PROFESSOR GILBERT MOTSAATHEBE EXPLORES THE ROLE OF PRACADEMIA IN MASS COMMUNICATION AT HIS INAUGURAL LECTURE

By Gofaone Cascious Motsamai

On August 29, 2024, at the North-West University (NWU) Mahikeng campus, Professor Gilbert Motsaathebe, a renowned scholar with a wealth of experience in both academia and the media industry, delivered a thought-provoking inaugural lecture. The lecture, titled “Negotiating knowledge boundaries and dual citizenship: A mass communication practitioner’s diachronic, pedagogical, and futurological exploration,” offered a comprehensive reflection on his professional journey and the evolving role of pracademia in mass communication.

Professor Motsaathebe introduced the concept of pracademia, which combines practical industry experience with academic scholarship, and advocated for its recognition as a valuable framework within mass communication studies. He emphasised the importance of this dual approach, stating, “In this lecture, I explore my own engagement with both industry and academia, viewing them as distinct but interconnected knowledge boundaries. This exploration requires a self-reflective approach, aligning with Foucault’s notion of ‘turning oneself into a subject. My goal is to use this lens to contribute to and expand emerging conversations about pracademia’s significance and practical utility as a mode of inquiry”

Addressing the limited scholarly work on pracademia, Professor Motsaathebe underscored the critical role of pracademia as “boundary spanners” who bridge the gap between media and academia. He argued that these individuals facilitate the exchange of knowledge and ideas between the two fields, fostering innovation and mutual enrichment. By actively engaging in both spheres, pracademics can drive meaningful societal transformation and contribute to the development of African higher education institutions as agents of change.

Reflecting on his extensive career, which has spanned four continents and six countries, Professor Motsaathebe highlighted the significance of his dual roles in academia and the media industry. With a PhD in Film and Media Studies from the University of the Witwatersrand and an MA in Communication from NWU, along with his early career in media at BOP Television and e-TV, Professor Motsaathebe has established himself as a leader in both fields. His international academic experience in the United Kingdom, Japan, India, and the United Arab Emirates further underscores his global perspective.

In addition to his teaching and media contributions, Professor Motsaathebe has made substantial strides in research, earning a C2 NRF rating and publishing over 60 peer-reviewed articles and 11 books. His research interests span Indigenous Language Media, African languages, post-apartheid films, and journalism education. He is also the founder and co-editor of the International Journal of Indigenous Language Media and Discourse, having served on numerous editorial and advisory boards.

Professor Motsaathebe’s inaugural lecture was more than just a career retrospective; it was a forward-looking analysis of the potential impact of pracademia on the future of mass communication, particularly in Africa. His insights and experiences offer valuable lessons and inspiration for both his contemporaries and emerging scholars and media practitioners. As a leading thinker in the field, Professor Motsaathebe continues to pave the way for the integration of practical and academic knowledge in mass communication, highlighting its transformative power in addressing the continent’s socio-economic challenges.