COMMU 1120 Exam Preparation and Question Breakdown

Exam Preparation and General Instructions

  • Closed Book Examination: No written materials (notes, articles) are allowed. No electronic aids (phones, computers) are permitted.

  • Permitted Items: Only a pen is allowed. Answers must be written with a pen.

  • Draft Paper: Can be requested from the tutor upon request. Bringing your own paper is not allowed. Draft paper will be shredded and not factored into the mark.

  • Marking Criteria:

    • 2-point questions (most questions):

      • 11 point: Appropriate answer requiring further clarity and/or specificity.

      • 22 points: Appropriate answer that is sufficiently clear and specific, demonstrating full understanding of course concepts.

    • 1-point questions:

      • 11 point: Clear, appropriate answer.

    • No points for inappropriate or irrelevant answers.

  • Preparation Strategy:

    • Review lecture recordings, lecture slides, and tutorial instructions (all posted to Learn).

    • Note down key theories and concepts discussed at length in class.

    • Readings are useful for deeper understanding but avoid theories/concepts mentioned only in passing in readings and not discussed extensively in class.

    • Apply concepts to everyday life (e.g., convergence in advertisement) to deepen understanding.

Exam Day Strategy

  • Time Allotment: 9090 minutes to complete the exam.

  • Initial Review (Important!): Take at least 5−105-10 minutes to thoroughly review the provided stimulus before answering questions.

  • Drafting: Use draft paper to jot down initial thoughts, observations, and how they might relate to the questions. Draft paper must be handed in but will not be marked.

  • Specificity: Always aim for clear and specific answers. Vague responses will receive fewer marks.

  • "For Examiner Use" Section: Do not write in this section.

Section 1: Lasswell's Model of Communication

  • Formula: (Who says what in which channel to whom with what effect?)(\text{Who says what in which channel to whom with what effect?})

  • Stimulus Example: IKEA.com Homepage

    • Who? (The Communicator):

      • Answer: IKEA (specifically, the global headquarters).

      • Explanation: The cookies notice refers to "our website" providing links to "individual country retail websites," indicating a central global presence. The .com.au link also points to regional navigation from a global hub.

    • Says What? (The Message):

      • Answer: "We are a global business that aims to help shoppers craft the homes of their dreams."

      • Explanation: Evidenced by links to different country stores, a map of Denmark (signifying global reach), and features like the "IKEA Kitchen Matchmaker Quiz" ("Your dream kitchen awaits"), which targets individual shoppers' aspirations.

    • In Which Channel? (The Medium):

      • Answer: A general website for all aspects of the business, from which shoppers can navigate to other topic or country-specific websites.

      • Explanation: It serves as a hub for IKEA Australia, jobs, press releases, "Our Business" information, not just a consumer retail site. It directs users to different parts of the business.

    • How does the use of this channel support the message and its intended effects?

      • Answer: A general hub website demonstrates IKEA's worldwide presence and accessibility, suggesting that IKEA and its products are globally available.

    • To Whom? (The Audience):

      • Answer: Primarily individual shoppers, but also potential IKEA employees and those interested in IKEA's business happenings (e.g., reporters).

      • Explanation: "Kitchen Matchmaker Quiz" and "Go Shopping" links target individual shoppers. "Jobs" tab targets potential employees. "Our Business" and "Newsroom" links target those interested in corporate information or media.

    • With What Effect? (The Intended Outcome):

      • Answer: To convince website visitors to shop at IKEA, portraying it as a serious international business that empowers individual shoppers through control (e.g., cookie choices) and personalized experiences ("Your dream kitchen awaits").

Section 2: Semiotics

  • Formula: (Sign = Signifier + Signified)(\text{Sign = Signifier + Signified})

  • Stimulus Example: IKEA.com Homepage

    • Identify One Sign: The heart emoji in the "Kitchen Matchmaker Quiz."

    • Denotative Meaning (Literal, Dictionary Definition):

      • Answer: The heart image represents the heart organ in a body, usually a human body.

      • Guidance: Simply describe what the sign is without analysis.

