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10 December 2018 | Story Leonie Bolleurs | Photo Supplied
UFS CMD team at the MACE Awards
The team from the UFS which attended the Mace Excellence Awards function in Cape Town this year, are from the left: Rulanzen Martin, Valentino Ndaba, Lacea Loader, Lelanie de Wet, Maria Venter; back: Zama Feni, Vivek Daya and Eugene Seegers.

The Department of Communication and Marketing won seven awards during the 2018 Excellence Awards presented by the National Association of Marketing, Advancement, and Communication in Education (MACE), which took place in Cape Town on 29 November 2018. It is the third consecutive year the department has brought home seven and more awards for its work in communication and marketing.

Lacea Loader, Director: Communication and Marketing at the University if the Free State (UFS) says: “Being recognised by our peers for quality and innovative work is most rewarding. This year, 172 entries were received from 12 institutions across the country. Although the competition was tough the UFS also received the Severus Cerff Award, one of three special awards. This award is made to the institution with the highest success ratio and for consistent excellence.” Loader serves on the MACE Board of Directors as Excellence Awards Coordinator.

Promoting best practices

MACE plays a vital role in adding value to practitioners in marketing, advancement and communication through high-quality development programmes, facilitating networking partnerships and transformation, as well as promoting best practices among these professions at member institutions.

The awards ceremony is part of the MACE Annual National Congress, which took place from 27-29 November 2018 at the Cape Peninsula University of Technology, Cape Town. The MACE Congress is a platform on which experts from the fields of marketing, advancement, and communication share experiences and best practices.

This year’s programme included speakers such Thabang Chiloane (executive head of Nedbank’s Group Public Affairs), Dr Marina Joubert (senior science communication researcher at CREST), Karyn Strybos (Marketing Manager at Everlytic), Bruce Dube (Managing Director of Nine80 Digital Media) and Brendan Cooper (head of New Media’s internal communications division).

Recognising hard work and innovation

Lelanie de Wet, Manager: Digital Communication received the Platinum award in the Division Campaigns with her entry for the Website Re-launch Awareness campaign. The Platinum award is bestowed on the best entry in a specific division.

The Digital Communication Unit in the Department of Communication and Marketing walked away with four more awards. De Wet also received a Gold award in the Design for Digital Media category for her work on the KovsieLife student web design.

Moeketsi Mogotsi received a Gold award in the category Design for Visual Media for his entry: UFS Women’s Month Billboard.

Barend Nagel, who joined the department this year, received a Gold Award for his photographs for the Africa Month Awareness campaign in the category Photography: Feature and Documentary. Nagel also received a Bronze award in the category Videography Skills, for his video entry: UFS Exam Hack.

In the Unit: Internal and Media Communication, Valentino Ndaba brought home a Bronze Medal for her entry of the BSafe Take Action campaign which was entered in the Issue Management Campaigns category.

IABC Gold Quill Merit Award

The Department of Communication and Marketing earlier this year also received an International Gold Quill Merit Award for the Website Re-launch Awareness campaign.

“The fact that we were also again acknowledged by the International Assocation for Business Communicators  is also commendable. "I am immensely proud of the national and international recognition my team received this year,” said Loader.

MACE Awards. Photo by Sonia Small
MACE Awards. Photo by Sonia Small
2018 Africa Month photographs
2018 Africa Month photographs
2018 Africa Month Photographs
2018 Africa Month Photographs
UFS Womens Month Billboard
UFS Womens Month Billboard
BSAFE Safety week day 2018 2
BSAFE Safety week day 2018 2
BSafe Safety week 2018
BSafe Safety week 2018

News Archive

The science of translation
2015-09-16

What is the relationship between a translator, information, and an audience? Professor Christiane Nord explored the connection in a series of lectures hosted by the Linguistics and Language Practice Department and the Department of Hebrew of the University of the Free State (UFS) Bloemfontein Campus.

Since 2007, the professor for Translation Studies has been a research associate and professor extraordinary in the department, assisting translation and interpreting students in gaining a global perspective on their disciplines.

The world-renowned German scholar and trained translator for Spanish and English is also an author, with over 200 published articles on the so-called Skopos Theory, which formed the basis of the lectures on 7 and 8 September 2015. The addresses were centered on the functionality and limitations of translations.

Translation as a purposeful activity

According to Prof Nord, all translations should be geared towards conveying messages which the audience understands. This communicative purpose involves taking into consideration the cultural background of the recipient.

As a seasoned practitioner, Prof Nord has been guided by Skopos Theory in her teaching endeavours. Hence her firm stance: “If you do not have a theory, you cannot justify your translational decisions.”

Within the context of the Skopos Theory, she explains that, in order to produce a functional translation, the translator must analyse the purpose of the translated text, which includes the questions for whom, when, where, and through which medium will it reach the intended audience.

How to deal with doubt in functional translation

“Doubt is something we are accompanied by when we’re translating.” Such doubt may be caused by “insufficient proficiency with regards to source and target languages and cultures, domain and terminological knowledge, and knowledge in translation theory and methodology,” said Prof Nord. However, the top-down approach offers a solution to overcome uncertainty, at least to some extent. This approach considers, first and foremost, the target audience for which the translation is tailored. Based on this consideration, the translator is able to determine the approach that is most suitable for the audience, hence eliminating doubt.

In sum, the extraordinary professor asserted that there are no rules for translation, contrary to popular belief. According to Prof Nord, the main focus of a translator or interpreter should be to produce texts in the target language and culture which meet the requirements of the translation brief set by the client or commissioner.

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