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06 May 2019 | Story Prof Francis Petersen | Photo Sonia Small
Prof Petersen opinion piece
Prof Francis Petersen is Rector and Vice-Chancellor of the University of the Free State.

OPINION ARTICLE BY PROF FRANCIS PETERSEN, UFS RECTOR AND VICE-CHANCELLOR



The youth must vote, and political patronising must fall; or else our calls for young people to exercise their hard-won right to vote, will continue to be ignored.

South Africa’s youth does not have a culture of voting. And it is getting worse – that much is clear from statistics.

Earlier this year, the Electoral Commission of South Africa indicated that young people aged 18-19 make up only 16% of the voters’ roll. This is a sharp decline from the 34% in the 2014 national elections.

Those who do register to vote, often decide in the end not to cast their ballots. For example, in the 2016 local government elections, only 50% of registered voters aged 20 to 39 showed up at the polls on voting day.

Apathy vs disillusionment

Is it because young people simply do not care about the future of our country?

I would be very surprised if this was the case – as it simply does not line up with my experiences with the majority of students on the three campuses of the University of the Free State (UFS). What I often encounter, is young people who are keen to make a difference in society, but who are sceptical to do it via political means.

Studies done by the Institute for Security Studies and others seem to support this, concluding that young people have high expectations of politics and democracy, but find party politics confusing and alienating.  From their youthful vantage point, they seem to cut through the rhetoric quite easily, and quickly see when the promises and actions of politicians do not line up.

This leads understandably to young people who have very low levels of trust in political leaders. They also feel increasingly alienated by government’s lack of responsiveness to their needs, poor service delivery, and corruption.

It does not seem to point to apathy, but rather that young voters are using non-voting to protest a political climate where they feel they are not being heard.

Young people have shown signs of dissatisfaction with the currently available choices of political parties – making it more and more difficult to attract them to vote for political parties they cannot relate to.

Protest more effective

And why should they vote? Young South Africans have found that they often accomplish more through protest than through participation. The 2015-2016 #RhodesMustFall and #FeesMustFall movements bear stark evidence of this, where a concerted, coercive student effort seems to have forced the hand of government where traditional communication channels failed.

It is a dangerous situation when established systems of governance are circumvented and replaced with more radical means, simply because quicker and better results are obtained in this way.

The all-important youth voice

The bottom line is that we need our youth to become involved in order to be an effective democracy. Effective governance requires participation, and a low voter turnout weakens the quality of a democracy.

South Africa has one of the youngest populations in the world. More than 58% of our population is under the age of 30 years. This translates into a significant voter block that simply cannot be ignored.

By exercising their considerable voting power, young people can ensure that issues they deem relevant and important are prioritised.

Advances in technology and connectivity mean our youth are probably more equipped to make informed decisions than any generation before them. But somehow, all this access to information, opinions, and analysis is still not motivating them to take action by voting.

The challenge remains to provide them with political-party options that they can identify with, that actively promote issues of importance to them, and that follow through on promises with real action.

Creating responsible citizens

Our institutions of higher education are doing what we can to produce not only well-equipped, employable workers, but also good, responsible citizens.

At the UFS, we have a renewed focus on providing a safe space where openness, tolerance, diversity, and inclusivity are actively promoted. In April, we celebrated Social Justice Week through a range of events and activities aimed not only at sensitising our student population to social-justice issues, but also giving them an opportunity to actively participate in promoting it on various platforms.

Through our Free State Centre for Human Rights, the UFS is also compiling a set of guidelines for protests and political activities, making sure there is an ever-present human-rights foundation guiding the actions of and consequences for protesting students, non-protesting students, and security staff.

We train and appoint Human Rights ambassadors in our hostels to help establish mutual tolerance, non-discrimination, and transformation in on-campus living spaces.

Our Office for Student Leadership Development offers initiatives such as selective leadership programmes that cater for high-achieving student leaders who show potential.

We want to develop effective, agile, and inclusive student leaders. And, we want to equip them to become part of a new generation of responsible, forward-thinking, and innovative national leaders. If they cannot find a suitable political home that matches their expectations, they should have the skills and drive to create their own.

Yes – it is time for young people to vote.

But it is also time for our current elected leaders to take them seriously, and to really listen to the concerns of our youth.

If they don’t, we can in all probability expect more protest initiatives, perhaps of an increasingly violent and destructive nature. Moving further and further away from a healthy democracy and edging closer and closer towards anarchy.

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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