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18 March 2020 | Story Leonie Bolleurs | Photo Supplied
Solar car Team
Excited about a first for the UFS, Team UFS is entering the 2020 Sasol Solar Challenge. From the left, front, are: Fouché Blignaut, Mechatronic Engineering; Nathan Bernstein, Agricultural Engineering; Lucas Erasmus, Physics; middle: Barend Crous, Manufacturing and Instrumentation; Hendrik van Heerden, Physics (team leader); Antonie Fourie, Physics; Prof Danie Vermeulen, Dean of the Faculty of Natural and Agricultural Sciences (team director); Prof Koos Terblans, Head of the Department of Physics; Theo Gropp, Mechanical Engineering; back: Louis Lagrange, Head of the Department of Engineering; and Mark Jacson, Electronics.

An interdepartmental team from the University of the Free State (UFS) has announced that it will enter and participate in the 2020 Sasol Solar Challenge, scheduled to take place from 11 to 19 September this year. 

For the challenge, Team UFS will build a self-propelled manned vehicle that uses solar power systems to travel from point A to point B. The 14-member team of the UFS will travel on public roads from Pretoria to Cape Town via a predefined route over eight days. They will compete against more than 15 other teams, both local and international. The team that finishes with the greatest distance covered within the allotted time, will win the race. Teams will race every day between 07:30 and 17:00.

The four drivers to operate the vehicles will be selected from participating UFS departments in the coming months.

First solar car for the UFS
Dr Hendrik van Heerden from the Department of Physics has been planning the solar car project – Lengau (meaning Cheetah in Sesotho) – over the past year. He will start assembling the car in the next month together with colleagues and students from both the Departments of Physics and Engineering Sciences (EnSci).

Not only is this a dream come true, but it is also an opportunity for the UFS to show that they can do this. “We do not need the backing of a large and long-established engineering department to build a car like this, a young and vibrant team can do just as much!”, says Dr Van Heerden, who plans to complete the car within a few months, ready to be calibrated and tested later in June.

Capacity in green and sustainable engineering
“The ability of Team UFS to participate is possible due to recent research developments on photovoltaic technologies (solar cells) in the Department of Physics, a well-established leader in the field of surface and material sciences. The university also has established capacity in the fields of photoluminescence and nanomaterials (nanomaterials in energy storage). Additionally, with the establishment of EnSci, the university has expanded into this field, which will bring building capacity in the area of green and sustainable engineering to the project,” says Dr Van Heerden.

Promoting development into green technologies and 4IR
According to Dr Van Heerden, it is clear that the university wishes to become a strong role player in the development and utilisation of green energy, as can be seen in the implementation of relevant technologies on its various campuses. “Thus, for the UFS to be recognised in this research area, it is important to participate in related ‘green’ events where staff and students can build their capacity of practical knowledge by constructing participation equipment such as the solar car.”

He believes that this project has the potential to become a strong base for student training and capacity building in all technological fields, which can promote base development to 4IR.

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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