Communication

Communication Research

COM306D

Assignment 01

Task 5.13

Julie Scott

Student number: 7530056

Assignment Number 01

Task 5.13

Date: 5 August 2011

Declaration:

I, the undersigned, hereby declare that this is my own and personal work, except where the work (s) or publications of others have been acknowledged by means of reference techniques.

I have read and understood Tutorial Letter CMNALLE/301/2001 regarding technical and presentation requirements, referencing techniques and plagiarism.

Name: Julie Scott

Student number: 7530056

Date: 5 August 2011

Witness: Wayne Scott

Table of Contents

1. INTRODUCTION 4

2. MAIN RESEARCH ISSUE 4

2.1 Issue investigated deals with communication and meets criteria of relevancy, researchability, feasibility and ethical acceptability.............. 4

3. EXTENT OF THE ISSUE..................................................................................... 5

4. POPULATION 5

5. FOUR ASSUMPTIONS AND FOUR SUB-ISSUES 6

6. GOAL AND OBJECTIVES 7

7. FOUR RESEARCH QUESTIONS 7

8. THEORETICAL APPROACH 8

9. RESEARCH DESIGN 9

10. CONCLUSION 11

11. SELF EVALUATION AND SELF REFLECTION 11

SOURCES CONSULTED 12

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1. introduction

Task 5.13 requires the student to conduct a pilot uses and gratifications study to determine why people in a designated neighbourhood read their community newspaper.

2. main research issue

A qualitative analysis and exploration to determine which uses and gratifications are experienced by readers of community newspapers: a cross sectional survey of readers of the Northglen News, a community newspaper targeted at readers living in the north of Durban.

2.1 Issue investigated deals with communication and meets criteria of relevancy, researchability, feasibility and ethical acceptability

The research problem relates to whether the content of the community newspaper is relevant to the needs of the target group. Why they choose...