UNIVERSITY OF THE FREE STATE
BLOEMFONTEIN & QWAQWA CAMPUS
COMM 2724
DEPARTMENT: COMMUNICATION SCIENCE
Case Study Assignment #3
ASSESSORS: Prof D Breshears and Ms Duduzile Dlamini
MARKS: 30
Purpose: This assignment is the last of three that will contribute towards your final project in
the module. In the first and second assignments, you applied meta-ethical theories and legal
stipulations to determine the (un)ethical media behaviour in your chosen case study. In this
assignment you will conduct an analysis on the SAME case study in terms of normative
variables.
Your Analysis
Similar to the first two assignments, you are to write a short essay in which you analyse the
case study, but this time using normative ethics (codes of conduct) as the ethical lens.
I. Introduction (1 paragraph) –
In this section, you DO NOT need to provide a summary of the background of the
ethical situation like you did in the first assignment. Instead, briefly mention the case
study you are working with and write a paragraph that introduces this essay and the
arguments you will make.
II. Body (1-2 pages)- Normative Variables
In this section you will analyse the conduct of the media professionals in your case
study and evaluate it in terms of the normative ethics of the appropriate field (e.g.,
Press Code for print journalist, etc.). Here you will discuss the specific duties and
expectations of the media professional(s) as they are articulated in the relevant codes
under which the professional(s) operate(s). In this section, you must refer to 3 policies
and/or codes that were violated and/or upheld by the professionals in the case study
to argue whether you believe the conduct of the case study to be ethical.
You can find The Press Code of Ethics and Conduct for South African Print and
Online Media here: https://presscouncil.org.za/ContentPage?code=PRESSCODE
You can find the code of conduct for Broadcasts (television) here:
https://bccsa.co.za/wp-content/uploads/2015/12/BCCSA_Broadcasting_Code_NEW.p
df
You can find the code of conduct for Advertising here:
https://www.arb.org.za/assets/section-ii-general-principles-v2021.1.pdf
III. Conclusion (1/2 page)
In this section you will conclude your essay, making closing thoughts and
summarizing the main points of your analysis (i.e., whether or not the professional
conduct was ethical from a normative standpoint).
Format of the assignment:
Your assignment must be submitted on Blackboard as a typed document.
Clearly indicate the title as well as your Student number at the beginning of the paper.
Write roughly 2-3 pages (size 12 font), 1.5 Spacing
Your essay should have an introduction, body and a conclusion
You have to write in full sentences and in paragraphs.
You need to include a reference list, using Harvard style referencing, for the sources you
used for the first assignment. You do NOT need to cite your references for the theories or
course concepts. You only need to cite the 3-5 sources you used to provide background
on your chosen case study. I am asking you to re-submit the reference list in order for you to
correct any mistakes from the first two assignments. If you did not make any mistakes in the
previous assignment, simply add the same reference list to this one.
Direct copying from the slides, textbook, or articles will be penalised. You will submit your
assignments through Turnitin. You do not need to worry about Similarity “hits” that are
linked to your headings or reference list. Instances of direct copying will result in a
significant reduction in your mark. You will have multiple submission opportunities to allow
you to check your similarity score prior to your final submission. AI generated work will
automatically result in a zero for the assignment.
NB: This is an individual assignment. Students caught copying each other’s work or
submitting work that is not their own will receive a zero.
Rubric –
The following rubric will be used to mark your assignment.
Unacceptable Below Average Above Excellent Marks
average average awarded
Essay structure, Writing 0-2 3-4 5-6 7-8 9-10
style, and Referencing
Introduction and 0-2 3-4 5-6 7-8 9-10
Conclusion
Analysis of Normative 0-2 3-4 5-6 7-8 9-10
Variables
/30
