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09 March 2018 Photo Barend Nagel
Experts engage in stimulating discussion on South Africa future
Moeletsi Mbeki, Prof Phillippe Burger, Dr Ina Gouws, and Waldimar Pelser.

The University of the Free State (UFS) and the broader Bloemfontein community had the privilege of listening to expert opinions on the country’s future at the Wynand Mouton Theatre on the Bloemfontein Campus on 2 March 2018. On stage were Waldimar Pelser, Rapport editor; Prof Phillippe Burger (Department of Economics); Dr Ina Gouws (Department of Political Studies and Governance) from UFS; and author and businessman Moeletsi Mbeki. Together they painted a critical picture of our current and future state of affairs during a remarkable morning hosted by Rapport Regstreeks and kykNET. 

The ills of our economy
Master of his subject, Prof Burger had the audience spellbound when he explained the real issues surrounding our current sluggish economy. He was concerned about the general lack of growth – the major reason for unemployment. Figures have shown that even a slight increase in economic growth, creates an increase in employment. “We know that good education leads to economic growth,” he said. Poor education is one of our big problems, with our school mathematics performance among the worst in the world. He further advised that we should roll back patronage, stabilise public debt, facilitate a true partnership between government and businesses, identify specific growth sectors, address tenure rights, develop supply chains, and develop special skills. “I believe that we should bring back apprenticeships,” he said. 

Political pains
Mostly in agreement with Prof Burger’s contribution, Mbeki wanted to add politics in the mix as a factor that harms our economy. Capturing the audience with his impressive knowledge and insight, he explained that we basically still sat with the British economic systems set out between 1902 and 1910 – the production and export of minerals, fuelled by cheap labour. The mining sector provided a market for agriculture that also used cheap labour. Currently, we sit with two elites: the capital elite that produces, and the political elite that taxes the profits. Hence, the money is not reinvested. “We need new elite, that will invest in the country, instead of consuming the profits,” he said. Who should this be? “Such a coalition must include owners of productive assets who should form an alliance with rural people.”

Remain vigilant
Dr Ina Gouws supported this notion, saying that now was not the time to put our hopes in one leader for a better future. We should remain critical and vocal about our concerns. Political leaders did not always paint a true picture of what the people wanted and felt. 

More interesting and current topics were addressed during the question and answer session, and Pelser ensured that all adhered to a strict schedule, while using the available time optimally. We hope to see more such events on campus, inviting discourse on current topics. 

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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