UNISA Communication Science Course Module 2021 – 2022
Communication Science for BA (for BA Degree, BBA Degree and BA (Human and Social Studies)
Major combinations:
NQF Level: 5: COM1501, COM1502
NQF Level: 6: COM2601, COM2602, COM2603, COM2604, TEX2601, RSC2601
NQF Level: 7: COM3701, COM3702, COM3703, COM3706 and ONE of COM3704, COM3705, COM3708, COM3707
Communication Science for BA (for BSW and BA (Health Sciences and Social Services) (with specialisation in Welfare Science)
Major combinations:
NQF Level: 5: COM1501, COM1502
NQF Level: 6: any THREE of COM2601, COM2602, COM2603, COM2604,
NQF Level: 7: COM3701, COM3702, COM3703, COM3706 and ONE of COM3704, COM3705, COM3708, COM3707
Communication Science for BA Communication Science
Major combinations:
NQF Level: 5: COM1501, COM1502, EUP1501 and TWO of ENG1501, ENN1504 & AFK1502
NQF Level: 6: COM2601, COM2602, COM2603, COM2604, CML1501, TEX2601, RSC2601
NQF Level: 7: COM3701, COM3702, COM3703, COM3704, COM3705, COM3706, COM3708, COM3707, TEX3701
| Fundamentals of Communication – COM1501 |
| Under Graduate Degree,Diploma |
Semester module |
NQF level: 5 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To introduce students to the basic principles of communication and to create an awareness of the skills and competencies needed to communicate effectively. |
| New Media Technology – COM3704 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To introduce students to new media technologies, such as the Internet, and to enable them to analyse the social, cultural, political and regulatory consequences of information and communication technology. |
| Communication Science for Public Relations I – COP1501 |
| Diploma,Under Graduate Degree |
Year module |
NQF level: 5 |
Credits: 16 |
| Module presented in English |
|
| Purpose: Defining communication; the communication process; communication forms; communication models; interpersonal communication: inter subjectivity; communication conduciveness and stumbling blocks; verbal and non-verbal code systems; listening, communication theory, communication by objectives, practical application. |
| International Communication – COM3705 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
Module presented online |
| Purpose: The purpose of this module is to equip learners with theoretical and applied knowledge regarding the development and current state and impact of international communication; the role of international communication in globalisation and concomitant formation of personal, social and cultural identities; theoretical perspectives on the international flow of information with specific reference to various forms of international information flows such as international news, radio, television and film flows, flows via internet platforms and human forms of international flow; theoretical perspectives and applied knowledge regarding the impact of international communication such as the dawn of the Information Society, the digital divide, the role of international communication in development, changing journalistic practises, international advertising and public relations, as well as the impact for local, national and world politics. Specific attention is given to the implications for Africa and, more specifically, Sub-Saharan Africa and South Africa. |
| Media Studies for Public Relations I – MDS181Z |
| Under Graduate Degree,Diploma |
Year module |
NQF level: 5 |
Credits: 17 |
| Module presented in English |
|
| Purpose: Ethical considerations, gathering news, newspapers, magazines, feature writing, radio, television, house journals. |
| Communication Research – COM3706 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Pre-requisite: RSC2601 or RSC201H |
|
| Purpose: To provide students with knowledge of the techniques of communication research, how to plan and execute research, how to report research findings, and how to research advertising, mass-media audiences, media efficiency and organisational and development communication. |
| Public Relations I – PRO131V |
| Baccalareus Technologiae Degree,Diploma |
Year module |
NQF level: 5 |
Credits: 17 |
| Module presented in English |
|
| Purpose: The nature of Public Relations; historical origins; ethics; role of PR in the organisation; the public relations practitioner; public relations resources and their applications; introduction to the public relations process; practical work/assignments/case studies. |
| Political and Government Communication and Media Ethics – COM3707 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Purpose: Firstly, students will be able to demonstrate an understanding of the theoretical knowledge of political communication; and secondly, that students will be able to apply this knowledge in practice. This module also enables students to demonstrate an understanding of ethics and to apply ethical behaviour in order to improve the quality of media products. |
| Communication Contexts and Applications – COM1502 |
| Under Graduate Degree,Diploma |
Semester module |
NQF level: 6 |
Credits: 12 |
| Module presented in English |
|
| Purpose: Interpersonal communication, Communication in small groups, Public speaking, Mass communication, specialisation areas in communication studies. |
| Advertising and Public Relations – COM3708 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To enable students to understand either the field of advertising or public relations within the different contexts in which they are practised and to apply their knowledge through the integrated communication campaign. |
| Organisational Communication – COM2601 |
| Under Graduate Degree,Diploma |
Semester module |
NQF level: 6 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To enable students to acquire knowledge of organisational communication theory and research, and to enable students to apply these theories and research for the effective use, assessment and planning of communication in and between organisations. |
| Communication Science for Public Relations III – COP3701 |
| Under Graduate Degree,Diploma |
Year module |
NQF level: 7 |
Credits: 30 |
| Module presented in English |
|
| Pre-requisite: COS241Z or COP2601 |
|
| Purpose: Organisational communication, small group communication, intercultural communication, media choice, learnership and management, practical application. |
