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01 April 2020 | Story Valentino Ndaba | Photo Valentino Ndaba
Commonwealth read more
Takudzwa Nyamunda represented the UFS at the latest Commonwealth Futures Workshop where youth from across the globe convened to develop solutions for social issues.


Gender-based violence, global warming, and inequality are just some of the challenges faced by societies internationally. Examining this and other topics Takudzwa Nyamunda represented the University of the Free State (UFS) at the Commonwealth Futures workshop which convened at the Durban University of Technology (DUT). Participants from 13 nations gathered from 11-14 March 2020 to discuss the future of the world.
 
Over the course of four days, student leaders explored ways of bringing peace and nonviolence to the challenging issues we are facing in the world, under the theme: Reimagining Peace. The workshop was organised by the DUT in collaboration with the Association of Commonwealth Universities (ACU) and the British Council. 

The voice of young people 
International forums such as the Commonwealth Futures workshop are to Nyamunda a prerequisite in these modern times. Nyamunda believes that global problems warrant global solutions. According to the Industrial Psychology Master’s student, young leaders have a crucial role to play in nation-building. 

“My experience proved to me that the differences that come out of our diversity are indeed a source of strength demonstrated by the rich insights that came out of the conference,” said Nyamunda who is also an employee of the UFS Department of Human Resources. 

Producing practical solutions
The three-tiered workshop aimed to bring change to campuses across the world, in communities and beyond. This was the third workshop in the series which has taken place in India and the UK. The outcomes will directly feed into the 2020 Commonwealth Youth Forum to be held in Kigali, Rwanda later this year.

The group of students worked together to develop tangible solutions that address shared global issues such as gender-based violence, climate change and inequality. Joining the young leaders were expert speakers and organisations including the International Centre of Nonviolence, the Gandhi Development Trust, as well as the Commonwealth Countering Violent Extremism (CVE) Unit.

Global solutions for global problems
The Commonwealth states that with more than 60% of the Commonwealth’s 2.4 billion people younger than 30, the voices of young people have never been more important. Students across the globe are setting new agendas for social debates, challenging communities and governments to listen and work with young people to develop solutions to these intersecting issues and bring about real change.

In joining forces with other young thought leaders from around the world, Nyamunda drew on his experience as an International Students Association Founder and first President, the former 2017 Student Representative Council (SRC) member for International Students, and the Vice-Chairperson of the South African Board for People Practices: UFS Chapter. 

As one of the 40 delegates from across the globe, Nyamunda was given a sense of hope after he witnessed how keen young people are to build a better future. 

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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