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18 July 2019 | Story Valentino Ndaba | Photo Evert Kleynhans
Heidedal Drug Awareness Campaign
Pastor shares with Heidedal learners how drugs landed him in prison.

His father died when he was just three years old. A mourning single mother had to raise three boys. As the middle child, feeling abandoned and unloved, he joined a gang. Home was a cold and empty place and so were the streets of Grabouw, a small town in the Western Cape where he grew up. This is how Ivor Swartz’s story began.

A 15-year-old Swartz told himself: “Because I am not loved at home, maybe I will feel loved on the streets.” It did not take long for the ugly truth to emerge. When it did, he turned to drugs for comfort.

Behind bars

One evening when Swartz and a friend were at a local tavern, they were involved in an altercation. They pulled out guns and fired shots at two males. “My judgement was clouded by the drugs so my friend and I shot my blood brother,” he remorsefully reminisces. 

From prisoner to pastor

Swartz was imprisoned for six-and-a-half years, during which time he matriculated. He has been a free man for 14 years. For the past five years Swartz has been a youth pastor at St. Paul’s United Church in Johannesburg. He has also trained as a life coach and holds an Honours degree in Theology from the University of Pretoria.

Swartz shared the story of how drugs almost ruined his future with 1100 Olympia Primary School learners in Heidedal recently. He was the guest speaker at a two-day Community Outreach Drug Awareness campaign led by the University of the Free State’s (UFS) Division for Organisational Development and Employee Wellness.

Compassionate beyond campus

Burneline Kaars, Head of the Division, said the campaign is one of the ways in which the university shows that it cares for the community. “We strive to improve the wellbeing of staff and the community at large.”

Swartz and the UFS team visited seven schools in Heidedal from 10-11 July 2019. where they cautioned future leaders and parents against how drugs shape the choices that individuals make. 

Pursuing a better story

Swartz was sitting in solitary confinement when he heard a song by UK singer Robbie Williams. The lyrics were: “Cause I got too much life running through my veins going to waste.” These words changed his life.

“I decided I wanted a better life,” said Swartz. He now lives to make a positive contribution to society and has written a new conclusion to his life’s story.

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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