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PAP721S - PROPAGANDA AND PERSUASION - 1ST OPP - NOV 2024 |
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n A m I B EA U' n I V E R s I TY
OF SCIEnCE Ano TECHntOLOGY
FACULTYOF COMMERCEH, UMANSCIENCEAND EDUCATION
DEPARTMENT OF COMMUNICATION AND LANGUAGES
QUALIFICATION: BACHELOR OF COMMUNICATION
QUALIFICATION CODE: 07BCMM
LEVEL: 7
COURSE CODE: PAP721S
COURSE: PROPAGANDA AND PERSUASION
SESSION: NOVEMBER, 2024
DURATION: THREE HOURS
PAPER: {PAPER 1)
MARKS: 100
EXAMINER
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
DR C PEEL
MODERATOR MR. I. HAMATA
INSTRUCTIONS
1.
Answer THREE questions, and kindly note that QUESTION 1 is compulsory.
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 _7 PAGES (Including this front page)
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Question 1
(Compulsory)
50 marks
(a) Since World War II, most wars have seen the creation of radio, TV, and now web
content designed to discredit and hurt the morale of the opposition. Design a strategy for
information warfare on behalf of the Palestinian people in their war against Israel, using
the tools and strategies that you have learned, and show how you achieve the following
objectives:
(i) Perception management ......................................................................................6...marks
(ii) Public diplomacy/Private diplomacy ..................................................................6.. marks
(iii) PSYOPS(Psychological warfare) ........................................................................6...marks
(iv) Education .............................................................................................................6...m. arks
(b) Identify and explain two desired effects of psychological warfare that you have
not used in your answers to sub-question (a) above .....................(2x6 marks) ...12 marks
(c) Explain how Public diplomacy is used to build trust in an institution like
the European Union..................................................................................................14 marks
Question 2
25 marks
Carefully critique and analyse the mid-1970s war-time speech to SWAPO combatants in
Lusaka by President Sam Nujoma {Appendix 1), identifying where and how he used
Bandwagon, Name Calling, Glittering Generalities, Testimonials, and Card Stacking in
describing the status of the liberation struggle. Order your answer as follows:
(a) Evidence and description of Bandwagon ...........................................................5.. marks
(b) Evidence and description of Testimonials ..........................................................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
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Question 3
25 marks
With the use of Leon Festinger's Cognitive Dissonance Theory, explain the contrasting
influences that might persuade women in abusive relationships to abandon or stay in
those relationships.
a) Explanation of cognitive dissonance theory .....................................................5. marks
b) Conflict between attitude and behaviour .........................................................5. marks
c) Reducing dissonance ...........................................................................................5.. marks
d) Summary reflection on the cognitive dissonance in abusive relationships 10 marks
Total .........................................................................................................................2..5. marks
Question 4
25 marks
Apply the source credibility theory to demonstrate how, as an entrepreneur, you would
communicate persuasively to potential buyers. The answer MUST engage with the
following elements:
a) Summary and application of the theory .............................................................5. marks
b) Trustworthiness ....................................................................................................4...marks
c) Competence ...........................................................................................................4...marks
d) Attraction ................................................................................................................4...marks
e) Expertise ..................................................................................................................4...marks
f) Gender .......................................................................................................................4...marks
Question 5
25 marks
Address how a lecturer might infer a student's persuasive argument for not submitting
an assignment on time, using the Attribution Theory. Order your answer as follows:
a) Internal, dispositional attribution ......................................................................6.. marks
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b) External, situational attribution .........................................................................6...marks
c) Analysis of the theory and identification of the seminal scholar .....................8 marks
d) Statement distinguishing internal from external attribution ...........................5 marks
End of Examination Question Paper
Total: 100 marks
Appendix1/ ...
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Appendix 1
SAM NUJOMASPEECH
Justus Garoeb ...is a money-monger. He is known even in the newspapers there in
Windhoek that he squandered millions of dollars, built a house which he carpeted with
expensive material ...He is prepared to sell Namibia, and the whole of Namibia, just
because of the handouts of money he gets from the Boers. Other participants in this
deceptive exercise are Dirk Mudge, so-called 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, and 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 a so-called interim
government in Namibia. Money has already been deposited in their account 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 ...The Boers intended
to release some of the members of SWAPO who are currently on Robben Island prison, like
Comrade Toivo ya Toivo, and others, so that this would give credibility to the reactionary,
opportunist participants in this so-called multi-party conference.
Of course, this is a recultivation of OTA in a different form. Therefore, I want you to watch
the development of this deceptive exercise, and make sure that those of you who are
scholars, you write when the time comes, about 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 significant for you to take note of the events taking place in our country
now.
However, SWAPO is vigilant. SWAPO 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 a
hundred years. Some of us would 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 fascist will be
smashed to pieces, and genuine freedom and independence will be achieved.
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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. In a people's war it is the people's willingness to
make sacrifices and to use of course the correct guerilla warfare scientifically in order to
smash the enemy. The Boers cannot fire the atomic bomb in Windhoek. They will kill
themselves. Atomic bomb contains also poisonous radio action. They will die themselves
there! They will die! They cannotfire the atomic bomb in Johannesburg. We willfight there
in Johannesburg. We will fight there in Windhoek.
Of course, the fight will end up in the defeat of the Boers. They are only in a position to
postpone the day of the reckoning, the day of their defeat. It will come, and it's 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 on our way to freedom, it's obvious
that we will smash them to pieces. We will smash them to pieces! Whether {South African
President) Botha or {US President) Reagan want it or not, Namibia shall be free! We will
seize it from the hands of the Boers! And Reagan is not in a position to send troops - we
know he sent mercenaries and weapons to the Boers. But, those weapons are fired by
human beings. The more the Boers are remaining in Namibia every day, PLAN will kill two,
maim five, and per year there will definitely be more Boers killed.
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! And
we must have respect among ourselves. A nation without respect among its rank and file
will never be able to stand on its own feet, let alone fighting a fascist regime like that of
Botha and defeat it. Therefore, unity here is the sharp weapon. Unity is the sharp weapon
next to a gun. Even if you have a gun, but you have no morale - like those puppets! The
Boers have trained thousands of puppets including mercenaries. But even they admit to
the fact that one SWAPO combatant is worth 100 South African soldiers. It is true. Because
he or she has the morale, and she knows that she is fighting for a right cause while those
puppets are bribed with money. They are fighting for money. They are selling the country
for money. How do you sell a country for money?
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A country is for the people. It is there to stay. In fact, Namibia doesn't even belong to us
alone. Namibia belongs to the African continent. It belongs to Zambia, it belongs to
Angola, it belongs to Algeria, inasmuch as Zambia belongs to us!
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