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28 June 2019 | Story Xolisa Mnukwa | Photo Charl Devenish
Dr Trevor Manuel and Prof Francis Petersen
Dr Trevor Manuel, guest speaker and Prof Francis Petersen.

Recording of Livestream


View photo gallery at the bottom of the page.

The University of the Free State (UFS) has awarded 474 South Campus Open Distance Learning certificates, 472 master’s, and 95 doctoral degrees to graduates in the Faculties of Economic and Management Sciences, Education, the Humanities, Law, Theology and Religion, Health, and Natural and Agricultural Sciences, during the 2019 June graduation ceremonies.

According to the former Minister of Finance, Chairperson of the Old Mutual Group Holdings, and guest speaker during the ceremonies, Dr Trevor Manuel, “South Africa is a young nation; we need to believe that the best years are ahead of us and let this kind of thinking inform the choices we make.”
The UFS Rector and Vice-Chancellor, Prof Francis Petersen, enthused graduates with ideas to better prepare them for the world of work. One of these ideas was to manifest critical enquiry. “Search for more, search for the truth, challenge the norm and do not just accept everything,” said Prof Petersen.

Kovsies confer three honorary doctorates during June graduation ceremonies

Co-chair of the BRICS (Brazil, Russia, India, China and South Africa) Working Group on Information and Communication Technologies and High-Performance Computing, member of the Advisory Committee of the Breakthrough Listen project, and the former director of the SKA, Dr Bernie Fanaroff, was also honoured with an honorary doctorate from the UFS Faculty of Natural and Agricultural Sciences during the June graduation ceremonies.

UFS Chancellor, Dr Khotso Mokhele, congratulated Fanaroff and commended him for his immeasurable contribution to the global scientific community.

Two other giants – one in the arts and another in law – were honoured at one of the morning graduation ceremonies during the University of the Free State Bloemfontein Campus June graduations. The internationally renowned, award-winning film and theatre artist, Jerry Mofokeng wa Makhetha, received an Honorary Doctor of Letters (DLitt) degree during the ceremony. Sharing the stage with Makhetha was Madam Justice Mahube Molemela, who received an Honorary Doctor of Laws (LLD) degree. Justice Molemela is the first female Judge President of the Free State division of the High Court.

One of the many highlights during the June graduation ceremonies was when eight researchers from the International Studies Group received their doctoral degrees (PhDs).

Dr Trevor Manuel further referred to the National Development Plan and the values enshrined in the South African Constitution, urging graduates to carry the country forward. “Each and every career is contributing to the transformation of society," he said.

Graduands told they are ‘persons of value’ in education sector

Former Free Stater and Chairperson of the GivenGain Foundation, Advocate Frans Stroebel, also addressed UFS graduates as an esteemed guest speaker for the various ceremonies.  Adv Stroebel explained to graduating teachers that they are ‘people of value’, and as such, give much more than what they take. He praised them, saying: “I thank you now, in advance, for the role that you are going to play in the lives of our children in the next ten years.”

He further spoke on the theme of ‘Choices’, highlighting the fact that each choice results in someone having to take responsibility for something.

For information about upcoming UFS graduation ceremonies, visit the UFS graduation ceremonies page.

Bloemfontein Campus:

WATCH: 27 June 2019 Ceremony(Afternoon Session)
South Campus
14:30: South Campus 
Advanced certificates and Professional diplomas 
Graduation Programme

“You have the responsibility of teaching a young generation that is waiting for your guidance and mentorship.” - Adv Frans Stroebel

WATCH: 28 June 2019(Morning Session)
June 28 morning session
8:30: Faculties of Economic and Management Sciences, Education, the Humanities, Law and Theology and Religion 
Master's and doctoral qualifications
Graduation Programme

WATCH: 28 June 2019 (Afternoon Session)
Faculties of Health and Natural and Agricultural Sciences
13:30: Faculties of Health Sciences and Natural and Agricultural Sciences 
Master's and doctoral qualifications
Graduation Programme

 


From left; Dr Jerry Mofokeng, Mr Jannie de Villiers, Dr Mahube Molemela, Ms Elzmarie Oosthuizen and Dr Bernard Fanaroff
From left; Dr Jerry Mofokeng, Mr Jannie de Villiers, Dr Mahube Molemela, Ms Elzmarie Oosthuizen and Dr Bernard Fanaroff
Dr Khotso Mokhele, UFS Chancellor
Dr Khotso Mokhele, UFS Chancellor
Dr Jerry Mofokeng Wa Makhetha, Prof Francis Petersen and Prof Nico Luwes, Head of the Department of Drama and Theatre Arts
Dr Jerry Mofokeng Wa Makhetha, Prof Francis Petersen and Prof Nico Luwes, Head of the Department of Drama and Theatre Arts
Dr Jerry Mofokeng Wa Makhetha, Prof Francis Petersen, Dr Trevor Manuel, Mr Willem Louw and Dr Bernard Fanaroff
Dr Jerry Mofokeng Wa Makhetha, Prof Francis Petersen, Dr Trevor Manuel, Mr Willem Louw and Dr Bernard Fanaroff
Dr Khotso Mokhele, UFS Chancellor, Dr Trevor Manueal, Prof Francis Petersen, UFS Rector and Vice-Chancellor and Mr Willem Louw, Chairperson of the UFS Council
Dr Khotso Mokhele, UFS Chancellor, Dr Trevor Manueal, Prof Francis Petersen, UFS Rector and Vice-Chancellor and Mr Willem Louw, Chairperson of the UFS Council
Ms Elzmarie Oosthuizen, Recipient of the Council Medal
Ms Elzmarie Oosthuizen, Recipient of the Council Medal
Mr Jannie de Villiers, recipient of the Chancellor
Mr Jannie de Villiers, recipient of the Chancellor's Medal
Dr Trevor Manueal, former Minister of Finance and Chairman of Old Mutual Group Holdings, was the guest speaker on 28 June
Dr Trevor Manueal, former Minister of Finance and Chairman of Old Mutual Group Holdings, was the guest speaker on 28 June
Dr Jerry Mofokeng Wa Makhetha, recipient of a Doctor of Letters honorary degree.
Dr Jerry Mofokeng Wa Makhetha, recipient of a Doctor of Letters honorary degree.
Dr Bernard Fanaroff, recipient of a Doctor of Science honorary degree
Dr Bernard Fanaroff, recipient of a Doctor of Science honorary degree
Dr Mahube Molemela, recipient of a Doctor of Laws honorary degree
Dr Mahube Molemela, recipient of a Doctor of Laws honorary degree
Prof Hendri Kroukamp, Dean of the Faculty of Economic and Management Sciences
Prof Hendri Kroukamp, Dean of the Faculty of Economic and Management Sciences

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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