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22 October 2020 | Story Andre Damons | Photo Supplied
Dr Marankie Swinfen was awarded the Dean’s medal for achieving the best results in respect of a master’s degree in the Faculty of Health Sciences during the year 2019.

Dr Marankie Swinfen, who was awarded the Dean’s medal in the faculty of Health Sciences of the University of the Free State (UFS) at the recent virtual graduation (6-9 October 2020), says she was completely surprised by this award and was unaware that it existed. 

Dr Swinfen, who teaches Clinical Skills to second- and third-year medical students at the UFS and received a master’s degree in Health Professions Education, says the road to obtaining her qualification was quite a bumpy ride and difficult at times.

The Dean’s medal is awarded to the student who achieved the best results in respect of a master’s degree in the Faculty of Health Sciences during the year 2019. 

“Through God’s grace, the patience of my supervisors and an eleventh hour burst of energy I managed to reach the goal,” says Dr Swinfen. 

In her dissertation title; A Student Review of Doctor Patient Communication Skills Training in The UFS Undergraduate Medical Programme she asked medical students to review the training of doctor-patient communication skills during their undergraduate programme. 

Students gave valuable insights

Says Dr Swinfen: “I was pleasantly surprised at the response rate and the students’ level of engagement in the study. They gave valuable insights into the strengths of the communication skills training and highlighted areas where the training can be improved. For instance, they accentuated the need to have more practical training in breaking bad news and managing language and cultural differences in the consultation.” 

According to Dr Swinfen she undertook this study because as an undergraduate medical student, she never formally received training in doctor-patient communication. During her postgraduate diploma in Palliative Medicine, they had role-play sessions in breaking bad news, which opened her eyes to the importance of practical, interactive communication skills training. 

“I wanted to explore how useful students find aspects of doctor-patient communication skills training in the current UFS undergraduate medical training programme.”

Challenges on her journey 

Dr Swinfen says the biggest struggle for her during her studies, was self-discipline and setting aside enough time for research. She also had formal modules to complete and found that she would devote more time and energy to these modules than to research (Especially due to having inspirational teachers such as Dr Chantel van Wyk at HPE).  

“I also had become very rusty in terms of research methodology and had to start again with the ‘ABC’ of research. I was greatly helped by Postgraduate School courses such as using Microsoft Word in research. My supervisors, Prof Mathys Labuschagne and Prof Gina Joubert had immense patience with me and saw potential in my research that I could often not see myself.”


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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