If you continue to use this site we will assume that you are happy with it. The digitalisation of media has therefore created a crisis for traditional media and its management models. Chichester: Wiley. Many industries have benefited from the growth of digitalisation by understanding the role of convergence. Vytjie Mentor to ‘tell more’ to media tomorrow – Facebook page disappears.” Biznews. Optimistic predictions for what digital media might mean for social change and democratic politics in Africa have, in the past, frequently been based on these technologically determinist assumptions. The convergence and digitalisation of media has shifted the platforms that marketers use to reach out to consumers. Less Walk, More Talk: How Celtel and the Mobile Phone Changed Africa. From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. While this creativity can be celebrated as an ingenious way for African users to adapt digital and mobile media to their own circumstances, it also points to the often exorbitant costs of airtime and data which are obstacles to the use of new media technologies in African countries. This theory about convergence shows the role people have in driving convergence and digitalisation. It is often supposed that merely introducing new digital technologies into developing contexts in African societies will automatically bring about social change and deepen democratic participation. This could mean great profit opportunities for companies, which is why marketing has greatly benefited from digitalisation. 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). Other than traditional marketing, content marketing focuses on delivering information about the product instead of trying to sell the product. Jenkins’ interpretation contrasts with the theory of technological determination, which depicts that technology is what drives our cultural and social values. The Importance of Digital Media. It may involve integration of old skills and new technologies and trends. In all of these interactions, social media in African societies is increasingly important as a space where the personal and the political meet. 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). 1–11. Students have also extensively used other social media platforms such as Facebook Live and Periscope to broadcast live feeds of their protests and subsequent political deliberations like negotiations with university management. 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. Mare, A. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. The digitalisation of media also presents new opportunities to think about the relationship between technology and society. While traditional media like television and radio still have the largest footprint in African societies, digital media have started to provide users with ways of becoming more directly involved in politics and of contributing to social change. Media is the most powerful tool of communication in The potential of these technologies to reshape the way citizens – especially the youth – participate in political debates has been met with careful optimism. Digitalisation: in the short-term, digitalisation is necessary for innovating our internal processes and increasing productivity while lowering costs. 1.1 BACKGROUND OF THE STUDY. Retrieved 2/9/2016 from:  http://www.tandfonline.com.ezproxy.bond.edu.au/doi/full/10.1080/0267257X.2014.1000 940. Although the obstacles highlighted by digital divide scholarship are important to note, especially when they prompt us to reconsider overly celebratory narratives of the liberating power of digital media, the latter question of user agency is arguably more important when assessing the impact of digital media on societies in the south. Flew, T. (2014). 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 increase in mobile and Internet penetration has made being connected a way of life for younger generations of consumers. 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. Posts on Facebook and Twitter have also led to major controversies over racism and identity politics, following racist posts made by prominent people. A vast majority of people, all across the world, rely upon various sources of media for keeping themselves updated on various ongoing issues around the world. Sassen shows how the digital has reworked “spatio-temporal orders,” (415) including working against rationalization, standardization, and bureaucratization. Student protests, which caused university campuses countrywide to shut down for weeks at a time on several occasions over the last three years, have used social media very effectively to mobilise their followers and disseminate information about their cause. Rather, if media is to be held to a standard, consumers increasingly play a key role because viewership in the form of clicks, streams, and downloads has the biggest … Penny Sparrow fined R5000 for racist rant. Digitization, means converting data at machine level analog into a user friendly readable digital format. The result is an amplification of a local story for global resonance. 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. Social media have also been used by internet trolls, supported by the British PR company Bell Pottinger, to prey on racial tensions in South Africa in order to deflect criticism from former President Jacob Zuma (Wasserman, 2017). (2017, September 28). In these contexts, digital media – especially when accessed via mobile phones – can provide new channels for citizens to engage with politics on various levels. In addition to the above, “make in India” drive has given an immense push to youngsters to start new startups and think of creative ideas to contribute to digitalisation of India. In an information report adopted at its December plenary session, the European Economic and Social Committee (EESC) considers it necessary to support the digital transformation of SMEs with measures adapted to the … Change ), You are commenting using your Twitter account. Digitalization of business helps to improve the … Not only did mainstream media struggle to keep up with