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03 March 2020

The Office for International Affairs (OIA) at the University of the Free State (UFS) implemented the second iteration of its Umoja Buddy Programme (UBP) in 2020. The UBP is a flagship internationalisation-at-home programme aimed at the smooth academic, social, and cultural integration of first-entering international students at the UFS by pairing them with senior UFS students. It offers local students an international experience on the home campus and develops their international and intercultural competence through direct interaction with international students. The UBP contributes to the achievement of the UFS vision, whereby every student will in future have an international experience during their studies at the UFS.


Internationalisation at home

On 13 February 2020, a welcome function themed Echoes of Sophiatown set the tone for this year’s edition. Chevon Slambee, Chief Officer in the OIA and UFS master’s student, welcomed the students and explained the theme of the day. She said that, “as students, we have a responsibility to be active citizens and contribute to change and social transformation”. Programme coordinator Bulelwa Moikwatlhai introduced the function and framework of the programme and highlighted the importance of internationalisation at home. Also in attendance was the Dean of Students, Pura Mgolombane, who encouraged students in his address to honour their heritage, “so that together, we can be able to appreciate one another”. He emphasised the importance of social justice for academic success. The SRC member for the International Student Council, Simba Matheba, expressed his support for the UBP. The UFS Arts, Culture, and Dialogue office provided entertainment at the event.

Umoja Buddy

International and local students mingling at the 2020 Umoja Buddy Programme Welcome Function.

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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