'EFF has been the most innovative party on social media leading up to elections'
While some sceptics regard social media as divorced from reality, cautioning against taking it too seriously, many recognise its profound influence.
FILE: An EFF flag is seen during a party event. Picture: Abigail Javier/Eyewitness News
John Perlman interviews Dr. Pedro Mzileni, Senior Lecturer at the University of Zululand in South Africa.
Listen below.
In today's digital era, the ascent of social media has gradually eclipsed traditional media channels.
Platforms like X, Instagram, Facebook, TikTok, and WhatsApp have empowered users with instant access to a wealth of information.
While some sceptics regard social media as divorced from reality, cautioning against taking it too seriously, many recognise its profound influence.
Mzileni underscores the significance of social media, arguing that it plays a pivotal role in global awareness, citing ongoing events like the genocide in Gaza.
He adds that it provides us with dis-regulated access to information that would have ordinarily been withheld or only shared at a much later stage.
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Citing a recent study, Mzileni highlights the staggering presence of social media in South Africa, with approximately 25 million users.
WhatsApp emerges as the front runner, closely trailed by YouTube, Facebook, and X.
He attributes this widespread adoption to the increasing affordability of wifi and data.
With less than 24 hours until the elections, Mzileni emphasises the pivotal role of social media as a formidable tool for political parties to disseminate their agendas and garner support.
Despite being a political newcomer, the EFF boasts the largest platform on social media.
Mzileni attributes this to their innovative approach and their adeptness at maximising its use to reach supporters.
"Social media is real and highly influential."
- Pedro Mzileni, Senior Lecturer – University of Zululand in South Africa
"The EFF has been far more innovative and it has utilised its platform to its maximum effect."
- Pedro Mzileni, Senior Lecturer – University of Zululand in South Africa
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