By Enock Sithole
Exciting papers from emerging scholars and karaoke evenings, marked SACOMM 2025, giving a “strong sense of community fostered throughout the event”.
For the Local Organising Committee (LOC) chair, Dr. Janelle Vermaak-Griessel, the highlight of the conference was the strong sense of community enjoyed throughout the event.
The recently concluded South African Communication Conference (SACOMM) in Gqeberha has been hailed as a resounding success, having brought together more than 130 delegates from across South Africa and beyond.
The three-day event, held at Nelson Mandela University, was marked by collaboration, innovation, and a distinctly relaxed atmosphere that encouraged delegates to engage meaningfully without the pressure often associated with academic gatherings, said LOC chair, Dr. Vermaak-Griessel.
“What I really wanted for this year’s SACOMM was for everyone to feel like they were part of a supportive network,” she said. “There was no sense of competition or hierarchy — just people learning from and supporting each other,” added Dr. Vermaak-Griessel.
One of the most celebrated innovations at this year’s SACOMM was the creation of platform for emerging scholars to present work to their peers instead of facing seasoned scholars and feel intimidated. This allowed young researchers, from honours degree students to early-career PhDs, to present their work in a safe and collegial environment, free from the intimidation of senior academics scrutinising their every word, said Dr. Vermaak-Griessel.
“I wanted to create a space where they could speak freely and gain confidence,” Dr. Vermaak-Griessel explained. “The feedback we received was overwhelmingly positive. Many said it felt more like a conversation than a formal presentation, which was exactly what we hoped for.”
There were cocktail evenings where participants had just one minute to introduce themselves, their research focus, and a fun fact about themselves. The exercise not only broke the ice but also sparked new collaborations and friendships.
The conference featured two thought-provoking keynote addresses, one from Dr. Lusike Mukhongo of Western Michigan University, who opened the plenary sessions with a presentation titled Disrupting Knowledge Binaries: Centering Non-Extractive, Community-Engaged, Participatory Approaches.
The other was delivered by Prof. Admire Mare from the University of Johannesburg, whose presentation was titled Disinformation Ecosystems in Africa, offering deep insights into how misinformation circulates on the continent.
This year’s program introduced another new structure: a full day dedicated exclusively to plenary sessions. Dr. Vermaak-Griessel explained that this was designed to avoid scheduling conflicts where delegates had to choose between concurrent sessions.
“Everyone could attend the keynotes and other important sessions without feeling like they were missing out,” she said. “Delegates really appreciated that.”
With 28 panels and 112 papers presented, SACOMM 2025 showcased a remarkable diversity of research, spanning public relations, film, journalism, and digital communication. Some delegates attended purely as observers, adding to the rich dialogue without presenting papers themselves.
Karaoke and camaraderie
While SACOMM was primarily about academic exchange, it wasn’t all work and no play. The Wednesday evening banquet introduced a first for the conference —a karaoke night.
“I don’t think SACOMM has ever done anything like this before,” Dr Vermaak-Griessel said with a laugh, adding that “I kicked things off with the first song, and from there, everyone joined in. The energy was electric. People were singing, clapping and just celebrating together.”
The karaoke session, much like the entire conference, symbolised the event’s ethos of breaking down barriers and fostering a sense of shared purpose.
Dr. Vermaak-Griessel was quick to credit her organising team for the event’s seamless execution. Each member handled a specific portfolio — from keynote logistics to social media communications on WhatsApp, Instagram and LinkedIn.
Special recognition went to the technical support team who, according to Dr. Vermaak-Griessel, “clocked 13 kilometres in a single day” running between venues to troubleshoot tech issues.
Students were also instrumental in creating the conference’s striking visual identity, ensuring consistency across all materials and branding.
“Without my team, this wouldn’t have been possible,” Dr. Vermaak-Griessel emphasised. “Their dedication and creativity brought our vision to life.”
Balancing academia and industry
While SACOMM has sometimes been criticised for being dominated by academics, leaving out communication professionals, this year’s event made efforts to include industry professionals, such as journalists and communication practitioners, in panels and plenaries. Dr Vermaak-Griessel acknowledged, however, that work pressures often make it challenging for industry participants to attend the full conference.
“There’s nothing stopping professionals from being part of SACOMM,” she said. “We value their real-world perspectives, which complement academic research beautifully.”
With the turnout and overwhelmingly positive feedback, Dr. Vermaak-Griessel said there was little she would change if she were to do it again — except perhaps adding more technical support staff.
The success of SACOMM 2025, she believes, lies in its ability to bring together diverse voices in communication under one umbrella.
“SACOMM works because it’s not just about academia or industry; it’s about creating a shared space for dialogue,” she reflected. “When we work together as a collective, we can push the boundaries of what communication can achieve.”