events as they unfolded on the campuses and streets of the country’s major cities, major news sites often resorted to merely copying posts from student activists’ Twitter feeds. However, expressions of outrage, or even the sharing of gossip or jokes, can contribute to a deepening of political culture at the level of everyday lived experience. The role and use of social media in travellers‟ decision making and tourism operations and management are widely discussed. Quartz Africa. Among these are the Daily Vox, which articulates a young, critical, and activist voice, the Con, established by journalists who used to work at the independent weekly newspaper Mail and Guardian and the Daily Maverick, which has emerged as one of the major comment and analysis sites in the country. Welcome to Convergence Culture. This presents media businesses with opportunities to fuel the continuous conversations that this connectivity allows. The media plays a very constructive role in today’s society. This shows the increasing importance of social media as a communication channel for marketers. These processes have had a detrimental impact on the traditional business models of commercial journalism, as audiences have moved online and advertising markets have consequently collapsed. This shows the importance of celebrity in the digitalised era and in the marketing industry. Neural networks for art and a dialogue of cultures. Fake News from Africa: Panics, Politics and Paradigms. What has become abundantly clear, however, despite some of these analytical caveats, is that digital media is rapidly reshaping political and social life in Africa, and is doing so in ways that amplify and shift existing social, cultural, economic, and political patterns. 1.0 INTRODUCTION. Digital media provide African users opportunities to connect with a globalised media landscape, but these connections take place by means of a domestication and localisation of those digital technologies. What is especially interesting is the way in which African users have found ways to adapt and appropriate digital and mobile media, for example, developing codes to communicate via mobile phone without using airtime – so-called ‘flashing’ or ‘beeping’ (calling and hanging up before the receiver can answer so as to avoid incurring a call cost). In 2016, there were reportedly around 10 million WhatsApp users in South Africa, leading the mobile networks Vodacom and MTN to call for stronger regulation of OTT services (Van Zyl, 2016). ( Log Out /  Media, Geopolitics, and Power: A View from the Global South (University of Illinois Press, 2018). Subsequent protest movements drew on the same nomenclature. 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. However, this constant barrage of new information, new cases and new advice has been challenging to keep up with. The way digital media – from email, blogs, and websites to digital music, messaging platforms, and social media – give expression to everyday culture is as important as the connections provided to more formal channels of communication, political deliberation, and activism. New Media: An Introduction (4th Ed.). Retrieved 2/9/2016 from http://web.b.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=0111eb, Patrutiu-Baltes L. (2015). It combines value-added and management services with traditional fulfilment and distribution, with its customised and integrated logistics solutions driving efficiency, enhancing quality and helping to establish a competitive advantage. Presumably, the more society participates online, the more information marketers receive about them, which allows marketers to directly communicate with their target audience. 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 The Importance Of Digitalization Digitization is a process of converting information from the normal form into a digital (computerized) format. The convergence and digitalisation of media has shifted the platforms that marketers use to reach out to consumers. For example, the nationwide #ZumaMustFall protest marches during 2017, demanding the resignation of the former president because of corruption, used a similar slogan, as did protests later that year against the high cost of internet data, entitled #DataMustFall. Series V: Economic Sciences, 8(2), 111-118. While acknowledging the important role that digital media, particularly social media platforms, play in activist politics in South Africa, we should be careful to avoid the technologically determinist trap of suggesting that digital media caused the protests or determined their outcome. Media play an important role in increasing of public awareness and collect the views, information and attitudes toward certain issue. CHAPTER ONE. This story is an example of how newspapers can cater for local audiences in their traditional, print form while using social media to connect local politics with broader global audiences and interests. It is now easier then ever to track customer’s online behaviour due to metadata and the use of “cookies”. Facebook, Youth and Political Action: A Comparative Study of Zimbabwe and South Africa. African Journalism Studies, 36(4), pp. Join the group of people who supports DOC! Alongside this increase in connectivity, technology now allows access to content anywhere, anytime. African youth are more active users of digital media than previous generations, who grew up as more passive consumers of traditional media. Change ), You are commenting using your Facebook account. The role of digitalisation in blow molding production How emerging technologies are making plastic packaging lighter and more sustainable while delivering greater shelf appeal Sheldon Yourist, Senior Global Design Director, Graham Packaging and John Hillenbrand, Vice President, PET Engineering and Development, Graham Packaging Social media is an essential tool for communication in marketing. One of the main objectives of content marketing is brand awareness. Southwood (2008, p. xvi) refers to mobile phones as being the “sports car” of its age in Africa, an aspirational status symbol within affordable reach. DHL Supply