Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
27 August 2018 Photo Sonia Small
Prof Thuli Madonsela persuades women to pursue their purpose
Discovering that she was “pretty” for her purpose gave Prof-Adv Thuli Madonsela’s life direction.

What does embracing womanhood mean? For Prof Thuli Madonsela it is about loving yourself and whatever you believe is your purpose in life. 

“All of us are designed for our purpose and are fit for our purpose, you should embrace that and make the best of it,” said South Africa’s former Public Protector in her keynote address to the Women’s Breakfast. In commemoration of Women’s Month, the University of the Free State (UFS)’s Employee Wellness Division hosted the annual event on 21 August 2018 where 900 women gathered under the theme: ‘Embrace your womanhood.’ 

Being a woman today


Law Professor and Law Trust Chair in Social Justice at Stellenbosch University, Prof Madonsela, urged the audience to look beyond the exterior and recognise “that we as individuals have a lot in common”. Speaking of unity in diversity, she praised some of the giants on whose shoulders modern women stand, such as Charlotte Maxeke, Olive Schreiner, Una Wookey, Albertina Sisulu, Winnie Madikizela-Mandela, Helen Joseph, Pam Golding, Bessie Head, and Ellen Khuzwayo.

These leaders are the epitome of following the purpose of “embracing everyone’s humanity and challenging things that diminish the humanity of others”, according to Prof Madonsela.

Remaining resilient and resolute 

Despite having to contend with a patriarchal system and face challenges such as gender-based violence, femicide, poverty, inequity, media stereotypes, as well as poverty, women continue to rise. Prof Madonsela called for women to capitalise on positives such as freedom and possessing a certain degree of power, legal equality, playing a role in political spaces, economic progress, and owning a public voice.

Drawing inspiration from her humble beginnings and the lessons learnt in leadership, Prof Madonsela conveyed a simple message to all women: “You are exactly as you should be. You are a perfect expression of your creator’s magnificence. You were created for a purpose and whatever you do, just step up and pursue your purpose.”

A word from an inspired woman

It was a memorable event for Burneline Kaars, Head of Employee Wellness. “This year it was an honour to host Prof Madonsela who could share both her academic background and professional experience. She accomplished this by skilfully incorporating lessons from our country’s history and her passion for justice,” she said.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept