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21 December 2020 | Story Eugene Seegers | Photo Sonia Small
Prof Fanie Snyman, retired Dean of the Faculty of Theology and Religion, is the first South African to publish a volume in the respected Tyndale Old Testament Commentaries series, which deals with the Bible books of Nahum, Habakkuk, and Zephaniah.

Against the backdrop of the Faculty of Theology and Religion’s 40th anniversary, Prof Fanie Snyman, retired Dean and research associate, has recently published a commentary in the Tyndale Old Testament Commentaries series based in Cambridge, England, on the prophetic books Nahum, Habakkuk, and Zephaniah of the Old Testament. What makes his book special is that Prof Snyman is the first and for the foreseeable future the only South African Old Testament scholar to be commissioned to publish in this distinguished commentary series. This commentary series is widely read and consulted in the English-speaking scholarly communities of Africa, Australia, Great Britain, New Zealand, the USA, and many European countries.

In a virtual ‘sit-down’ with Prof Fanie, he explained how a research volume of this type is usually compiled: It starts with a verse-by-verse analysis of the Bible books, looking at the literary aspects of how the passage was written as well as considering its historical, social, and cultural background. This is done to obtain a better overall understanding of the text. Secondly, a volume of commentary is not merely regurgitating knowledge that has already been generated. Prof Fanie says that “it must deliver new, fresh perspectives on the current state of research on these books. What can I contribute to the understanding of these writings?” To accomplish this, he had to pore over stacks of research on these prophetic works to be as current as possible with modern research.

First contributor from Africa

Dr David Firth, the series editor, says: “Over the nearly sixty-year history of the Tyndale Old Testament Commentaries, we have not previously had any contributors from Africa. That has now been put right with the release of Prof SD Snyman’s new volume on Nahum, Habakkuk, and Zephaniah. Prof Snyman has brought together his expertise on the prophetic literature of the Old Testament and theological awareness to present a fresh work on these often-neglected books. Through his careful attention to how these books functioned in their ancient setting and mastery of the secondary literature, he is also able to point to the enduring importance of each of these books for contemporary readers. As such, he has admirably fulfilled the brief for the series and produced a volume that will serve a new generation who come to these books.”

Prof Fanie affirms that the burning issues raised in each of these books regarding situations in ancient Israel often mimic comparable issues in our modern society. For example, he underscores how Nahum brings the misuse of political power to the fore, a current and topical point of contention. Prof Snyman says: “My aim was to create a vertical theological perspective of that historical situation against the backdrop of contemporary issues. I believe that these texts have a relevance for us and upon us today.”

Other international works

This book is the third one published internationally by Prof Snyman. In 2012, he published a book on the prophetic literature of the Old Testament together with a Dutch colleague in the USA. In 2015, he published a commentary on the book of Malachi in Europe. This book was awarded the UFS Book Prize for Distinguished Scholarship in 2017. 

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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