Latest News Archive

Please select Category, Year, and then Month to display items
Categories
UFS News Media Release Research
Years
2017 2018 2019 2020 2021 2022 2023 2024
Months
January February March April May June July August September October November December
Previous Archive
15 July 2020

The COVID-19 pandemic has exposed the fracture lines in societies worldwide. South Africa is no different. The poor are less able to protect themselves from the danger posed by the virus. Workers in factories, mines, and the service sector went back to their places of work following the lifting of the strictest lockdown measures, while office workers, typically better paid, can generally work from home. Living conditions in informal settlements make social distancing all but impossible, while the middle class can largely stay at home and stay safe to a much larger extent. With many businesses shutting down, downsizing or rethinking their business models, it is often small and medium, as well as informal sector businesses that are most affected.  

The impact of COVID-19 comes on the back of a society and economy that was already under significant pressure following years of low economic growth and poor government performance. Many commentators have already questioned the social compact South Africans made in the mid-1990s, which marked the end of the apartheid regime. These divisions have become more glaring, with some civil society organisations considering challenging the Minister of Finance’s adjustment budget in the Constitutional Court, because the budget might result in a roll-back of the progressive realisation of the socio-economic rights mandated in the Constitution.

In this first of four webinars, academics from the UFS as well as invited experts reflect on the constitutional commitment South Africans made to one another two and half decades ago. Is it time for a new deal? Should we collectively recommit ourselves to our existing deal? Do we interpret that deal in the same way today as we did more than two decades ago? How does the economic reality we face, particularly in the aftermath of the COVID-19 crisis, affect that deal? What are the economic realities we face, and whose are they? And how should we think about human development in the context of our deal? 

Come and join us from 14:00 to 15:30 on 21 July. 

RSVP to Sibongile Mlotya at MlotyaS@ufs.ac.za no later than 19 July, upon which you will receive a Business for Skype meeting invite.

Speakers:
Prof Danie Brand on ‘New deal’ or collective recommitment? The Constitution under COVID-19 and beyond

Prof Melanie Walker on Human development and the capability approach in COVID-19 times

Prof Lochner Marais on Reflections on continuities and discontinuities after COVID-19

Prof Philippe Burger on Viewing the realisation of socio-economic rights in a post-COVID-19 South Africa through an economic lens

 

Please also mark the following dates in your diaries for the second through fourth Reflection webinars:
Gender Inequalities and Gender-based Violence 28 July 14:00-15:30
The quality of our democracy under COVID-19 and beyond 13 August 14:00-15:30
Urban living post-COVID-19 27 August 14:00-15:30

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept