Latest News Archive

Please select Category, Year, and then Month to display items
Categories
UFS News Media Release Research
Years
2017 2018 2019 2020 2021 2022 2023 2024
Months
January February March April May June July August September October November December
Previous Archive
14 June 2019 | Story Valentino Ndaba | Photo Albert van Biljon
Alison Botha
Over and above being a survivor, Alison Botha is an inspiration.
It was an ordinary December 1994 evening in Port Elizabeth. Alison Botha parked her car in front of her home. A man ambushed her at knife point. Minutes later, she was forced into the passenger seat and the perpetrator drove off, picking his friend up on their way to the coastal bushes of the city.
 
What was supposed to be an ordinary evening turned into a horrific experience which changed Botha’s life forever. She was raped, strangled, had her throat slit and her stomach cut open. Physicians called her survival a medical miracle. The true miracle though, is how she has chosen to deal with the experience. 

Botha overcame her fear of public speaking and has become an international motivational speaker who also authored a first-person account of her ordeal and recovery in 1998, titled I Have Life.

Aluta continua against gender-based violence

As part of our university’s advocacy against gender-based violence, the Human Resources’ Division for Organisational Development and Employee Wellness hosted Botha for a motivational talk on 5 June 2019 at the Bloemfontein Campus. In telling her story, Botha stated that she still receives healing.

While welcoming guests and the speaker, Prof Prakash Naidoo, Vice-Rector: Operations touched on Project Caring which is supported by the Rectorate. “We care for you and part of that caring agenda is gender-based violence. We encourage you to speak out about this issue, don’t remain silent, someone will listen,” he advised.

From victim to victor

Botha believes that if her story serves to help someone else avoid the same situation or perhaps even survive a similar trauma, then she has served her purpose. “I now believe that the evil is far outweighed by all the good that has come out of my choice to share my story,” she said.

Much of the reason behind her strength lies in what she terms her own ABC principle which speaks to attitude, belief and choice. “We are not always going to be in control of everything that happens to us. But we always control how we respond,” said Botha. 

The story of Botha’s survival, recovery and victory proves that the human spirit cannot be crushed. There is indeed life after a near-death tragedy.

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