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17 January 2020 | Story Leonie Bolleurs | Photo Leonie Bolleurs
Prof Aliza le Roux and Dr Mpho Romoejane
Prof Aliza le Roux and Dr Mpho Ramoejane (camera-trap expert) at a wetland area in the Golden Gate National Park, searching for the rare white-winged flufftail.

The White-winged Flufftail, a highly endangered bird species, was spotted less than 70 km from the UFS Qwaqwa Campus, home of the Afromontane Research Unit (ARU). In collaboration with BirdLife South Africa, the ARU is conducting a study to find out if this species also made its home in the Golden Gate Highlands National Park.

This rare species has so far only been found at three sites in South Africa.


Study to benefit local community

One of the ARU’s goals is to undertake research that will benefit the local communities, including SANParks. Should it be confirmed that these rare birds are also found in the area, the status of the Golden Gate Highlands National Park in the Important Birding Area (IBA) directory is likely to increase.

Prof Aliza le Roux, Associate Professor in the Department of Zoology and Entomology on the Qwaqwa Campus of the University of the Free State (UFS) and affiliated to the ARU, is conducting the study. She is also involved in other wetland studies.

According to Prof Le Roux, it is very difficult to find the bird. In a study, Prof Le Roux, Dr Sandy-Lynn Steenhuisen (botanist in the Department of Plant Sciences), and Dr Ralph Clark (ARU Director) have been deploying song meters in a rolling grid in the wetland areas, recording all bird noises around dawn and dusk. This is a non-invasive method to record bird sounds and helps to maintain the health of wetlands.

With these song meters they are trying to create a soundscape of the wetlands, recording all the sounds of the area by changing the location of the song meters every two weeks to cover the entire 2 km-long wetland area. Soundscape ecology is a fairly new technique and could be an effective way of measuring wetland health in high-altitude settings.

“In contrast with camera traps, song meters do not need a direct line of sight to record the presence of a specific bird – it can pick up songs from 150 m away in all directions. Camera traps may, however, be useful for adding visual confirmation of any bird’s presence, which is useful for a species that has only been heard a few times. In fact, no recording of the White-winged Flufftail’s call is currently in the public domain,” says Dr Le Roux.


Collaboration with Japanese university

Using these recordings from the soundscape, the team identifies the different bird, frog, and insect sounds recorded. According to Prof Le Roux, they are fairly new to the process and she would like to learn more, specifically about the analysis of the song diversity. She is visiting researchers at the Okinawa Institute of Science and Technology (OIST) in Japan in early December to investigate the variety of tools available to effectively analyse terabytes of acoustic data. Researchers at OIST have done similar studies on soundscapes in Okinawa along an urban gradient, and their expertise as well as access to a supercomputer could boost this research significantly.

The Qwaqwa area is on the border of the White-winged Flufftail’s expected distribution range.

“Because they and their habitat are threatened,
we are not sure if they are in the area;
and whether they may only be here to breed.”
—Prof Aliza Le Roux,
Associate Professor, UFS.


“If we find that they did make the park their home, they will be more protected, as the park is a conservation area.”


Grasslands

Prof Aliza le Roux and Dr Mpho Ramoejane (camera-trap expert) at a wetland area in the Golden Gate National Park. The wetlands often get trampled, affecting the condition of the area. Interestingly, trampling improves conditions for flufftails, as the cattle open up spaces between the reeds.

Photo: Leonie Bolleurs

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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