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Media Monitoring A New Norm for 21st Century

Media Monitoring A New Norm for 21st Century

Media Monitoring, New Norm for 21st Century Media intelligence, research and social media activism were the main focus at the Media Monitoring, Big Data and Social Media engagement session which was held at The Durban University of Technology’s Science Block on 28 June 2017.

In attendance was Dr Surendra Thakur-Director of the KZN e-skills CoLab, Prof Anthony Collins- Media Language and Communications Lecturer, Prof Randhir Rawatlal- UKZN Academic Leader of Research, Joash Kisten UKZN Research Manager and Tonya Khoury- Managing Director of Roi Africa. These experts in their fields of research came together to share ideas and the latest information on social media activism, media monitoring as well as how to use Big Data.

Prof Collins did a presentation on social media activism, and how society uses vigorous campaigning to bring about political or social changes and he also discussed the correlation between social media and social interaction.
“One of the best examples of social media activism is the #FeesMustFall movement which started as a local incident and soon progressed into a national movement all through social media,” explained Prof Collins.

Media monitoring expert, Tonya Khoury- Managing Director of Roi Africa, presented on how her company uses new innovative, smart technology to provide full media intelligence and monitoring across global media platforms. “For us, it is about allowing clients to reference, manage and predict the future through social media conversations, social media trends and social media content and how that information can be used for marketing, innovation and PR. Back in the day journalists dictated what we spoke about, now social media dictates what we talk about,” she said.
After all the presentations, discussions were held around various themes and how social media plays such an integral role even to the extent of persuading votes for the election of the new American president, Donald Trump.

Pictured: Dr Surendra Thakur with the team of speakers at the event.

Sthabile Gwala

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