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30 July 2020 | Story Leonie Bolleurs | Photo Supplied
Henning Neethling, the newly appointed CFO of Sky News Australia.

After a number of finance jobs in both big and small companies, UFS alumnus Henning Neethling was ready for a new challenge when the opportunity to join one of Australia’s most influential companies came knocking on his door. 

Neethling, who completed his bachelor’s and honours degrees in Accounting at the UFS between 2000 and 2004, together with a Certificate in the Theory of Accounting (CTA), was strongly attracted to the position at Sky News Australia when he was presented the opportunity.  

“The Department of Economic and Management Sciences, especially the amazing lecturers I had during my time there, as well as my fellow students, played a pivotal role in my education and prepared me for this job. As a kid you take things for granted, but the more my career progresses, the more I realise how much effort, investment, and influence these lecturers had on me as a student.”

Neethling also believes that the university inadvertently provides its graduates with an insight into real life; what it would be like to take responsibility for your career, drive your own results through hard work and determination, and to really get tested on how much you wanted something.

Strong relationships

Working at Sky News Australia, especially in the role of Chief Financial Officer (CFO), requires some distinguishing qualities. Neethling feels it is important to always build strong relationships at all levels – not only with staff reporting to you, but also with peers, stakeholders, related parties, suppliers, superiors, etc. 

“For me, relationships lay the foundation for getting things done – more often than not – better and faster due to the collaboration that flows from it,” he says. 

And the UFS also contributed to this skill. Neethling says he learned a great deal during his time at the university, “not only in the classroom, but also on the rugby field playing for Shimlas”. 

“It combined to make me a more rounded person. It is essential, specifically when you are in a leadership position, to have been part of a team and to really understand that dynamic. In the workplace, it is very clear that the more rounded individuals are often people who played team sports or were part of a team. This is where you learn that your actions impact others around you and that you should be ready to be held accountable for it.”

Another quality required of him as CFO is to have a flexible mindset. “Being able to adapt to an ever-changing landscape is key. The only constant is change, and no truer words can be spoken about the media landscape in this day and age. So, to survive – but more importantly – to thrive, you need to adjust to the circumstances and do it swiftly,” he says.

Dealing with COVID-19

If there ever was a time to adjust to circumstances, we can all agree that it is now, with the presence of the COVID-19 pandemic. He says to date, it has been one of the biggest challenges he had to deal with.

“In my first month in this role as CFO of Sky News, COVID-19 really took off on a global scale. It was a combination of numerous reforecast submissions, business interruptions, revaluation of risks, improvement of processes, and uncertainty. But it all came back to strong relationships with the team, the business, and all other stakeholders getting you through something like this.” 

He believes the UFS is on the right track with its mental-health awareness campaigns. “I think the most important lesson an institution such as the university can teach its students and graduates in dealing with the challenges brought by COVID-19, is how we treat people with mental-health issues and also how we manage ourselves when it comes to that.”

And how do one take care of yourself if you are in an ever-changing, fast-paced job as CFO? By starting the day with that first cup of coffee. “I cannot function without that coffee, trust me.” And by making time for loved ones – his six-month-old baby, Maia, and his wife, Madi.

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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