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16 September 2019 | Story Leonie Bolleurs | Photo Colin Stevenson
Dr Ana Stevenson
In terms of gender violence, Dr Ana Stevenson says change has only occurred because of the willingness of some, especially feminist activists, to take a stand against community complacency. Pictured here, she speaks about the book in Rockhampton, Queensland, Australia.

“Gender violence has gained renewed public visibility in South Africa over the past weeks due to the horrific murder of undergraduate womxn (the term/spelling used by activists during the recent marches) from the University of Cape Town and the University of the Western Cape. These tragedies followed the longer history of high-profile cases of gender-based violence, where violated young womxn become the focus of intense media analysis – sometimes sympathetic, but often characterised by victim blaming.” 

These are the words of Dr Ana Stevenson, postdoctoral research fellow in the International Studies Group in the Faculty of the Humanities at the University of the Free State (UFS).

She believes that most media commentary and policymaking are rarely contextualised in terms of the long history of gender violence. A recent edited collection, Gender Violence in Australia: Historical Perspectives (Monash University Publishing, 2019), which she co-edited with her colleague, Dr Alana Piper (University of Technology Sydney), seeks to bring historical context to contemporary discussions about gender violence.

Dr Stevenson, an Australian historian of social movements, joined the International Studies Group in 2016. With her research, she examines the lives and writings of activist women in feminist and anti-racist social movements in South Africa as well as in Australia and the United States. 

She considers herself fortunate to have been offered the opportunity to live and work in South Africa during this era of student activism on campuses across the country.

Words alone are not enough

Other South African scholars have turned their attention to gender violence in recent years. Rape and other forms of sexual violence are chronically underreported in South Africa, a problem that also exists in other national contexts. Victims simply do not feel safe enough to report their experiences to the police, says Prof Pumla Dineo Gqola, author of Rape: A South African Nightmare (Jacana Media, 2015).

Dr Stevenson adds: “Despite public outcry, the emergence of new victims suggests that the cultural shifts which are needed to transform the violent behaviours that disproportionately affect the lives of womxn, have sadly not been achieved. The marches in solidarity across many university campuses, including at the UFS, are certainly a step in the right direction, as is the UFS’s renewed commitment to eradicating all forms of gender-based violence.”

However, according to her edited collection, words alone are not enough. 

She believes that greater public awareness can only help to address the problem to a degree. “What is needed in addition to initiatives that seek to effect cultural and behavioural change among perpetrators, is ongoing and dedicated funding for rape crisis centres and other support services for those who encounter gender violence,” Dr Stevenson says.Book cover

Taking a stand against complacency

Gender Violence in Australia indicates exactly where violent behaviours come from and seeks to illustrate how they have been rationalised over time. “It is important to recognise that change has only occurred because of the willingness of some, most especially feminist activists, to take a stand against community complacency. We hope that, in identifying these patterns over a period of more than 150 years, our collection will be useful for policymakers, politicians, and the media, as histories of violence are intimately connected to understanding how gender violence operates in the present.”    

“Our collection hopes to make the important first steps in assembling a history that builds on the work of feminist historians, whose earlier research about gender violence in Australia examined the phenomenon in various contexts. In doing so, we bring together the analysis of domestic, family, sexual, institutional, economic, psychological, structural, and state violence to identify the important links between historical legacies and the contemporary moment. Making the connections between past and present explicit, offers the opportunity to track the changes and continuities that shape our understanding of gender violence today.”

Dr Stevenson strongly believes that womxn are not to blame, and that they must keep raising their voices to make themselves heard. She supports Prof Gqola, who said: “A future free of rape and violence is one we deserve, and one we must create.”

• Womxn: According to the Urban Dictionary, it is a spelling of ‘women’ which is a more inclusive, progressive term that not only sheds light on the prejudice, discrimination, and institutional barriers womxn have faced, but to also show that womxn are not the extension of men but their own free and separate entities. 

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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