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25 August 2020 | Story Andre Damons | Photo Pierce van Heerden
Prof Felicity Burt is a passionate virologist with more than 25 years of research on medically significant viruses that cycle in nature and are transmitted to humans via mosquitoes, ticks, or animals.

Prof Felicity Burt, an expert in arbovirology in the Division of Virology, has been leading the University of the Free State (UFS) COVID-19 Task Team over the past five months. Prof Burt is a passionate virologist with more than 25 years of research on medically significant viruses that cycle in nature and are transmitted to humans via mosquitoes, ticks, or animals.

As the UFS is celebrating its champion women this Women’s Month, Prof Burt gives us some insight into who she is. 

Please tell us about yourself

I am an arbovirologist from the Division of Virology in the Faculty of Health Sciences, and the National Health Laboratory Service. Who am I? I am a mum, a wife, a daughter, a sister, a sister-in-law, a friend, a scientist, a colleague, a professor.  I am passionate about my work and have spent more than 25 years researching medically significant viruses that cycle in nature and are transmitted to humans via mosquitoes, ticks, or animals. 
My research group investigates the various mechanisms that viruses use to cause disease, and I am particularly interested in how our bodies respond to infection that can help us develop vaccines or therapies. Raising awareness of these viruses, profiling disease associated with different viruses, and developing tools for surveillance programmes all contribute towards understanding pathogens and the public-health implications. I am so grateful for the opportunities my career has provided me, which includes travelling all over the world for conferences and meetings and participating in outbreak responses in Africa.   
   
Is there a woman who inspires you and who you would like to celebrate this Women’s Month, and why?

I am inspired by all women who set goals and work to achieve them. The goals may vary, but they are important and challenging to each individual.  Hence, I would like us to acknowledge and celebrate all women who achieve their goals through hard work, dedication, and of course, plenty of passion. 

What are some of the challenges you’ve faced in your life that have made you a better woman?

I have always been quite a shy person and still find it challenging to stand up in front of an audience. I was born in Zimbabwe and when I finished school, I moved to South Africa to study at the University of the Witwatersrand. Moving on my own to Johannesburg at the age of 18 was definitely a challenge for a quiet, reserved girl from Harare. Compared to home, Johannesburg was a mammoth city; however, I absolutely loved university life, met people who became lifelong friends, and pursued a career in science. I try to learn from my many mistakes and treat others how I would like to be treated, especially with kindness. 

What advice would you give to the 15-year-old you?

Dream on girl, and it doesn’t matter if they don’t all come true; life isn’t going to turn out as expected, but as long as you enjoy the journey. You don’t have to be the best, but you have to do your best – with passion of course. 

What would you say makes you a champion woman [of the UFS]?

To be honest, I wouldn’t call myself a champion, but I am quite proud of what I have established at the UFS. With hard work and passion, contributions from colleagues, support from management, and never forgetting a whole bunch of wonderfully enthusiastic students, we have built an active postgraduate research group, graduated multiple students, published scientific articles in international journals, presented our research at conferences, contributed to community engagement, had fun, and still have plenty more to achieve!  

 

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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