Bachelor of Arts in Communication Studies
Communication Studies and Language - Communication Studies
Purpose and Rationale
Bachelor of Arts in Communication
Purpose:
The Bachelor of Arts in Communication is designed to provide learners with in-depth knowledge of communication to be applied in the contexts of a decolonising Africa and its communication industries. The qualification prepares learners for the changing landscape of communication through the incorporation of universal principles, quality academic and career-focused learning, theory, and research opportunities.
The program fosters a creative, critical, problem-posing approach to communication by embracing multiple perspectives, historical development, and various manifestations of communication. Graduates will develop analytical, interpretative, and argumentative skills, empowering them to critique received knowledge, formulate coherent positions, and understand the relationship between communication and society.
In the digital age, learners will engage with emerging technologies and apply them in the analysis and application of communication. They will utilize digital practices to represent experiences, integrate multi-modalities, and adapt to changing media environments.
Upon completing the qualification, learners will have enhanced competencies and capabilities relevant to the digital age, preparing them for employment and further studies in communication disciplines.
Rationale:
The qualification meets the growing need for economic growth, sustainability, educational research, and the evolving demands of the technology-enabled world. Learners will be equipped for various roles within the communication industry, which has been transformed by technological advancements.
The program aims to develop skill sets necessary in the digital age, ensuring sustainable career paths, meeting stakeholder needs, and fulfilling societal roles. It promotes creativity, innovation, scholarly development, and lifelong learning.
By addressing issues such as the African decolonised perspective of communication, disciplinary integration, convergence, globalisation, and technological disruption, the qualification offers learners enhanced knowledge and skills. It emphasizes an Africanised and decolonial nature of the discipline within a global context, enabling graduates to function effectively across diverse settings.
Outcomes
- Demonstrate a sound theoretical knowledge of the discipline of Communication and critique the knowledge of the discipline.
- Demonstrate the ability to analyse multiple perspectives of communication in its personal, community, corporate, institutional, political, and professional manifestations.
- Apply a range of existing and emerging technologies in the analysis and application of communication.
- Demonstrate the ability to identify and solve communication problems in the community, corporate, institutional, political, and professional manifestations.
- Formulate coherent positions on the relationship between communication and its social structures, justice, ethics, and the moral sphere.
- Apply an African and decolonial perspective in the analysis and critique of communication in local, regional, and global contexts.
- Demonstrate the ability to develop applied communication and research skills in multiple communication and multi-cultural contexts.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
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Use of Vocabulary and Critical Perspectives:
- Discuss, analyse, and challenge power and knowledge systems from multiple perspectives.
- Analyse and reflect on the relationship between texts and critical theory.
- Reflect critically to improve communication in evolving circumstances.
Associated Assessment Criteria for Exit Level Outcome 2:
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Knowledge of Communication Industries:
- Discuss communication industries with sound knowledge.
- Analyse texts and demonstrate an applied understanding of technological specificity and construction.
- Consider historical, social, cultural, and political contexts of texts.
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Critical Theoretical Perspectives:
- Discuss the impact of theoretical perspectives on communication in various contexts.
- Apply subdisciplines of communication theories effectively.
Associated Assessment Criteria for Exit Level Outcome 3:
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Use of Technologies:
- Select appropriate technologies to interact with target audience strategically.
- Recognise variables for effective communication.
- Write creatively and analytically in different formats.
Associated Assessment Criteria for Exit Level Outcome 4:
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Interpersonal Group Relations:
- Develop and maintain group relations within organisations.
- Use symbols to create and maintain organizational images.
- Critically analyse media operations and consumption by audiences.
Associated Assessment Criteria for Exit Level Outcome 5:
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Communication and Ethics:
- Discuss the relationship between communication, ethics, leadership, and collaboration.
- Develop ethical positions in communication.
- Apply self-reflexivity and ethical conduct in communication.
Associated Assessment Criteria for Exit Level Outcome 6:
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Epistemological Contestation:
- Apply global perspectives to communication.
- Evaluate frameworks from marginalized spaces in communication.
- Analyse oppositional consciousness in communication.
Associated Assessment Criteria for Exit Level Outcome 7:
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Alternative Critical Theories:
- Apply critical theories in diverse communication contexts.
- Conduct original research and analyse texts using appropriate methodologies.
- Critique research models and manage sources of information effectively.
Integrated Assessment:
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Formative and Summative Assessments:
- Assessments aligned with NQF level descriptors.
- Real-life world experiences as assessment basis.
- Weighted assignments contributing to final marks.
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Formative Assessment:
- Minimum of two weighted assignments per module.
- Includes online activities, portfolios, and case studies.
- Provides feedback for improvement and support.
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Summative Assessment:
- Culminates in examinations or developmental portfolios.
- Pass mark of 50% from both formative and summative assessments.
- Supplementary examination opportunity with sub-minimum of 40%.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- SAQA Source
- More Information
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