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09 April 2018
As a transforming university, the University of the Free State (UFS) strives to cultivate an environment that is inclusive and socially just. In order to achieve this goal, the UFS adopted an Integrated Transformation Plan (ITP) as a framework to guide the transformation process. One area of transformation which we identified was: Names, Symbols and Spaces. A cross-functional task team responsible for this area is currently embarking on a process of reviewing how space and symbolic representation facilitates or hinders social inclusion in a diverse community. 

Monuments such as statues play an important symbolic role in people’s lives, with each monument being built for specific reasons and intended to serve particular purposes or interests. Monuments are erected as part of a visual culture that continually reminds us of something or someone important; yet, the symbolic value of monuments may change. Such values may acquire or lose importance, depending on fluctuating socio-political dispensations and dispositions. 

The student community, through the Student Representative Council (SRC), has made several representations in the past, and again on 8 March 2018 during a quarterly student engagement session with the Rector and Vice-Chancellor, Prof Francis Petersen, to review the position of the President Steyn statue in front of the Main Building on the Bloemfontein Campus in the current, liminal transformation space – particularly, its symbolic representation within a university community that is striving to create inclusive public spaces and advance nation-building and social cohesion.
 
Prof Petersen acknowledged the urgency of this matter and subsequently appointed a task team to focus on this request. The task team functions as a sub-committee of the ITP work stream on Names, Symbols, and Statues and consists of subject experts, members of the SRC, heritage professionals, and individuals who understand the complex issue of institutional culture.

 The task team recognises the fact that the review is a sensitive process, and has made significant progress while aligning itself to relevant legislation. As part of the review process, the task team has decided to make a submission to the Free State Provincial Heritage Resources Authority in order to obtain a permit to cover the MT Steyn statue while the review process is conducted, and an outcome has been reached. The task team is of the opinion that wrapping the statue symbolises the seriousness and urgency of the review process. 

In preparing the application for a permit to the Provincial Heritage Resource Authority, the task team would like to engage with all relevant stakeholders by requesting them to make submissions, indicating if they agree or disagree with the covering of the statue.
 
Stakeholders can make submissions in the following ways:

Written submissions can be sent to news@ufs.ac.za until 16:30 on Wednesday 11 April 2018.
 
The written submissions will be incorporated in the application for a permit and, after the decision has been made by the permit committee, there will be a 14-day-period during which the public may appeal the decision. 

As part of the Framework of Engagement on the President Steyn statue, the task team is also in the process of appointing a consultant to conduct a heritage impact assessment as required by the heritage authorities. Clear time frames on key deliverables will be shared with the UFS community at the start of the second term. 
The task team is committed to engage on this process with the appropriate urgency, cognisant of what is legislatively required in terms of the heritage authorities.
 
Released by:
Lacea Loader (Director: Communication and Brand Management)
Telephone: +27 51 401 2584 | +27 83 645 2454
Email: news@ufs.ac.za | loaderl@ufs.ac.za
Fax: +27 51 444 6393

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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