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PCC811S - PUBLIC COMMUNICATION - 1ST OPP - JUNE 2022 |
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nAm I BI A un IVE RSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCES,AND EDUCATION
DEPARTMENT OF COMMUNICATION
QUALIFICATION : BACHELOR OF COMMUNICATION HONOURS
QUALIFICATION CODE: 08BACOH
LEVEL: 8
COURSE CODE: PCC8115
COURSE NAME:
PUBLIC COMMUNICATION
SESSION: JUNE 2022
TIME: 2 HOURS
PAPER: (PAPER 1)
MARKS: 50
EXAMINER
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
DR. C. PEEL
MODERATOR: Ms EMILY BROWN
INSTRUCTIONS
1. This paper has five questions in total. Answer TWO questions.
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 _3_ PAGES (Including this front page)
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Question 1
(PCC}
25 marks
Critically analyse the strengths and weaknesses ofthe following statement: There is no
separation of the public sphere and public communication in modern times because of
technological evolution. The two are intertwined in their facilitation of communication
to the public.
(a) Definitions of public sphere and public communication, and whether or not they
are distinct, in your opinion ....................................................................................(10 marks]
(b) What merits support the above statement, and what might be its
weaknesses? ...................................................................................................
(10 marks]
(c) A strong concluding statement or summary ................................................. [5 marks]
Question 2
25 marks
Discuss the sensitivities associated with audience analysis in view of society and,
therefore, audiences becoming increasingly multicultural. Give examples you are
aware of that illustrate how and why cultural sensitivity is essential for public
communicators.
(a) Define multiculturism and multicultural audiences ....................................5 marks
{b) Give an outline of two sensitivities associated with multicultural audience analysis,
and state why they are important ................................................................ 10 marks
(c) Illustrate answers to both (a) and (b) with coherent examples .................10 marks
Question 3
25 marks
According to Ngugi wa Thiongo (1998, p.13), language is an essential link in "the
relations people enter into with one another in the labour process". In the context of
public and interpersonal communication competence in the workplace, show how this
statement is true in respect of the following:
(a) Communication effectiveness at work .........................................................7.5 marks
(b) Communication appropriateness at work ....................................................7.5 marks
(c) Distinguishing communication effectiveness from appropriateness in the context of
interpersonal communication competence at work ..................................10 marks
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Question 4
25 marks
Analyse and evaluate the statement that "The concept of the public sphere and the
idea of public communication only become meaningful when a medium exists for
interaction".
(a) Definition and analysis of statement.. ..............................................................1. 0 marks
(b) How Habermas originally conceived of the public sphere ..............................10 marks
(c) Explain the extent to which social media constitutes a public sphere ...........5 marks
Question 5
25 marks
Discuss whether or not you would consider NBC-TV as fitting the description of a
legitimate public sphere as a place which is not controlled, politically or economically.
In your discussion, give at least two reasons to support your view.
End of examination
Total: 50 marks
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