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02 May 2018 Photo Charl Devenish
South Campus UAP celebrates 27 years of access to education
Mr Francois Marais, Prof Kalie Strydom, Prof Daniella Coetzee (South Campus Principal), Prof Francis Petersen, Dr Nthabeleng Rammile (Vice-Chairperson of the UFS Council), and Dr Khotso Mokhele (Chancellor of the UFS).

More than 27 years ago, international funding from the Human Sciences Research Council and Anglo American was put to an unusual use for that time. Prof Kalie Strydom’s research unit at the University of the Free State (UFS) was tasked with reviewing how institutional missions would change in the new South Africa. Prof Strydom worked closely with surrounding communities in Bloemfontein to develop a bridging course which would help students who showed potential to access tertiary education, although they did not meet the requirements. His vision brought to birth the University Access Programme (UAP), as it is known today, which is hosted on the UFS South Campus, and is still providing unique access to higher-education institutions in South Africa.

People with a passion for human development
March 2018 saw the 27th anniversary of this remarkable initiative, which has given a second chance to over 18 000 students. Special guests at the event included Prof Strydom, Mr Francois Marais, and representatives from the Department of Higher Education and Training and Investec’s corporate social investment office.

Dr Sonja Loots, researcher in the UFS Centre for Teaching and Learning (CTL), singled out two key individuals in the formation of the UAP: Prof Kalie Strydom, who initiated the programme, and Mr Marais, who has been Director of the UAP since its inception. Dr Loots highlighted one of the driving forces behind Prof Strydom’s perseverance, vision, and determination with the UAP by quoting from an interview with him for an upcoming book on student access and success. He said, “It was a decision based on principle … to be part of the solution to a better country.”

Access and success still an issue today
In his presentation on the “Importance of Access”, Prof Francis Petersen, Rector and Vice-Chancellor of the UFS, pointed out the vital role of access in South Africa, especially the value it offers for the betterment of the country’s people. However, he said that student success is also an issue, and institutions need to be accountable for it. Quoting Prof John Martin of the University of Cape Town’s Faculty of Engineering, “We must be flexible on access, but robust on success.” Only by “closing the loop” in this way, can the UFS and other higher-education institutions ensure a valuable contribution to the economy of the country.

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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