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21 February 2018 Photo pixabay
Water-wise expert says Is there a solution to pollution
Next time you want to throw something away, think twice. Look for ways to reuse, recycle, or repurpose.

Dr Cindé Greyling completed her PhD in Disaster Management with DiMTEC (Disaster Management Training and Education Centre for Africa) at the University of the Free State (UFS). Built on prior studies and years of communication experience, she opted to study ways in which to communicate drought mitigation information. Part of the mitigation process included saving water and reducing pollution.

A practical approach

“Look, we are all here now. And we need to eat, live, work, survive, and ultimately thrive using our planet’s resources,” she says. “But I think we’ve become so fixated on thriving, that we don’t consider survival anymore. Of course, some people do! There are wonderful projects around the world aiming at more responsible consuming, ranging from pre-loved baby clothes, to water harvesting for individual dwellings and larger compounds.” However, she understands that people may get so overwhelmed by the vast pollution problem that they consider any of their own efforts as insignificant. “That is not true. Every single bit of plastic (or cloth, glass, iron, etc.) that is recycled or repurposed, and does not end up in a landfill, makes a difference.” And here is why…

The tip of the iceberg
“Whatever you are holding in your hand and aiming for the bin is much larger than what you see. Take a piece of paper, for example. A tree was planted – the process involved fossil fuels, water, fertiliser, time, wages, administration, etc. And many years of that! Once it was felled, the resource usages continued, and expanded to processing plants, wholesalers, retailers, and then you – who also used resources to acquire that piece of paper. Do you see how large the wastage is? The same is true for food waste … that rotten tomato you forgot in the fridge is a grave loss.”

“Whatever you are holding in your hand,
aiming for the bin, is much larger what
you see.”


Little by little  

Fortunately, all is not lost. “Respect stuff,” Dr Greyling says, “it is as simple as that. To survive, we must take from the resources that the Earth provides. Because we became clever, we were able to alter these elements to make, from high-rise buildings to tiny technology. But we simply cannot keep on taking and taking without giving back Start with giving respect. Next time you want to throw something away, think twice. Look for ways to reuse, recycle, or repurpose. Consider that the denim you are wearing possibly used up to 10 000 litres of water to produce.”  

LISTEN: Dr Greyling elaborates on solutions for pollution

 

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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