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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of the application of mass communication 
SAQA US ID UNIT STANDARD TITLE
336020  Demonstrate an understanding of the application of mass communication 
ORIGINATOR
Task Team - Public Relations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Public Relations 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This Unit Standard is intended for learners across a multitude of sectors, but was specifically developed for the Public Relations sector. The learner credited with this Unit Standard is able to define mass communication and mass media and then to compare the two in the context of Public Relations. Learners will also be able to outline mass media as channels of communication in the context of Public Relations mass media plan and then to draft a schedule to meet the needs of the organisation and stakeholders.

Learners credited with this unit standard will be able to:
  • Explain mass communication.
  • Analyse channels of mass communication.
  • Illustrate the application of mass communication channels. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner has the following knowledge and skills:
  • Communication at NQF Level 4. 

  • UNIT STANDARD RANGE 
    The term mass media refers to press, radio, television, film, and magazines, and encompasses print, graphic, electronic, computer, and telecommunications, in the following contexts: public, private and community. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Explain mass communication. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Mass communication and mass media are compared using international standards. 

    ASSESSMENT CRITERION 2 
    The characteristics of the mass media are analysed in order to determine their relevance in a particular context. 

    ASSESSMENT CRITERION 3 
    An explanation is given of the models of mass communication in terms of their use and impact on organisations. 
    ASSESSMENT CRITERION RANGE 
    Models of mass communication refer to Laswell Model, Shannon Weaver Model, Osgood and Schramm Model, Gerbner's Model and Maletzke's Model.
     

    SPECIFIC OUTCOME 2 
    Analyse channels of mass communication. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The mass media as channels of communication are described in a particular context. 

    ASSESSMENT CRITERION 2 
    The advantages and disadvantages are analysed of each of the mass media channel. 

    ASSESSMENT CRITERION 3 
    The selection of mass media is analysed with regards to the appropriateness of the media to the communication objectives and stakeholders. 

    SPECIFIC OUTCOME 3 
    Illustrate the application of mass communication channels. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A stakeholder map is drafted in terms of organisational circumstances. 

    ASSESSMENT CRITERION 2 
    The needs of the organisation and the identified stakeholders are analysed in order to identify which mass communication channel/s meet/s their particular need. 

    ASSESSMENT CRITERION 3 
    A mass media plan and schedule is drafted to meet the needs of the organisation and the stakeholders. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this Unit Standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA, or an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Anyone assessing a learner against this Unit Standard must be registered as an assessor with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this Unit Standard or assessing this Unit Standard must be accredited as a provider with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    N/A 

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made when:
  • Analysing channels of mass communication.
  • Illustrating the application of mass communication channels. 

  • UNIT STANDARD CCFO WORKING 
    Working effectively with others as a member of a team, group, organisation, and community during:
  • The analysis of the channels of mass communication.
  • The illustration of the application of mass communication channels. 

  • UNIT STANDARD CCFO ORGANISING 
    Organising and managing oneself and one's activities responsibly and effectively when:
  • Analysing channels of mass communication.
  • Illustrating the application of mass communication channels. 

  • UNIT STANDARD CCFO COLLECTING 
    Collecting, analysing, organising and critically evaluating information to better understand and explain:
  • Mass communication. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion when:
  • Analysing channels of mass communication.
  • Illustrating the application of mass communication channels. 

  • UNIT STANDARD CCFO SCIENCE 
    Using science and technology effectively and critically, showing responsibility towards the environment and health of others when:
  • Analysing channels of mass communication.
  • Illustrating the application of mass communication channels. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation when:
  • Illustrating the application of mass communication channels. 

  • UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  73129   National Diploma: Public Relations Practice  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.