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UFS experts analyse social media data in study to combat COVID-19

07 April 2021 | Story Rulanzen Martin | Photo istock

Social media analytics — 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.

Dr Katinka de Wet, (right) medical sociologist who specialises in medicine and how it affects a society. Photo: Rulanzen Martin

Herkulaas Combrink is a data scientist who is assisting the FSDOH with strategic modelling, ICT, and clinical surveillance support. Photo: Anja Aucamp

News Archive

RAG resilience shines despite rain

2017-02-07

Winning float for 2017: Armentum, Vergeet-My-Nie,
and Emily
Photo: Lelanie de Wet

Although the 75th RAG festivities were challenged by ominous weather, in true Kovsie spirit students and organisers still made a gleaming success of the day.

Students help to create sunny feeling
On 6 February 2017, the annual float-building activities culminated in the handing over of schoolbags to 150 learners from schools in and around Bloemfontein. This took place at the Rag Farm on the Bloemfontein Campus of the University of the Free (UFS), since the morning procession to Twin City Mall in Heidedal had to be cancelled due to bad weather.

“It is of course a huge disappointment to all of us that the events had to be cancelled, but we are grateful for the rain,” said Karen Scheepers, Head of Kovsie Rag Community Service and Assistant Director: Student Affairs.

The evening KFC Rag procession took place as planned, with students having the option of taking part despite the weather. Unfortunately, the Chevrolet Music Festival had to be cancelled.

“The very important actors of today are our students who have worked long hours to build the floats and who have worked together to make this rainy day on the outside feel sunny inside,” said Prof Francis Petersen, incoming UFS Vice-Chancellor and Rector, when he addressed the crowd at the Rag Farm. Prof Petersen will take up office on 1 April 2017.

Armentum, Vergeet-My-Nie, and Emily take honours
Armentum, Vergeet-My-Nie, and Emily Hobhouse were the overall winners of the 2017 Rag float-building. “It was worth the hard work. Always remember to ask for advice during float-building,” said Pieter Kotze, RC Rag of Armentum residence on the Bloemfontein Campus. “I also want to thank both the RC Rag from Vergeet-My-Nie and Emily Hobhouse.”

The float theme was Proudly South African, and the winning float encapsulated it with local flavours such as Chappies, a Rooibos tea box and a Lion matchsticks box. They also went the extra mile by incorporating each hostel’s logo within a Chappie design.

The Central Rag Committee would like to thank all their sponsors who made the events possible. The Rag Coronation Ball will take place on 17 February 2017, where the new Rag Queen and Mr Rag will be crowned.

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