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12 February 2018 Photo Supplied
UFS researcher programme aids pupils with ADHD and dyslexia
Dr Carol Goldfus

Many years ago, as a secondary school teacher, Dr Carol Goldfus from the University of the Free State’s Unit for Language Facilitation and Empowerment, realised that reading comprehension ought to be the focal point of teaching. She came to the conclusion that many adolescents were unable to gain fluency in English as a foreign language despite many years of study and that there were those who struggled with the foreign language. With her postgraduate specialisation in neuroscience and the merging of neuroscience and education, she developed a reading comprehension intervention programme.

Reading remains important

Contrary to what we believe, the world is not more visual – but rather more technical, Dr Goldfus explains, and reading with understanding remains of utmost importance in the twenty first century. “Literacy does not only mean reading, but also thinking fast,” she says, “with the ability to sift through the mass of available information. Without reading proficiency, people cannot succeed in a world with so much information. In fact, the ability to identify what is important, and what not, is more crucial than before.”

““It is our duty to give
pupils worldwide the ability
to cope with a sophisticated,
alienated, and technological world.”
—Dr Carol Goldfus
ULFE

One brain, many languages

Reading comprehension is the epicentre of Dr Goldfus’s approach to learning, and her intervention programme may benefit any pupil who is unable to cope with the demands of the academic setting, and can be applied to any language. These pupils include children from seventh to twelth grade (12 to 18 years of age) who read without comprehension, have dyslexia, dyscalculia (problems with maths), and ADHD (Attention Deficit with or without Hyperactivity), or have dropped out of an education setting. “My intervention programme is in English as a Foreign Langue (EFL) but is not static, since it is based on principles from neuroscience and linguistics that are placed in the world of education. Although it is for EFL, it has a backwash effect on mother-tongue reading competence as well. Each programme comprises certain core principles, like developing self-esteem, monitoring comprehension and learning, and developing long-term memory storage. Without remembering, there is no learning.”

No one wants to fail

Dr Goldfus feels that it is our duty to give pupils worldwide the ability to cope with a sophisticated, alienated, and technological world. “My goal is to turn failure into excellence through an understanding of how the brain works. That is what the programme and my research can offer: creating a brain that can support learning where each pupil can fulfil his or her potential.”

Her work is so noteworthy, that Dr Goldfus received a Blue Skies Grand from the National Research Foundation of South Africa for her research: Graphomotor synchronisation to musical stimulation as a diagnostic tool for dyslexia. This proposed interdisciplinary research addresses dyslexia, a language-related disability, through the language of music and encompasses three disciplines: music cognition, physics and education.

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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