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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. 

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“My time at the UFS was the golden gem of my career”
2016-07-04

Description: Zig Gibson Tags: Zig Gibson

Prof Alan St Clair Gibson
Photo: Oteng Mpete

“My time at the University of the Free State (UFS) was the golden gem of my career. I have worked at medical schools or biomedical research centres in the United Kingdom, United States and at some of the top medical schools in South Africa, but working at the UFS was one of the highlights of my career,” says Prof Alan St Clair Gibson, Head of the UFS School of Medicine.

After spending just over two years at the UFS, Prof St Clair Gibson resigned from the institution in June 2016 and will take up the position of Dean: Health and Human Performance Sciences at the Waikato University in New Zealand in mid-July, where he will assist to establish a new faculty for all the health-science disciplines. “It was a privilege to work at the UFS. I come from a strong research background and wanted to grow research at the university, which I achieved. I came to the UFS because of the Academic and Human Projects and am proud of what has been achieved at the School of Medicine during the time I was here,” he said.

Prof St Clair Gibson highlighted some of these achievements, including the development of a management infrastructure across the disciplines of the school. “The establishment of an executive management committee for the school, as well as research champions in departments, highlighted the importance of proper governance and strategic management. By developing data dashboards, my management team and I could develop an understanding of research income and productivity, how the school works, what the role of teaching and learning is, and how the school could benefit in terms of third-stream income from the many contracts obtained by its academic staff. As a result, contracts and the financial management model of the school have also been reconfigured to the benefit of the university so that the institution and school can benefit from it,” he said.

His strong belief in an open-door policy has made staff feel part of the environment and it has created an atmosphere of equality and inclusivity. He believes in staff development and has, for instance, established leadership and management courses for heads of departments. Another factor to be proud of is the increase in the number of young researchers who recently joined the school, such as Prof Ross Tucker, who is one of the foremost sport scientists in the country. “It is a fact that staff retire or resign in all schools and departments of any university. It is also true that these departures offer opportunities to bring new academic and professional staff into the UFS. In fact, for the first time virtually every department in the School of Medicine now has a full-time Head of Department and 46 new staff were appointed since January 2015,” said Prof St Clair Gibson.

“I am especially proud of contributing, together with the senior leadership of the UFS, to stabilise the relationship with the Free State Department of Health (DoH). With the assistance of these parties, as well as my executive management team, we could find a better way of working together to the benefit of the school and the province.’’

Transforming the student profile to be representative of the country’s demographics is another milestone Prof St Clair Gibson will remember. “The intake of black and white students is of such a nature that we now have a much more balanced ratio of black and white undergraduate students than before.”

“I wanted to stay longer to see the effect of all the changes I made at the school, but the deanship is an offer I cannot refuse. I would have liked to see a steadier increase in the number of permanent clinical staff and have worked hard with both the UFS management and the DoH to try and achieve that; but more work needs to be done.”

I have worked with a number of fantastic staff members at the school, who are determined to do good in a challenging environment. I am amazed at the energy of the university leadership and how the Human and Academic Projects are executed. My wish for the university is to maintain and grow its standards and for the School of Medicine to maintain its reputation as one of the best schools in the country. I will always be a proud alumnus of the UFS,” he said.

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