Chain is the world’s leading contract logistics provider. In many countries in the global south, social inequalities run so deep that many marginalised citizens find it difficult to engage effectively with state institutions in a way that affects policy-making. There are many different perspectives about convergence and technology but one thing is for certain, it’s impacting almost every industry. Reducing failures, increasing productivity, and maximising resources are also priorities. Instead, we should focus our attention on the ways in which digital media are located within African societies and remain limited by various social and economic restraints, in order to observe which pre-existing social forces are being amplified by social media. Pohjonen, M. & Udupa, S. (2017). The video went viral on social media and news sites around the world. Mobile phones have indeed become an integral part of social life in most African countries, where besides economic capital, mobile phones also provide social capital. ( Log Out /  Macia was handcuffed to and dragged behind a South African Police Services vehicle and later died of his injuries. Digitalisation has played a vital role in flourishing the Indian economy. 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. There is now a significant focus on social media due … It is not enough to study digital media in Africa in terms of a lack of a deficit. The government has been encouraging digitalisation in sectors such as production, industry, service and digital government, Mr Hun said. 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. Tensions related to Africa’s history of ethnic and racial polarisation and conflict are often amplified in online contexts. ( Log Out /  Although this definition aligns with many other definitions of convergence, some scholars define convergence as cultural. Research on the Impact of the Information Society in the Global South: An Introduction to SIRCA. In the future, the adoption of digital technologies will help promote the development of new value propositions, both in … Van Zyl, G. (2016, January 13). In Arul Chib, Julian May, and Roxana Barrantes (Eds.) Importance of Media. Is the technology used for cellular communication, technology has evolved quickly over the past few years. PhD dissertation, Rhodes University. EITN Malaysia. 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. A CRITICAL EVALUATION OF THE IMPACT OF DIGITALIZATION ON BROADCASTING MEDIA . Marketing and the cultural production of celebrity in the era of media convergence. 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). Other opposition party members, like Mbuyiseni Ndlozi, have also used Twitter to great effect, building up strong followings. It not only makes the story difficult to keep up with from a journalist’s perspective, it makes it confusing fo… One of the recurring research areas in the study of digital media in the global south is the relationship between political economic questions such as unequal access to new media technologies: the so-called digital divide. However, the two aspects are linked; a good understanding of structural limitations to the widespread adoption of digital media in developing societies can direct attention to the many creative ways in which such adoption does take place, and, moreover, how those technologies are adapted to suit local contingencies. 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. Topics: Advertising, Marketing, Facebook Pages: 2 (613 words) Published: March 21, 2011. (Eds.). Another key focus is the ways in which digital media are appropriated, adopted, and adjusted to fit local circumstance: the question of user agency. Of particular interest for scholars of media and society has been the way African users have adopted and appropriated digital media technologies in creative ways. http://www.digitalistmag.com/files/2015/09/Amazing-Digital-Marketing-Trends-Tips-To-Expand-Your-Business-In-2015.jpg. While the digitalisation of media has created severe challenges for traditional media business models, it has also created many opportunities for African publics to engage more directly with mainstream media and to create their own media to challenge dominant mainstream media narratives. An independent platform for dialogue that brings together diverse perspectives from the developed and developing worlds in a non-confrontational and constructive spirit. Digitization is the process of converting information into a digital format . As Jenkins infers, convergence is cultural and a result of a participatory culture. Global media assemblages have reconfigured aspects of territory, authority, and rights, but they are deeply implicated in non-media forces and deeply entangled with local places. This does not merely include the passive receipt of political information, but also active participation in social activism. Many respondents emphasised that the increase in the amount of data and information that they collected, both inside and outside of the organisation, was helping them to satisfy their customers’ needs. What these examples show is that as far as the participation of young people in politics and social activism is concerned, South Africa has seen the rise of ‘hashtag politics’. (2015). Retrieved 2/9/2016 from http://web.a.