| Integrated Organisational Communication – COM2602 |
| Under Graduate Degree,Diploma |
Semester module |
NQF level: 6 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To equip students with theoretical knowledge of integrated organisational communication and practical skills to promote the use of an integrated approach to organisational communication. |
| Public Relations III – PRO371Q |
| Diploma |
Year module |
NQF level: 7 |
Credits: 30 |
| Module presented in English |
|
| Pre-requisite: PRO251X |
|
| Purpose: Some problem areas for PR: sociological perspective and socioeconomic implications for PR in South Africa; Public Relations and the mass communication media; corporate advertising; advanced case studies and practical applications |
| Intercultural, Development and Health Communication – COM2603 |
| Under Graduate Degree,Diploma |
Semester module |
NQF level: 6 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To enable students to acquire knowledge of the theories and research in the fields of intercultural, developmental and health communication, and to enable students to apply this knowledge in the development of a multicultural society. |
| Mass Communication Theory – COM4801 |
| Honours |
|
NQF level: 8 |
Credits: 24 |
| Module presented in English |
Module presented online |
| Purpose: In this module students can either specialise in mass communication theory or in film studies. The main purpose of the module is to provide you with knowledge and insight into recent developments in the field of mass communication theory and in the case of film studies, film theory. Such knowledge is indispensable for asking the right kind of research questions and approaching a research problem and for understanding the nature and functioning of media institutions, media content, media production and media audiences. Theme 01: Developments in mass communication theory. For this theme, students are expected to design a research proposal on a topic in the field of the media as an institution, or media content, or media audiences, or media production. A list of research topics is provided in the tutorial letter, but students are welcome to choose an own topic. The research proposal should stand proof of the student’s knowledge of media theory related to the research topic. |
| Media Studies: Mass Communication and Media Theory – COM2604 |
| Under Graduate Degree |
Semester module |
NQF level: 6 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To educate students in the critical analysis of the relationship between the media and democracy, the functions, effects and power of the media in society, the media as public sphere and media culture. |
| Media Research – COM4802 |
| Honours |
|
NQF level: 8 |
Credits: 12 |
| Module presented in English |
Module presented online |
| Purpose: You will be required to recognise and interpret the role of media studies in everyday, social life by demonstrating a comprehensive, coherent, and critical understanding of the theory, research methodologies, and techniques relevant to media studies. Complex, multi-dimensional issues related to media studies are therefore identified in real-life scenarios. An integral part of this module is the rigorous review and debate regarding ethics in media research in order to provide unbiased and balanced perspectives on ethical problems within the framework of the different data-collection techniques and methods in the context of media studies. You will therefore be required to demonstrate comprehensive and specialised academic knowledge; to demonstrate the application of research skills and techniques; and reporting on the latter in selected areas of media studies as specified in the themes below. The syllabus for this module was planned with two teaching aims in mind: To enable you to apply several media research methods (together with requirements such as the formulation of research problems, hypotheses or research questions, sampling, data collection, principles of measurement, data analysis, and the formulation of findings and conclusions); To function as a “service” module for Module 05 (Advanced Research Report) and to provide you with the research methods which you could apply in your areas of interest (such as ethics and media research; visual communication; print media and journalism; radio and television studies and/or film studies). |
| Communication Science for Public Relations II – COP2601 |
| Under Graduate Degree,Diploma |
Year module |
NQF level: 6 |
Credits: 12 |
| Module presented in English |
|
| Pre-requisite: COP1501 or COS121X |
|
| Purpose: Mass communication; mass communication institutions; study of the media; persuasive communication, practical application. |
| Media Management, Policy and Regulation – COM4803 |
| Honours |
|
NQF level: 8 |
Credits: 24 |
| Module presented in English |
Module presented online |
| Purpose: The purpose of this module is for students to gain knowledge and skills regarding management of the electronic media and an understanding of the regulation of the media and formulation and analysis of media policy. |
| Media Studies for Public Relations II – MDS291R |
| Under Graduate Degree,Diploma |
Year module |
NQF level: 6 |
Credits: 17 |
| Module presented in English |
|
| Pre-requisite: MDS181Z |
|
| Purpose: Editing and design (theory and practice), photography (theory and practice), advanced writing, audio-visual production, and introduction to desktop publishing. |
| International Communication and Political Communication – COM4804 |
| Honours |
|
NQF level: 8 |
Credits: 24 |
| Module presented in English |
Module presented online |
