NWU HOSTS SECOND COMMUNICATION INDUSTRY SUMMIT

October 20, 2025 37

Abygail Smit

@Abysmit06

On the 16th of October, the North-West University (NWU) School of Communication hosted its second Communication Industry Summit in Building F1. This event was nothing short of insightful and inspiring for the students who attended.

The theme of the summit was Full-proofing yourself for the world of work, and the guest speakers undoubtedly delivered on this topic. Hosted via networking by the Vanderbijlpark, Mahikeng, and Potchefstroom campuses, the summit brought valuable strategies and information on topics such as AI in the world of work, NWU’s career service offerings, and the future of podcasting and journalism as careers in South Africa.

Musa Kalinga, an esteemed entrepreneur and two-time published author, delivered a lecture titled “The Magic Dust: Full-proofing Yourself in the World of Work in the Age of AI.” Kalinga explained that our generation is the most digitally connected in history and that we are only at the beginning of understanding what AI can do for us. According to Kalinga, South Africa is a hotspot for a massive boom in jobs, as there is a decline in young people participating in traditional employment but a migration to new industries such as the Global Business Services (GBS) sector.

Kalinga elaborated further, stating that AI is not replacing African creatives but rather supercharging them. He supported his argument by referring to a study done by MIT, which proves that AI has a levelling effect. This means that less creative people benefit more from using AI programs, while those who are more creative show smaller improvements when using them. Kalinga ended his speech by highlighting the importance of humans being in the loop with AI, meaning that we should use AI programs for symbiotic integration rather than as a passive tool for simply asking questions and receiving answers.

A speaker from the NWU Career Services also delivered a presentation on what their department offers students. This included how the service helps prepare students for future employment and ensures job security in the evolving workplace. The speaker covered four main focus areas of the Career Services:

• The implementation of teaching and learning strategy policies and rules.

• The development and implementation of employability initiatives.

• The continuous monitoring and assessment of effectiveness and impact.

• The development and management of relationships with industry and other relevant stakeholders.

As students jotted down notes on AI usage and university support for future careers, speaker Portia Kobue shifted the discussion toward the future of podcasting as a valid career option. Kobue explained that podcasts are a growing industry in South Africa, with an audience expected to reach 4.8 million by 2027. Students have a promising future in this field, as statistics show that 61% of podcast listeners are between the ages of 18 and 34.

However, Kobue also acknowledged the challenges currently facing podcasts, such as accessibility, language barriers, and inclusivity. She encouraged up-and-coming podcasters to overcome these issues to make podcasts more popular and accessible everywhere. The prospects of having a podcast are strong, with increased monetisation opportunities, content diversification, and new technological advancements. Kobue left the audience with these motivational words: podcasts can promote rights, empower citizens, and inspire audiences to act.

After a short break, students and lecturers reconvened for a session about pursuing journalism as a career in South Africa. The speaker, Sydney, spoke about his journey as a young photographer who transitioned into academia. Focusing primarily on print media and encouraging the youth to keep it alive, Sydney reflected on his academic and journalistic journey. He left aspiring journalists with one crucial piece of advice: publish as much as you can while studying to build a strong portfolio for future employers.

“The university is, because you are,” said Regao Mashigo, a lecturer at the NWU Potchefstroom Campus and the Potchefstroom branch’s MC for the summit. Her words not only reassured students of their lecturers’ commitment to their education but also set the tone for the event. Walking out with complimentary notebooks and pens, students felt inspired, reassured, and ready to take on the professional world — all thanks to the 2025 Communication Industry Summit.