2ND EDITION
Introduction to
Communication Studies
Student Workbook - Chapter 12
Chapter 12
So you want to work in the field of
Communication?
Now that you have completed an overview of some of the career possibilities in
communication, test your knowledge about these fields by answering the following
questions:
Multiple choice questions
Read the following statements and complete them by choosing the correct
option from those presented.
1. Public speaking is important to me because ...
a. I need to clearly articulate what I want to say
b. to be able to make good choices before and in election times
c. I need it as a vehicle in my practice as communication practitioner
d. a and c
e. all the above
f. none of the above
2. Which of the following are the responsibilities of a political negotiator?
a. establishing trust
b. opening the channels of communication
c. being partial in the negotiations
d. all of the above
e. a and c
f. none of the above.
3. Corporate communication flows only in one direction.
a. True
b. False
4. Information provided to ensure the efficient operation of the organisation is called the
regulatory function of communication.
a. True
b. False
5. Organisational communication also applies to institutions like churches and academic
organisations.
a. True
b. False
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CHAPTER 12: So you want to work in the field of communication?
6. Advertising fulfils the following functions:
a. it provides information about new products
b. it allows a business to market its products/services
c. it lowers the cost of selling
d. it allows misinformation as paid propaganda
e. a and c
f. all of the above
7. Through health communication, the aim is to:
a. prevent diseases
b. enhance quality of life
c. creation of health policies
d. assist in health practice efficiency
e. all of the above
f. a and c
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Introduction to Communication Studies for Southern African Students
Short questions
Provide brief answers to the following questions:
1. Name the basic types of talks that apply to the field of public speaking.
2. Indicate the planning steps that you will write down when you have to prepare a speech
on ‘the importance of tourism in South Africa’.
3. Explain why persuasion is important in political communication.
4. What is the difference between political and sociological propaganda?
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CHAPTER 12: So you want to work in the field of communication?
5. What is the difference between communication networks and communication hierarchies
in an organisation?
6. Communication between people from different ethnic groups is called ______________.
7. The relationship between communication and culture is ________________.
8. When communicating over cultures it is important to remember that communication is
laws governed/rules governed. (Choose the correct term).
9. In an intercultural situation a person’s ____________ identity and his communication style
should be taken into consideration.
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Introduction to Communication Studies for Southern African Students
10.
Distinguish between high-context and low-context cultures.
11.
In what types of work will you make use of intercultural communication?
12.What is the main focus of a PR officer?
13.What is the role of Development Support Communication (DSC) in Development
communication?
14.What do you understand under ‘edutainment’ in a developmental context?
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CHAPTER 12: So you want to work in the field of communication?
15.Why do we communicate in health communication with empathy?
16.Why does a ‘one size fits all’ approach not work in health communication?
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Introduction to Communication Studies for Southern African Students
Short assignments
Assignment 1
You have to complete the following list by adding at least eight examples of types of
corporate communication that have not yet been listed.
1. newsletters
2. face-to-face meetings
3. agendas and minutes
4. notice boards
5. .............................................................................................
6. .............................................................................................
7. .............................................................................................
8. .............................................................................................
9. .............................................................................................
10..............................................................................................
11..............................................................................................
12..............................................................................................
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CHAPTER 12: So you want to work in the field of communication?
Assignment 2
Indicate which of the elements listed in Table B would be suitable for the aims of health
communication listed in Table A. (One media channel can function effectively for different
aims)
Table A
Functions
Diagnosis
Media Channels
Counselling
Education
Table B
Media Channels
Internet, face to face meetings, billboards, pamphlets, social media, RV, radio, road shows,
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Introduction to Communication Studies for Southern African Students
Long Assignments
1. You are a member of the Student Communication committee and you have to address an
assembly of Grade 12 learners at an Open Day about the various specialisation areas in
communication and career opportunities in the field.
a. You have to plan and write out the speech you are going to deliver.
b. Deliver the speech to your class mates and have them evaluate the speech according to
the guidelines given in this chapter.
c. After feedback from your class mates, incorporate their advice (if applicable) and
rewrite the speech. This rewritten speech is the final product of this assignment.
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CHAPTER 12: So you want to work in the field of communication?
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Introduction to Communication Studies for Southern African Students
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CHAPTER 12: So you want to work in the field of communication?
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Introduction to Communication Studies for Southern African Students
2. It has been often said in this chapter that various areas of communication specialisation
overlap. Now, compare the specialisation areas discussed in this chapter concerning their
commonalities and their differences.
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CHAPTER 12: So you want to work in the field of communication?
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Introduction to Communication Studies for Southern African Students
3. ‘Health communication is in its roots also development communication.’ Discuss this
statement and indicate whether you agree or not. Give reasons for your viewpoints and
support with applicable examples.
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CHAPTER 12: So you want to work in the field of communication?
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Introduction to Communication Studies for Southern African Students
Activities
Activity 1
Compile a portfolio of examples of the various types of communication specialisation
discussed in this chapter.
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CHAPTER 12: So you want to work in the field of communication?
Case studies
Case study 1
You are a very involved person in your community and politically active. Your community
lacks proper services at the local clinic for older people and babies. You now have to do the
following:
1. Approach this subject from a public speaking perspective and write a speech in which
you inform the community of the advantages that better clinic services will yield for the
community.
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Introduction to Communication Studies for Southern African Students
2. Approach this subject from a political communication perspective and report on the
speech made in number 1 above.
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CHAPTER 12: So you want to work in the field of communication?
3. Approach it from a development communication perspective and indicate how you will
use development support communication (DSC) when a sponsor has come to the front
and offered to supply the necessary funds for the changes at the clinic.
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Introduction to Communication Studies for Southern African Students
4. Approach this subject from a health communication perspective and indicate how you will
educate and inform the community on the advantages of an improved clinic service for
the elderly and babies.
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CHAPTER 12: So you want to work in the field of communication?
Case study 2
You work for a company that is manufacturing spare parts for heavy duty vehicles. A
recent report has occurred in the local press where the company you work for is accused of
dumping toxic material at the local dumping grounds.
1. Approach the subject from the perspective of the PR officer who has to communicate
externally to the press and general public and internally to the stakeholders and
employees of the company.
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Introduction to Communication Studies for Southern African Students
2. Approach the subject from the viewpoint of a reporter who is a citizen in the community.
What would you take into consideration when reporting on the matter?
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CHAPTER 12: So you want to work in the field of communication?
3. Approach this subject from an advertising perspective. What would you consider and use
as slogan for the product (spare parts) to be advertised?
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Introduction to Communication Studies for Southern African Students
4. If this company is run by foreigners, how will you use intercultural communication to
bring about a change in their policy regarding waste disposal?
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CHAPTER 12: So you want to work in the field of communication?
Personal application
1. Choose a field of communication specialisation that you are interested in.
2. List the three most important requirements for a person to succeed in the chosen are of
communication specialisation (use the textbook and/or additional sources)
3. Now list your five main capabilities/skills in relation to the requirements stated in 2 above.
4. Do you meet the requirements: (mark with an x)
Totally
Half-way
Somewhat, less than half-way
Not at all
5. Is this chosen field the ‘right’ one for you? If not, repeat the previous four questions with
another field of communication specialisation.
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