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06 February 2020 | Story Michelle Nöthling | Photo Johan Roux
Symposium bridges the gap between students, staff, and management
Students from the UFS, UCLA and VUA shared on their collective experience within higher education at the colloquium.

The Unit for Institutional Change and Social Justice at the University of the Free State (UFS) united with the University of California, Los Angeles (UCLA), and the Vrije Universiteit Amsterdam (VUA) on the Bloemfontein Campus in a symposium discussing ‘Fragility and Resilience: Facets, Features and (Trans)Formations in Higher Education’. “It is really the only conference that brings together support staff, academic staff, students, and upper administration management, which includes vice-chancellors, rectors, presidents, and provosts,” said Dr Dionne van Reenen, Senior Researcher in the Unit for Institutional Change and Social Justice, and convener of the event.

Dr Van Reenen further explained that, when it comes to matters such as policy changes, contact between these various groups at a university is crucial. In general, upper management has very little contact with students. Students would rather approach academic staff. In turn, academic staff members are often reluctant to approach support staff, since support staff are already burdened with administrative tasks. But, Dr Van Reenen continued, all these stakeholders actually need to move closer to each other, since the Academic Project goal is the same: delivering excellent-quality graduates and producing new knowledge. With this in mind, the symposium programme specifically included panel presentations and discussions by academic as well as support staff and students. What emanated from these discussions was a rich variety of topics speaking to various aspects of fragility and resilience. The following are only a few excerpts from these engaging dialogues. 

Using counter-stories to narrate fragilities and resilience in higher education institutions in South Africa

Dr Fumane Khanare, Dr Ntombizandile Gcelu, and Pearl Larey – all three academic staff members in the UFS School of Education Studies, and Lihle Ndlovu, Head of Department for Business Studies at the uMfolozi TVET College – use narratives to interrogate fragility and resilience among black women in higher education. They wanted to go beyond surface conversations about how each was doing and decided to use critical race theory to question even their own stories through collaborative learning. They share, listen, question, and reflect, and as a result, create new narratives through counter-stories. “We are trying to explore our narratives,” Dr Khanare said, “not only as the outsiders, but as the insiders as well. From our background, we cannot ignore that we came here full of potential, but full of fragilities as well.” 

The ambiguity of change: The stories that South African student narratives tell 
Continuing the exploration of narratives, Dr Frans Kamsteeg from the Department of Sciences at VUA shared his research among students of the UFS who were part of the Leadership for Change programme. The programme, that came to an end in 2016, took UFS students through a process of leadership courses and training and included a trip to one of the external participating foreign universities. Dr Kamsteeg subsequently received several groups at the VUA and became interested in how these students engage in transformation processes at the UFS. Presenting seven vignettes of students’ narratives, Dr Kamsteeg revealed a tapestry of multivocality and fragility, and a meandering path of self-identity and transformation. “They learned a lot about academic citizenship and becoming responsible citizens,” Dr Kamsteeg added.

Keeping up with changing times: Student leaders, resilience, fragility, and professional development

Dr Marguerite Muller, Pulane Malefane, and Liezl Dick were all residence heads at the UFS. During the #FeesMustFall period, they realised that the role of student leaders had begun to change. They saw how these roles evolved and became interested in how student leaders became stakeholders and decision makers at the UFS. An interesting outcome from the arts-based research was that in the individual drawing exercise – in which students had to represent their lives as a winding river – fragility did not feature at all. Instead, the student leaders chose to depict sources of challenges and support, and how these factors built resilience. However, in the group exercise where students had to stage a puppet show, the stories revealed clear areas of fragility. Essentially, the students were willing to show fragility as long as they were fragile with others. “What we learned was that it is really important for student leaders to understand the complexity of their roles. Student leaders also need to learn and understand that it is okay to fail, that you need to grow and need to change, and that fragility in this sense is not necessarily a weakness,” Dr Muller concluded.

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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