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10 October 2018 | Story UFS | Photo Leonie Bolleurs
Two from Kovsies win Agricultural Student of the Year competition
The competition was an opportunity to force yourself out of your comfort zone and to benchmark yourself against students from other universities. Chéri-Lynn Steyn is pictured here with Mario van den Heever, winner of the Animal Science category of the competition.
This year, two Kovsies won the Old Mutual and Plaas Media Agricultural Student of the Year titles. Chéri-Lynn  Steyn was named the best Agricultural Economics student, and Mario van den Heever was the best Animal Science student. 

Chéri-Lynn  is currently doing her final year of BScAgric in Animal Science and Agricultural Economics. After obtaining her master’s degree, she would like to write modelling programmes for livestock, either for feeding pens or grazing systems. “This is something which fascinates me,” said Cheri-Lynn.

On obtaining his master’s, Mario (currently a final-year student) would like to follow the entrepreneurial route. After winning the competition, he believes that his chosen study field was the right career for him.

The main objective of the competition was to encourage students to pursue careers in an agricultural field. Students are therefore motivated to critically reflect on the major issues within the agricultural sector.

Strong competition

Students from the agricultural faculties of the University of the Free State, the University of Pretoria, Stellenbosch University, and the University of KwaZulu-Natal participated in the competition. 

Among others, they had to submit an essay of 5 000 words on a prescribed topic. Following this, a semi-final was held at each university during which the students had to present their essays and the best student in each of the subject fields for that particular university was chosen. The students competed in the categories Agricultural Economics, Animal Science, and Crop Production. 

Great opportunity for benchmarking

In Agricultural Economics – the category in which Chéri-Lynn  was named the winner – the topic of land expropriation without compensation was investigated, and the question was put whether South Africa would derive any socio-economic benefit from the proposed expropriation.

In Animal Science – which was won by Mario – students had to investigate the South African meat classification system. The question which was asked was whether the current system could be reformed to meet the needs of modern meat consumers in terms of meat quality and whether an international grading system should be adopted.

The Head of the Department of Agricultural Economics at the UFS, Dr Frikkie Maré, said he was very proud of the students. Both of them are currently research assistants in the department.

“The UFS prepares its students very well for the workplace. There are many opportunities to get exposure in the industry; we have almost every week someone from a well-known company to talk to us as students, or even a course, a congress or a farmer’s day that we have to attend,” said Chéri-Lynn .

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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