Research contributions

+ Last updated in November, 2025 +

Travis’ scholarship has made contributions to five areas of scholarship. These concern (A) qualitative data analysis methodologies for researching microblogging conversations, (B) critiques of health authoritarianism and scientific suppression, (C) fake celebrity endorsement as a digital crime, (D) arguments in data visualisation, and (E) situated online content creators:


A1 A rationale for qualitative analysis of online science conversations (2021/25)
A2 Comparing QDAS functionalities for live Twitter data imports (2021/23)
B1 "Health communication" as propaganda (2023/25)   
B2  Post-truth’ moments beyond the Infodemic research agenda (2021/22)
B3  Work-related online harassment of academics (2022+)
B4  Defining how cyber harassment from academics constitutes online academic bullying (2021+)
C1  Defining fake celebrity endorsements, a social media advert fraud (2023/25)
C2  The situated nature of resisting a culture of fakes (2023/25)
D1  Social semiotic multimodal arguments in data visualisation (2017/22)
E1  South African learners' online content creation (2009/18)
E2  Connected Learning in African university students (2013/19)
E3  Critical reflections in educational action research (2018/26).


A+ Qualitative data analysis methodologies

A1 A rationale for qualitative analysis of online science conversations to better explore their meaning


Big Data communication researchers have called for qualitative analysis of online science conversations to better explore their meaning. A scholarly gap exists regarding the role that such methods might play in researching Small Data regarding micro-bloggers' science article communications. While social media attention assists with article dissemination, qualitative research into related microblogging practices is scant. In response to these gaps, Travis led an article that presented an exemplar for qualitative analysis' potential contribution to science communication studies on microblogging articles.

A2 Comparing QDAS functionalities for live Twitter data imports and their implications for analysis


Qualitative data analysis software (QDAS) packages are a recent innovation. Little has been written concerning the research implications of differences in such QDAS packages’ functionalities, and how such disparities might contribute to contrasting analytical opportunities.  In response to both methodological gaps, Travis and his co-authors presented a software comparison across the four QDAS tools that support live Twitter data imports, namely, ATLAS.ti™, NVivo™, MAXQDA™ and QDA Miner™. Travis, Dr Pat Harpur and Dr Corrie Uy's QDAS features checklist for these tools spotlighted many differences in their functionalities. These disparities were tested through data imports and thematic coding that was derived from the same queries and codebook. The authors’ resultant QDAS experiences were compared during the first activity of a broad qualitative analysis process, ‘organising data’.

B+ Critiques of health authoritarianism

B1 "Health communication" as propaganda (2023/25)

A research collaboration between Dr Piers Robinson, Dr Travis Noakes, and Dr David Bell resulted in the pre-print,  Promoting Vaccines in South Africa: Consensual or Non-Consensual Health Science Communication? It addresses a blind spot in scholarship by critiquing the non-consensual strategies used to persuade pregnant women in South Africa to receive Pfizer’s BioNTech Comirnaty® vaccine. 


B2 ‘Post-truth’ moments beyond the infodemic research agenda


Dr David Bell, Professor Tim Noakes and Travis wrote an opinion piece that raised several constructive criticisms of the World Health Organisation (WHO) infodemic research agenda. In particular, a major criticism is that the agenda lacks earnest discussion on how health authorities’ own guidelines contribute  to mis-/mal-/disinformation. The article flags that if health authorities’ choices are not up for review and debate in the infodemic research agenda, there is a danger that a hidden goal of the WHO infodemic (or related disinfodemic funders’ research) could be to direct attention away from the multiple failures of authorities in fighting pandemics with inappropriate measures. Further, rushed guidance based on weak evidence from international health organisations can perpetuate negative health and other societal outcomes, not ameliorate them.


B3 Work-related Online Harassment of Academics


Important gaps were identified with Dr Pat Harpur and Professor Tim Noakes regarding what is not being said in the academic cyberbullying literature. In particular, issues of politics and power seemed to have constrained research concerning dissenters and whistleblowers in the academic workplace. There is a missing practical contribution concerning how whistleblowers and dissidents might be better protected from hegemonic forces and intellectual cyber harassment in Higher Education. For example, through university policies against cyber aggression by academic peers. 

B4 Flagging cyber-harassment from academic cyberbullies and related research gaps


The negative phenomenon of online academic bullying has been clearly defined (2021). OAB’s lengthy nature, distinctive forms and potential to have potentially grievous consequences for recipients was flagged for the first time in the literature. OAB’s potential role in serving as a novel form of scientific suppression and threat to academic free speech was also spotlighted. Travis’ postdoctoral application of OABRAT to study cyber harassment in academic settings demonstrates his versatility and responsiveness to evolving digital challenges. This research is both timely and relevant, addressing emerging issues in the digital sphere.


