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17 April 2019 | Story Leonie Bolleurs
Science ambassadors
Friends Tekano Mbonani and Chaka Mofokeng are pursuing graduate degrees in respectively Physics at the University of the Free State (UFS) and Astronomy at the University of the Western Cape. The two got together and decided to reach out to the high school, Leseding Technical Secondary School, where they came from.

It was a full house as more than 120 learners packed the hall at the Leseding Technical Secondary School in the Free State, where two young Astronomy researchers had come home to tell their younger peers about their studies and career prospects across South Africa.

Chaka Mofokeng and Tekano Mbonani are both former learners at the high school. Currently pursuing graduate degrees – for Mbonani in Physics at the University of the Free State (UFS), and for Mofokeng in Astronomy at the University of the Western Cape – the two friends got together and decided to reach out to the high school where they came from.

The event took place in January before schoolwork, tests, and exam preparations are occupying learners’ minds, inviting them to think about the big picture – the future, and how to be part of it. This is timely, because in July last year, the MeerKAT radio telescope was inaugurated in the Karoo. The MeerKAT is the first step to the international SKA telescope project, but it is already one of the best radio telescopes in the world and has placed South Africa firmly on the world map of radio astronomy and engineering.

Building a bridge
“This project enables us to build a bridge between secondary and tertiary institutions. Currently focused on senior secondary students, we aim to promote science through outreach events and activities. Using science and technology-based activities and events, such as stargazing at an observatory or exploring the universe in a planetarium, we want to attract these future secondary graduates. We also provide mentorship, hoping to help them improve their academic performance in matric,” said Mbonani.

For a whole morning, they spoke about their journeys, about science, about the skills that scientists acquire during their studies and all the opportunities such studies open up in an era where the 4th Industrial Revolution is predicted to reduce the number of jobs in many traditional professions. They addressed their peers in both English and Sesotho.

Astronomy in South Africa contributes to critical-skills development. Investing in the MeerKAT, for example, meant that over a thousand bursaries were made available through the SKA South Africa Human Capacity Development programme. Young scientists like Mofokeng and Mbonani have the opportunity to be part of MeerKAT science projects through their studies, using machine learning and other skills that are high in demand in today’s world. This was one of the messages they brought home.

Gaining new skills

“As an Astronomy research student, I have gained skills such as data analysis, mathematical modelling, communication and writing, programming, and teamwork, among others. These are requirements for most companies and institutions. With the unfolding of the 4th Industrial Revolution, such skills sets make young and aspiring scientists the perfect candidates for making the most of future opportunities,” reflected Mofokeng.

Most of the learners said they have never attended a science-outreach event. They were inspired by the young scientists’ stories and nearly half of them said they could see themselves pursuing a career in science. The learners also expressed a strong interest in more events of this kind, as well as mentorship during Grades 11 and 12 from peers at university. They asked about the salaries earned by astronomers, how long the studies take, and where astronomers are working in South Africa.

This initiative, started by two bright young scientists, hopefully marks the beginning of many more events of this kind. Mofokeng and Mbonani are already planning what to do on their next trip home.

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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