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COMMUNICATION SCIENCE

Communication Science
Major combinations for BA General, BBA and BA (Human and Social Studies)
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
Major combinations for BA Communication Science
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

New Media Technology - COM3704
Under Graduate Degree Semester module NQF level: 7 Credits: 12
Module presented in English
Purpose: The purpose of the module is to equip learners with (i) a theoretical knowledge of the meaning and nature of new media technology as mass communication, (ii) critical attitudes and skills to analyse theories explaining the role of new media in the public sphere and business and the impact of new media on culture and language, (ii) skills to use new media for interpersonal communication, knowledge management and bridging the digital and information divides, (iii) skills to formulate and analyse information and communication technology (ICT) policy at national and global level, and use new media for the purposes of product marketing, electronic government (e-government) and community development.
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.
Communication Research - COM3706
Under Graduate Degree Semester module NQF level: 7 Credits: 12
Module presented in English
Pre-requisite: RSC2601
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.
Political and Government Communication and Media Ethics - COM3707
Under Graduate Degree Semester module NQF level: 7 Credits: 12
Module presented in English
Purpose: Qualifying students will have (i) a theoretical knowledge of the nature of politics as political communication and (ii) critical attitudes and skills to analyse theories related to the relationship between the politics and the media, politics and society, politics and culture, and politics and power; AND Qualifying students will have (i) a theoretical knowledge of the nature of the production processes in various media, (ii) critical attitudes and skills to construct and analyse these process in terms of the relationship between the media, society and culture, and (iii) the necessary theoretical knowledge and practical skills to evaluate and solve ethical dilemmas in the media industry.
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.
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.
Communication in Business Contexts - CBC1501
Under Graduate Degree Semester module NQF level: 5 Credits: 12
Module presented in English Module presented online
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 contemporary 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 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).
Fundamentals of Communication - COM1501
Diploma,Under Graduate Degree 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.
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. Once this module has been completed students should have: . a theoretical knowledge of the nature of management in the media or policy and regulation of the media . the critical attitudes and skills to analyse and evaluate media management or policy and media regulation .an understanding of the various concepts associated with media policy, and associated professionalism in the media, including media ethics.
Communication Contexts and Applications - COM1502
Under Graduate Degree,Diploma Semester module NQF level: 5 Credits: 12
Module presented in English
Purpose: Interpersonal communication, Communication in small groups, Public speaking, Mass communication, specialisation areas in communication studies.
International Communication and Political Communication - COM4804
Honours NQF level: 8 Credits: 24
Module presented in English Module presented online
Purpose: Once this module has been completed, qualifying students will be equipped with critical knowledge, theories, issues, practices, research practices of international and political communication within the local (South African) and international (African and the diaspora) contexts. Qualifying students will have: (1) Specialised academic knowledge of interrelated disciplines of international communication and political communication as fields of studies. (2) Critical skills to interrogate theories, practices and research practices of international communication and political communication. (3) The understanding debates of international communication and political communication.
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.
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.
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.
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.
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.
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: 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.
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.
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.
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.
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.
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.