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21 July 2020 | Story Nitha Ramnath | Photo istock

Date: 28 July 2020
Time: 14:00 – 15:30

Gender inequalities domestic violence and gender-based violence (GBV) are global concerns, and have been exacerbated by the impact of Covid-19 as women take on more child and care work responsibilities.  Jobs lost in service sectors often affect women most, large numbers of frontline health workers and teachers are women, and lockdowns increase domestic violence. Thus President Cyril Ramaphosa recently said in a televised address that more than 21 women and children have been murdered in South Africa within just a few weeks in what he referred to as “another pandemic raging in our country.” He said this “violence being unleashed on women and children with a brutality that defies comprehension, is no less than a war being waged against the women and children of our country”.

As the World Economic Forum points out, regardless of where one looks, it is women who bear most of the responsibility for holding societies together, be it at home, in health care, at school, or in caring for the elderly. In many countries, women perform these tasks without pay. 

Now, the Covid-19 pandemic is compounding existing gender inequalities, and increasing risks of gender-based violence. Gender inequality, layered along with the effects of the pandemic, lockdowns and the economic downturn, could leave a deep and lasting impact on the lives and opportunities of women and girls.

Given, then, that the COVID-19 crisis affects women and girls in different ways from men and boys, measures to resolve it must take gender into account, and the protection and promotion of the rights of women and girls prioritized. 
To take up these issues of gender inequalities and gender-based violence, two renowned gender research experts will take part in our webinar. The webinar will be chaired by Professor Melanie Walker of the University of the Free State.  The presenters are: Professor Pumla Gqola, Professor of Women and Gender Studies at Nelson Mandela University and author of Rape: A South African Nightmare. Lisa Vetten has worked in the field of violence against women for over two decades as a counsellor, para-legal, trainer and researcher. She is currently an honorary research associate at the Wits Institute for Social and Economic Research (WiSER).

Join us from 14:00 to 15:30 on 28 July. 

RSVP to Sibongile Mlotya at MlotyaS@ufs.ac.za no later than 26 July, upon which you will receive a Business for Skype meeting invite.

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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