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14 December 2020
Prof Abdon Atangana
Prof Abdon Atangana is known for his work in developing a new fractional operator used to model real-world problems arising in the fields of science, technology, and engineering. He was recently awarded the TWAS Mohammad A. Hamdan Award by The World Academy of Sciences.
Prof Abdon Atangana, Professor of Applied Mathematics in the Institute for Groundwater Studies at the University of the Free State (UFS), was awarded the TWAS Mohammad A. Hamdan Award by The World Academy of Sciences for the advancement of science in developing countries.

It is the first time that the TWAS Mohammad A. Hamdan Award was bestowed. According to a statement issued by TWAS, this award is given for outstanding mathematical work carried out by a scientist working and living in Africa or the Arab region. It states that the award can be given for work in pure mathematics, applied mathematics, probability, or statistics. Prof Atangana received the award for his contribution to fractal mathematics and partial differential equations.

Making a difference in society

He is known for his research in developing a new fractional operator, the Atangana-Baleanu operator, which is used to model real-world problems. With this operator, he not only describes the rate at which something will change, but also account for disrupting factors that will help to produce better projections.

His work can be applied to make complicated predictions in the fields of science, technology, and engineering. His models can, for instance, help to predict the spread of infectious diseases among people in a settlement, forecasting the number of people who will be infected each day, the number of people who will recover, and the number of people who will die.

Prof Atangana’s models can also help to advise people drilling for water by predicting how groundwater is flowing in a complex geological formation. These are only two examples of how his work can be applied to make a difference in society.

The award from TWAS is the third prestigious commendation he has received in the past month. He was recently named as one of the top 1% scientists on the global Clarivate Web of Science list. His name also appeared on a global list of leading scientists published by Stanford University in the United States. The list is the result of a study published in PLOS Biology, a peer-reviewed open-access journal.

World’s most accomplished scientists

Honours awarded by TWAS and its partners are among the most prestigious for research in the developing world. They recognise outstanding achievements and contributions to science and acknowledge the best work by scientists from the global South.

TWAS, founded in 1983 by a group of scientists under the leadership of Pakistani physicist and Nobel laureate, Abdus Salam, believes that developing nations – by growing strength in science and engineering – will be able to address challenges such as hunger, disease, and poverty, through their knowledge and skills.

TWAS is represented in 100 countries, and of the more than a thousand elected fellows, 14 are Nobel laureates. Eighty-four percent of these fellows are from developing nations. TWAS fellows are also some of the world’s most accomplished scientists.

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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