| Purpose: Students have a choice between international communication or political communication. INTERNATIONAL COMMUNICATION: Theme 01: International Communication as a field of study deals with the phenomenon of international communication in our current world. Theme 02: Globalisation and international communication deals with globalisation in various domains and the role of communication therein. Theme 03: Theories and discourses on the international flow of information deals with discourses on the free flow of information and theories employed in research on international communication. Theme 04: Theories of the information society deals with definitions of and discourses on the information society as well as discourses on the information-have’s and the information-have-not’s. Theme 05: International communication and development deals with both positive and negative viewpoints on the role of information and communication technologies (ICTs) in development as well as the practical application of ICTs in development projects. Theme 06: Global media and journalism deals with international communication and global information flows related to the news, radio, film, television and book industries as well as changing journalism practises due to the current nature of international communication. POLITICAL COMMUNICATION: The purpose of this module is for students to gain advanced knowledge, critical skills, and applied competence in theories and discourses related to the phenomenon of political communication. Theme 07: Public sphere. Habermas’ concept of the public sphere; public sphere and democracy; internet and the public sphere. Theme 08: Persuasion, rhetoric, language and political communication. Aristotle’s concept of rhetoric and persuasion; structure of political argument; analyses of political rhetoric and communication; the role of language in politics; language as a form of political action; the use of language by politicians and mass media to construct the political spectacle. Theme 09: Political communication and the media. Different forms of political media; how politics works in democratic society; a study of the agents of the media; an application of the different forms of media in political context; the management of political parties and how they manage the media. Theme 10: Public opinion: philosophy of public opinion; the relationship between public opinion and the public sphere; study of pressure groups. |
| Public Relations Practice – PREPRAC |
| Diploma |
Year module |
NQF level: 6 |
Credits: 60 |
| Module presented in English |
|
| Pre-requisite: PRO251X |
|
| Purpose: The main objective of this component is to (practically) apply the theoretical knowledge obtained during the coursework for the National Diploma in Public Relations Management in a work-based context. |
| Integrated Communication and the Organisation – COM4805 |
| Honours |
|
NQF level: 8 |
Credits: 24 |
| Module presented in English |
Module presented online |
| Purpose: Those who complete this module have insight into the position of communication in the organisation, the benefits of integrating the communication of organisations, and the means to integrate such communication. Qualified students can differentiate between the dominant fields within the discipline of organisational communication, identify the relationships between these fields, identify the roles of these fields in organisational outcomes, and identify the dominant fields’ contribution to the efficiency and effectiveness of organizational processes. They can provide arguments in substantiation of communication integration, demonstrate an understanding of the strategic role of communication in the organisation, and cultivate the ability to look beyond and across traditional field and disciplinary boundaries for solutions. They can select and apply methods of communication integration that are appropriate to specific organisational contexts. |
| Public Relations II – PRO251X |
| Diploma |
Year module |
NQF level: 6 |
Credits: 17 |
| Module presented in English |
|
| Pre-requisite: PRO131V |
|
| Purpose: Planning of the PR programme; public relations research and evaluation; different PR organisations; financing the PR programme; the budget; PR in practice; promoting South Africa overseas; case studies and practical applications. |
| Organisational Communication Research – COM4806 |
| Honours |
|
NQF level: 8 |
Credits: 12 |
| Module presented in English |
Module presented online |
| Purpose: To enable students to apply appropriate research methods to different types of organisational communication research problems; To function as a “service” module for Module 05 and to provide students with the research methods which they could apply in their areas of interest (such as corporate brand awareness, corporate communication campaign effectiveness, strategic communication objective attainment, etcetera). To this end you will use this module to develop their field of interest for Module 05. The syllabus for this module comprises two themes: Theme 01: The foundations of social science research: The first theme establishes the foundations of research in the social sciences. Following the introduction to the topic a number of specific aspects are addressed. These include research paradigms in the scientific research like positivism, interpretavism and constructionism. A further focus of the theme is on the systematic nature of research by means of a discussion on ontology, epistemology and methodology. Theme 02: Research methodologies: The second theme focuses on research methodology in depth. The individual methodologies that are explored include qualitative observation and self-report methodologies, survey research, experimental research, action research and literature searches. |
| Marketing Communication – COM3701 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To enable students to acquire knowledge of the theories and research related to the communicative aspects of marketing, and to enable students to apply this theory and research in marketing campaigns. |
| Organisational Communication Theory – COM4807 |
| Honours |
|
NQF level: 8 |
Credits: 24 |
| Module presented in English |
Module presented online |
| Purpose: Theme 01: The organisation and its environments introduce students to concepts related to the systemic nature of organisations and environments. Theme 02: Perspectives of communication in the organisation addresses the functionalist, interpretivist and critical perspectives. Theme 03: Traditions in the study of communication in the organisation explores the concept organisational communication tradition with specific attention to positional, relational and cultural traditions. Theme 04: Intra-organisational communication focuses on organisational communication in terms of the transmissional, psychological, interactional and transactional views. Theme 05: Management communication explores the field of management communication in terms of the classical, human relations, post-modern and knowledge-enabling paradigms, including differences between management, transformational and transcendental leadership styles/communication. Theme 06: IT/computer mediated communication conceptualises IT/computer mediated communication and its interactive nature and relationship to organisational communication. |
