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25 September 2019 | Story Zamuxolo Feni | Photo Liza Crawley
Read More Photo SANRAL
SANRAL Chief Executive Officer Skhumbuzo Macozoma and UFS Rector and Vice-Chancellor Prof Francis Petersen cutting a cake to mark 10 years of collaboration between the two institutions.

The Science-for-the-Future (S4F) programme is fundamental to generating the required pipeline for technologically skilled entrepreneurs and workers by focusing on Mathematics and Science support to learners, teachers, and parents.

This is according to the South African National Roads Agency Limited (SANRAL) Chief Executive Officer, Skhumbuzo Macozoma, who delivered a keynote address at the Annual Science for the Future Summit held at the University of the Free State (UFS) on 20 September.

The S4F is a partnership between the UFS and SANRAL, with the fundamental purpose to train Maths and Science teachers and to support learners and parents. The programme has now been extended to six other universities, namely Nelson Mandela University and Walter Sisulu University in the Eastern Cape; the University of Limpopo, University of KwaZulu-Natal, and the two recently established universities, the University of Mpumalanga and the Sol Plaatje University in the Northern Cape.

Dr Cobus van Breda, the Programme Director for the UFS S4S, said they developed the Family Math and Key Concepts in Science programmes to address issues that prevent learners from excelling in these critical subjects. It seeks to improve the content knowledge of teachers and provide them with more skills-teaching resources.

Macozoma said: “I am proud and deeply honoured to stand before you today in the strength of a successful 10-year partnership with the University of the Free State which we are celebrating here today, together with the hosting of the Annual Science for the Future Summit.”  More than 300 teachers attended the summit.

Planning for the future

He indicated that SANRAL's long-term strategy, Horizon 2030, instructed the development of a new human-resources strategy for the organisation, which has identified three pillars that underpin SANRAL's human-capital development initiatives, namely people, skills, and performance.

“The strategic opportunities identified by SANRAL include capitalising on the opportunity presented by the digital revolution to create a new generation of technologically skilled entrepreneurs and workers; returning to good and ethical governance in both the public and private sectors; bringing back the prestige of serving the citizens of SA through state institutions: fashioning SANRAL as an employer of the future and delivering technical skills to address the glaring skills gap in engineering and other domains,” he said.

Macozoma stated that SANRAL has also decided to review and rationalise its support to institutions of higher learning in order to grow the footprint of its support programmes, increase the impact, and ensure equity.

Beyond this, he stated that SANRAL wanted to ensure that learners are equipped with fundamental competencies that are essential to complement academic teachings, including critical thinking, creativity, collaboration, communication, information literacy, media literacy, technology literacy, and flexibility.         

Facing 4IR head on

Macozoma said the most important characteristics of the Fourth Industrial Revolution that must be taken into consideration by those who aim to survive it, drive it, and benefit from it, is a smart customer – who is informed and dictates what services he/she wants and how they should be delivered; technology at the fingertips – which will enable rapid, real-time, borderless services to information, services, and technology as an enabler – bringing efficiency to logistics, mobility, medicine, education, industries, the economy, the military, global trade, and politics.  

Working closely with school and society

UFS Rector and Vice-Chancellor, Prof Francis Petersen, said the university has an important responsibility to generate knowledge that will impact society positively.

“We have a role to work closely with our schools and society so that we can understand each other’s needs,” he said.

“We need to strengthen collaboration with all our partners so that we can travel further and make an impact in our society,” said Prof Petersen.

One of the participating teachers in the S4F programme, Grace Molante, from a primary school in Zastron, said: “It is programmes such as these that instil hope in us as teachers. Some learners could find Maths and Science very difficult and challenging subjects, but this programme makes problem solving more enjoyable and practical.”

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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