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23 October 2019 | Story Valentino Ndaba | Photo Valentino Ndaba
Dr Patience book
From left: Prof Melanie Walker (SARChI Chair and Director of Higher Education and Human Development Research Group), Dr Patience Mukwambo (author of the monograph), and Dr Mikateko Hoppener, Senior Researcher in the group.

“A quality higher-education learning experience is a transformative experience for both students and lecturers who develop their minds in criticality, as well as social and self-identity, in addition to other skills and competencies.” This was the message from Dr Patience Mukwambo at the launch of her recently published book – ‘Quality in Higher Education as a Tool for Human Development: Enhancing Teaching and Learning in Zimbabwe’.

The book is a product of her doctoral research and was launched by the office of the SARChI Chair in Higher Education and Human Development, where Dr Mukwambo is a full-time researcher and was introduced at an event held at the Bloemfontein campus of the University of the Free State (UFS) on 21 October 2019. 

Depressing higher-education system

Dr Mukwambo was joined in conversation by Prof Brian Raftopoulos, a Mellon Senior Research Mentor in the Centre for Humanities Research at University of the Western Cape. 

Both scholars testified to the concept of critical thinking, alluding to the depressing state of education in Zimbabwe due to limitations posed by a non-expanding economy and a repressive political space. 

Prof Raftopoulos told the audience the idea of critical thinking has a long genealogy in radical thought which has deepened its roots in modern-day society. 

“What you have seen through the introduction of STEM (Science, Technology, Engineering, and Mathematics), is the increasing idea of functionalising education for a work economy. More often than not, you will hear the state saying it is up to school-leavers to create their own jobs,” said Prof Raftopoulos. According to Dr Mukwambo, part of the challenge is that “critical thinking is omitted on purpose and therefore universities lack a moral compass to work from”.

“While the broader economy might be constraining there are opportunities to develop critical thinking in the classroom, although it might not be uniform across all universities,” said Dr Mukwambo.

Equipping graduates with critical-thinking skills contributes to a range of benefits, such as improved wellbeing, economic outcomes, political engagement, and human capital formation. Quality in teaching and learning is therefore indeed a step in the right direction, towards social justice.


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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