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13 December 2020 | Story Eugene Seegers and South Campus contributors | Photo Johan Roux
Dr Joleen Hamilton - Johan Roux JRX December 2019
Dr Joleen Hamilton is one of the faces behind the short learning programmes hosted on the UFS South Campus. Joleen obtained her PhD in December 2019.

 

This year may have been one of the most challenging since the higher-education industry started, but the UFS South Campus in Bloemfontein has not rested on its laurels when it came to putting its technology and expertise to use in supporting not only tertiary but also basic education. Here are three examples of a large array of short-learning and other courses or interventions hosted on this always-innovating campus.

Online and short learning
Since the South Campus is the university’s online, distance-learning, and e-Education (ODeL) hub, it was in the ideal position to take certain courses and convert them to online short-learning programmes (SLP). These included a Euclidean Geometry programme arranged with the Free State Department of Education (FSDoE). Study guides were printed and couriered to the teachers who participated, and WhatsApp groups were used as the primary communication tool. Participants could submit their assignments via email or WhatsApp. An online forms platform was used to facilitate registration, as well as for pre- and post-tests and evaluation of the SLP.

Another two courses were Harnessing Social Media (five weeks) and TeachOnline (sixteen weeks): these SLPs were developed during the lockdown. The goal of both was to equip teachers with the skills needed to use technology as a mode of instruction during times like lockdown. Harnessing Social Media is a basic course that focuses on social-media platforms such as WhatsApp as a teaching tool. TeachOnline is a more advanced SLP that shows you how to use Google Classroom effectively. All the assignments were also completed and uploaded on Google Classroom. A total of 150 teachers were accommodated in the above three SLPs.

IDEAS Lab lends a hand
The IDEAS Lab’s studios, which would usually host the Internet Broadcast Project, were made available to the FSDoE, and technical assistance was provided to record the trimmed Annual Teaching Plan (ATP). The IDEAS Lab furthermore designed and published a YouTube channel where their IBP videos could be uploaded; the IBP’s recording time and subjects were also increased. Computer hard drives were used to distribute videos to schools.

Community Engagement project in Sterkspruit
Despite the pandemic and national lockdown, there was no concern that the South Campus would be prevented from displaying a meaningful 67-minute act of love. The tight-knit family on this campus reached out to an early childhood development (ECD) centre in need close to Sterkspruit which has 15 learners. Being aware of their extremely limited resources, and how cold the winters get in that area, staff members under the inspiration of Nelia Oosthuizen and Prof Lynette Jacobs, have since September 2019 been knitting squares that are then sewn together to form blankets. Knitting was certainly also a form of therapy for the staff members involved, and when lockdown eased and we could give them the gifts of love, the young learners at this ECD centre knew that somebody in a place far from theirs took the trouble to make a colourful, comfy blanket stitch by stitch to keep them warm.

Gauteng teachers empowered
The South Campus is dedicated to delivering quality distance education to sectors of society that would not necessarily have access to higher education. Its flagship programme, the Advanced Certificate in Teaching (ACT), has been delivered across six provinces of South Africa to more than four thousand semi-qualified teachers over the past four years, thereby ensuring that qualified teachers deliver quality education in some of the country’s remotest areas.

The South Campus Formal Programmes division, in collaboration with the Gauteng Department of Basic Education, has identified teachers within that province who would benefit from additional training. Funding for the students’ tuition and ICT training was secured from ETDP-SETA through the Campus Principal, Dr Maria Madiope. In 2020, a total of 563 Gauteng students were funded at a comprehensive value of more than ten million rands.

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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