Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
13 December 2019 | Story Valentino Ndaba | Photo Johan Roux
Dr Thandi
After nearly seven years Dr Lewin finally graduates with a PhD.

Dr Thandi Lewin has spent the past six-and-a-half years of her life on her PhD.  It was only in the final year of the process that the thesis came together. “I had a few chapters and had done literature reviews and some theoretical work, as well as a little initial analysis, but none of it actually added up to a coherent thesis. The moment when I realised that I actually did have a thesis was a great feeling and a huge relief because it was only then that the end was in sight,” she said. 

On Wednesday 11 December 2019 her diligence culminated in a graduation ceremony at which she obtained her PhD in Higher Education Studies in the Faculty of Education at the University of the Free State (UFS). Dr Lewin formed a part of the pioneering cohort of the South African Research Chairs Initiative (SARChI) Chair in Higher Education and Human Development Research Programme, under the leadership of Professor Melanie Walker

Through the twists and turns

Working on her thesis on Early career women academics: A case study of working lives in a gendered institution, Dr Lewin struggled with time constraints. “I could not work on it every night or every early morning like some people do. My job was demanding, so I worked most nights and often went to bed quite late. Hence, I failed to focus on it during the week,” she explained.

When she began her PhD her youngest child was one year old. In addition to her job becoming more and more challenging over the years, Dr Lewin also had to maintain a morning and evening routine in order to make the most of the limited time she and her family had together. Yet after all was said and done, her research still beckoned.

Reaching the stage of walking across the stage

Given the rigorous process of completing a PhD, one of the major motivators was her supervisor. “Prof Walker was loyal and never gave up on me. She was also pragmatic and understanding. The commitment from a supervisor who is considerate of your personal circumstances, but is also as dedicated to your research project as you are, is quite something to find.”

For much of the past three years of her doctorate, Dr Lewin’s father was ill. He eventually succumbed to his illness in January 2019. The graduate struggled with managing her emotions as she felt guilty about not spending enough time with him due to work and research. “Being a mum and a daughter meant that if I wasn’t at work or working on my PhD I was with my kids or with my dad. But I must also acknowledge that my partner, nanny, and part-time housekeeper provided critical support which I couldn’t have done without.”

On gender and organisational cultures

The Chief Director for Institutional Governance and Management support in the university education branch of the Department of Higher Education and Training found the experience garnered in the system-level of higher learning enormously helpful in her research process.   “I have really enjoyed working in an area that interests me, and engaging with a topic that is policy-relevant,” she said.

Content
Melanie Walker (right) reading the PhD appraisal for Dr Thandi Lewin at the Graduation Ceremony.
(Photo: Johan Roux)


Cultivating culture change

Enabling women to rise through the ranks would require more effort to improve gender equity. “Organisations and universities can never really achieve gender equity without fundamentally changing their structures and cultures, which are deeply gendered. This also cannot happen without social change, which needs to take place in broader society and not only within organisations,” said Dr Lewin.

What this means for society and organisations is a shift from focusing solely on individual women. According to Dr Lewin: “Universities, in addition to their inclination towards slow change, are also experienced by many as exclusionary – not just by women, but by people of colour and those from working-class backgrounds, and others who have been traditionally marginalised in higher education. This is a critical issue for South African higher education – it is going to take a lot of time and focused commitment to change the cultures of universities to be more inclusive.”

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