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24 January 2019 | Story Lacea Loader | Photo Sonia Small
Dr Engela van Staden
Dr Engela van Staden started as Vice-Rector: Academic on 1 January 2019.
The Executive Committee of the Council (on behalf of Council) of the University of the Free State (UFS) approved the appointment of Dr Engela van Staden as Vice-Rector: Academic during a meeting held on 5 December 2018. She started on 1 January 2019 as Vice-Rector: Academic (designate) and will take up the position from 1 February 2019 as Vice-Rector:  Academic. Prof Hendri Kroukamp, who acted in the position of Vice-Rector: Academic, will resume his portfolio as Dean: Faculty of Economic and Management Sciences on 1 February 2019. 

“Dr Van Staden has an immense knowledge of the higher-education system, governance, planning, and policy frameworks within the sector, and of enrolment planning and management, and will provide leadership within this domain. She has been in senior management positions at faculty, institutional, and national level for a period of 20 years and is one of the experts in academic-programme development and curriculum design in the country. I look forward to working with her and welcoming her to the university,” says Prof Francis Petersen, Rector and Vice-Chancellor of the UFS.
 
Dr Van Staden holds a DPhil in Education from the Rand Afrikaans University (now University of Johannesburg). She was Deputy Vice-Chancellor: Teaching, Learning and Community Engagement at the Sefako Makgatho Health Sciences University. Prior to this she was, among others, Chief Director: University Academic Planning and Management Support at the Department of Higher Education and Training (DHET) from 2009 to 2017, Director: Strategic Management Support at Tshwane University of Technology from 2004 to 2009, Dean: Faculty of Education and Director: Strategic Planning at the then Technikon Northern Gauteng from 1996 to 2003. 
 
Her responsibilities at the Sefako Makgatho Health Sciences University included teaching and learning, quality assurance, strategic and academic planning, technology and education innovation, planning and reporting for and on earmarked and development grants, curriculum reviews, infrastructure planning, blended learning, and the redesign of the university’s business model.
 
In the portfolio of Chief Director: University Academic Planning and Management Support at the DHET, she was responsible for, among others, the national enrolment targets of 2013 and 2019, and institutional performance targets aligned to the Minister’s performance targets, the management and approval of all national programme applications, the development of the distance policy for universities / open learning strategy, the monitoring of universities under administration, the Medium Term Expenditure Framework (MTEF) budget allocations to universities, the planning and establishing of new universities in Mpumalanga and Northern Cape with specific reference to the academic programmes and governance and policy environment, and the establishment of the Central Application System (CAS) and Service and Clearing House Mechanism (CACH), which includes a project management office, business architecture and the formulation of proposals towards the governance and management of such a function.
 
She has supervised master’s and doctoral students, authored and co-authored a number of academic articles, compiled a vast array of technical reports, and participated in a wide variety of national and international projects in South Africa and abroad.

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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