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03 July 2018 Photo Johan Roux and Charl Devenish
UFS June graduation ceremonies inspire South Africa
Some of the moments during the 2018 June Graduation Ceremonies on the Bloemfontein Campus.

 Photo Gallery

The University of the Free State conferred about 1 900 diplomas, ACE/ACT certificates, and master’s and doctoral degrees across all seven faculties at this year’s June graduation ceremonies.

South Africa is in awe of UFS graduates who are driven by their passion for academy despite adverse circumstances, with a single goal in mind – achieving academic excellence and advancing their lives to a state of elevation.

From delivering five PhDs in the Department of Inorganic Chemistry, to securing 48 master’s degrees and 1 PhD in Sustainable Agriculture, to conferring a Master of Divinity degree cum laude to 75-year-old Dr Hanneke Meyer, the UFS June 2018 graduation ceremonies have proven that anything is possible once you set your mind to it.

UFS Chancellor, Dr Khotso Mokhele, urged that, “We need to do everything in our power to re-elevate the teaching profession to where it should be.”

Prem Govender, guest speaker at the School of Financial Planning Law’s graduation on Wednesday 27 June 2018, encouraged graduates to exercise integrity in their future professional lives, to recognise those who enabled them to succeed, and to strive to be beacons of hope in the lives of others.  “Second to the medical profession, financial planning is essential, as it ensures the financial wellbeing of society,” she said.
 
Advanced Certificates in Education and Teaching were awarded to our South Campus for Open Distance Learning. Greg van Schalkwyk, Principal of the Cape Academy of Mathematics, Science and Technology, reviewed technological changes across the past three centuries, highlighting that teachers are preparing students for the 21st century, the Information Age, and the Fourth Industrial Revolution. He urged teachers to follow their students' example, saying: "Never stop studying. My students keep telling me – 'Sir, if you don't know something, Google it!’”

Speaking at the afternoon graduation session for master’s and PhD graduates in the Faculty of Natural and Agricultural Sciences on 28 June 2018, Max du Preez, South African author, columnist and documentary filmmaker, said, “Intelligentsia search for the truth, because the truth matters.”

On the final day of the graduation ceremonies, the Rector and Vice-Chancellor, Prof Francis Peterson, addressed the audience by saying, “The values we strive to infuse into our knowledge enterprise are those of critical enquiry and receptiveness to alternative ideas: to question, ask, and debate constructively; but we also impart the value of service.” He concluded by sharing that, “To be of service to your community, to the country, the continent, and even to the world is the role graduates are expected to play.”

Inspiring stories:

Security officer overcoming obstacles to obtain master’s

Hanneke Meyer obtains master’s with distinction at 75

Wednesday 27 June 2018

09:00

Description: 2018 Prem Govender small Tags: Prem Govender, Adv Shirly Hyland, School of Financial Planning Law, Graduation

 “Second to the medical profession, financial planning is essential as it ensures the financial well-being of society.” 
Prem Govender

WATCH: UFS June Graduation Ceremony 27 June 2018 ( morning session)

14:30

 


Description: 2018 Greg VSW small Tags: South Campus School of Open and Distance Learning, ACT programme, Greg van Schalkwyk

"Never stop studying. My students keep telling me; 'Sir, if you don't know something, Google it!'" 
- Greg  van Schalkwyk, Principal of the Cape Academy of Mathematics, Science and Technology

Watch: UFS June Graduation Ceremony 27 June 2018 ( afternoon session)

Thursday 28 June 2018

09:00

Description: 2018 Max du Preez small Tags: South Campus School of Open and Distance Learning, ACT programme, Greg van Schalkwyk

"Intelligentsia search for the truth, because the truth matters.”
- Max du Preez, South African author, columnist and documentary filmmaker 

WATCH: UFS June Graduation Ceremony 28 June 2018 ( morning Session)

14:30

 Description: 2018 student June grad small Tags: UFS graduation, June graduations

“We need to do everything in our power to re-elevate the teaching profession to where it should be.”
– Dr Khotso Mokhele

WATCH: UFS June Graduation Ceremony 28 June 2018 ( afternoon session)

Friday 29 June 2018

14:30

Description: 2018 Friday afternoon session small Tags: UFS graduations, June Graduations

“To be of service to your community, to the country, the continent, and the globe is the role that graduates will play.”
-Prof Francis Peterson

WATCH: UFS June Graduation Ceremony 29 June 2018 ( afternoon session)



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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