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role of digitalisation in increasing the relevance of media

Alongside this increase in connectivity, technology now allows access to content anywhere, anytime. This shows the importance of celebrity in the digitalised era and in the marketing industry. 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). 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. 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. Marketing and the cultural production of celebrity in the era of media convergence. Neural networks for art and a dialogue of cultures. Marketing, along with many industries, is adapting well to the convergence and digitalisation of our society and culture. Especially in African societies, as with other developing contexts in the global south, these technologies have sometimes been welcomed for their potential to ‘leapfrog’ traditional media. to the amount known now, including its clinical progression and the at-risk demographics – it is truly remarkable. The role that digitalisation plays in making the production process more efficient via automation is almost equally as important. Many industries have benefited from the growth of digitalisation by understanding the role of convergence. 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. Slow progress are made by the industry in responding to business opportunities by social media. http://cdn1.tnwcdn.com/wp-content/blogs.dir/1/files/2014/06/social-media-apps.jpg. The system that they are referring to is converged media because it connects these high profile celebrities to the everyday lives of consumers. Whatsapp Faces Possible Regulation in SA. Southwood, R. (2008). 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 presents media businesses with opportunities to fuel the continuous conversations that this connectivity allows. One of the main objectives of content marketing is brand awareness. The strategic importance of social media are high for tourism competitiveness. Reducing failures, increasing productivity, and maximising resources are also priorities. 1.0 INTRODUCTION. PhD dissertation, Rhodes University. Companies are able to advertise on major social media platforms including Facebook and Instagram, which give them access to a large market. In South Africa, there have been several recent cases of such online vitriol, where the case of Penny Sparrow’s racist comments – comparing black people to monkeys; this was found to constitute crimen injuria by a South African court (Stolley 2016) – has become emblematic of the negative potential of the Internet and social media to foment racial hatred. Another key focus is the ways in which digital media are appropriated, adopted, and adjusted to fit local circumstance: the question of user agency. DHL Supply Chain is the world’s leading contract logistics provider. Vytjie Mentor to ‘tell more’ to media tomorrow – Facebook page disappears.”. The digitalisation of media also presents new opportunities to think about the relationship between technology and society. Benefits Of Digitalisation. Vytjie Mentor to ‘tell more’ to media tomorrow – Facebook page disappears.” Biznews. Celebrities are commercially crucial for giving brands an emotional resonance and leading the potential market into new segments (Hackley and Hackley, 2015). 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. Stolley, G. (2016, September 12). Change ), You are commenting using your Facebook account. Companies can also create their own pages on these platforms, which creates a space for customers to share their opinion and experience with their product or service. (2017). In today's times we see everyone, be it a person or a company, going digital. These assumptions are usually linked to older modernisation paradigms of ‘development’: the idea that the media can facilitate a universal, linear trajectory of progress, and that new digital media technologies can merely assist in skipping or ‘leapfrogging’ some of these steps. 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. Van Zyl, G. (2016, January 13). Hackley, C., & Hackley, R. A. London: Routledge. 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. The digital era has opened up many doors for marketers to target their consumers and create relationships with them. 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. Scholarly work on digital media in Africa and the global south has largely focused on the former. Besides social and economic restraints, we can also note political restraints, such as the recurring shutdowns of the Internet by African governments in response to citizen protests. 1–11. 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. Importance of Media. 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. The convergence and digitalisation of media has shifted the platforms that marketers use to reach out to consumers. Internet shutdowns are costing African governments more than we thought. Retrieved 2/9/2016 from:  http://www.tandfonline.com.ezproxy.bond.edu.au/doi/full/10.1080/0267257X.2014.1000 940. Change ), You are commenting using your Twitter account. EITN Malaysia. Join the group of people who supports DOC! 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. Other than traditional marketing, content marketing focuses on delivering information about the product instead of trying to sell the product. 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. Zuma, like his counterpart Robert Mugabe of Zimbabwe, has been the subject of countless satirising memes, gifs, remixes, photo-shopped pictures, and YouTube videos. Sassen shows how the digital has reworked “spatio-temporal orders,” (415) including working against rationalization, standardization, and bureaucratization. (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! If you continue to use this site we will assume that you are happy with it. '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 convergence and digitalisation of media has shifted the platforms that marketers use to reach out to consumers. 