Highway Africa 2014 discusses social media

By Apollo Mubiru

The time is now. Yes it’s time. In the new era of digital and convergence in journalism, social media can no longer be on the margins. Where should it be now?  This crucial question was answered at a recent 18th edition of Highway Africa conference.

The conference which is the world’s largest gathering of African journalist took place at Rhodes University in Grahamstown, South Africa.

 Themed, “Social media: from margins to mainstream,” participants interrogated the role of social media has played and will be playing on the media industry and how much such technology has enabled our voices to be heard in new ways.

The director, Highway Africa, Chris Kabwato, said the annual conference draws presenters and trainers from all over African continent and further abroad. The conference is the world’s largest gathering of African journalist at any one time.

He paid tribute to the sponsors of the meet. I must also salute MTN Uganda for facilitating my travel to South Africa. No wonder, I had a chance of rubbing shoulders and talking to highly placed people at the MTN headquarters in Johannesburg.  Thank you so much MTN.

Among the key issues that were discussed, it was evident that the traditional media used to have a monopoly on the debates in society but social media has already empowered ordinary people in important ways.

According to Prof Janet Kolodzy from Emerson College, Boston, “we are living in a 24/7 world which is challenging for reporters. She said convergence journalism is a necessary ‘evolution’ in journalism progression.

Journalism needs to adapt to different audience needs and interests. Communities are no longer bound by their geography, there are neo-communities created through shared interest and journalists need to reach these communities,” she noted.