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05 September 2019 | Story Prof Francis Petersen (UFS Rector and Vice-Chancellor)

In light of the ongoing violence against women, and recent surge in femicide in South Africa, the University of the Free State (UFS) recommits itself to challenge, fight and eradicate all forms of gender-based violence on its campus and in the country.

The recent rape and murder of 19-year-old Media and Film Studies student at the University of Cape Town (UCT), Uyinene Mrwetyana, and the murder of University of the Western Cape (UWC) student, Jesse Hess, are painful reminders of the pervasive nature of misogyny and patriarchal violence that impedes the freedom of women/womxn in South Africa. The UFS stands in solidarity with UCT and UWC, and all other South African universities that are currently steeped in this national crisis pertaining to gender-based violence.

The UFS perceives this as an enduring manifestation of patriarchy that results in women’s/womxn’s subordination, inequality, and violation of bodily integrity. These horrific events underscore the extent to which attempts to address women’s/womxn’s inequality and gender-based violence nationally, and more pertinently at universities, have failed. Recent discussions have underscored the issue of ‘belonging’ as a concern in Higher Education contexts. Belonging is often couched in the language of ‘access’ and ‘transformation’. However, these terms often provide limited substantive change for students who experience a sense of marginalisation and alienation at South African universities. Decolonisation discourse challenges the nature of hegemonic knowledge production that excludes voices of alterity.

Epistemic violence is central to decolonisation discourse referring to the nature of hegemonic knowledge production that excludes voices of alterity. The extent to which knowledge production manifests in universities is, however, not only white and Western, but also male and masculine. South African universities are therefore confronted again with the urgency of recognising and responding to the issue of women’s/womxn’s subordination, with specific emphasis on their safety and freedom.

The UFS is committed to creating a university space where all our students feel that they belong, by broadening current epistemologies and including women’s/womxn’s voices and lived experiences. More pertinently and in a practical manner, curriculum change should include diverse intellectual perspectives and incorporate an ethics of care in teaching practices. The UFS acknowledges that more must be done as a space of higher learning to investigate the causes that underlie the continuance of sexual violence against women/womxn.

On Friday 6 September 2019, the UFS held a day of mourning, standing in solidarity with other universities in their attempt to respond to the present crisis. In mourning Uyinene and Jesse’s death and all other victims and survivors of gender-based violence, the university will critically self-reflect on the multi-layered demand for transformation and consciousness needed for deep change.

The UFS calls on the Department of Higher Education, civil society, the business sector and all others to actively contribute to efforts that will eradicate gender violence. As the UFS, we call specifically on the City of Bloemfontein, the mayor, members of local government, South Africa Police Service and all inhabitants to assist us in making the city safe for all.

Prof Francis Petersen
Rector and Vice-Chancellor
University of the Free State
5 September 2019


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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