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22 March 2019 | Story Rulanzen Martin | Photo Stephen Collett
Prof Johann Rossouw Inaugural lecture
Prof Heidi Hudson, Dean of the Faculty of the Humanities; Prof Fani de Beer, Prof Rossouw’s mentor; Prof Johann Rossouw; and Dr Engela van Staden, Vice-Rector: Academic.

For Prof Johann Rossouw from the Department of Philosophy, the Naval Hill Planetarium – a digital planetarium on a hill in the centre of a modern city, was the perfect place to deliver his inaugural lecture titled, The soul of the academy.

The message of his inaugural lecture was on “the form adopted by the contemporary university, which is so focused on the quantitative that the qualitative is neglected. The focus on training is so strong that the university no longer pays attention to the education of students”.

Prof Rossouw referred to the soul of the academy as the highest in humanity, especially the part which cannot be counted. He also referred to the words of Blaise Pascal in the 17th century: “The heart has its reasons of which reason knows nothing”.

“Do we understand any of this in the contemporary university? And do we still remember the earliest origins from which the academy originated; that Philosophy is the mother discipline of all other disciplines, and how all contemporary disciplines form part of a bigger, coherent entity?” he asked.

The inaugural lecture took place on 28 February 2019. Prof Rossouw has a C2-rating from the National Research Foundation, and it is thanks to him, among other things, that the Department of Philosophy is the only South African Philosophy department with modernity studies as its main focus.

At the end of 2018, he was promoted to Professor of Philosophy at the University of the Free State (UFS), and currently he serves as acting Head of Department. “Due to Prof Rossouw’s involvement, among other things, research on African philosophy, critical theory, postcolonial thinking, and tradition and modernity is conducted in the department,” Prof Heidi Hudson (Dean: the Humanities) said.

Prof Rossouw started his formal training in Philosophy at the age of 12, and in 1991 he obtained a BA degree majoring in Philosophy and Psychology at the University of Pretoria, with distinction. He obtained his MA degree, a critical study of apartheid on the basis of Michel Foucault’s thinking, at Unisa in 1998. In 2002, he obtained his DEA in Philosophy at the University of Lyon 3 under the leadership of Régis Debray, and in 2013 his PHD on the theological trail in Bernard Stiegler’s thinking at Monsh University (Melbourne), under Michael Janover.

In 2016, he won a prize from the South African Academy for Science and Culture for one of the best Afrikaans humanity articles published in 2015.

 

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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