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28 August 2019 | Story Lacea Loader

The composition of the UFS Council is stipulated in the UFS Statute, which was published in the Government Gazette on 26 January 2018 and amended by publication in the Government Gazette on 29 March 2019.

The Convocation has to elect two (2) external (neither employees nor students of UFS) representatives to the Council to represent the Convocation and Alumni on Council, following the expiry of the term of office of these representatives.  The two (2) elected representatives will serve for a period of four years on Council.

The Convocation comprises all persons who obtained a formal qualification from the UFS, as well as all permanent academic staff members.

Members of the Convocation are invited to submit written nominations by using the Nomination Form, for the following:

1.    one representative from the Qwaqwa Campus; and
2.    one other representative.

Every nomination form shall be signed by 4 (four) members of the Convocation and shall contain the written acceptance of the nomination by the nominee under his/her signature, as well as an abridged CV and a motivation of ± 200 words.

All nominations must reach the office of the Registrar no later than 16:30 on Tuesday, 17 September 2019.

If more than one person is nominated for each of the categories mentioned above, elections will be held as stipulated in the Institutional Rules. More information regarding this process will follow at that stage.

Nominations are to be submitted to:
e-mail: registrar@ufs.ac.za

or by post (strongly advised not to use this method due to delays):

Mr NN Ntsababa  
Registrar
University of the Free State
PO Box 339
Bloemfontein
9300

or hand-delivered to:                

Mr NN Ntsababa
Room 51, 1st Floor
Main Building
UFS Bloemfontein Campus

For enquiries, please contact Mr NN Ntsababa at registrar@ufs.ac.za or +27 51 401 3796.

Kindly take note that late or incomplete nominations will not be accepted or considered.

Every nomination must be submitted separately.

News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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