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07 February 2020 | Story Eugene Seegers | Photo Charl Devenish
Dr Madiope UFS South Campus Welcoming 2020
Dr Madiope welcomes students to the UFS South Campus.

 

“Now that you have joined the university, you have an obligation to yourself and your parents to get your degree. To the public, you have an obligation to change society.” The new South Campus Principal, Dr Marinkie Madiope, directed these words to students and their family members during the first-year welcoming ceremony in Bloemfontein, held in the campus’s Madiba Arena on Friday 31 January 2020. Dr Madiope assumed her duties on the South Campus at the beginning of January this year.

Dr Madiope concluded: “Your journey to realise your wildest dream has indeed commenced. Welcome, and hold on; the future is bright, and the time is now to unlock your future!”

The right choice

In his welcoming address, Prof Francis Petersen, Rector and Vice-Chancellor of the UFS, thanked the students for choosing the University of the Free State. He said that although the three campuses of the UFS make up one university with the same values and inclusivity, each campus contributes something unique and ‘distinctly different’ to the institution. In the case of the South Campus, he said that the student leadership under the auspices of the campus SRC, as well as the campus management under the guidance of Dr Madiope, provided a welcoming atmosphere for new students coming to the UFS from all parts of the country, allowing them to ‘feel that they belong’ at our university.

Prof Petersen further reassured parents and guardians that they had made the right choice in coming to our university. “Our staff are excellent, and they care about your child. They will be the ones who will support and guide your child, so you don’t have to worry about that.” He further advised students to become involved with co-curricular activities to build their experience, while managing their time well and making good choices.

“Ngwana a thotseng
o shwella thabeng ...

Remember to speak up
so that you can be helped.”

—Phehellang Ralejoe,
South Campus SRC President


Student leadership support

Adding to points made by both Dr Madiope and Prof Petersen regarding student safety, the SRC President for the South Campus, Phehellang Ralejoe, told the gathered audience, “The South Campus prides itself on prioritising the safety of its students, and we can say that you are leaving them in safe, capable hands.”

She also told students to rely on the support systems available on campus, such as Academic Advising, the Office for Gender and Sexual Equity, Student Representative Council, and Student Counselling, and warned against taking mental-health issues lightly. Ms Ralejoe closed with a Sesotho proverb: “Ngwana a thotseng o shwella thabeng, which translates to ‘a quiet child dies on the mountain’. Remember to speak up so that you can be helped. Make this a great, memorable year!”



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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