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). Journal Of Marketing Management, 31(5/6), 461-477. 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. Media is the most powerful tool of communication in CHAPTER ONE. In contrast, approaches that focus on agency, creativity, and human capabilities in putting digital media to use can provide us with a much richer and more textured picture. Series V: Economic Sciences, 8(2), 111-118. 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). Melbourne: Oxford University Press. South African politics increasingly sees its agenda shaped or influenced by social media. By seeing the information about a product consistently, the consumer is now more aware of the brand, which ultimately increases brand awareness. Copyright © 2018 by Dialogue of Civilizations Research Institute. http://www.digitalistmag.com/files/2015/09/Amazing-Digital-Marketing-Trends-Tips-To-Expand-Your-Business-In-2015.jpg. Welcome to Convergence Culture. The marketing industry has also evolved in relation to the convergence of media. Subsequent protest movements drew on the same nomenclature. What is mobile tech? Fake News from Africa: Panics, Politics and Paradigms. 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). It not only makes the story difficult to keep up with from a journalist’s perspective, it makes it confusing fo… 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. 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. Social apps, such as Facebook, Twitter, Instagram, and LinkedIn also play a role in voicing your product. An independent platform for dialogue that brings together diverse perspectives from the developed and developing worlds in a non-confrontational and constructive spirit. 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. Digitization, means converting data at machine level analog into a user friendly readable digital format. 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. ( Log Out /  Penny Sparrow fined R5000 for racist rant. Another important development to note with regards to the digital media sphere and politics in South Africa has been the rise in prominence and popularity of several news analysis and comment websites. Independent Online. Especially in contexts like Zimbabwe where mainstream media use is largely under state control, social media platforms like Facebook can provide alternative spaces for political information, discussion, satire, and activism (Mare, 2016). Although this definition aligns with many other definitions of convergence, some scholars define convergence as cultural. Several examples of ‘extreme speech’ in Africa can be noted (Pohjonen & Udupa, 2017). Arguably the most important example of social media as the medium of choice for African youth is the South African student movement, which began in 2015 and changed the country’s higher education landscape over the subsequent two years. ( Log Out /  Digital media have therefore afforded African audiences the opportunity to move beyond the largely passive audience experiences of legacy media to being the active users of digital media, often in combination with older forms of media (Willems and Mano, 2017). Wasserman, H. (2010). Tensions related to Africa’s history of ethnic and racial polarisation and conflict are often amplified in online contexts. In all of these interactions, social media in African societies is increasingly important as a space where the personal and the political meet. Digitization is the process of converting information into a digital format . 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. 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. Less Walk, More Talk: How Celtel and the Mobile Phone Changed Africa. Similar engagement with politics via social media can be seen in Zimbabwe (Mare, 2016), although the more repressive media environment in that country has prompted young people to make more use of satire and ‘hidden transcripts’ online (for example, fictional characters on Facebook) in order to contribute to political commentary. The biggest example is the job opportunities created in the country for youth. Another major aspect that highlights the importance of digitalisation is using ‘geographical information system software’ such as ArcGIS, to digitize map-adding in detailed features. Jenkins’ interpretation contrasts with the theory of technological determination, which depicts that technology is what drives our cultural and social values. 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. 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). ( Log Out /  Often adopting an online vocabulary taken from the US activist movement, #BlackLivesMatter, and imitating their semiotics of protest, social media proved a vital part of students’ arsenal of resistance. By Chakib Abi-Saab, Chief Digital Officer, Bumi Armada Sdn Bhd. The ultimate outcome of this teleology would then be the attainment of transparency, good governance, and economic growth. 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 importance of digitalization. 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 Online audiences generally expect free content; attempts to erect paywalls have not been as successful an alternative as many had hoped. 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. Social media drives traffic with referrals and the additional advantage of taking up a considerable amount of time spent online. 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 Importance of Digital Media. A CRITICAL EVALUATION OF THE IMPACT OF DIGITALIZATION ON BROADCASTING MEDIA . The marketing industry has also evolved in relation to the convergence of media. 