All rights reserved. It not only makes the story difficult to keep up with from a journalist’s perspective, it makes it confusing fo… 1.1 BACKGROUND OF THE STUDY. (2015). We use cookies to ensure that we give you the best experience on our website. © Copyright DOC Research Institute 2017. Change ), You are commenting using your Google account. The digital era has opened up many doors for marketers to target their consumers and create relationships with them. ( Log Out /  WhatsApp has become immensely popular for mobile phone users in South Africa because it transmits data at a much cheaper rate than SMS text messages sent via mobile phone data networks. The result is an amplification of a local story for global resonance. From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Singapore: Springer Open. Any loss of power, however brief, takes a huge toll on the bottom line. Digital television transition is the technological evolution and advance from analogue terrestrial television, which broadcasts land based (terrestrial) signals. Melbourne: Oxford University Press. Since the start of this millennium, the mobile device has gone from being no more than a simple GPS to being a mobile phone with GPS navigation, a web It is not enough to study digital media in Africa in terms of a lack of a deficit. Social media is an essential tool for communication in marketing. Like in other contexts around the world, where the ‘dark side’ of the Internet includes Islamist radicalisation, hate messages pertaining to refugees, fake news, nationalist mobilisation and support for terrorism, as well as racist and misogynist messages (Pohjonen & Udupa, 2017, p.1173), there have also been downsides to the Internet in Africa. The movement was about more than the statue’s removal, as protesters also demanded reform of university curricula and that university faculty represent the demographics of the country better. Journalism. South African politics increasingly sees its agenda shaped or influenced by social media. Companies are able to advertise on major social media platforms including Facebook and Instagram, which give them access to a large market. Reducing failures, increasing productivity, and maximising resources are also priorities. Other than traditional marketing, content marketing focuses on delivering information about the product instead of trying to sell the product. Airtime comes at such a high cost in South Africa, for example, that it is often offered as a prize in consumer competitions, or airtime vouchers are given as gifts or freebies. Whatsapp Faces Possible Regulation in SA. In today's times we see everyone, be it a person or a company, going digital. The online world is rapidly 'Digital' has most certainly become a way of life for businesses all across the globe for obvious reasons like lowered costs, widened reach, instant customization and most importantly it enables anyone … The biggest example is the job opportunities created in the country for youth. They promote the students’ digital competency which, against the background of increasing influence of digital media and globalization on the job market, is a key requirement of higher education. (2015). African youth are more active users of digital media than previous generations, who grew up as more passive consumers of traditional media. Social media drives traffic with referrals and the additional advantage of taking up a considerable amount of time spent online. Posts on Facebook and Twitter have also led to major controversies over racism and identity politics, following racist posts made by prominent people. The strategic importance of social media are high for tourism competitiveness. It is unsurprising, therefore, that, as businesses struggle to manage the increasing demand caused by the pandemic, the trend to increased digitalisation of customer services has accelerated. ( Log Out /  The hashtag #FeesMustFall became such an independent entity that it was included as a respondent in a court interdict by the University of Cape Town (UCT) against protesting students. Successful companies, such as Google, Facebook and Apple, are shifting from the use of traditional marketing practices to content marketing, which is a method of digital marketing (Patrutiu-Baltes, 2015). (Credit: Paul Saad, 'Fees Must Fall Demonstration 2, Pretoria'/Flickr licensed under CC BY-NC-ND 2.0), International cooperation on arctic development and the digital economy, Try it! Series V: Economic Sciences, 8(2), 111-118. This expert comment draws from Herman Wasserman’s new book Media, Geopolitics, and Power: A View from the Global South (University of Illinois Press, 2018). The strategy entails that by sending consistent and valuable information to the buyer about the product, the company will receive their business and loyalty (Patrutiu-Baltes, 2015). The digitalisation of media has therefore created a crisis for traditional media and its management models. ( Log Out /  Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Penny Sparrow fined R5000 for racist rant. The system that they are referring to is converged media because it connects these high profile celebrities to the everyday lives of consumers. Welcome to Convergence Culture. Internet shutdowns are costing African governments more than we thought. Dahir, A.L. Digitization is the process of converting information into a digital format . Is the technology used for cellular communication, technology has evolved quickly over the past few years. Internet shutdowns are costing African governments more than we thought. Let us know and understand the significance of media through the following most important points: 1. The Cape Town-based online publication GroundUp also provides critical, alternative perspectives on events including student politics, using journalists and correspondents with good connections to communities in Cape Town and the Western Cape province. In the European Green Deal, digitalisation is seen as a key enabler for decarbonisation in all sectors and particularly in the energy sector. The convergence and digitalisation of media has shifted the platforms that marketers use to reach out to consumers. The symbiotic relationship between digital media and traditional media can be seen in South Africa, where citizen bloggers have contributed to a more participatory journalism culture. Scholarly work on digital media in Africa and the global south has largely focused on the former. Fake News from Africa: Panics, Politics and Paradigms. The increase in mobile and Internet penetration has made being connected a way of life for younger generations of consumers. By seeing the information about a product consistently, the consumer is now more aware of the brand, which ultimately increases brand awareness. The marketing industry has also evolved in relation to the convergence of media. Not only have digital media and mobile phones created pathways for African entrepreneurs and consumers to access local and global networks with greater ease and speed, but the technological sector that supports digital media – from mobile phones to laptops and internet connections – has come to require a digital entrepreneurship that benefits from the creativity of African citizens. The views and opinions expressed in this publication are those of the original author(s) and do not necessarily represent or reflect the views and opinions of the Dialogue of Civilizations Research Institute, its co-founders, or its staff members. Both Chris Hackley and Rungpaka Amy Hackley conclude that, “the role of celebrity within this system is fluid, highly differentiated, and fundamental to marketing and consumption under convergence” (2015, p.6). One example of how user-generated content on digital platforms can impact mainstream news agendas – and eventually even made global news headlines – was the case of Mozambican immigrant Mido Macia, a victim of police brutality. In other words, an understanding of the political economy of digital media in African and other developing societies can prompt us to more carefully examine how users display agency when interacting with digital media. For citizens, digitalization promises much needed improvement both in the delivery of public services, such as Government/Bank issued certificates, and other services, financial or other consultancy services. Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). Additionally, businesses are stressing the importance of continuity of the power supply. Tensions related to Africa’s history of ethnic and racial polarisation and conflict are often amplified in online contexts. South African students managed to exploit social media and the evolving digitalisation of the news media to their advantage, demonstrating its relevance in the globalised contemporary democratic public sphere. Macia was handcuffed to and dragged behind a South African Police Services vehicle and later died of his injuries. Ørbeck-Nilssen firmly believes digitalisation, and the use of advanced digital solutions, will play a big role in shipping in the years to come. 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