Yentel's Journey: Media Psychology Grad to Industry Leader

Yentel's story

Why did you choose the University of Salford?

"I was drawn to the University of Salford primarily because it was the sole university in the UK offering Media Psychology as a dedicated subject. This unique programme aligned perfectly with my career aspirations.

"Additionally, I was excited about the opportunity to study in the vibrant media hub of the North, where the MediaCityUK campus is situated alongside industry giants like ITV and the BBC. The proximity to these industry leaders promised invaluable networking opportunities and practical exposure."

Why did you choose to study in the UK?

"Inspired by my grandfather's legacy in fighting against apartheid as a diplomat in London, I chose to study in the UK to leverage its advanced resources for societal transformation. The UK's reputation for high academic standards and its history of influencing global media also played a crucial role in my decision. With a background in visual communication, I found the UK's specialised programmes in Media Psychology particularly appealing, offering the tools I needed to influence media decision-making in South Africa."

What support did you receive during your time at the University?

"I faced personal challenges, including the loss of loved ones, which was difficult to navigate while being away from home. The university's counselling service provided invaluable support, helping me through this challenging period and enabling me to continue with my studies. Their empathetic approach and regular sessions made a significant difference in my ability to stay focused and resilient, ensuring that I didn’t fall behind academically."

What was your favourite part of your course?

"My favourite aspect of the course was the hands-on experience with cutting-edge technology, which effectively equipped us with the skills needed to excel in the industry as media psychologists. The practical workshops and real-world projects were particularly engaging, allowing us to apply theoretical knowledge to actual media scenarios. These experiences not only boosted my confidence but also made the learning process more dynamic and enjoyable."

Did you complete any part-time jobs that helped you with your future career?

"During my studies, I worked for a marketing agency, which helped me understand UK brands and become familiar with marketing strategies within the UK. This opportunity broadened my perspective on different marketing approaches and enhanced my skills in a diverse market. The experience also allowed me to build a professional network, which has been instrumental in my career progression post-graduation."

What skills did you develop in your degree that benefit your current role?

"As a CX/UX/product designer, the 'Digital Experiences' module was particularly beneficial. I learned innovative methodologies, such as the Retrospective Think Aloud Method combined with eye-tracking tools, which have given me a unique edge in my current role. The course also emphasised critical thinking and problem-solving, which are essential skills in the fast-paced tech industry. These skills have not only enhanced my design and research capabilities but have also made me more adaptable to the evolving demands of my profession."

Describe your career path so far

"I completed my bachelor's degree in Graphic Design in 2015 and explored various avenues within visual communication, ranging from graphic design to public relations. I worked as a graphic designer, in public relations, and as a social media strategist, gaining diverse experiences that have shaped my career. I have always valued lifelong learning, voluntary tutoring and mentoring throughout my educational career. Continuing this dedication, I completed my MSc in Media Psychology through a Chevening scholarship, graduating cum laude in 2022. After graduating, I entered a design hackathon in South Africa, where my team won first prize.

"This victory was a testament to the practical skills and knowledge I gained at the University of Salford. I am currently a Client Experience/User Experience Designer for Capitec Bank in Stellenbosch, South Africa, where I continue to apply and expand the expertise I developed during my studies."

Have you used any of the career support provided by the University?

"The marketing job I had while I was a student was secured through the Salford Advantage platform, which I found incredibly useful for connecting with job opportunities. Since graduating, I often look for virtual events for graduates, including the Global Black Girl Tech Summit, which I found through Salford Advantage. The summit provided an opportunity to network with representatives from major companies like Amazon. It also allowed me to connect with young women at various stages of their career journeys, and I remain in contact with them to this day, exchanging insights and supporting each other's growth."

What are your favourite memories of your time at Salford?

"I cherished the exposure to immersive art experiences, from prestigious exhibitions like the Van Gogh exhibit to the vibrant underground art scene in Manchester featuring local, lesser-known artists. The diversity at the University of Salford allowed me to meet people from around the world and learn about different cultures, enriching my university experience. The friendships I made and the cultural exchanges I experienced have left a lasting impact, making my time at Salford truly memorable."

How would you describe the creative environment in Salford?

"Sharing grounds with media houses like ITV and the BBC is both aspirational and surreal. It inspires you to reach for the stars, making them seem not so distant. Events like the Digital Expo and TEDx at our university provided endless opportunities for creativity and innovation, challenging my thinking as both a creative and a researcher. These events allowed me to see the practical application of theories learned in class, demonstrated by tech companies in their everyday solutions. The dynamic and stimulating environment at Salford not only enhanced my academic growth but also provided a strong foundation for my professional journey."