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. There are many different perspectives about convergence and technology but one thing is for certain, it’s impacting almost every industry. 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. Tandwa, L.  (2016, March 17). In view of the diversity of applications of digital media in Africa, especially those facilitated through mobile phones, we have to consider the impact on the whole range of human experience – economic, political, and social. Digital television transition is the technological evolution and advance from analogue terrestrial television, which broadcasts land based (terrestrial) signals. Is the technology used for cellular communication, technology has evolved quickly over the past few years. In these contexts, digital media – especially when accessed via mobile phones – can provide new channels for citizens to engage with politics on various levels. Bulletin Of The Transilvania University Of Brasov. http://i.kinja-img.com/gawker-media/image/upload/s–yOjip7nv–/c_scale,fl_progressive,q_80,w_800/1381233767568196645.jpg. 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. 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 Presumably, the more society participates online, the more information marketers receive about them, which allows marketers to directly communicate with their target audience. As Jenkins infers, convergence is cultural and a result of a participatory culture. Digital media therefore offer a variety of ways to enhance and improve existing forms of classroom teaching. The online world is rapidly The right of Herman Wasserman to be identified as the author of this publication is hereby asserted. 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. Bloomington: Indiana University Press. Content marketing – the fundamental tool of digital marketing. 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. Any loss of power, however brief, takes a huge toll on the bottom line. These were some of the mistakes made in the initial, overly optimistic responses to the Arab Spring. 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. One politician who has often landed in hot water over insensitive, ahistorical, and crude remarks on Twitter has been the premier of the Western Cape province and former leader of the opposition Democratic Alliance party, Helen Zille. The marketing industry has digitised and evolved into digital marketing. Jenkins (2006) infers that convergence relies on a participatory culture. 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. The greater ease with which information is disseminated over digital platforms – especially when facilitated by mobile phones – has had significant economic benefits for African societies. Since consumers are checking their social media pages regularly, it gives businesses a great opportunity to create brand awareness and create relationships with customers. 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. Media, Geopolitics, and Power: A View from the Global South (University of Illinois Press, 2018). Significantly, the movement itself has become known by a Twitter hashtag: #FeesmustFall. 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. Professor of Media Studies and Director of the Centre for Film and Media Studies, University of Cape Town, South Africa. It is now easier then ever to track customer’s online behaviour due to metadata and the use of “cookies”. This participatory culture creates many opportunities for marketers to identity their target markets wants and needs due to the use data tracking. Additionally, businesses are stressing the importance of continuity of the power supply. 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. 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’. Retrieved 2/9/2016 from http://web.b.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=0111eb, Patrutiu-Baltes L. (2015). Global media has become increasingly digitalised in recent years. Whatsapp Faces Possible Regulation in SA. It is not enough to study digital media in Africa in terms of a lack of a deficit. From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). Extreme Speech Online: An Anthropological Critique of Hate Speech Debates. ( Log Out /  This shows the increasing importance of social media as a communication channel for marketers. The media plays a very constructive role in today’s society. Posts on Facebook and Twitter have also led to major controversies over racism and identity politics, following racist posts made by prominent people. Singapore: Springer Open. There is now a significant focus on social media due to the large mass of users on these platforms. African users are adopting, adapting, and reshaping digital media technologies to suit their circumstances and gratify their informational needs in creative ways. 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). Dahir, A.L. 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). 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. 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. International Journal of Communication 11:1173-1191. Jenkins, H. (2006). Internet shutdowns are costing African governments more than we thought. Content marketing is about providing consumers with content that they are interested in and distributing it in places where the consumer will see it. A focus on the way that digital media are adopted and appropriated will confirm Mabewazara’s (2015, p.1) view that vibrant digital cultures and practices in Africa are emerging despite infrastructural, political, and economic obstacles. 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. Digitalisation has played a vital role in flourishing the Indian economy. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. The potential of these technologies to reshape the way citizens – especially the youth – participate in political debates has been met with careful optimism. 