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12 December 2020 | Story André Damons | Photo Supplied
Read More Bianca Vermeulen
Bianca Vermeulen started her journey to become a doctor this year after being accepted by the University of the Free State (UFS) to study medicine. She had previously applied 32 times in eight years to study medicine.

A first-year medical student from the University of Free State (UFS) is finally on her way to realise her childhood dream of becoming a doctor after having been rejected 32 times in eight years to study medicine.

Bianca Vermeulen, who started the MBChB programme in 2020, said she applied 32 times in eight years and got rejected every time. As a qualified Critical Care Clinical Technologist who worked for the Free State Department of Health, the daily interaction with her patients and colleagues inspired her to keep her dream alive.

“My childhood dream (of becoming a doctor) did not fade. Dreams do not have expiry dates. During my time in the clinical setting, I learnt some important life lessons. Experience is most definitely what I got when I did not get what I wanted,” said Vermeulen.

According to her, working in a clinical setting fueled her passion. Said Bianca: “I woke up to an alarm clock of opportunity. At the end of the day I can go home with a feeling of satisfaction. I could not have done it without the support of my colleagues and friends. Then it all becomes worth it.”

Finally, a yes to study medicine

Vermeulen said she was at work when she received an e-mail on 3 October 2019 from the UFS application office. She initially ignored the e-mail thinking they would resend one of their earlier rejection letters. After ‘accidentally’ opening the letter, she could not believe her eyes.

“For a moment I was in denial. I had to read the letter a few times to ensure my eyes were not bewitching me. I had to show a friend to ensure that I had read and understood the letter. Then the reality came as an overwhelming mixture of emotions.”

Studying medicine during a pandemic

Vermeulen , who has a passion for neonatal and paediatric intensive care and would like to specialise in paediatrics and child health care after her undergraduate studies, said she welcomes the change that COVID-19 brought to the academic table.

“Daily routine changed overnight for all people and all stared uncertainty in the face. Students had to adapt to a blended learning approach (which also had its own challenges), but as time progressed, we learnt the new ropes.

“I truly hope that we all take the COVID lessons to heart. In the medical sector, no one is a greater ‘hero’ than another. The sector needs various role players and I hope that people realise the importance of nurses, hospital cleaners, administrative staff and all allied health workers. Without these people, the medical sector cannot function. We all need one another.

“With that being said, I hope people realise that we need a functional system so that we can work with each other and not against a system,” said Vermeulen.

Working with various healthcare workers, she has seen the effects of burnout and experienced the best (and worst) of both worlds but is still happy with her choice to study medicine.

It only takes one successful application

“As [US educator] Randy Pausch said: ‘The brick walls are there for a reason. The brick walls are not there to keep us out. The brick walls are there to give us a chance to show how badly we want something.’ I take this to heart,” Vermeulen said.

“You might have received ample unsuccessful applications, but it will only take one successful application to commence with your dream. If it is truly something you want to do, never give up on your dreams. Always work hard and take to heart what the Lord has done for you!”

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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