| Media Studies: Institutions, Theories and Issues – COM3702 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To provide students with knowledge of media institutions, functionalist and critical media theories, and media issues, such as freedom of the press, media and race relations, stereotyping, media and violence etc., and to enable them to research topics such as media institutional practices, ownership, regulation, censorship, media and democratisation, and the power and functions of the media. |
| Marketing Communication, Advertising and Public Relations – COM4808 |
| Honours |
|
NQF level: 8 |
Credits: 24 |
| Module presented in English |
Module presented online |
| Purpose: Theme 01: The traditional and online marketing context, marketing approaches and marketing management addresses traditional and online marketing. Theme 02: Integrated marketing communication (IMC) and the IMC programme pays attention to the steps of the marketing programme. Theme 03: Traditional and online public relations in context, theory and function and marketing public relations (MPR) introduces public relations theoretically. Theme 04: Public relations media and campaigns: an integrated perspective pays attention to the steps of the public relations campaign. Theme 05: Traditional and online advertising theory, research and the integrated campaign introduces traditional and online advertising. Theme 06: The integrated communication campaign addresses the advertising campaign. Theme 07: The online audience addresses the characteristics of the online audience. Theme 08: Web based commercial communication addresses web based commercial communication. |
| Communication in Business Contexts – CBC1501 |
| Under Graduate Degree |
Semester module |
NQF level: 5 |
Credits: 12 |
| Module presented in English |
|
| Purpose: Students credited with this module will be aware that communication forms an integral part of the role of the accounting practitioner within business contexts. Students are sensitised to the variables influencing communication situations in the accounting environment and know how to respond appropriately. This module serves as a response to a recent initiative of the South African Institute of Chartered Accountants (SAICA) that expressed the need for communication training of prospective accounting professionals. Successful completion of this module does not qualify students to be communication professionals or perfect English language users, but will provide a basis for further self-development of these competencies by creating an awareness of the need for it. |
| Media Studies: Content, Audiences and Production – COM3703 |
| Under Graduate Degree |
Semester module |
NQF level: 7 |
Credits: 12 |
| Module presented in English |
|
| Purpose: To enable students to acquire knowledge of the theories of and skills to analyse media texts, genres, audiences and the effects of the media as well as the ways in which media texts are produced. |
| Advanced Research Report – COM4809 |
| Honours |
|
NQF level: 8 |
Credits: 36 |
| Module presented in English |
Module presented online |
| Purpose: For this module there is no formal examination but students must submit a research project, which will be examined internally and externally. Details about the extent and carrying out of the project are given in the first tutorial letter for this module. There is thus no formal examination. The purpose of the themes below is to guide students systematically through the research for and production of the project. Theme 01: Research and the research problem: This theme introduces students to research in which they need to identify a communication-related problem suitable for independent research. By the end of this theme students should be able to describe the context of their problem and submit a correctly formulated research problem together with the associated sub problems, research questions, assumptions on which the study is based, limitations to the study as well as working definitions of any concepts found in the statements of the problem. The extent and goal of the resultant research also needs to be set out and motivated. Theme 02: Finding and using information: By the end of this theme, students will need to complete a literature review based on the problem identified in theme 1. In order to do this they will need to gather information on their research problem and will need to practice the various techniques for data storage. They will also be required to distinguish between primary and secondary sources. In the literature review students will need to demonstrate their skills in constructing an argument, critically analyse related texts, and to identify and describe the theoretical approach(es) to be used. Students need to indicate if their argument is inductive or deductive in nature. Theme 03: Research design and methods: Here the student needs to determine the approach to be used, that is qualitative and/or quantitative. Within this context, the method used to gather data needs to be described by referring to the population, drawing of samples gathering of data and establishing of reliability and validity. Having done this, the student needs to begin gathering the actual data required to resolve the problem stated in theme 1. Theme 04: Findings and conclusions: By the end of theme 4, students should be able to describe what they found in the data they collected, present statistics in the forms of a chart and/or graph and to draw conclusions from their findings and resolve their research problem. They should also finalise their list of sources consulted using the Harvard method and present a draft of their research report prior to examination. |