeat of the Boers. They are only in a position to postpone the
day of reckoning, the day of their defeat. It will come, and it is moving rapidly particularly
in Namibia because I am the chief in command and I know what I am talking about.
"Namibia is our God-given country. We have no other one except Namibia, and we have
to be there. Those who are trying to stand in our way to freedom, it's obvious we will
smash them to pieces. Whether Botha, Reagan want it or not, Namibia shall be free. We
will seize it from the hands of the Boers.
[...]
"Therefore comrades, in this difficult struggle, we must console ourselves, we must
maintain unity of purpose and action, we must remain vigilant, and disciplined too ...
Therefore unity is the sharp weapon. Unity is the sharp weapon, next to a gun. Even if you
have a gun, you have no morale - like those puppets. The Boers have trained thousands
of puppets, including mercenaries. But even they admit the fact that one SWAPO
combatant is worth 100 South African soldiers. It is true. Because he or she has the _right
morale. And she knows she is fighting for a right cause. And those ones, puppets, they are
bribed with money. They are fighting for money. They are selling the country for money.
How do you sell a country for money? A country is for the people. It's there to stay. In fact
Namibia does not belong to us alone. Namibia belongs to the African continent. It belongs
to Zambia. It belongs t~ Angola, inasmuch as Zambia belongs to us!
(End of speech. Sections of the speech have been condensed.)
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