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02 October 2020 | Story Leonie Bolleurs | Photo Supplied
Prof Kahilu Kajimo-Shakantu believes there are a number of benefits and lessons that the construction industry can draw if they adopt technology that can lead to sustainable construction beyond the COVID-19 era.

The construction business has been hit hard, with various negative impacts on cost, implementation timelines, profits, and others. Increased and smart adoption of technology, however, can transform the sector to make it more sustainable. 

This is the belief of Prof Kahilu Kajimo-Shakantu, Head of the Department of Quantity Surveying and Construction Management at the University of the Free State (UFS).

As president of the Association of Schools of Construction of Southern Africa (ASOCSA), she delivered the welcoming address of the 14th Built Environment conference (21, 22 September 2020). Prof Kajimo-Shakantu is the sixth president of ASOCSA.

The theme of this year’s built-environment conference, presented for the very first time in a virtual format, was Technology, Transformation and Sustainable Construction.

Identify and harness opportunities 

“It is clear that while COVID-19 remains a challenge, opportunities can be identified and harnessed even by our own construction industry through the exploitation of technological, transformative, and sustainable practices. The technology and transformation taking place now – in South Africa and beyond this COVID-19 situation – should be embraced for competitive advantage, even after the pandemic disappears,” said Kajimo-Shakantu.

Clients, consultants, contractors, and suppliers of materials and services can wholly embrace technology and transformation for sustainable, cost-effective, less wasteful, and cleaner construction processes. – Prof Kahilu Kajimo-Shakantu


She also provided some practical suggestions: “Technologies such as remote monitoring of construction sites and selected construction site operations through high-definition cameras and robust software should be encouraged as a way of minimising health and safety risks and mobility costs during the project duration, and at the same time ensuring an all-time virtual presence on site for various purposes.”

“Virtual contract progress meetings, site meetings, and supervision of specialised work are some of the benefits that the construction industry could gain if they adopt technology that can lead to sustainable construction beyond the COVID-19 era,” she added. 

Encourage meaningful partnerships

It is no longer a case of business as usual. Prof Kajimo-Shakantu believes stronger collaboration and meaningful partnerships must be encouraged among all stakeholders if the conference theme is to be fully actualised for the benefit of the construction industry, as it races towards attaining sustainable construction.

She said: “Clients, consultants, contractors, and suppliers of materials and services can wholly embrace technology and transformation for sustainable, cost-effective, less wasteful, and cleaner construction processes.”

Many insightful and thought-provoking papers touching on construction industry challenges and opportunities, as well as the teaching and learning of students, were delivered by both local and international delegates. 

The conference is believed to be one of the major cutting-edge built-environment conferences on the African continent. 

A guest of honour at the event was the Vice-Rector: Academic at the University of the Free State, Dr Engela van Staden. In her welcome address, she challenged delegates to establish a consistent channel for disseminating some of the research outcomes to industry stakeholders, including the respective government departments. “It is time to go beyond building rich databases and prestigious publications for our universities,” she said.

Keynote speakers included Prof Monty Sutrisna, Professor of Construction and Project Management and the Head of the School of Built Environment at Massey University, New Zealand; Prof Obas John, Professor of Sustainability and Environmental Law and Director of Internationalisation at London South Bank University; Prof David Edwards, Professor of Plant and Machinery Management, Birmingham City University, England; and Dr Reza Hosseini, the Associate Head of School (research) in the School of Architecture and Built Environment, Deakin University, Australia.

The various interesting peer-reviewed research papers that were delivered, addressed topical issues that affect the built environment not only in South Africa, but also in the regions beyond.

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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