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29 May 2018 | Story Rulanzen Martin | Photo Charl Devenish
Africa Day Memorial Lecture explores future of statues
From the left are: Dr Stephanie Cawood, Acting Director of the CGAS; Prof Heidi Hudson, Dean of the Faculty of the Humanities; Prof Prakash Naidoo, Vice-Rector: Operations; and Dr Rahul Rao.
Read Lectures here

Drawing from different international perspectives on the topic of historical statues, the importance of debate surrounding the future of these symbols resounded at the 10th Annual Africa Day Memorial Lecture. 

The lecture was hosted on 23 May 2018 by the newly renamed Centre for Gender and Africa Studies and was presented by Dr Rahul Rao from the SOAS University of London, where he is a senior lecturer in Politics. 

“I am very excited about my trip to South Africa and to be here among you. This is my first trip to South Africa, and it is very exciting and also a little bit emotional for me, particularly because I got my first passport in 1984 when I was six years old, and it said – valid for travel to all countries except the Republic of South Africa. You know why that was the case.”

“I salute all of you for the transformation that has been affected in this country, and I think Africa Day is the perfect occasion to celebrate the transformation.”  

Student activism through #MustFall movements
“I first heard in March 2015 that students from the University of Cape Town have begun demonstrating to take down the statue of Cecil John Rhodes and have it removed from their campus, and a bit later, students from the University of Oxford in the United Kingdom followed suit. At first, I felt some guilt having been a Rhodes Scholar from 2001 to 2004, because you must embody the values of Cecil John Rhodes,” Dr Rao said.

“I have watched from afar the events that have taken place here, for example, the #RhodesMustFall Movement, and the reverberation of these events in other places; I mean, the way these events travel,” he said.

Students in Cape Town, Oxford, and Bloemfontein are doing something concrete and collective to dismantle the legacy of colonialism and Apartheid. “I feel connected to these events, even if I am far away.”

International perspective on historical statues
In both SA and the UK, the call for iconography decolonisation was accompanied and soon overtaken by different accounts. It also gives a broader and different perspective on how statues can be used to achieve racial or social dominance. 

One of the many examples he used, was the ambush against Confederate Statues in the American South. These statues are symbols of upholding a white supremacist ideology in the South. The Confederate States of America was the predecessor to the current United States of America.

He also spoke about the temporalities of statues, the decolonisation and recolonisation, as well as the aesthetics of statues, among other things. “Statues don't need permission to thrust itself upon us. They demand attention,” Dr Rao said. This is because statues are placed in the centre of public spaces but are also vulnerable and exposed. 

He left the audience with some questions on what to do with statues that are taken down, and who to erect new statues for.

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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