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03 December 2020 | Story Leonie Bolleurs | Photo Supplied
Tsamayang Sethunsa says women needs to be taught that they must be firm when they say no.

“Gender-based violence is everyone’s responsibility and I believe it can be reduced if we all work together, says Tsamayang Sethunsa, Crime Investigating Officer at Protection Services.

Although he considers this a difficult battle to win, there are some actions that we can take to start fighting this evil in society. 

Enhance awareness campaigns

“We must continue to enhance our awareness campaigns throughout the year and not restrict it to the short period of time during the 16 Days of Activism against violence to women and children campaign. Awareness campaigns need to run on a regular basis and must become part of our daily lives.”

He adds that we need to be proactive. “In this regard, I am a firm supporter of ongoing research to enable advocacy groups, investigators, victims, and perpetrators to understand what we are dealing with and to come up with mitigation plans that will address the problem at its roots,” he says. 

“I also believe a focus on the victim is a good beginning, but we do not need to forget about the perpetrator, as that is where the problem is. We need to conduct specific research where perpetrators are interviewed and assessed as to understand what made the person commit the crime. You do not wake up in the morning and decide to hurt or kill someone you are supposed to love. There must be a trigger and we need to address it through ongoing engagement with men as the common perpetrator in these crimes.”

It is all right to cry and to let the pain out

“It is also important that men are taught to speak out about challenges they face on a daily basis. Tell them it is all right to cry and to let the pain out instead of keeping things in, resulting in violent outbursts,” he adds.

Tsamayang is also of the opinion that there is a need to revisit the rehabilitation methods of correctional service centres and to determine if these methods are working.

He says the issue of repeat offenders is also a growing concern for him as an investigator.

Furthermore, he is convinced that young children need to be taught about gender-based violence from an early age. “Women also need to be taught that they must be firm when they say no, and to report any criminal activity immediately when it happens. They must also learn to protect themselves,” he says. 

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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