By Gofaone Motsamai

When individuals blend professional media experience with academic work, they are “pracademics” who build bridges between the two spheres. This is according to Prof Gilbert Motsaathebe, research professor at the North-West University (NWU), who used the term during his recent inaugural lecture titled “Pracademics bridge the gap between media and academia”.

“The role of pracademics in bridging the gap between media and academia is crucial, functioning as a ‘boundary spanner’ that connects these two fields,” said Prof Motsaathebe, whose field is indigenous languages media in Africa. He explained that pracademics bring current industry insights into the classroom, helping students apply theoretical concepts to practical contexts, thereby equipping them for challenges in the media field.

Beyond enriching academic programmes, Prof Motsaathebe argued that pracademics can address local challenges in media and communication by adapting academic theories to real-world issues.

“When academia and industry collaborate, it involves navigating between two dissimilar but interconnected worlds. It also means ‘turning oneself into a subject,’ à la Foucault,” he remarked, emphasising the innovative potential of pracademics in tackling contemporary issues.

By examining his dual role in academia and industry, Prof Motsaathebe highlighted the importance of engaging with both spheres to contribute meaningfully to societal change.

His lecture emphasised the need for African higher education institutions to embrace pracademia as a way to address the continent's socio-economic challenges and position themselves as agents of transformation.

His own experience as a pracademic

Holding a PhD in film and media studies from the University of the Witwatersrand, he also completed a BA, BAHons and an MA in communication (with distinction) at the NWU.

Prof Motsaathebe started out as a news producer at Bop TV in Mmabatho, before joining e-TV. His career later took him abroad, where he held academic positions in the United Kingdom, Japan, India and the United Arab Emirates.

Beyond his teaching and media roles, he has made significant contributions to research, publishing over 60 peer-reviewed articles and 11 books. He has a C2 rating from the National Research Foundation.

His research interests are diverse, covering indigenous languages media in Africa, African languages, post-apartheid films and journalism education, among other topics.

He is also the founder and co-editor of the International Journal of Indigenous Language Media and Discourse and has served on numerous editorial and advisory boards.

Prof Motsaathebe's inaugural lecture was a forward-looking exploration of the potential of pracademia to shape the future of mass communication in Africa and beyond.

Prof Gilbert Motsaathebe recently delivered his inaugural lecture titled “Pracademics bridge the gap between media and academia”.