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02 July 2019 | Story Leonie Bolleurs
Edwin Skhosana
Edwin Skhosana is working hard to become a successful and competent actuary one day. With him is his lecturer, Dr Michael von Maltitz.

Edwin Skhosana, an Actuarial Sciences student, was described by his lecturer, Dr Michael von Maltitz of the Department of Mathematical Statistics and Actuarial Science, as ‘very quiet’ in his Causal Inference class. 

This may sound like a compliment, but it’s not.

For Dr Von Maltitz, being quiet is definitely not encouraged – not with the new teaching methods applied in class.

“See, my class is all about engagement – getting the students to watch videos on the topics, read about the methods in question, and then come to class to grill me about things they don’t understand. This change in teaching method is extremely disconcerting for many Mathematical students, who have up until now only been taught in the ‘memorise-regurgitate’ form they had ever since the start of high school,” he explains.

Future success


“My goal is to get the students to a level of understanding where they can sit down with me or with an expert in the field and have a conversation about the Mathematical Statistics topics that I teach. This is a very difficult task in such a technical module, and few students ever feel comfortable enough to engage with me actively in class in this way,” Dr Von Maltitz points out. 

Edwin is working hard towards applying the skills and knowledge he has obtained at university to become a successful and competent actuary one day. 

An important turning point was when it dawned on him how the things discussed in class could find an important practical application in so many fields.  

“This suddenly drove a spontaneous fascination in my mind that led me to engage with Dr Von Maltitz,” the previously quiet Edwin explains.

And everything changed.

Desperate to learn

Dr Von Maltitz explains: “Edwin came to my office to ask some questions. The incredible thing was that he sat down, and a conversation about the Mathematics, the foundations, and the methods just flowed between us. I have seldom had such an insightful chat about my module with a student. It was like a cascade of information just fell into place for Edwin.”

Although he sometimes still experiences his studies as challenging and grapples to adapt to the various styles of lecturing from different lecturers, Edwin now has hope for his class in Causal Inference. 

“I think Dr Von Maltitz’s way of presenting in class is excellent. It is, however, hard to grasp if you are still anchored in the old way of cramming, because he wants you to understand and be able to apply what he teaches,” says Edwin.

“It was just wonderfully refreshing to see someone so desperate to learn something (rather than just wanting to get a degree), and then actually managing to turn around a bad semester mark into such a river of understanding,” Dr Von Maltitz concludes.

Dr Michael von Maltitz
Dr Micheal von Maltitz

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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