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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

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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