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=4d9b06       48-75e2-49f4-9c5d-a385282402fd%40sessionmgr4005&vid=4&hid=4209. Digital solutions can simplify a country’s security and intelligence systems, and its economy and infrastructure. Some of the first allegations of ‘state capture’ – undue influence by the Gupta family on former President Jacob Zuma – were made by a former member of parliament via Facebook, rather than a formal press release (Tandwa, 2016). From audiences to users: Everyday media culture in Africa. Examining the way the digitalisation of the media in Africa has taken place can provide us with a useful lens through which to view recurring questions such as the tension between new media structures and user agency. The online world is rapidly © Copyright DOC Research Institute 2017. In recent years, these have included disrupted internet services before elections in Uganda, anti-government protests in Ethiopia, an internet blackout in Cameroon, and the shutting down of the Internet after protests against the president of Togo (Dahir, 2017). What is mobile tech? Scholarly work on digital media in Africa and the global south has largely focused on the former. Digital television transition is the technological evolution and advance from analogue terrestrial television, which broadcasts land based (terrestrial) signals. This place of mobile phones within in African media users’ everyday social realities provides access to digitalised media and a global information society which requires us to think about the role of digital media in Africa beyond formal economic indicators. Ørbeck-Nilssen firmly believes digitalisation, and the use of advanced digital solutions, will play a big role in shipping in the years to come. 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. The marketing industry has digitised and evolved into digital marketing. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. 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. Social media drives traffic with referrals and the additional advantage of taking up a considerable amount of time spent online. The incident was initially recorded on a mobile phone by a bystander and then sent to the tabloid newspaper (a print media outlet that has been very successful, see Wasserman, 2010), the Daily Sun, which posted it on their YouTube channel and website and reported it in print. Hackley, C., & Hackley, R. A. on Monday, January 5, 2015 at 4:00:00 pm. There is a steady increase in the acceptance and use of … The digitalisation of media presents new opportunities to think about the relationship between technology and society ... realities provides access to digitalised media and a global information society which requires us to think about the role of digital media in Africa beyond formal economic indicators. Digital media therefore offer a variety of ways to enhance and improve existing forms of classroom teaching. Terry Flew, a professor at Queensland University of Technology, defines convergence as the “interlinking of computing and IT, communication networks, media content enabled by the Internet and digital media technologies, and the convergent products services and activities that have emerged as a result” (2014,p.19). Marketing, along with many industries, is adapting well to the convergence and digitalisation of our society and culture. Slow progress are made by the industry in responding to business opportunities by social media. http://i.kinja-img.com/gawker-media/image/upload/s–yOjip7nv–/c_scale,fl_progressive,q_80,w_800/1381233767568196645.jpg. Whatsapp Faces Possible Regulation in SA. In the European Green Deal, digitalisation is seen as a key enabler for decarbonisation in all sectors and particularly in the energy sector. There are a lot of benefits such as overhead costs reducing by a whopping 80% and improved response turnaround times. Significantly, the movement itself has become known by a Twitter hashtag: #FeesmustFall. Whether this is in the form of farmers connecting to large international markets via the internet, small entrepreneurs running businesses from day to day using mobile phones, or individuals benefitting from remittances sent by relatives in the diaspora, both formal and informal economies are created and sustained in ways that have not been possible before. This has also placed an importance on celebrity endorsement since media has made it easy to follow and keep up to date with celebrities on various digital platforms. Change ), http://www.tandfonline.com.ezproxy.bond.edu.au/doi/full/10.1080/0267257X.2014.1000 940, http://web.b.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=0111eb, http://web.a.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=4d9b06       48-75e2-49f4-9c5d-a385282402fd%40sessionmgr4005&vid=4&hid=4209, 7 things I learned from backpacking Europe by myself. Singapore: Springer Open. Since consumers are checking their social media pages regularly, it gives businesses a great opportunity to create brand awareness and create relationships with customers. Attention to how technologies are put to use and impact people’s lived experience in Africa, therefore, requires a departure from the more technologically deterministic models of ‘impact’ so favoured by media-for-development discourses and donor agencies (Chib, 2015). All rights reserved. Social apps, such as Facebook, Twitter, Instagram, and LinkedIn also play a role in voicing your product. (2015). Professor of Media Studies and Director of the Centre for Film and Media Studies, University of Cape Town, South Africa. In this context of increasing relevance and importance of digitalisation to theindustry, EHPA decided to raise digitalisation as one of its main policy priority areas. All Rights Reserved. The strategic importance of social media are high for tourism competitiveness. In this format, information is organized into discrete units of data (called bit s) that can be separately addressed (usually in multiple-bit groups called byte s). These factors lead to an exponential increase in the complexity of energy transmission systems. It is essential for the company to collect accurate data about their consumers so that they can provide information about their product in spaces that the customer is active in and will see consistently. A communication channel for marketers to target their consumers and create relationships with them progress are made by prominent.... Connectivity allows more efficient via automation is almost equally as important politics and Paradigms a role in increasing of awareness... Major controversies over racism and identity politics, following racist posts made by people! Video went viral on social media drives traffic with referrals and the additional advantage of taking up a amount! Cookies ” ever to track customer ’ s security and intelligence systems, and power: a study! 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