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04 March 2019 | Story Valentino Ndaba
Next Chapter calls upon you to stay true to yourself by taking care of your mental well-being.

As the academic year kicks off, the University of the Free State gives a warm welcome to first-year and returning students. In the spirit of healthy new beginnings, Next Chapter has penned a letter to fellow students that speaks to mental health. Hear what they have to say:

Be loyal to your calling and the universe will locate you; once located, dominate! Fellow Kovsies, it is really happening. Not so long ago, this was just a dream – and somewhat far-fetched.

This is your moment; be at ease and feel at home, because you’re about to become a long-term tenant in a prestigious community of diversity, love, care, family, greatness, and prosperity. With that said, I welcome the class of 2019 to a community of brilliant minds. Bear in mind that all of us want to be part of such a community, but only a few get to make it – so, be very proud of yourselves.

Tap into endless possibilities

Now that you are here, know that everything is at your fingertips; you have the upper hand, and everything is now made possible. This is a moment for growth, to reinvent yourself, and expect the greatest confusion of your life as your mind and feelings will be tested and conflicted. Here is where you learn and unlearn certain things about your community and the world around you. So, please take this opportunity to explore, engage, participate, and where you can, mark your territory and dominate.

University can be tough as you face adversities and struggle to cope with juggling your grades and a social life. Find comfort in the knowledge that these are temporary circumstance you need to contend with. You are destined to emerge at the top.

Never succumb to the urge of givingup

There will be days when your subconscious fails you, there will be days when discontinuing your academics and heading back home is tempting. Do not to give in. Do not give up. You are here for a reason. Think about the twelve years of your life spent preparing for this moment. Some of you are going to struggle with academics, social life, finances, and conflicted minds which will hinder you in focusing on your academics. Seek help when you struggle.

Surround yourself with positive people who always bring out the best in you. There are avenues available to you, such as the psychologist sessions offered by Kovsie Health, and social workers who are there to help with various issues.

Support is at your disposal

Mentorship programmes such as Gateway are also at your disposal as a first-year student adjusting to a new environment. Student Life is always there for you in times of need. Next Chapter is a student organisation that advocates for mental health and can assist as well should you need support.

From us as Next Chapter to you as fellow students, we would like to officially welcome and encourage you to make the best of this experience. Be loyal to your calling, which has led you to the University of the Free State – and never forget that you matter. This is the beginning of something great and the continuing of your 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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