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10 March 2020 | Story Rulanzen Martin | Photo Victor Sguassero (kykNET)
Chris Vorster
Chris was on stage in 'Die Hart Verklap' at the Toyota US Woordfees in Stellenbosch recently.

“Difficult and very strange,” is how Chris Vorster, veteran actor and Drama lecturer at the University of the Free State (UFS) describes his role as Bas Koorts in the supernatural thriller Die Spreeus

For Chris, the biggest challenge during the filming of Die Spreeus was to work in front of a green screen. “You never see the monsters and things attacking you, it is only added later on during the editing process,” he said. Therefore, he and his co-actors were expected to use their own imagination “to be frightened, and to duck and dive from something that does not exist.” 

This Afrikaans thriller series has recently been nominated in five categories of the South African Film and Television Awards, including Best Television Drama, Best Cinematography, and Original Sound and Sound Editing. 

Chris was also nominated for a Fiësta award in 2019 for his one-man performance in the theatre production, Die Hart verklap. “It is fantastic to still be recognised for my work,” he said, “but I also have to give recognition to Dion van Niekerk, because without a good director, any actor will be lost.” Van Niekerk also lectures Drama at the UFS.

Being a lecturer broadens his knowledge 

Chris joined the UFS Department of Drama and Theatre Arts in 2015 as lecturer in the programme for Film en Visual Media. “Everything I learn in the industry I apply as lecturer, and research and teaching feed more knowledge on acting, directing, and especially writing,” he said. After five years, being involved with the UFS Department of Drama is still exciting to him. “This is where both lecturers and students get encouraged to do more than just breathing.” 

With his busy schedule of teaching and acting, it remains important to him that South Africans are still able to tell stories – “in any language”. He considers it a privilege for anyone to work in their mother tongue. This is also why the symbiosis between his work as actor and lecturer is so appealing.

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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