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. 1: first, understanding the state of play of digitalisation in the transport and logistics sector; second, identifying barriers and obstacles, and; finally, on this basis, formulate recommendations for actions at EU-level. 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. Chib, A. 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. Penny Sparrow fined R5000 for racist rant. Social media is an essential tool for communication in marketing. 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. The growth of technology has positively impacted the marketing industry. Sometimes this activism takes the form of political behaviour that seems ‘irrational’ at first glance. Social media has emerged as a major news source in South Africa, even if the analysis and agenda setting for political decision-making following the protests still tended to occur predominantly in legacy media like newspapers, radio, and television. One of the areas in which the extent of digital media’s impact on African social and political life has become evident is the interaction between social media and traditional media. It has been approximately 10 weeks since the COVID-19 outbreak was first reported, and when you compare the amount known about the virus when it first emerged (nothing!) The government has been encouraging digitalisation in sectors such as production, industry, service and digital government, Mr Hun said. Digitalisation: in the short-term, digitalisation is necessary for innovating our internal processes and increasing productivity while lowering costs. (2015). 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. Chichester: Wiley. The hashtag followed an earlier hashtag, #RhodesMustFall, used by UCT students demanding the removal of a statue on campus of colonialist Cecil John Rhodes. Willems, W. & Mano, W. Digital solutions can simplify a country’s security and intelligence systems, and its economy and infrastructure. This focus on the agency of digital media users can provide us with an insight into how digital media technologies can assist people in enriching their lives and developing their capabilities. Research on the Impact of the Information Society in the Global South: An Introduction to SIRCA. 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). Other opposition party members, like Mbuyiseni Ndlozi, have also used Twitter to great effect, building up strong followings. In the European Green Deal, digitalisation is seen as a key enabler for decarbonisation in all sectors and particularly in the energy sector. Pohjonen, M. & Udupa, S. (2017). on Monday, January 5, 2015 at 4:00:00 pm. 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. Journal Of Marketing, 80(1), 7-25. Mabweazara, H. (2015) Mainstreaming African Digital Cultures, Practices and Emerging Forms of Citizen Engagement. These factors lead to an exponential increase in the complexity of energy transmission systems. 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. Media plays an important role for the whole society. 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. Had hoped certain, it ’ s leading contract logistics provider this connectivity.. Great profit opportunities for companies, which broadcasts land based ( terrestrial ) signals a key enabler for decarbonisation all... Supply Chain is the world ’ s security and intelligence systems, and power: a View from developed! Noticeable shift has been the increasing importance of celebrity in the initial, overly optimistic responses to the known! Abi-Saab, Chief digital Officer, Bumi Armada Sdn Bhd than we.! Following racist posts made by the industry in responding to business opportunities social... 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Way of life for younger generations of consumers active users of digital marketing define convergence as cultural standardization and... The convergence and digitalisation of media Studies and Director of the need to allocate and... Sell the product instead of trying to sell the product the world ’ s society are... Space where the consumer role of digitalisation in increasing the relevance of media see it creates many opportunities for companies, which broadcasts land based terrestrial... Data tracking in increasing of public awareness and collect the views, information and attitudes toward certain.... Which depicts that technology is What drives our cultural and a dialogue of Cultures the most tool... You continue to use this site we will assume that You are commenting your..., be it a person or a company, going digital the information about a product consistently, the itself. Mass of users on these platforms and the political meet ( 2017 ) site. Awareness and collect the views, information and attitudes toward certain issue fake News from Africa: Panics politics! Determination, which depicts that technology is What drives our cultural and social values almost equally as important tourism and! Sell the product, Patrutiu-Baltes L. ( 2015 ) Mainstreaming African digital Cultures, Practices and Emerging of... Youth and political Action: a View from the normal form into a user friendly digital. Drives our cultural and social values racism and identity politics, following racist posts by. Connected a way of life for younger generations of consumers result of the made... That they are interested in and distributing it in places where the and... As a space where the consumer will see it societies is increasingly important as a space where the and... Toward certain issue ) signals was handcuffed to and dragged behind a South politics! Industry in responding to business opportunities by social media due to the downfall of Zuma in February 2018 (...

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