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08 April 2020 | Story Nonsindiso Qwabe | Photo Supplied
Career development read more
Nonhlanhla Moleleki.

Many students arriving at institutions of higher learning for the first time are often overwhelmed by the vast number of academic programmes available to them. They either end up going for study choices without much thought, or out of desperation. 

Seeing the gap between self-awareness and how it impacts career choices, the UFS introduced the Career Development Programme to teach students more about their chosen careers from the onset.  It was first introduced to first-year students on the Qwaqwa Campus in 2017. 

Project leader and registered counsellor in Student Counselling and Development on the Qwaqwa Campus, Nonhlanhla Moleleki, said the programme was implemented to assist students in better understanding their study choices and the career they have selected, and to better equip them with the relevant knowledge and skills. 

This annual project is once again available to students, and this year it has been extended to the South Campus to assist students enrolled for the University Preparation Programme to choose a study field that fits them best. 

Students are uncertain about their study choices
She said many students often settle for study options without aligning these choices with their interests, personalities, and capabilities, which frustrate them in the long run. 

“Students are often unsure about the career stream they are in and whether it suits them best, leading to poor academic performance. We’ve started receiving bookings from students on the different campuses, which shows that there is a need for the project to be implemented across all campuses. If students choose the right career path and go for options that best suit them, they have a better chance of excelling,” she said. 

Career programme carries long-term benefits for students
The programme runs for eight weeks annually through two-hour sessions per week. Moleleki said during these sessions, students are completing activities on career awareness, understanding individual abilities, and personality styles. The Student Counselling and Development team is also able to connect students with resources related to the industries that interest them.

“We also equip them with coping skills, as well as decision-making processes, in order to choose a career path that is well suited to their own interests, values, and personality styles,” she said.

She said assessments are done in the following areas: self-information, career information, integration of self-information with career knowledge, and career planning.
Moleleki said students who participated in the programme showed an increase in self-awareness and were able to better integrate this into their career choices. “In addition, they are also registered on the national Department of Labour’s database. This connects them with other graduates and potential employers.”

“This programme helps students align themselves with relevant skills and knowledge about the careers that best fit them. It also prepares them for the world of work. It’s not always about the jobs in demand, but it’s about students having a career that they will be happy with.”

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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