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22 May 2020 | Story Leonie Bolleurs | Photo Supplied
Prof Das Steÿn was announced as the recipient of the prestigious Stals Prize this week (19 May 2020), awarded by the Suid-Afrikaanse Akademie vir Wetenskap en Kuns.

Prof Das Steÿn, former Head and currently a research fellow in the Department of Urban and Regional Planning at the University of the Free State (UFS), has been named the recipient of the prestigious Stals Prize this week (19 May 2020), awarded by the Suid-Afrikaanse Akademie vir Wetenskap en Kuns (South African Academy for Science and Arts).

The current Head of the Department, Prof Maléne Campbell, together with two academics from the North-West University, Profs Juanée Cilliers (Head of the Urban and Regional Planning group) and Ewert Kleynhans (School of Economic Sciences), nominated Prof Steyn for the award.

A lifetime’s work

The Stals Prize for Urban and Regional Planning was awarded to Prof Steÿn, based on his numerous publications in Afrikaans, the important role he played in the planning profession in South Africa, his major contribution to the planning of literature, as well as the academic development of urban and regional planning. The award recognises Prof Steÿn for a lifetime's work in the field of urban and regional planning – including his appointment as a lecturer (1980-2009) and also for his time as editor of the journal Stads-en Streekbeplanning / Town and Regional Planning / Meralo ya Ditoropo le Mabatowa (2000-2019).

“As editor of the journal for Urban and Regional Planning, Prof Steÿn set a very high standard. So much so that this UFS journal was listed earlier this year on the international SciELO (Scientific Electronic Library Online), a Norwegian database. As an academic, his research and theoretical knowledge of normative planning are also highly regarded,” says Prof Campbell.

Motivating Prof Steÿn’s nomination for the Stals Prize, Prof Campbell states that as editor, he has sought to highlight issues in the South African planning industry through well-founded headlines. “The journal also grew from a small local journal to a journal that is being read every month in more than 60 countries on the free access platform,” she adds.

In addition to this journal, Prof Steÿn has also published in other journals and written books that have appeared bilingually in South Africa. Then there is also a work that has appeared in Dutch in the Netherlands with his contribution in Afrikaans.

He applied a combination of the urbanistic concept with Christian philosophy in his work and published some articles on the topic.

Distinction between thought and action

Prof Steÿn says that in urbanistics, a distinction is made between the framework of thought and action. It is a matter of answering the ‘what?’, ‘how?’, and ‘why?’ questions.

He believes urbanistics is particularly useful in public participation to bring the various role players in planning together. It makes it possible to distinguish between the considerable number of factors that complicate matters. South Africa, with its unique situation regarding planning, may be able to make good use of this concept.

As example, he uses the matter of providing basic services such as electricity to a community. “At the first level of infrastructure, the problem of providing electricity is easy to solve: x people use y units, implying that z units must be provided. This solves the ‘what?’ part of the problem. The ‘how?’ question in the superstructure is also relatively easy to answer. Different engineers may have different solutions about the appropriate design of the distribution network and how it should link to the greater whole. Still, in the end, the most effective design will be sufficient.”
 
“The major crisis is in the ‘why?’ question. At the ideological level, basic services mean different things to different people. Basic services to the Marxist are a right that every person must receive free of charge, while the capitalist considers it a commodity that every human being should pay for to receive.”

“This simple example shows that there is a definite difference in viewpoints about the mere provision of electricity and that these attitudes of people will, as a matter of course, influence the planning process itself,” he explains. 

Recognising outstanding work

The Suid-Afrikaanse Akademie vir Wetenskap en Kuns awards the Stals Prize for, among others, high-quality publications or a series of high-quality publications (preferably in Afrikaans) whereby extraordinary contributions are made to the practice of science.

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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