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18 April 2019 | Story Leonie Bolleurs | Photo Sonia Small
First Lady Visit
At a gathering with the First Lady and UFS management were, from the left: Prof Prakash Naidoo, Vice-Rector: Operations; Prof Maléne Campbell; Chacha; Dr Tshepo Motsepe, First Lady of South Africa; Prof Petersen; Prof Puleng Lenka-Bula; Vice-Rector: Institutional Change, Student Affairs, and Community Engagement; and Prof Danie Vermeulen, Dean of the Faculty of Natural and Agricultural Sciences.

“I am from a very small town called Marquard. I am a granny’s boy – who was a domestic worker – and can speak fluent Afrikaans. I am fearless and I understand my calling for greatness. I stand and advocate for social justice and I am not scared to challenge any form of injustice. I hate people who abuse power and I am no friend of mediocrity. I speak my mind.”

This and much more describes Thapelo Chacha, a graduate in the Department of Urban and Regional Planning, who received his Honours degree in Spatial Planning at the recent April graduation ceremonies of the University of the Free State (UFS). 

The First Lady

He is also the student who brought Dr Tshepo Motsepe, the First Lady of South Africa to Kovsies. 

Chacha tells his story: “I met the First Lady some years back through Dr Vuyelwa Manzana, who was my mother’s doctor at the time – after dropping out of university due to a financial crisis. I was handed over to the lawyers, with a debt that accrued over three years. I knocked at every door you can think of – with no luck. One day I got a call from a lady who introduced herself as Mme Tshepo, asking me to go to university. I laughed, because I knew my debt was too big to allow me to study again. She insisted, and when I arrived at the UFS, my outstanding debt had been paid and I was able to register. The same Mme Tshepo called to assure me that she will pay for my tuition, meals, books, and accommodation. I did not even know that she was the wife of Mr Cyril Ramaphosa, who would later become the Deputy President and now the President of the country.”

“Mme Tshepo sponsored me from her own pocket until I became part of the Cyril Ramaphosa Education Trust (CRET).”

“She personally texted and called me about my graduation information so she could attend. You can imagine the excitement and the shock. Although I have met the First Lady many times, it will be the first time that I will introduce her to my family. She is taking me and my family – my mother and my grandmother – to lunch after the ceremony. I see that as a favour of God upon my life.”

Prof Francis Petersen, UFS Rector and Vice-Chancellor at a meeting with Dr Motsepe and Chacha said: “Access to university is crucial. However, we would also like our students to exit with a qualification. This is how a bursary like this one from CRET helps. We would like to exit students that contribute to the economy.”

Making a difference

Chacha is now doing his master’s in Urban and Regional Planning. “I am so looking forward to registering with the South African Council for Planners (SACPLAN) as a professional town planner at the end of my master’s degree within a few months. 

“I see myself joining a town planning division anywhere in South Africa, dedicated to changing the living conditions of ordinary citizens. Spatial planning speaks to the heart of land use and ensures that the land is used and occupied in a manner that is beneficial to everyone who needs it,” Chacha said. 

He believes town planning has been largely influenced by politics, thus forcing town planners to move away from serving the needs of the ordinary citizen. Chacha would like to see the injustices of the past, especially with regard to townships, being addressed. “This is why my dissertation is about township infrastructure and the contribution it makes towards township economy.”

“I would like to see a South Africa that is centred on the well-being of its citizens. The older generation has fought the brutality of apartheid; our battle as the youth is to be academically equipped to fight and win the land battle,” he said.

Kovsie encounters

For Chacha, his studies in Urban and Regional Planning was very tough. But the support he received from his lecturers was immeasurable. “Prof Maléne Campbell, Head of the UFS Department of Urban and Regional Planning has the most competent team. This is the best department on campus, with no racial issues or unpleasant vibes. I just love the space.”

“The UFS has taught me resilience, hard work, the importance of networking, and the knowledge that you need to be radical when it comes to your future,” Chacha concluded.

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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