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21 September 2018 Photo Charl Devinish
Abe Bailey Bursary victor
“I believe in self learning,” says 2018 UFS Abe Bailey victor, Nkahiseng Ralepeli.
The Abe Bailey Trust is a leadership-development opportunity that targets university students or junior lecturers who are academically strong and have shown exceptional qualities of leadership and service. Recipients of the bursary are required to have a good record of accomplishments, not only on campus but also in a broader social context, where they function as an integral piece of a select and highly-skilled group of individuals.

Ralepeli, the over-achiever

Final-year Law student, Nkahiseng Ralepeli, embodies this exact description and exemplifies the essence of distinction and merit when it comes to who he is. Ralepeli  who has represented the university at various international debate platforms, an alumni of the F1 programme to Thailand and other leadership programmes such, recently, International Youth Leadership Conference (IYLC) programme in Prague, will represent the University of the Free State (UFS) during the Abe Bailey Travel Bursary tour in the UK in December 2018. He, along with 16 other candidates from other South African tertiary institutions, will participate in the tour for its full duration and will take part in the exciting developmental programme that is planned.

With an intense but fruitful leadership-training schedule, he said he was looking forward to meeting the British members of parliament as well as other persons of stature in the British government.

Travelling: A catalyst for critical thinking

Ralepeli, who was also 3rd overall Kovsie Dux student, underlined that he truly enjoys travelling. He has subsequently mastered the art of constantly positioning himself among the best academically and socially, and this has aided his mission to trot the globe extensively, which he has been doing since his junior years.

A man of value

“I have a small yet select and impactful network of people in my life who play an influential role in reminding me during times of triumph that, while it is important to celebrate, each win is just a step towards the ultimate goal of success,” said Ralepeli. 

He emphasised the importance of the roles played by those close to him, describing them as “my double-edged sword who played a crucial role in carving out the inner Nkahiseng, who, hopefully, will do great things”. The Kovsie Dux believes that those you surround yourself with, channel the kind of energy that will either make or break you.

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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