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20 September 2019 | Story Rulanzen Martin | Photo Charl Devenish
Kovsies Multilingual Mokete
The Multilingual Mokete embodies the ideals of the university to become inclusive, while promoting a multicultural environment.

The first Kovsies Multilingual Mokete was a celebration of language and culture; it is a commitment by the University of the Free State (UFS) to nurture an attitude of inclusiveness and acceptance on all three of its campuses. Hosted on the Bloemfontein Campus on Wednesday 18 September 2019, the mokete was a hype of activity with drama, poetry, music, dance, and scrumptious cultural cuisine.

“This initiative was coordinated to promote and celebrate all our regional languages, but also important – our regional cultures.” This was the words of Prof Francis Petersen, Rector and Vice-Chancellor of the UFS, on opening the first Kovsies Multilingual Mokete.

The Mokete stage came alive with the impeccable voices of our students and staff as they personified multilingualism through the spoken word in the form of poems, the drama production, Dogg’s Hamlet in the Scaena, praise songs, and dance. A mural featuring individual artworks was also on display during the mokete, as well as a screening of the movie, The Visitor.

The Mokete was concluded by Simple Stories, a band of former Kovsie students, with Early B as the main act.  The People’s Choice Award winner of the day was Soetbravado, winners of the UFS SingOff competition.

“I think the inaugural Multilanguage festival is full of potential. Tolerance and understanding of different cultures are what I see here. I think it’s amazing and I would recommend the UFS to continue with it,” says Jon-Dylon Petersen, former SRC member and final-year Quantity Surveying and Construction Management student. 

Kovsies First Multilingual Mokete
The traditional outfits made for a colourful Mokete. Photo:Charl Devenish

Mokete part of UFS project to foster sense of belonging


The mokete is furthermore presented in support of the Integrated Transformation Plan (ITP) work streams on Teaching and Learning, Student and Staff Experience, and the Multi-Campus Model. “As a university, we are proud of the many languages and cultures which form part of this university. It creates a level of diversity and it is through diversity that we can build strength within the university,” says Prof Petersen. 

This initiative of multilingualism is part of the university’s language policy, which promotes a sense of belonging and acceptance among people. “We want to create opportunities and platforms and campuses where everyone should feel welcome, and to create the ability for each culture and language group to also learn from one another.”

The ultimate goal is to use the multilingual initiatives to prepare our students for the multilingual and multicultural world, but also to stay connected to our own heritage and background. 

Dogg's Hamlet
The play Dogg's Hamlet was showcased in the Scaena Theatre during the Mokete. Photo: Charl Devenish

Mokete should become an annual event 


The reaction to the mokete was overwhelmingly positive and it was well received in the Kovsie community. “It’s a beautiful experience to see how academics can come to a university and showcase not only different languages, but different cultures; it’s something which should continue in the spirit of ubuntu and diversity, and can maybe become a national festival,” says Almondreaux Williams, third-year LLB student.

Not only was the mokete a celebration of multilingualism at the UFS; it was also a platform to express different cultures in the form of traditional attire.

''It’s getting people together. All of us, all the cultural groups are here together. The performances were awesome,” says Sibongile Witbooi, a third-year Geology student and Residence Committee member for Culture at Akasia residence. 

Multilingual Mokete
Authentic South African cuisine was on the menu for the day. Moketers could enjoy array of flavours from bobotie and rice to
chesanyama and pap. Photo: Charl Devenish


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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