Communicating during a pandemic: a South African university’s use of social media during the COVID-19 crisis

Abstract

The COVID-19 pandemic that emerged in late 2019 resulted in many universities across the world switching to emergency remote teaching in order to complete the academic year. This article examines what senior management at one South African university felt was important to communicate to their student body regarding the COVID-19 crisis and emergency remote teaching, and the modalities utilised for this communication. The type of crisis responses enacted by this university are also investigated. Relevant communication events by the university’s senior management to their student body during the pivot were examined utilising a bottom-up (thematic analysis) and top-down (situational crisis communication theory) approach. Important themes that emerged included the need to empower and mobilise students, acknowledging unequal access to the devices and data required for online learning, and looking after student’s mental health. Crisis response strategies involved justification of the pivot to emergency remote teaching, praising staff for their efforts, expressions of sympathy for students, and provision of data and devices for students in need. The article concludes with recommendations on an approach to communicate with students in the event of a crisis.