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12 July 2019 | Story Leonie Bolleurs
Unique building project
Students from the Department of Architecture and their lecturer, Hein Raubenheimer, building a new future for colleague Adana and her family. In 2018 the builders decided to use a combination of clay bricks and earth bricks as major construction material.

When a colleague in the Department of Architecture bought a plot of land in 2014, her joy knew no bounds and she could not wait to share the news with fellow colleague, Hein Raubenheimer.

Raubenheimer, a lecturer in the department, could not help but think that Adana (pseudonym) would, “like many others, promptly erect a ‘dwelling’ of affordable second-hand material”. This made him muse on how he could help in erecting a more ‘permanent’ house for her, her son and daughter.

He related: “The first-year hut-building project was in the making, and my involvement with it made me think about the possibilities of reusing the earth bricks that were formed during the building process for a potential earth-brick dwelling. However, the quality of such bricks could not be guaranteed and a more controlled manner of forming earth bricks had to be investigated.”

Interdisciplinary research
After talking to an architect friend, JT Erasmus, about the possibility of sustainable forms of building an informal dwelling, Raubenheimer was brought into contact with a colleague in the Department of Chemistry, Dr Elizabeth Erasmus. Together, he and Dr Erasmus formulated and submitted an application for interdisciplinary research. Their application was to investigate the testing of polymer-stabilised earth bricks. “To our surprise, our application was successful. The funds prompted us to immediately start preparing the site and purchasing the necessary equipment for making stabilised earth bricks,” said Raubenheimer.

He elaborated: “During the first two years, all the first- to third-year students were involved in the earthworks, foundations, and making of earth bricks. Since 2018, Prof Gerhard Bosman, Associate Professor in the Department of Architecture, became involved with the fourth-year students, focusing on the finishing touches of the building project as well as the service components.”

Economically viable
For the project to be economically viable, the layout of the floor plan was as compact as possible (35 m²). Raubenheimer explained: “Three areas (living, sleeping, washing) were arranged to create some privacy with the minimum structure. The sleeping area was a double volume with a proposed mezzanine floor that could function as a ‘loft’ (second sleeping area).”

According to Raubenheimer, they wanted to build the entire house with stabilised earth bricks, but due to the labour-intensive and time-consuming process of making the bricks, they decided in 2018 to use a combination of clay bricks and earth bricks as major construction material.

Bloemfontein opens its heart

Apart from the approximately 200 Architecture students and lecturers involved in the project, the community of Bloemfontein also opened their hearts and hands widely.

“We were very lucky to get the roof sheets as donation – surplus as a result of the colour difference (Safintra Roofing), a lightweight-steel construction company (Siteform) sponsored the roof structure, UFS Facilities Management donated all the windows (from their scrapyard), and a well-known Bloemfontein construction company (Sebedisan Construction) delivered lots of recycled material with a three-ton truck. There were also several private cash donations from alumni of the Department of Architecture. Local artisans, Diphapang Machabe, April Milela, Kabelo Lando, and Petrus Letsoara also assisted with the project.

With the use of recycled material and earth bricks, the CO2 footprint of the building was minimal. Raubenheimer explained that the small areas with good North orientation, together with the good insulating properties of the earth bricks, is making the interior very comfortable throughout the year. “Good insulation of the roof and ‘loft’ will minimise the need for heating and cooling,” he said.

Hope for the future
If everything runs smoothly, the project will be completed in the spring of 2019. “And then we will have a proper house-warming. Up until now, each phase of the project was an adventure for Adana. In the beginning, she could not believe that anything would come of it; but her appreciation, despite the prolonged construction period, has grown,” said Raubenheimer.

On a personal level, this project also meant a lot to Raubenheimer. “The limited finances and possibility of applied low technology, experimental forms of detailing all contributed to the adventure. The greatest learning curve for me, however, was to experience the ‘neighbourhood’. The most wonderful respect for life on the faces of neighbours and passers-by. The fact that people here seem to have nothing, but then the perception that as a community they have so much caring, time, and love for each other, has given me hope.”

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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