C+ Fake celebrity endorsement as a digital crime

C1 Brandjacked for social media fraud


There is a lack of deep, platform-specific academic research on digital crimes perpetrated via social media. Likewise, little scholarly work exists regarding Africans’ experiences of such frauds and the challenges cybervictims face when reporting back to platforms from the Global North. As a digital crime, fake celebrity endorsements target private individuals and the general public with limited access to resources for combating fraud. The Fake Celebrity Endorsement (FCE) research project's review unpacks the development of Northern scholarship on cybervictimology, plus the growing literature on this topic from the global South. Importantly, it highlights the gap in knowledge around the subjective experiences of digital victims, and more specifically, microcelebrities. The FCE proposed that the ‘how’ and ‘what’ of victim identity within global Southern cybercriminological scholarship can be reimagined. We further suggest what is required to develop a body of scholarship that yields insights into cybervictims needs, and routes to recourse. 

C2 The situated nature of resisting a culture of fakes

We frequently read in the press about digital crimes that severely impact private individuals and celebrities. In contrast, relatively little research seems to tackle people’s cybervictimisation experiences in response to online scams. There seem to be no scholarly accounts of South African (SA) celebrity influencers’ lived experiences of cyber-victimisation, brandjacking, and impersonation. By 2024, the FCE had listed media reports for over fifty SA celebrities who had been brandjacked for fake endorsements on social media. Travis co-authored an article that addressed Global South influencers responses to fake endorsements on USA platforms. Its review identified that there is a well-established global Northern trajectory of work that measures the causes and effects of cybervictimisation and help-seeking behaviours. However, this inadequately captures the nuances and complexities of responding to crimes in the Global South. While Resisting a culture of ‘fakes’ offers insights into a niche sample of celebrity influencers, its conclusions have significant theoretical and methodological implications for cybervictimisation research and legal interventions, both locally and internationally. This paper makes noteworthy theoretical inroads into understanding cybervictimisation as a phenomenon not only shaped by individual behavior but also by institutional structures and geographical positioning. Through interrogating the cultural and geopolitical nuances of cybervictimisation, the value of in-depth, meaning-driven investigations using a critical qualitative methodology was shown.



D+ Arguments in data visualisation

D1 Data visualisation design as multimodal academic argument


Students can struggle to access disciplines and Higher Education in general due to opaque discursive conventions. Travis and Professor Arlene Archer’s multimodal research has helped build our understanding of journalism students’ negotiations of such challenges in their development of academic arguments via data visualization poster designs (2020). Both authors’ multimodal framework for analysing and producing argument in data visualisation has proved helpful for changing a blended-learning course into one that better supported students’ development as critical designers and engaged citizens (2022).

The adaptation of this framework for a blended-learning course reflects Travis’s innovative pedagogical approach. His focus on nurturing critical design skills and informed citizenship aligns well with contemporary educational needs.


E+ Situated online content creators

E1 SA learners' online content creation


Travis' focus on South African teenage online content creators (OCC) addressed a critical gap in existing literature, predominantly focused on developed countries and well-resourced OCC. His exploration of cultural, economic, and social influences in shaping OCC agency in this region is both innovative and necessary for a comprehensive understanding of the global digital landscape. Travis’s doctoral work on the African context of OCC is a significant contribution, filling a void in current academic literature. 

Developed during his PhD, this framework is a testament to Travis' ability to conceptualise and operationalise theoretical constructs. His emphasis on marginalised and under-resourced OCC producers is particularly commendable, highlighting pressing issues of inequity in digital access and representation.

To link young visual arts students’ e-portfolio curations to inequalities in their schooling and home contexts in Cape Town, Travis proposed the ‘Capital meets Capabilities’ framework. It supported the development of twelve case studies for a wide range of students. His research publications have foregrounded four students from marginalised contexts which have largely been neglected in research into OCC’s productions.


E2 Connected Learning in African university students


This collaborative research project underscored the significance of digital literacy and competency in today's globalised world. Travis' work in positioning digital creation as a competitive advantage not only adds to academic discourse but also has practical pedagogical implications.


D3 Critical reflections in educational action research


Travis is working on a methodological reflection on his PhD that foregrounds the necessity of EAR researchers being more critical in their planning process and considering different forms of failure upfront. Researchers are also alerted to a novel danger; multi-site EAR research with OCC that increases the participatory divide.

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