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27 November 2020 | Story Rulanzen Martin | Photo Rulanzen Martin
From the left: Prof Henning Pieterse, Dr Francois Smith, Madré Marais, and Anton Roodt during the joint book launch in the Free State Botanical Garden in Bloemfontein.


The Creative Writing programme in the Department of Afrikaans and Dutch, German and French at the University of the Free State (UFS) experienced a book bonanza this year, with the publication of three books. This includes the satirical novel Weerlose meganika by architect Anton Roodt; Die kleinste ramp denkbaar by Dr Francois Smith; and the collection of short stories, Luistervink, from the pen of Madrė Marais. 

Prof Henning Pieterse describes the titles of these books as ‘pure poetry’, and although each of the three books takes place in its own world – whether it is the world of the eavesdropper, the unconscious policeman in the doctor’s consulting room, or the artificial intelligence robots which can wipe out humanity – there is a recurring theme in all three books, namely the end of the cultural period or dominant regime.

The story behind the stories 

In Roodt’s debut novel, Weerlose meganika, robots, artificial intelligence as well as digital beings form the background of the story. It is a fantasy world of technology and biological beings. “The story comes from people’s resistance to robots, the fear that the technology we create could become smarter than us and then turn against us (humans),” says Roodt. 

The dictionary defines an eavesdropper as a ‘secret listener’, and this is also the title of Madré Marais’ collection of short stories. Some of the characters in the short stories take on these ‘eavesdropper’ characteristics by immersing themselves in the world and events around them.

“The writing process was a quest for the identity of the characters. During the course, I sent a character to South America to see what he was going to do there,” Marais said. 

With the events of 2020, the title of Dr Smith’s book, Die kleinste ramp denkbaar, is almost prophetic. “The book attempts to say something about the current life in South Africa; it is attempting to discover a secret,” says Dr Smith. The origin of the story and events in the novel stem from a personal experience for Dr Smith.  

Significant milestone for course

“It is quite special for a small department to be able to publish so much in one year – the result of a process of many years,” said Prof Pieterse, who is heading the course. The course was revived in 2015 and has since published five books, including Die ongelooflike onskuld van Dirkie Verwey by the poet Charl-Pierre Naude, which was published in 2019. 

The course is just one of the many success stories in the department – as evidenced by the publication of Luistervink, Die kleinste ramp denkbaar and Weerlose meganika. The books also serve as the authors’ dissertations for the master’s degree in Creative Writing.

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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