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09 March 2020 | Story Valentino Ndaba | Photo Sonia Small
Human Rights
Human Rights Month is a time to reflect on the past and celebrate the present.

On 21 March 2020, South Africa will celebrate Human Rights Day. The day has a specific meaning, as it commemorates the Sharpeville massacre which took place on 21 March 1960 in Sharpeville in the Vaal. After the community demonstrated against the pass laws, about 7,000 protesters went to the local police station where the South African Police opened fire on the crowd, killing 69 people and injuring 180.
 
The past, although dark and tragic, holds the power to propel a nation forward. Rector and Vice-Chancellor of the University of the Free State (UFS), Prof Francis Petersen, said: “In remembering this day, we have the opportunity to reflect on progress in the promotion and protection of human rights in South Africa.”
 
Prof Petersen expressed pride in the great strides made at the UFS in this regard and which are cause for celebration. “As a university community, let us join the rest of the country this month and celebrate the rights of all people to be protected from violation, irrespective of gender, race, sexual orientation, religion, etc. Let us observe this day and stand together to promote respect for human rights,” he said.

Policies with a purpose
UFS is guided by principles of non-discrimination and values which seek to uphold the rights of all humans as stipulated in the Constitution of the Republic of South Africa. Staff, students, and the general public enjoy the protection and dignity with policies such as Anti-Discrimination, Promotion of Equality and Social Justice Policy, the Sexual Harassment, Sexual Misconduct and Sexual Violence Policy, the Social Support Policy, as well as the Student Pregnancy Policy.

The objective of the Anti-Discrimination, Promotion of Equality, and Social Justice Policy is to clarify, deepen and promote an understanding of equality, social justice and unfair discrimination among the university community. In addition to other aims, it seeks to identify and promote an understanding of barriers to equality, as well as the various forms and practices of unfair discrimination that may occur. Preventing and eradicating such practices, identifying bullying practices within the various vertical and horizontal relationships at the university, is the policy’s ultimate mandate.

In a country plagued by gender-based violence and related crimes, the Sexual Harassment, Sexual Misconduct and Sexual Violence Policy becomes all the more significant. The policy’s purpose includes establishing a safe and enabling environment, free from sexual harassment, sexual misconduct and sexual violence, for all UFS community members. Support for victims and putting disciplinary procedures for perpetrators in place is a high priority within the policy. 

Human Rights are of utmost importance for a transforming institution such as ours. Hence, the Centre for Universal Access and Disability Support (CUADS) recently released the Social Support Policy Draft for public input. Its overarching goal is to establish an institutional climate and conditions that enable the UFS to retain its students and improve their chances of success by providing appropriate social support. 
 
As far as the Student Pregnancy Policy is concerned, creating conditions that are conducive for academic success and wellbeing during pregnancy is one of the ways in which the university upholds the human rights of mothers-to-be. The policy also ensures that pregnant students are not excluded from academic programmes, residences and other university activities.



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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