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01 January 2018 Photo Charl Devenish
ISG’s Sarah Frank researches impact of historic conflicts on society
Dr Sarah Frank, postdoctoral researcher at the ISG.

History has an interesting connection with society, as we all grow up learning about our country’s history and studying it at school. However, what we learn at school is often a glorified version of events. It can sometimes be challenging for historians to come to grips with the most accurate version of a particular ‘history’. 

Dr Sarah Frank is a postdoctoral research fellow with the International Studies Group (ISG), who fell in love with history at a young age. She says, "I was very lucky to have outstanding history teachers at school who fostered my interest and curiosity." Early on, though, she experienced disappointment. "In school, there was a series of biographies of American leaders and presidents written for children. I remember feeling betrayed when I subsequently learnt that the biographies had not presented a well-balanced narrative. That is when I learnt that history could be debated and interpreted—and it is full of nuances."

Interested in conflict shaping lives

Dr Frank was particularly intrigued by the social and political history of the Second World War (WWII). She describes her interest in this way: "The Second World War looms in popular memory as much as in the historical one. I am interested in how conflict shaped people’s lives during and after the war." Being a speaker of French helped her to focus on the impact of the war on France, and having spent a few years living in West Africa, confronted with the lingering colonial past, she decided to home in on the French empire, with particular attention to colonies, captivity, and the repercussions of war experiences when soldiers returned home. Additionally, she explores the themes of decolonisation, the roots of independence movements, and the lingering ties between the former imperial powers and former colonies.

Although she grew up near Boston, Massachusetts, studied for her master's in Dublin, and has lived in far-flung places such as Guinea (while serving with the Peace Corps) and Dakar, Dr Frank says, "I have lived in a lot of places, but Bloemfontein is definitely one of my favourites!"

“I was very lucky to have outstanding
history teachers at school who
fostered my interest and curiosity.”
Dr Sarah Frank

Colonial POWs her new focus

Currently, Dr Frank is writing a book based on her PhD research, which delved into the experiences of approximately 85 000 soldiers in captivity from across the French Empire, who fought in France from 1939-1940. The Germans decided to racially separate the colonial prisoners of war (CPOWs), taking white prisoners to Germany and leaving the colonial prisoners in camps across occupied France. This created opportunities for colonial prisoners to interact with the French civilians, something which rarely occurred in the strict hierarchical colonial regime. Perhaps surprisingly, considering the racism of both the French and German regimes, Colonial prisoners fared better in captivity in France than their French counterparts did in Germany.

Dr Frank's next project will trace the return of the African soldiers who fought during the Second World War. She seeks to understand what happened to them as well as their families when they returned, and to see if their experience actually impacted the growing independence movements which arose following 
WWII.

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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