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13 August 2020 | Story Eugene Seegers | Photo Charl Devenish
Gugu believes in empowering students to successfully complete their higher-education journey.

Gugu Wendy Tiroyabone is Head of Advising, Access and Success in the Centre for Teaching and Learning. She says she is on a journey to become a champion womxn, with her advocacy for student access with success in higher education being the vehicle that is propelling her. Gugu says her superpower is “knowing how to win without being loud”.

1. Please tell us about yourself: Who are you and what do you do at the university? 
Self-awareness, simplicity, and service is who I am and what I, Gugu Wendy Tiroyabone (née Khanye), embody. My Zulu name, loosely translated, means ‘precious’, and I firmly believe that the work I do at the UFS Centre for Teaching and Learning — academic advising and RPL — align with my name, serving students in this invaluable experience of being afforded the opportunity to access higher education and ultimately being guided to success.

2. Is there a woman who inspires you and who you would like to celebrate this Women’s Month, and why?
Mmm … tricky to single out only one. There are a few — top of the charts is most certainly my mother, a servant leader — in everything she does; she is there to listen, hear and understand, empathise, heal, build, and is committed to the growth of others. Aunty Basetsana (Bassie) Kumalo is another womxn I celebrate – television personality, businesswomxn, and philanthropist — a brand that inspires me to be the best version of me so that I can reach my dreams.

3. What are some of the challenges you’ve faced in your life that have made you a better woman?
I would say one of the biggest challenges I faced in my early 20s would have to be low self-confidence and a low self-esteem. Those who know me would disagree, but unfortunately it gets the best of us and it was my reality. I struggled with acceptance, and when I took some time out to check in with myself, I learned that knowing how to win without making a noise is my superpower; since realising this, I refuse to live below my potential.

4. What advice would you give to a 15-year-old you?
You don’t have to change your dreams to realise them; rather, as you grow, adapt and adopt your approaches to the season/year — these small adaptations will propel you towards fulfilling your dreams. Someone else can make your dreams come true, but only you can realise your dreams.

5. What would you say makes you a champion woman, or a champion woman of the UFS?
I would like to believe that I am still becoming a champion womxn, not there just yet. But my advocacy for student access with success in higher education is what is driving me towards being a champion womxn – without meaningful access, student success is hollow. So, we need to work collectively as a sector and institution to achieve this.

 

 

 

 

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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