    • Connotative Meanings (Two, Worth 22 points each):

      • Meaning 1: Emotions

        • Explanation: The heart is associated with emotional experiences. In this context, it suggests an emotional connection with the IKEA brand and its products, specifically positive feelings and emotions. The filled-in hearts imply a full heart due to the brand.

      • Meaning 2: Social Media 'Likes'

        • Explanation: The filled-in hearts also appear on social media platforms (e.g., Facebook, Instagram) to signify liking content, reinforcing a positive, approving sentiment towards IKEA's offerings.

    • Identify Two Signs that Work Together to Create Meaning (List Only):

      • Answer: Filled-in heart emoji in the "Kitchen Matchmaker Quiz" and the brand's bright yellow and blue colors.

    • Explain How These Signs Work Together (Single Sentence):

      • Answer: The filled-in hearts and the bright yellow and blue colors, which are the same colors as a sunny day, work together to create a positive impression of IKEA as a welcoming, joyful, and exciting brand with which shoppers can experience emotional joy and satisfaction.

Section 3: Stuart Hall's Encoding/Decoding Model

  • Decoding Responses:

    • Dominant Response: Recipient agrees with the message.

    • Oppositional Response: Recipient disagrees with the message.

    • Negotiated Response: Recipient is somewhere in the middle (accepts some, rejects some).

  • Stimulus Example: IKEA.com Homepage

    • Dominant Response (Potential Action):

      • Answer: Someone takes the "Kitchen Matchmaker Quiz" and excitedly adds the recommended products to their online basket to start building their dream kitchen (i.e., they buy the products).

    • Oppositional Response (Potential Action):

      • Answer: Someone refuses to take the "Kitchen Matchmaker Quiz," finds the idea of a dream kitchen ridiculous, and chooses not to shop at IKEA due to discomfort with the brand trying to make a practical item (a kitchen) unnecessarily emotional.

    • Negotiated Response (Potential Action):

      • Answer: Someone takes the "Kitchen Matchmaker Quiz" but decides to look for similar items at local op-shops first. If they can't find suitable alternatives, they will then buy some of the recommended items from IKEA.

Section 4: Other Theories/Concepts (Crucial: Do NOT use Lasswell's, Semiotics, or Hall's Models)

  • Restriction: Answers must center on theories/concepts different from Lasswell's model of communication, semiotics, or Hall's encoding/decoding model. Using those will result in zero points for this section.

  • Identify One Theory/Concept from Course: The work of being watched (Week 9 topic).

  • Explain the Theory/Concept (1-2 sentences):

    • Answer: The work of being watched refers to the labor audiences perform by providing companies/organizations with user-generated content and user-generated data. This labor contributes to the value extracted by these entities.

    • Guidance: Explain in your own words; avoid simply repeating lecture definitions verbatim.

  • Explain Why This Theory/Concept is Appropriate for Analyzing the Stimulus (1-2 sentences):

    • Answer: The IKEA website explicitly includes a cookie notice detailing that IKEA collects user behavior data for functionality and marketing. It states, "On our website, we use strictly necessary, analytical, functional, and marketing cookies" and that "some data will be sent to third parties or third countries." This signifies that users are performing the work of being watched as their data is collected to support IKEA's sales efforts, despite the user theoretically having control over cookie choices. There is no option to opt out, only "accept all" or "only necessary."

  • One Question Inspired by This Theory/Concept: (A critical question, similar to weekly reading responses)

    • Answer: Is the compensation we receive for the work of being watched on the IKEA website (e.g., a functional website, personalized marketing) sufficient, or is there a potential power imbalance between the company and its customers created by the collection of user-generated data?

Concluding Reminders

  • Course Content is Key: Ensure all answers draw directly from course theories and concepts extensively discussed in class (e.g., convergence, surveillance capitalism, algorithmic cultures, fragmentation of media).

  • Avoid Irrelevant Concepts: Do not introduce theories or concepts not covered in class (e.g., echo chambers, filter bubbles, unless specifically introduced before the exam).

  • Practice: Prepare by listing key concepts and practicing their application before the exam. Seek help via the discussion board, drop-in hours, or tutors if you have questions.