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12 May 2020 | Story Andre Damons | Photo Pexels

A data scientist and research coordinator at the University of the Free State (UFS), in collaboration with his supervisor at the University of Pretoria (UP), is at the forefront of the fight against the Covid-19 virus with accurate data and analysis.
Herkulaas Combrink of the Centre for Teaching and Learning at the UFS and PhD candidate in Computer Science at the UP, said accurate data is important to prevent widespread panic and sensationalism during a global disaster such as the current pandemic. This information helps people to make informed decisions and to reduce their exposure to the threat of the virus.

Assisting decision-makers

“I, along with colleagues from the World Health Organization, the Centers for Disease Control and Prevention in the USA, the provincial office of the Centers for Disease Control and Prevention, provincial clinicians, and the Free State Department of Health led by Dr David Motau, have been able to progress significantly in terms of evidence-based tools to assist provincial and national decision-makers during these turbulent times.”
“It does come at a cost, though, in that we have worked continuously since the lockdown, dedicating all our time and efforts to the department from all over to ensure that we are not part of some of the global statistics we have seen,” said Combrink. 

A paper written together with his supervisor, Dr Vukosi Marivate, has also been accepted by the Department of Higher Education and Training (DHET)-accredited Data Science Journal.  This paper is related to a framework for sharing public data to the public in a way that is useful, usable, and understandable. 

Ongoing projects

Combrink said it is hard to name all those who are/were involved in the great work done by the Free State Department of Health, but some of them include Dr Elizabeth Reji (Head of Department, Family Medicine), Dr Collin Noel (surgeon, senior lecturer at the UFS), Dr Sammy Mokoena (community health registrar, UFS), Dr Ming-Han Motloung (public health medicine specialist, senior lecturer, UFS), Dr Perpetual Chikobvu (Director: Information Management at the Department of Health, affiliated lecturer at the UFS), as well as Alfred Deacon (lecturer at the UFS), who have worked at some point during this short space of time on one of the many projects. 

Some of the projects include the following:

• A provincial database for screening and monitoring.
• A data pipeline and assembly of hospital information flow, liaised with the NICD, Vodacom, and the different district managers to ensure that the pipeline occurs in a timely manner.
• Digitised paper-based capturing tools for rapid data capturing and processing.
• Incorporated state-of-the-art visualisation tools to action data into useful information for decision-makers in certain areas.
• Provided both provincial and national projections, stress testing different scenarios using a variety of statistical, computational, and/or machine-learning approaches to add to the already existing projections of the Council for Scientific and Industrial Research (CSIR).
• Training healthcare professionals in the field to apply these tools within their own districts.
No easy task

“These aforementioned feats were by no means easy and are not completed yet, but we are getting there. In the foreseeable future, I will be working closely with national and international researchers to deploy a tool for hospital managers in the Free State that will assist them when we move from level 5 to any level below.”

“In addition to this, I am constantly providing support to the Free State Department of Health regarding any analysis required for decision-making purposes. The teams we work in comprise highly competent individuals with a passion for solving problems from multidisciplinary perspectives,” according to Combrink.

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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