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30 October 2019 | Story Rulanzen Martin | Photo Rulanzen Martin
Prof Jacobus Naude
Prof Jacobus Naudè is one of few South Africans who have delivered the Van Selms Memorial lecture at the Southern African Society Near Eastern Studies conference.

To be awarded an opportunity to present a lecture outside the domain of your own university is not only beneficial to attract new postgraduate students but also provides senior researchers with the opportunity to publicise their research on a national and sometimes international level.

This is the impression of Prof Jacobus Naudè, a senior professor in the Department of Hebrew at the University of the Free State (UFS) when he delivered the 2019 Adrianus van Selms Memorial lecture at the Southern African Society for Near Eastern Studies conference. Prof Naudè said such lectures provide an opportunity to academics and researchers to demonstrate that a particular field of study has broad implications for society. “A South African only has the opportunity to deliver this lecture every second year by invitation, so it’s a once-in-a-lifetime opportunity,” he said. 

His own research seeks to understand alterity (“otherness”) in various systems of ancient culture and to preserve it while representing it intelligibly for modern users. “In my current research I utilise complexity theory to integrate seemingly disparate foci (pre-modern Hebrew linguistics and religious translation).” 

The conference took place on 16 September 2019 at the School of Religion, Philosophy and Classics at the Pietermaritzburg Campus of the University of KwaZulu-Natal.

South African Bible translations through the ages

The topic of his lecture was, Translations of sacred texts and the shaping, reshaping and circulation of religious knowledge in monotheistic religions with written traditions: A Southern African perspective, in which he provided examples from the history of religious translations in monotheistic religions (Jewish religious tradition, Christianity and Islam) to “illustrate the spreading, circulation, shaping and reshaping of our religious knowledge by translation”.  

Prof Naudè shared some aspects of how religious ideas have travelled via the medium of translation into different cultures and languages. With his focus on South Africa he illustrated how the Dutch East India Company imposed monolingualism in the Cape with Dutch being the only language in church and at school. “There was complete unwillingness on the side of the Dutch to learn the Khoikhoi languages.” The political change in beginning of the 19th century provided strong motivation for Bible translations into indigenous languages. 

There have been many attempts to reconceptualise South African translations of the Bible. The latest attempt was by Prof Kobus Marais from the UFS Department of Linguistics and Language Practice whose work aims to reconceptualise translation within the frame of complexity thinking. “Religious translation will thus need to avoid reductionism and rather focus on the source or the target,” Prof Naudè said.

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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