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13 August 2018 Photo Anja Aucamp
Data analytics as key to student success
Knowing who our students are and what their needs are is crucial information that forms the foundation of how institutions could help students succeed to cross the hurdles of student life.
Knowing how to help students succeed through higher education is one of the most pressing challenges currently confronting the system. Despite a significant change in the student population over the past few decades, we are only now beginning to understand who our students are and what their needs are. This crucial information forms the foundation of how institutions could help students succeed. Through two national-level projects funded by the Kresge Foundation, the University of the Free State (UFS) is contributing to the understanding of students and the development of data analytics. 

Siyaphumelela
  
The first project’s goal is to improve the institutional capacity of five higher education institutions to develop institutional research, with a specific focus on data analytics. The UFS was selected to be part of the Siyaphumelela Programme (meaning ‘we succeed’ in isiXhosa) that is sponsored by the Kresge Foundation, and supported by the NGO, the South African Institute for Distance Education (Saide). The project has enabled the UFS to strengthen capacity, collaboration, and to promote a culture of evidence. 

The project has also enabled the UFS to move from data reporting to a more analytical approach. This approach has enabled it to assess the impact of larger student success efforts and continuously improve the quality of these efforts. A focus on data analytics has helped the institution to reflect on its infrastructure and data management procedures. The development of dashboards has also allowed information to be shared with faculties. The UFS therefore sees a data analytical focus as critical to improving its effectiveness and efficiency.

The UFS is also playing a leading role nationally to develop academic advising that helps students align their studies, career, and life goals. Academic advising at the UFS includes the first-year experience module UFS101, online advising portals, and individual consulting sessions for students which focus on curriculum planning and success coaching. We have also proved a significant relationship between academic advice, student engagement and success.(Read Creating pathways for student success and Understanding students: A key to systemic success).


Student engagement

The second national project is focused on student engagement and has been run by the Centre for Teaching and Learning at the UFS for 10 years. To date, 20 universities have participated in at least one survey and the project also plays an important role in supporting the Siyaphumelela project goals. 

Engagement data has helped us to better align teaching and learning, and design environments that put student success and quality at the centre of institutional thinking. 

The culmination of findings from student engagement data in 2017 led to the publication of the book: Engaging students: Using evidence to promote student success, edited by Prof Francois Strydom, George Kuh, and Dr Sonja Loots, with contributions from various international and national experts in the higher education environment. This is the first comprehensive publication contextualising student engagement findings in the South African context for the benefit of advancing student success.

Both these projects are contributing to significant developments in the field of higher education and arguably more importantly, to help students succeed.  

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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