Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
07 August 2019 | Story Thabo Kessah and Selloane Mile | Photo Thabo Kessah
Dr Tshepo Moloi Gille de Vlieg Prof Monique Marks Zama Khanyesa read more
Dr Tshepo Moloi (far left) with some of the panellists during the Cosas Colloquium: Gille de Vlieg, Prof Monique Marks, and Zama Khanyesa (Cosas President, 2015-2017).

They came from near and far; the attendees were both from the founding and the contemporary generation – up to the current President, John Macheke. This was reflected in the guest and speaker lists of the colloquium, which was hosted by the Qwaqwa Campus Faculty of the Humanities and the TK Mopeli Library to celebrate the 40th anniversary of the Congress of South African Students (Cosas).

Acknowledging Cosas pioneers

“The two-day colloquium was aimed at enabling all Cosas generations to engage meaningfully, while highlighting the role of its leaders in the struggle for a democratic system of education and country,” said the organiser, Dr Tshepo Moloi from the Department of History.

“We must appreciate the founders of Cosas, as they have not been adequately acknowledged in the democratic dispensation. The organisation fought many battles – one of which was to enable many of us to finally register at institutions of higher learning when it was not as fashionable as it is now,” said Patrick Letsatsi from the Department of Sports, Arts and Culture (DSAC). 

Letsatsi also expressed the DSAC’s mission of facilitating such dialogues on matters of national interest. “Talking enables us to see that burning a library when we need a road is not the right way of dealing with matters,” he said.

Limited research on Cosas

On the academic research front, it is clear that minimal work has been done to reflect on the role played by Cosas over the years. “There is limited scholarly research on Cosas,” said Prof Noor Nieftagodien, the Head of the History Workshop at the University of the Witwatersrand.

“Despite this, we know for a fact that the founding members of Cosas found themselves under serious threat from the state. They were detained almost immediately after its formation in 1979, yet the organisation continued to produce leaders who not only played a pivotal role in the underground movement and formation of youth congresses and trade unions, but also in the shaping of our democratic state,” he argued.

The colloquium also featured Prof Monique Marks, who spoke at length about Cosas in the 1980s and the 1990s. There was also a presentation and photo exhibition by veteran anti-apartheid activist and former member of the Black Sash, Gille de Vlieg, whose photographs back then were inspired by the energy of the students. Other panellists were, among others, founding members Oupa Masuku, Vusi Gqoba, Super Moloi, Titi Mthenjane, and former Free State MEC, Oupa Khoabane.  

The colloquium was hosted in partnership with the national Department of Sports, Arts and Culture and the National Institute for the Humanities and Social Sciences (NIHSS).

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept