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06 May 2020 | Story Nitha Ramnath


The quality of the following University of the Free State (UFS) Accountancy programmes is internationally recognised, as it has been accredited by the Association of Chartered Certified Accountants (ACCA) after a thorough review of the modules offered:

• Bachelor of Accountancy (BAcc)
• Bachelor of Commerce Honours in Accounting (BComHons in Accounting)
• Postgraduate Diploma in General Accounting (PGDip [General Accountancy])

The implications of this accreditation are that graduates of these programmes will be eligible for direct admission to the Strategic Professional level (i.e. the highest level) of the ACCA qualification structure – a level aimed at preparing students for future leadership positions. Graduates of the BCom Accounting (BCom [Accounting]) programme will receive exemption from all of the ACCA’s ‘applied knowledge’ examinations as well as many of its ‘applied skills’ examinations.

According to the ACCA website: “We’re a thriving global community of 219 000 members and 527 000 students based in 179 countries that upholds the highest professional and ethical values.” 

Internationally recognised accreditation

Haneke van Zyl, the Programme Director: General Accountancy and Research at the UFS, commented: “As this designation is internationally recognised, the ACCA accreditation of our programmes is vital in the School of Accountancy’s quest to acknowledge our diverse student body and to provide a wide range of opportunities to our Accounting students.  We believe that each of our students should be empowered to become the best versions of themselves – and this accreditation will open more doors for them.”  

As a result of this accreditation, ACCA will also actively assist UFS graduates of the aforementioned programmes to pursue ACCA membership through programmes such as ‘Accelerate’, which subsidises the various fees payable by aspirant members of ACCA.

Prof Frans Prinsloo, the Director of the School of Accountancy at the UFS, added: “We are very proud of the quality of our programmes – which are now accredited by all the leading professional bodies that operate in South Africa, i.e. the SA Institute of Chartered Accountants (SAICA), the SA Institute of Professional Accountants (SAIPA), the Chartered Institute of Management Accountants (CIMA) and most recently, the Association of Chartered Certified Accountants (ACCA).  This is testament not only to the quality of the school’s curricula and teaching and learning resources, but vitally important also to the calibre of academic staff – who are not only highly qualified and experienced in facilitating teaching and learning, but also committed to their students’ success.” 
 
Van Zyl added: “We have drawn on the curriculum structures of these leading professional bodies to inform our curricula – thereby ensuring the continued relevance of our graduates in the fast changing world of work that is being transformed by the 4th Industrial Revolution. Far from becoming obsolete in this environment, appropriately qualified accountants will become key providers of credible information for organisational decision-making – a function without which no organisation can be successful and thrive.” 

Prof Prinsloo acknowledged the hard work of the colleagues in developing all the required documents needed to obtain the ACCA accreditation: “The accreditation is the result of a combined effort by the colleagues from the School of Accountancy, guided by the responsible programme director, Mrs Haneke van Zyl. It is testament to the hard work and effort that the lecturers involved in the programmes have put in.”


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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