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06 March 2020 | Story Thabo Kessah | Photo Tsepo Moeketsi
Dr Ocaya
Dr Richard Ocaya’s research addresses the skills development and transfer millennium goal of many governments globally.

With the Fourth Industrial Revolution becoming a reality, Dr Richard Ocaya’s research is receptive to the fact that Africa and the world need to re-imagine their research. His research focuses on electronic instrumentation design for scientific measurements, computational physics on atomic nano-atomic structures, and semiconducting organic compounds materials built on silicon to realise Schottky devices.

Software developer 
“I develop most of the instrumentation that I apply in my research – both software and hardware,” said Dr Ocaya, a Physics Lecturer and Programme Director: Physics and Chemistry on the UFS Qwaqwa Campus.

“I am active in scientific computing through the computing cluster and software development, mathematical physics for material science modelling, and embedded instrumentation design using microprocessors. I also have deep interest in radio and data telemetry, in which I hold a South African patent issued in 2013. My present international collaborations are with like-minded researchers in similar fields in Saudi Arabia, Turkey, Japan, Egypt, South Korea, and the United States,” he added.

How does his research talk to the real world?
“The driving principle of all areas of my research has always been to deploy cutting-edge research to actual, real-world applications for the immediate betterment of Africans. The areas of my research align closely with the millennium goals of many governments globally, including the Republic of South Africa. These goals pertain to skills development and transfer that position us to better address the challenges of energy, water, and other priorities.”

Dr Ocaya is currently co-promoting a PhD student, having previously supervised one PhD, two MSc, and more than twenty honours students. He is a self-taught electronics and computer programmer, whose curiosity led him to question ‘the voices and music coming from a box; a radio’. “In my quest to satisfy my curiosity, I collected many discarded devices, took them apart, and tried so many circuits, only to have them fail because the theory was lacking. After thousands of failed projects and with me barely thirteen and in lower secondary school, my first ever project actually worked,” he said.

NRF-rating
He is the author of the book Introduction to Control Systems Analysis using Point Symmetries: An application of Lie Symmetries, which is available in all major bookstores such as Amazon, in both print and e-book format. He is a C3 NRF-rated researcher whose work makes a pioneering contribution to the new and growing field of phononics, an independent field of the now established photonics.

“This field will someday lead to improved energy-storage devices and faster processors due to more efficient heat removal from nanodevices,” he concludes.


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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