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The Role of Social Media in Enhancing Communication Among Multi-Ethnic Groups in South Africa

This research explores how social media can improve communication between diverse ethnic communities in South Africa, addressing the existing lack of dialogue. By analyzing platforms like Facebook and Twitter, it highlights the importance of online social networks in fostering relationships amidst socio-political challenges. A survey of 60 respondents from CPUT indicates significant usage of social media, suggesting that it can enhance social capital, trust, and cooperation among multi-ethnic individuals, ultimately promoting social integration in the country.

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The Role of Social Media in Enhancing Communication Among Multi-Ethnic Groups in South Africa

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  1. Influence of Social Media on Multi-ethnic groups in SouthAfrica Jaehyuk Lee 203027205 Free Powerpoint Templates

  2. Agenda Research Problem Research Question Introduction Literature Review Methodology Findings Conclusions

  3. Research problem There is still lack of communication among multi-ethnic groups in South Africa

  4. Research question How can social media improve communication between different ethnic groups in South Africa?

  5. Introduction • Increased maintaining relatioships on internet • Social communication is the main motivation • Change society into form of network group • Social media such as Facebook, Twitter and Mxit • Due to the differences there is a lack of communication

  6. Literature Review • Key authors • Boyd d. m. • Gross E. F. • Hampon K. • Stanley Waterman

  7. Literature Review • Social media is • New paradigm on society and culture • Open online platform • Facebook • 800million users • Social media is in the limelight • High propagation rate • Low communication costs

  8. Literature Review • Social media in South Africa • Core marketing at the World Cup • South African Airways, Bp, KFC, Cell C etc. • Over 6.8 million users • 72% of students access on facebook once a day

  9. Literature Review • Historical background • Apartheid • Truth and Reconcilliation Commission(TRC) • Social Partition • “Partition is a subjective territorial tactic that affects systems of historical, political, and geographical difficulties. Hence, isolating politics, economics, history, or any other single perspective for analysis is likely to yield only limited insight, as they are not isolated in reality” (Waterman, 1989)

  10. Research Methodology • Survey • Cross sectional study • 60 Respondents from CPUT • Data Analysis • How often do you use social media?

  11. Findings A lot: 31% -> 38% Quite a lot: 28% -> 40%

  12. Findings How strong do you think the connection is between multi-ethnic friends using social media?

  13. Findings Social Capital It promotes cooperation and social transaction between people such as trust, norms, social assets and networks It helps to collaborate and adjust mutual benefit Online communication can supplement and substitute a social capital and offline networking

  14. Findings • Two types of social network in social media • Bridging • Weak tie between heterogeneous • Bonding • Strong tie between homogeneous • Latent tie • Visualize the network

  15. Conclusion Healthy pro-social attitudes Social media is a key to South Africa’s social integration

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