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12 February 2020 | Story Rulanzen Martin | Photo Charl Devenish
Prof Francis Petersen
Prof Francis Petersen, UFS Rector and Vice-Chancellor opened the workshop on Monday, 10 February 2020.

Will an enclaved state work in a country like South Africa? How can universities produce graduates who will become engaged citizens, and what is the current status of the ANC and the DA? These were some of the key topics at a workshop on South Africa and Africa: Prevarication at the Precipice, hosted by the Department of Political Studies and Governance at the University of the Free State (UFS). 

The two-day workshop is an annual collaborative discussion platform between the UFS, chaired by Prof Hussein Solomon, the Southern African Centre for Collaboration on Peace and Security, and the Osaka School of International Public Policy

The workshop opened with Prof Francis Petersen, the UFS Rector and Vice-Chancellor who delivered his message from the perspective of higher education. 

He spoke about the importance of universities in South Africa being able to produce graduates who will become active citizens. 

Graduates should fulfill their role in society 

“Universities should be the place where we should educate and engage to let our students and graduates know what society should look like. If we don’t do that transformative thinking among our graduates we are going to perpetuate what society is,” Prof Petersen said. 

“I hope this conference won’t just debate the issues because we already know the answers. I hope this workshop will say what we need to do as active citizens to ensure that we start new building steps. International engagement is also important. As is our engagement with the continent.” 

Helen Zille on the State of South Africa 

Helen Zille, Chairperson of the DA Federal Council presented a talk on the State of South Africa in which she tabled three variables she believes can save the country from the precipice. “There should be three variables which can make a democracy work; a separate state (not a party-ruled state), the rule of law and a culture of accountability,” Zille said. 

Zille tabled the concept of an enclaved state a state which operates independently from party control. “There are increasingly isolated states in SA which are being pushed out of good governance and service delivery. An example of an enclave that functions well is the “justice enclave (Supreme Court of Appeal) in Bloemfontein”. 

She reiterated the importance of active citizenship. However she added that people who are active citizens are usually not the ones elected to office. 

Political Science workshop
The workshop brings together political scientists, academics, politicians and journalists who robustly discuss local
and international politics, economics and governance.  ( Photo: Charl Devenish) 


The role of active citizenship and the state of the country cannot be discussed in isolation from the state of the ruling ANC and the official opposition, the DA. Prof Dirk Kotze from the Department of Political Studies at Unisa, and Bonolo Selebano, Netwerk 24 political journalist, gave a glimpse into the status of Luthuli House (ANC headquarters in Johannesburg), and the DA. 

“ANC party politics are not unique. They are following a global trend. However, the credibility of the ANC is a big issue,” said Prof Kotze. In the political arena globally, political parties are redefining themselves and it is important for the ANC to figure out where it finds itself. Selebano wasn’t too optimistic about the DA either, saying the party should return to its liberation ideals. 


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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