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27 July 2020 | Story Nonsindiso Qwabe | Photo Charl Devenish
Ronet Vrey.

She is affectionately called ‘Tannie Ronet’ by the dozens of students coming her way, and Faculty of Education librarian Ronet Vrey would not have it any other way. While Vrey loves to remain behind the scenes, her passion for students makes her a big hit with every student crossing her path at the University of the Free State Library and Information Services on the Bloemfontein Campus. 

Vrey has been a librarian for as long as she can remember; a path she says was inspired by her educator mother. But instead of standing in front of a class, she gets to invest in students' academic journeys by being a helping hand in times of need. She is a UFS alumna, having graduated in 1988 with a degree in Library and Information Sciences, specialising in Education, Library Services, and Technology. 

"I was interested in library information services because back then, we were exploring the use of computers and moving in the direction of technology. Little did we know about digitisation and curation that would follow."

In 2005, she started working as librarian for the Faculty of the Humanities, before working jointly for the Faculties of the Humanities and Education. Since 2011, she has focused solely on the Faculty of Education, serving as the link between the library and the faculty. "I am supposed to focus only on students from the first year to honours level, but because of the relationships built there, many students often choose to stay with me. When they come to me for help, I don't say no," she says.

Information literacy a lifelong skill

Vrey shares the love for her job with her fellow librarians from other faculties. In 2019, the group presented a paper on embedded librarianship at the International Conference on Information Literacy (ICIL). She said they are in the process of having their paper published. "We want to be embedded in faculties in order to make students at the UFS information literate. If we can teach students information literacy skills to help themselves, we will have lifelong learners who can develop all the time, and you would have established a community of lifelong learners," she said.

One student who has benefited from Vrey's dedication and passion for students, is Dr Norma Lehasa, who obtained her PhD in 2019 after a seven-year journey due to ill health.

Vrey known as beacon of hope

Lehasa met Vrey in 2016, and says she owes her success to the likes of Vrey. Lehasa said each year when students graduate, it is people like Vrey who are supporting them behind the scenes to reach their goals. 

"My wonderful librarian, Ronet, made me focus and never give up. She used to go the extra mile for me, even teaching me how to use the resources to search for literature myself. The outcome of me being a Doctor of Philosophy today is because of people like Ronet. People like her need to be recognised for the good work that they do," Lehasa said.
Lehasa's PhD topic was: An Adult Learning Perspective on Professional Development in the Human Resources Department of the Free State Premier.

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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