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18 April 2019 | Story Eugene Seegers | Photo Stephen Collett
Prof Chris Hermans
Prof Chris Hermans, extraordinary professor at the UFS, presents his inaugural lecture, titled Theology in an Age of Contingency.

“The road ahead is empty / It’s paved with miles of the unknown.”

Prof Chris Hermans quoted these lines from the song The Road Ahead, by Dutch vocal group City to City to introduce his inaugural lecture in the Faculty of Theology and Religion on 27 February 2019. Prof Hermans, a veteran researcher in pastoral theology, empirical, and practical religious studies at the Radboud University Nijmegen in the Netherlands and an extraordinary professor at the UFS, chose as his theme Theology in the Age of Contingency, stating that the uncertainty of life has affected all disciplines in the academy, from the sciences, philosophy, and pedagogy, to theology itself.

Although contingency is often defined as a “future event ... which is possible but cannot be predicted with certainty” (Oxford English Dictionary), Prof Hermans stated that, in the context of theology, it has more to do with complexity, unpredictability, coexistence of cultures, and an increasing number of decisions people need to make in modern-day life. 

Changing lanes

Prof Hermans recounted a memory from his childhood to illustrate some aspects of contingency: “Growing up, my parents told me to cycle on the right side of the road. They knew what the right side was. Everything had a right side: What norms and values to live by, what was right or wrong, when to pray and which words to use. ... We now live in a different world.”

Prof Hermans’ inaugural lecture reflected on four tasks of practical theology and missiology. He further asserted that the content and aim of these tasks change from the perspective of contingency.

Contingency perspectives

From a sociological perspective, said Prof Hermans, contingency is a characteristic of the age of modernisation in which we live. He stated that in the modern age, people have a much greater choice of individual ‘action options’ as well as a growing number of experiences as a result. Expounding on this, he said, “The fact that I am a Christian, and another person Hindu or Muslim, is largely due to the fact that I was born within a Christian family. The fact that I am Christian is a possibility and an actuality, but not a necessity.”

Prof Hermans also helped listeners to understand other areas in which contingency plays a role, such as the binary logic used when determining modalities of truth, or changing world views and philosophies of being, or even in our ethos, our art of living, and outlook on life.

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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