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25 April 2019 | Story Rulanzen Martin | Photo Jolandi Griesel
Dr Whitty Green, Dr Engela van Staden and Prof Francois Strydom
Dr Whitty Green, Dr Engela van Staden and Prof Francois Strydom, Senior Director of CTL.

Data, quality, and capacity building were among the main topics of discussion at the third annual Teaching and Learning Conference hosted by the Centre for Teaching and Learning at the University of the Free State (UFS).

Dr Engela van Staden, Vice-Rector: Academic, welcomed delegates on the first day of the conference. The three themes of the conference were quality, capacity and excellence. “These three constructs have never been more relevant in South African higher education than now,’ said Dr Van Staden. “The quality of education, globally, and specifically in SA, is being questioned. Both public and private sectors are demanding graduates that need to meet the challenges of the 21st Century.” 

The aim of the teaching and learning conference is to foster more collaboration between academics at the UFS. A total of 14 academics from across all seven faculties presented during the two-day conference. Dr Whitty Green from the Department of Higher Education and Training (DHET) delivered the keynote on the first day and Prof Corlia Janse van Vuuren delivered the second day keynote.

The inclusion of technology in the world of work and the use of data analytics are fundamentally confronting our learning and teaching place. “And I hope some of the issues will be addressed in the presentations,” Dr Van Staden said. 

Bringing down silos of research and teaching

Dr Green spoke about the Enacting the National Framework for Enhancing Academics as University Teachers. “Academics are teachers and researchers and they have to engage with the community. There are multiple roles and these roles intersect,” Dr Green said. In order to build capacity in the system it is important to understand the multiple natures of the roles and try to work with them. This is the reason why the teaching development grant and teaching grant have been pulled together to form the University Capacity Grant. “We are trying to break down the silos of research development and teaching development at universities,” he said.

Prof Janse van Vuuren, Head of the UFS School of Allied Health Professionals, delivered her keynote address on Quality, Capacity and Excellence: Dotting the Is and crossing the Ts in a changing, data-driven Higher Education Environment. She shared her story to establish a faculty-based operational framework for teaching and learning.

“I did not know how to bring all of the issues ranging from research, teaching and learning and student success into one framework,” said Prof Janse van Vuuren. She developed a faculty-based operational framework for teaching and learning for the Faculty of Economic and Management Sciences.

The third annual UFS Teaching and Learning Conference took place from 26 to 27 March 2019.



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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