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10 June 2019 | Story Charlene Stanley | Photo Charl Devenish
4IR Prof Marwala
Prof Tshilidzi Marwala, Vice-Chancellor and Principal of the University of Johannesburg and speaker at the first UFS public event on 4IR awareness (middle), with Prof Corli Witthuhn, UFS Vice-Rector: Research (left), and Tafadza Kachara, member of the UFS 4IR committee.
A computer programmed to play poker and learning by itself how to bluff; an algorithm that predicts whether two countries will ever go to war; machines that detect epilepsy with almost flawless accuracy these are some of the groundbreaking abilities brought about by technologies associated with the Fourth Industrial Revolution (4IR).

Addressing the first UFS public event to enhance 4IR awareness, Professor Tshilidzi Marwala, Vice-Chancellor and Principal of the University of Johannesburg, briefed staff, interested parties and members of the media about recent 4IR developments and their implications.

Prof Marwala is currently a thought leader on the impact of the 4IR on higher education in South Africa as well as the Deputy Chairperson of the national commission appointed by the president to formulate 4IR strategies for South Africa.

Industrial revolution history

He recapped how, during the first industrial revolution, people started to understand how nature worked, ultimately leading to the development of the steam engine.
The second industrial revolution was marked by the development of electromagnetism which led to electrification and mass production, while the third produced computerisation and a rise in digital technology. 

The fourth industrial revolution is characterised by a fusion of technologies that blur the lines between cyber, physical and biological systems. This has led to rapid advances in fields such as artificial intelligence, quantum computing and 3D printing.


Artificial intelligence

Prof Marwala pointed out that, although fears were rife of machines taking over people’s jobs, the flipside of the coin was that dangerous jobs such as fire rescue operations could be carried out by machines without endangering lives.

Artificial intelligence can be employed to prevent bridge and building collapses by monitoring the condition of structures. It can also be used in credit scoring, where machines search for and analyse all the available data on a credit applicant, without having to rely only on the (sometimes fraudulent) information supplied by the credit seeker. 

He emphasised the great need to develop algorithms applicable to our continent, such as translating software that makes provision for the clicks in languages like isiXhosa, and facial recognition software that incorporates data collected in African countries. 


Is Africa ready? 

Responding to a question from an audience member, Prof Marwala indicated that Africa was certainly not ready for the 4IR when it came to the content of teaching curricula and infrastructure.

“As universities, we should not sit back and wait for change. We have the responsibility to lead our societies to have the same experiences as elsewhere in the world,” he concluded.

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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