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13 November 2020 | Story Charlene Stanley | Photo Supplied
Dr Innocent Dande, UFS ISG scholar, has been named the 2021 winner of the JSAS Colin Murray Prize for his research on food politics in Zimbabwe.

Dr Innocent’s Dande’s research on the everyday food struggles experienced by residents of poor suburbs in Harare, Zimbabwe, has earned him a coveted research prize from the London-based Journal of Southern African Studies (JSAS) – the leading international journal in its field.   

Start of extended book project
“Winning this award means a great deal for my career plans, especially as I am planning to come up with an extended book project that looks at working classes’ eating habits and foodscapes, or the geographies of food, cooking and eating in lower class suburbs,” says an excited Dr Dande.  His aim is to write a sensorial history of how the working classes ate and enjoyed food in Zimbabwean cities between 1980 and 2019.
“One advantage is that this prize provides me with funding to carry out research. If the JSAS is satisfied with the outcome, their tradition is to publish it,” he says.

Not deterred by lockdown
Dr Dande arrived at the UFS at the same time the COVID-19 lockdown was announced, which saw many of his colleagues hastily returning to their home countries. His decision to stay indirectly led to his application.
“I was spending so much of my time in my room at Kovsie Inn during Level one of the lockdown. Applying for this grant was a way of dealing with the boredom that comes with locking oneself in for too long,” he explains.  
His application was titled, Cooking, the crisis and cuisines: household economies and food politics in Harare (Zimbabwe), 1997-2020, with much of his research focusing on everyday issues affecting ordinary people, in contrast to “high politics and many other topics that ordinarily shout for more attention.” His aim is to write a social history of the Zimbabwean crisis, focusing on “mundane issues such as the cooking and eating of food.” 

Colin Murray Prize background
Colin Murray was a sociologist, anthropologist, and political economist who passed away in October 2013. He taught at various universities in the UK and South Africa and had a special interest in family histories. Carrying a purse of £2 500, the Colin Murray Prize is awarded to an applicant who is within two years of completing his or her PhD, and is meant to assist the winner in engaging in original research in Murray’s fields of interest. 

ISG an intellectually enriching environment
The COVID-19 pandemic may have restricted physical interactions with colleagues, but Dr Dande says he still found the International Studies Group (ISG) an intellectually enriching place. 
“The ISG continued to hold regular and interesting Zoom seminars. Many of my colleagues have also won very prestigious prizes and are in different stages of completing their various projects. Many others have also published in the same journal (JSAS) and many other high-impact journals.” 
He highly values the generous professional advice from his fellow researchers, as well as the input and feedback of ISG Head, Prof Ian Phimister.
“The ISG has shown me that it is possible to dream big and to even contemplate applying for jobs anywhere in the world and not just in Southern Africa,” says Dr Dande.

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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