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11 February 2020 | Story Valentino Ndaba | Photo Stephen Collett
UFS official opening
Kovsies is on track with the firm foundation laid in previous years. 2020 is a year where visibility and impact is the key theme.

WATCH: Official Opening 2020

Tackling 2020 with rigour and vigour is the top priority for the University of the Free State’s agenda and it’s all systems go after a year of building a solid foundation. Prof Francis Petersen, UFS Rector and Vice-Chancellor, addressed staff in his official Opening speech at the Bloemfontein Campus on Friday 7 February 2020.

“The university is on track with what it set out to deliver in 2019” Prof Petersen shared the successes of 2019 with the audience and outlined his vision and plans for 2020 with visibility and impact as the key themes. 

Prof Petersen urged staff to work hand-in-hand to ensure an outcome that generations will inherit with pride. “We have our eyes firmly set on the far horizon, to ensure that we bestow an institution on the next generation that is different from the past, a place where every essence is in perpetual renewal. That means every one of us is smaller than the institution, and every one of us needs to lay a brick that builds a university that is different from the past, more impressive than the past, an institution that will grow constantly.” 

Setting the pace

As a frame of reference, Prof Petersen pointed to engagement, conversation, clear communication and decisive action to yield the type of environment in which we all want to work and study. “I can assure you that we will continue with that engagement, in a sphere of respect, tolerance for different views by always focusing on what the Integrated Transformation Plan (ITP) stands for – which is fairness and social justice.”

Reflecting on the year that was.


Prof Petersen reflected on 2019 as a year which focused on a return on investment delivery as it relates to the Strategic Plan, ITP, seven Vice-Chancellor’s projects, institutional and multi-stakeholder group and institutional Risk Register. These guiding documents laid a firm foundation for implementation processes to take place this year.

Leading the way

The Rector related some success stories which include the increased number of NRF-rated researchers. “In the area of student success, we are probably leading the country and our inputs are globally known.”

As a national leader on the infrastructural and student accommodation front, the Department of Higher Education, Science and Technology often consults the UFS for advice on how other institutions can adequately spend their infrastructure grants. Moving forward, the university also plans to partner more with national and international institutions of higher learning with the aim of strengthening research and innovation ties.

On inclusiveness and social cohesion

Pressing issues such as gender-based violence and xenophobia are constantly being tackled by the Unit for Institutional Change and Social Justice in collaboration with other academic and support services. These parties have conducted and developed critical conversations, position papers, and policies to guide the institution towards an inclusive and socially cohesive space which embraces the values of ubuntu and respect.

In closing, Prof Petersen reminded the university community of the crucial role each individual plays in building a bright future. “We must always remember that the UFS exists through its staff and students and should never let one of them feel neglected or unheard.” 

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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