 |
PCC811S - PUBLIC COMMUNICATION - 2ND OPP - JULY 2025 |
|
|
1 Page 1 |
▲back to top |
n Aim I B mA u n I VIE RS ITV
OF SCIEnCE Ario TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF COMMUNICATION AND LANGUAGES
QUALIFICATION: BACHELOR OF COMMUNICATION
QUALIFICATION CODE: 08BCMH
LEVEL: 8
COURSE CODE: PCC8115
COURSE: PUBLIC COMMUNICATION
SESSION: JUNE/JULY, 2025 .
DURATION: THREE HOURS
PAPER: (THEORY)
MARKS: 100
SUPPLEMENTARY/SECOND-OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER
DR C PEEL
MODERATOR MS. E.M. BROWN
INSTRUCTIONS
1.Answer ONE question from Section A, and TWO QUESTIONS from Section 8.
2.Read all the questions carefully before answering them.
3. Indicate whether you are a FT, PT or DE student.
4. Please write legibly.
THIS EXAMINATION QUESTION PAPER CONSISTS OF _3_PAGES (Including this front page)
1
|
|
2 Page 2 |
▲back to top |
SECTION A:
Section A consists of one compulsory question. ALL CANDIDATES MUST ATTEMPT THIS
QUESTION. You may NOT substitute this question with a question of your choice.
Question 1
50 marks
Evaluate Yuval Harari's {2024) argument that the power of information and its
technologies are not necessarily serving humans well. Debate or support Harari's claims
based on your own experience, and use the following points to structure your answer:
(a) Detailed presentation of Harari's argument ........................................ = 10 marks
{b) Your critique of Harari's argument ........................................................ = 10 marks
(c) "New technologies like Al that have the potential to escape our control and
enslave or annihilate us..." {Harari, 2024:xi, Nexus, Fern Press)..........= 10 marks
(d) "We are on the verge of ecological collapse" - What did Harari mean by saying
this? .............................................................................................................. = 10 marks
(e) Summarise and critique "the naYveview of information" discussed by
Harari .......................................................................................................... = 10 marks
SECTION B: ANSWER TWO QUESTIONS ONLY
Question 2
25 marks
(a) Identify and contrast two messages you have encountered that represent differences
between the naYve and more complete historical views of information, and explain
how
more
content
does
not
necessarily
mean
better
engagement .......................................................................................................... (14 marks).
(b) Discuss the merits or demerits of the following statement that "unchecked Al
advancement could culminate in a large-scale loss of life ...and the marginalisation
or even extinction of humanity" {Harari, 2024:xxi) ....................................... (11 marks).
Question 3
25 marks
(a) Discuss, with relevant examples, the benefits of using statistics in your public
communication ................................................................................................. {4x2 = 8 marks)
(b) Account for the importance of evidence in justifying the truthfulness of your
messages, giving relevant examples ........................................................................ {8 marks)
(c) Why do you think there is less trust in the media across the world today? {4 marks)
(d) What might media practitioners do to reduce this deficit in trust? ................. {5 marks)
2
|
|
3 Page 3 |
▲back to top |
Question 4
25 marks
List and explain how enduring traits of media practice (incumbency) help practitioners
survive the changes brought about by digitalisation.
Question 5
25 marks
Discuss the possible opportunities and limitations that might face an opposition party that
is trying to promote its policies in each of the following types of media platforms:
1. Community radio station .................................................................................8. marks
2. Public media in Namibia ...................................................................................9. marks
3. State media ........................................................................................................8.. marks
End of examination question paper
Total: 100 marks
3