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09 October 2019 | Story Leonie Bolleurs | Photo Leonie Bolleurs
SA animal population genetically more diverse than Europe
The Department of Genetics appointed the curator of the mammal collection in Austria’s Natural History Museum, Prof Frank Zachos. From the left are: Lerato Diseko, PhD Human Molecular Genetics; Prof Paul Grobler; Sivuyile Peni, MSc Molecular Genetics; Prof Frank Zachos; and Gerhard van Bosch, MSc Conservation Genetics.


South Africa is one of the greatest places on this planet to study mammals. These are the words of Prof Frank Zachos, newly appointed affiliated Professor in the Department of Genetics at the University of the Free State (UFS). 

He is also the curator of the Mammal Collection at the Natural History Museum in Vienna, Austria, the editor of the Elsevier journal Mammalian Biology, and author of several books, including Species Concepts in Biology. 

During a visit to South Africa, Prof Zachos addressed a group of UFS staff and students on the topic, ‘Conservation biology and genetics on two continents – case studies from mammalogy and ornithology’.

Inbreeding and deformities 

According to Prof Paul Grobler, Head of the UFS Department of Genetics, Prof Zachos has much experience in conservation biology studies. A large part of his work is on the population/conservation genetics of mammals (particularly deer) and, to a lesser degree, birds. Among others, he has studied red deer and the alpine golden eagle and has previously collaborated with Prof Grobler on projects involving local impala and gemsbok populations. 

Prof Grobler explains: “Typical conservation genetics studies helps one understand whether it's genetically going well with a species or population or not. This information can then be used to decide whether to move new animals to a population to prevent loss of genetic diversity.”

In his lecture, Prof Zachos explained the genetic diversity of red deer across Europe, and how this was influenced by past events (glaciers), but also by current anthropogenic factors (motor highways). 

He said there are several similarities between the mammals and birds of Europe and South Africa. The area south of the Sahara, however, is more of a biodiversity hotspot, unlike most areas in Europe where there is often lower genetic diversity in certain species. European deer species, for instance, are inherently less genetically diverse than antelope.

“Small population sizes can result in inbreeding. In some animals, this can result in deformities such as a shorter lower jaw or calves born without eyes,” said Prof Zachos.

Tracing geographic origin

With information on the gene diversity of a population of animals, authorities can implement preventative measures to address inbreeding, e.g. building green bridges to connect populations.

Population/conservation genetics studies are also helpful to determine which animals from a certain population are native to a specific area. Prof Zachos was involved in a study for the Belgian government, tracing the geographic and genetic origin of the country’s red deer. 

He said the ideal is to have genetic information for every population for management applications. 

During his visit, Prof Zachos also visited the Doornkloof Nature Reserve, since he is co-supervising a PhD student in the UFS Department of Genetics, who is based at Doornkloof. 

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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