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.
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.
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.
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
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”
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
31st ANNUAL CONFERENCE OF THE SOUTHERN
AFRICAN INSTITUTE FOR MANAGEMENT SCIENTISTS
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
TEST – Journal of Engineering and Management
IJMAS – International Journal of Management and Applied Science
Oosthuizen, M. 2019. Crisis Response Strategies: Investigating the Modern Marketplace. International Journal of Management and Applied Science, 5(6):31-37.
Short-term Promotional Activities as Social Media Stimulants: A Comparative Study within the South African Premium Chocolate Industry
#DigiMethods Rhodes University – International Symposium
Digiphrenia and the Instagram Versus Reality Movement, an Explorative study on Identity Creation
Crisis Response Strategies: A Case Study of the Volkswagen Emissions Scandal
Look Good for Me – Faludi’s Gendered Roles in SA Magazines
University of the Witwatersrand Consuming Gender Research Symposium
News 24 – Fashioning Fake Feminism
It is Women’s Month and women all over the world seem to be hyped up on Beyonce, but a healthy scepticism is encouraged before you buy that #BossLady handbag.
The South African – Our Bodies are Changing, Why aren’t our Minds?
In Backlash: The Undeclared War Against Women, Susan Faludi (1992) claims that advertisements, through an omnipresent propaganda war, have succeeded in adapting the desires and directing the interests of women towards subordinate undertakings and pursuits resulting in women taking on a constant victimised state.
News 24 – The Sucker Punch of Sexism in Politics
How can amateurs turn pro without the necessary backers? Covered in bandages and brused by black eyes, how can a female politician become a champ if the political ring refuses to be a neutral corner?
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.
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.