Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
27 March 2018 Photo Varsity Sports
Medals galore at second Varsity meeting Peter Makgato
Peter Makgato won the long jump title at the second Varsity athletics meeting in Pretoria with a winning jump of 7.56m.

The University of the Free State (UFS) had a successful second Varsity athletics meeting on Friday 23 March 2018 at the Tuks Athletics Stadium in Pretoria, dominating the long jump and middle distances. 

The 25 athletes achieved six gold and eight bronze medals. Although it’s just one more than what they earned at the first Varsity meeting at the beginning of the month, two more received gold. On 2 March 2018 the Free State students totalled four gold, six silver and three bronze medals. 

Although Yolandi Stander bagged a silver in the discus, it didn’t contribute to the Kovsies’ total. Stander competed for Tuks last year and the competition rules do not permit her to participate for another university in the following year.
 
Victories in middle distances and long jump
As was the case in the first meeting, the athletes running in the red colours of the Kovsies outsprinted the rest in the middle distances with three first places. Both Ruan Jonck (1:50.56) and Ts’epang Sello (2:10.42) defended their titles in the 800m for men and women respectively.

In the 1500m for women, Tyler Beling clocked a winning time of 04:33.48 with Lara Orrock following in third place (04:46.37). Both are just 18 years old. 

Both long-jump titles were decisive victories. Peter Makgato’s winning jump (7.56m) was 0.17m more than his closest competitor, and Maryke Brits (5.81m) won by 0.14m.

Three bronze medals were added in the field events; Nadia Meiring (47.10m) in the hammer throw) and Sefako Mokhosoa (15.29m, men) and Molebohang Pherane (11.67m, women) both in the triple jump. 

On the track Ané Erasmus (400m hurdles, 1:04.04), Hendrik Maartens (200m, 21.01) and Sokwakana Mogwasi (100m, 11.99) all ended in the third spot. 

The men’s varsity mixed medley relay won their race once again, and the men’s 4x100m relay finished third. 
The Kovsies ended fourth overall after the two meetings.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept