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17 February 2020 | Story Xolisa Mnukwa | Photo Supplied
Student Counselling staff members
UFS SCD urges students to make use of the mental-health student toolkit to take control of their wellbeing and happiness and enjoy a compelling student life.

The University of the Free State’s (UFS) Student Counselling and Developmentnt (SCD) was recognised and applauded at the 2019 annual conference of the SSouthern African Association for Counselling and Development in Higher Education (SAACDHE), where they won the SAACDHE best region award for presenting the UFS Mental Health Student Toolkit at the conference, and for being active in the training and development of the UFS SCD team.

UFS Student Counselling and Development win at SAACDHE conference

The UFS, which was the only member institution of the Free State region, maintained vitality and relevance in the work they produced, competing against a number of student counselling centres in regions across South Africa, including KwaZulu-Natal, Western Cape, Eastern Cape, Vaal North-West, Gaunolanga Gauteng, Limpopo, Mpumalanga, Swaziland, and Botswana.

Students to take control of their wellbeing into their own hands

With the vision to promote, enable, and optimise students’ self-direction, the SCD launched the first edition of the student toolkit on Friday, 23 August 2019 – in an effort to assist students in coping with challenges they face in their personal lives during their period of study at the UFS. 

According to Counselling Psychologist in the SCD and compiler of the UFS Mental Health Student Toolkit, Lize Wolmarans, “The UFS Mental Health Student Toolkit is about putting the control of your wellbeing and happiness in your own hands. Taking responsibility for your mental health and understanding that it's the key to success in your personal, academic, and professional life as a student.” 

Dr Melissa Barnaschone, Director of the SCD, further explained that, “This is the culture our department wishes to instil in students – by building a holistic sense of wellbeing into life on campus. The toolkit was developed to empower students by providing increased access to mental-health resources and support.” 

“We have big plans for the toolkit, one of which is to develop it into an interactive app for students. This will enable students to interact with the information in more depth. Secondly, the toolkit will be expanded and adapted annually as we get feedback from students. We will add new relevant topics and continue to improve the overall layout and content. We are also able to learn very valuable information from the topics accessed online – we thus know which topics are the most/least relevant to our students,” Wolmarans added.

UFS Mental Health Student Toolkit a winning formula for student wellness

As a result of the exemplary methods of student counselling in the toolkit, a number of universities and institutions of higher education within South Africa have expressed interest in buying the toolkit to benchmark and prototype the effective student mental-health and wellbeing approaches portrayed in the toolkit.  Wolmarans further explained that, “This is South Africa’s first mental-health guide for university students, and other institutions recognised the potential advantages of purchasing a finished product instead of having to create their own toolkit.”

At the 2019 conference, Tobias van den Bergh, Counselling Psychologist at SCD (Qwaqwa Campus), was elected as Research, Training, and Development coordinator for SAACDHE.

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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