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06 March 2020 | Story Igno van Niekerk | Photo Igno van Niekerk
 Gert Marais looking at pecan leave_
Dr Gert Marais says the UFS is helping to ensure that the pecan industry not only survives but thrives.

“When opportunity knocks, you must jump. The more opportunity knocks, the more you should jump.” 

Look closely, and you will notice the rise in pecan-nut plantations as you travel through South Africa. Do not be surprised if you find that the UFS’s pecan-nut project – steered by Dr Gert Marais, Senior Lecturer in the Department of Plant Sciences – is associated with those pecans.

Main exporter
In an ever expanding and interconnected global economy, South Africa has joined the USA as main exporters of pecan nuts to China. We have several advantages; our seasons differ from that of the USA, and we have the benefit that we are harvesting and exporting pecan nuts at the time when they are most popular at Chinese festivals and events.

Although it takes a long time to grow pecan trees (seven to eight years before they start producing), the long wait has extensive benefits. Dr Marias explains: “Unlike other crops, you do not have to prepare the soil and plant new crops annually. Rather than re-investing, you only need to do proper maintenance. Once planted, the pecan trees can produce for generations to come. And the UFS is involved in ensuring that the pecan industry not only survives but thrives.”

Empowering farmers
As the pecan industry in South Africa grows, new challenges are identified. Some trees suffer from a condition called overall decline, others from scab, and some others are infested by combinations of fungi not found in other countries. Dr Marais and his team have filed several ‘first reports’ of combinations between pecans and pathogens, leading to opportunities for MSc research projects and making a difference in the industry.

Dr Marais undertakes six field trips per year to visit all the production areas in South Africa, share information at farmer’s days, arrange courses to ensure best practices with regard to pecan cultivation; students also use these visits to collect samples for their research. Due to the systemic collaboration between the private sector and the university, farmers are empowered to manage their pecan crops better, the university benefits from cutting-edge research, and South Africa becomes a stronger player in the international economy.

Opportunity is knocking. And the UFS is jumping.

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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