Chapter 3 Communication with the Media (50 points)

Write a text of around 200 words and answer the following questions. You will be given a maximum of 10 MARKS for your use of language, e.g. grammar, vocabulary, spelling etc., in addition to the points detailed below.

3A) Users of the world, unite! The challenges and opportunities of social media is an article written by Kaplan and Haenlein that was discussed in class. In their work, Kaplan and Haenlein (2010) classify social media by social presence. Discuss the relationship between social presence/media richness and self-presentation/ self-disclosure. (20 MARKS)

3B) In September 2020, a leading South African beauty and pharmaceutical retailer named Clicks published an advert to promote haircare products featuring two images of black womens hair and two images of white womens hair. Captions for the black women strands were dry and damaged hair and frizzy and dull hair, while the white womens hair images were captioned as normal hair and fine and flat hair. Latest research from Statistics South Africa reveals that the black population in the country exceeds 80%. With this majority black citizenship, an advert that positioned white peoples hair as the norm elicited widespread outcry. Hashtags like #ClicksMustFall and #ClicksAdvert trended for days on social media. Criticism of the advert ranged from labeling it as insensitive to being racist. In response, Clicks has now delisted TRESemm, who originally supplied the advert, expanding their stockist list to include more local haircare companies, and they are working with the South African government to develop the local beauty market. Explain the role that social media played in this case and the impact on the corporation. (20 MARKS)