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07 April 2021 | Story Rulanzen Martin | Photo istock
Social media discussions have provided a lens on how people are dealing with and talking about COVID-19. This has given risk communication new insights into online audiences.

The lingering effects of the COVID-19 pandemic on society presented the experts at the University of the Free State (UFS) with an opportunity – to conduct a scientific study by analysing our social media data in order to assist government health communicators to reflect on their communication strategies and, in turn, gain new perspectives from the general social media user (public). 

The study – led by Herkulaas Combrink, a data and medical scientist in the UFS initiative for Digital Futures, and Prof. Katinka de Wet, medical sociologist in both the UFS initiative for Digital Futures and the Department of Sociology at the UFS – uses “real-time snapshots of online interactions as a means to augment more traditional methods of conducting research on a given topic; in this case, responses to COVID-19”, said Combrink. 

The findings and ongoing work of the research project were presented to the Parliamentary Portfolio Committee on Communications. “During this meeting, critical engagement took place around risk communication and areas where we can strengthen this research,” said Combrink. Several international influential risk communicators on the African continent were present. 

Digital science at the forefront 

The opportunity to pursue this study was the result of Herkulaas Combrink’s secondment to the Free State Department of Health (FSDOH), where he identified the need to develop additional analytics for the already existing processes in risk communication in order to assist various communication strategies linked to developments regarding COVID-19 infections.  

Combrink also said “because the analysis of social media data does not normally form part of the traditional toolbox of investigation for this type of work, this novel application serves as an addition to the already existing communication analytics”. This research project will strengthen the level of cooperation between the UFS, other institutions, and the FSDOH to “synergistically strengthen communication strategies in relation to COVID-19”. 

By looking at how new knowledge around COVID-19 is developing the method (of analysing social media data), is to stay abreast of trending and burning issues on open-source social media platforms. “It is important to conduct this work using well-defined scientific methodology to extract, explore, analyse, and report on the data,” Combrink says. 

Given the rapidity with which new knowledge around COVID-19 is developing all over the globe, this method lends itself to staying abreast of emergent and burning issues that are trending on open-source social media sites. 

Variety of stakeholders needed

The magnitude of the research study required the involvement of stakeholders from different institutions. “A variety of stakeholders from different institutions are needed not only to contextualise the data, but also to provide social and technical input to solve the problem,” Combrink said.  

Experts included in the project are Dr Vukosi Marivate from the Department of Computer Science at the University of Pretoria, Dr Ming-Han Mothloung from the Department of Community Health at the UFS and the FSDOH, and Dr Samuel Mokoena, Priscilla Monyobo, Mondli Mvambi, and Elke de Witt from the FSDOH. “Without this core team, the work would not have been contextually relevant,” Combrink said. 

News Archive

International speakers discuss diversity
2014-02-11

 
Dr Charles Alexander from UCLA
Photo: O'Ryan Heideman

International and local experts recently gathered on the Bloemfontein Campus to deliberate over the topic of diversity.

Student participation and mobility dramatically increased in higher education worldwide. Cultural, political, economic and social factors on a national and global scale, have brought the reality of diversity into the operational spaces of Higher Education Institutions. These challenges are not exclusive to South Africa, though. In the Netherlands and USA, universities are also challenged by the demands of an increasingly diverse student population.

Prof Jonathan Jansen, Vice-Chancellor and Rector of the UFS, acted as one of the keynote speakers during a two-day colloquium hosted by the Institute for Reconciliation and Social Justice. In an impelling address, Prof Jansen argued that change cannot be affected on a university campus if the surrounding community does not change as well. He also noted the spread of a culture of silence surrounding issues of misbehaviour. He urged that we need to find courage again to speak out. From the level of government, media and churches to the private spaces of our homes, we have to co-create an environment of care.

This message closely tied in with that of Prof Shirley Tate’s from the University of Leeds. In her keynote, she asserted that mere tolerance of someone different from you can lead to even more alienation. The path to true reconciliation is grounded in the intimacy of friendship. Friendship and empathy lead to trust and transcend racism.

Another keynote speaker from abroad, Dr Charles Alexander from the University of California, delineated a model for inclusive excellence. He explained that the major problem of true transformation is not due to a lack of ideas, but in the implementation thereof. “Realities of implementation short circuit the change process,” he said. He explained how campus environments can adapt in order to support and enhance lasting inclusivity.

We have to become complicit in the process of transformation, Prof Dr Ghorashi, Professor of Diversity and Integration at the Vrije Universiteit Amsterdam, conveyed. Linking up with the issue of silence, she demonstrated the power of speaking out, using examples from her extensive research among victims of violence. It is imperative, she maintains, that for transformation to materialise, we need to create safe spaces in which we can share our vulnerabilities.

Footnote: Due to unfortunate circumstances, both Prof Dr Ghorashi and Prof Shirley Tate could not personally attend the colloquium as planned. Their respective keynotes were read to the audience on their behalf.

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