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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

Meet the person behind the new #FaceOfFacebook
2016-05-19

Reuben “R” Davids

The votes have been counted, and we have a winner! After much excitement and a fairly close contest, Reuben “R” Davids emerged victorious from the top five contestants selected by our panel of judges. We chatted with the vibrant and enthusiastic Mr Davids to get a sense of the person who will be our Facebook ambassador for the next year.

What does the “R” stand for?

“Interestingly, some also know me as Vuyo. It's not a name on my birth certificate or anything; I just really like it. And I also coincidentally found out that it means “joy/happiness”, and I do enjoy being happy.”

What is your field of study, and how far along are you?

“I am pursuing a career in the economics field as a third-year BCom Accounting student in the Faculty of Economic and Management Sciences here at the University of the Free State.”

Are you originally from Bloemfontein?

“Yes, born and bred. I've been a Bloem Kid since day one.”

How is it that you ended up here, studying at the UFS?

“The UFS has always been one of my favourite universities. During my high school period, I was constantly exposed to people from my neighbourhood as well as schoolmates who performing excellently here at UFS, and it didn't go unnoticed. So I have always been drawn to the prestige that UFS carries.”

Which residence are you in, and what do you enjoy most about res life?

“I currently stay at home with the family, but for my first 2 years of study I resided at ConLaurês. What I enjoyed the most about res life is the freedom and independence that you get. It also enables one to participate in campus life much easier. It actually helps one grow and mature into the adult you're supposed to become with all the challenges and responsibilities that you're faced with.”

What do you hope to accomplish during your term as the #FaceOfFacebook?

“I enjoy the art of presenting (as well as being an MC), and being the #FaceOfFacebook will enable me to exercise that skill. Also, my interaction skills will be exercised. That being said, I would like to have those skills developed further by the end of my term as #FaceOfFacebook.”

What is your motivation in your studies, in taking part in this contest, and in life?

“I am an adrenaline junkie. I like taking on challenge; so what I normally do is I set a certain goal for myself and then take on the challenge to achieve that goal. That's my number one motivating factor. And I think I'm also inspired by the failures and successes of myself and of those around me.”

Reuben has already been featured in a #PeopleOfKovsies post on Facebook, and appeared in his first Facebook video covering the Open Day on our Bloemfontein Campus.

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