SCHOLAR

As a previous Vice Chancellors’ Scholar at Nelson Mandela University, Mikaela holds a Cum Laude degree in BA Media, Communications and Culture, an Honours in Corporate Communication. As a Mandela Rhodes Scholar she completed her Masters in Media Studies at the University of the Witwatersrand with distinction. Mikaela is currently completing a PhD in Media Studies at Rhodes University.

Her research builds on her other numerous internationally published research papers which critically engage with the intersection between retailing, marketing and identify formation in response to the commercialised culture.

PhD Thesis:

Oosthuizen, M. 2022. “The Rise of Virtual Influencers Lil Miquela and Kim Zulu an Exploratory Study of Instagram’s Platform Capitalism From an African Context.” PhD thesis, Rhodes University, Makhanda, South Africa.

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Master’s Dissertation:

Oosthuizen, M. 2019. “Grocery Retail Collectable Loyalty Programmes: An Investigation into the Embedded Messages That Invite a Culture of Collecting in South African Consumers.” Master’s Dissertation, University of the Witwatersrand, Johannesburg, South Africa.

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Academic articles:

International Conference on Social Science, Arts, Business and Education (ICSSABE-20)

A Case Study Analysis of Profitable Partnerships: Influencers and Advertorials in the Post COVID-19 Social Media Environment

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International Conference on Social Science and Humanities (ICSSH)

Sexism Sells – Gendered Visual Language and Faludi’s Gendered Roles in South African Women’s Magazines – Analysing The “Daddy’s Girl”

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International Conference on Nanotechnology and Smart Materials, Design Artificial Intelligence, Manufacturing and Engineering (ICNSMDAIME-20) BEST PAPER AWARD

From ELIZA to Ellie: Artificial Intelligence Therapists and the Relationship between Social Technology and Human Interactions. IIRST_81209

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31st ANNUAL CONFERENCE OF THE SOUTHERN
AFRICAN INSTITUTE FOR MANAGEMENT SCIENTISTS
(SAIMS)

Oosthuizen, M. 2019. Grocery Retail Collectable Loyalty Programmes: An Investigation into the Use of Colour as Embedded Messaging within Pick n Pay Collectable Programmes that Invite a Culture Of Collecting in South African Consumers. ISBN: 978-1-928472-18-6

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TEST – Journal of Engineering and Management

Oosthuizen, M. 2019. Crisis Response Strategies: Investigating the Modern Marketplace. International Journal of Management and Applied Science, 5(6):31-37.

ISSN: 2394-7926

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IASTEM International

Short-term Promotional Activities as Social Media Stimulants: A Comparative Study within the South African Premium Chocolate Industry

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#DigiMethods Rhodes University – International Symposium

Digiphrenia and the Instagram Versus Reality Movement, an Explorative study on Identity Creation

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ICEBM International

Crisis Response Strategies: A Case Study of the Volkswagen Emissions Scandal

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BLOSS Magazine – Runway Review SAFW Wrap Up

With a twist on the classic catwalk, Erre decided to showcase designs in an interactive installation, with models lining the runway in mannequin-like magic. Audience members admired and deliberated over every detail of the garments, displayed like paintings in a museum and adored for the works of art that they are.

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BLOSS Magazine – SAFW The Luxury Collection

South African Fashion Week kicked off a four-day fashion festival on Wednesday and naturally, BLOSS Magazine was front row to report on all of the must-see-moments and key trends shaping the fashion industry that are sure to affect your wardrobe. The first evening of the luxury collection show included the #NewTalent showcase, an initiative to incubate upcoming designers.