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18 November 2020 | Story Eugene Seegers
Prof Daniel Green - Guest speaker at UICSJ webinar
Prof Daniel Green is the guest speaker at the UICSJ webinar.

Signs, symbolism, and statues at universities often recall colonial and apartheid legacies. In South Africa – since students at the University of Cape Town marched to topple a statue of Cecil John Rhodes – a so-called ‘Fallist Movement’ emerged that aims to decolonise universities. In 2020, catalysed by the death of George Floyd, the Black Lives Matter Movement has emerged, with a strong emphasis on removing symbols and practices that perpetuate segregationist legacies and harms of slavery, apartheid, and colonialism. Fallist and Black Lives Matter protests are against injustice and for dignity, equality, freedom, peace, and justice in society. As with other South African and global universities, the University of the Free State is a site of slow, complicated, and often conflict-ridden struggles for transformation. 

The Unit for Institutional Change and Social Justice (UICSJ) will be hosting a webinar with the theme (Re)moving, (Re)naming, (Re)forming, and (Re)presenting: Towards Dignity, Care, and Social Cohesion in Higher Education, on 24 November 2020.

This webinar will ask pluriversal questions with the aim of restoring dignity within new, dense notions of communities that are capable of the kinds of care that grant dignity and worth to all. In particular, this virtual conference will speak to experiences and struggles related to changing how spaces, symbols, artefacts and other oppressive accoutrements endure at universities, conveying meanings, narratives, and cultures that must be overcome. The webinar will (re)centre critical and creative voices. Local and international participants will present multiple dimensions on the struggles involving naming and renaming, as well as the removal, recontextualisation, or replacement of statues and memorabilia, within a broader effort towards social justice.  

What the webinar seeks to address

  1. How do we address signs, symbolism, and statues in public spaces that misrepresent or degrade an individual/group with a view to restoring (collective) dignity?
  2. How do we address signs, symbolism, and statues that memorialise/celebrate people or representations of history that are controversial?
  3. How do we deal with the strong emotive/affective aspects of history and heritage, culture, and the loss thereof, in a way that enhances dignity and justice?
  4. What are the best processes for reconstructing public spaces and who should be involved in broad-based consultations?

Speakers and panel experts

Speaker: Prof Daniel Green (University of Wisconsin-La Crosse)

For an interesting background, please feel free to access and watch Prof Green’s YouTube video titled Racism and Native American Statuary, which you can find at https://www.youtube.com/watch?v=k70-xc811Po.

Panellists:

Facilitated by Dr Dionne van Reenen (Unit for Institutional Change and Social Justice, UFS).

 

Hosted by: The Unit for Institutional Change and Social Justice, University of the Free State

24 November 2020 at 16:00 (CAT; UTC + 02:00)

Join on your computer or mobile app
Click here to RSVP
Learn More | Meeting options
Enquiries to: SizepheXK@ufs.ac.za

 

Format of webinar

  • Facilitators and speakers sign on at 15:45; participants to join.
  • Dr Dionne van Reenen (from the Unit for Institutional Change and Social Justice) opens the session and introduces the guest speaker and panellists (five minutes).
  • Prof Green presents (for 20 minutes).
  • The four panel members respond to the theme for five minutes each (for a total of 20 minutes) in the following order: Dr Tumubweinee, Prof Legêne, Mr Magume, Prof Steyn.
  • Facilitated questions and comments will be fielded from the live chat (about 30 minutes).
  • Closure at 17:20.

A student gazes up at the statue of President MT Steyn during the Vryfees
held on the UFS Bloemfontein Campus in 2014, during which this and other
statues on campus and in the city were wrapped in plastic.
Photo: Image sourced from Cigdem Aydemir (Plastic Histories)

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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