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08 October 2020 | Story Leonie Bolleurs | Photo Supplied
Vicky Simpson believes our current reality is temporary and that we are more than capable to adjust, regardless of our understanding of what ‘normal’ is.

Vicky Simpson is Development Officer in the Office for Institutional Advancement at the university, where one of her main focus areas is to secure funding for UFS projects and raising funds for student bursaries and the No Student Hungry Programme. 

Simpson, an energetic and proactive person who has a passion for interventions that are humanitarian in nature, says she considers herself lucky to be able to align that which she is passionate about with her career, where she can promote the greater good and create opportunities for others.

“I love working with people and I draw energy from interpersonal interactions. I am an extrovert.”

But the strict lockdown regulations implemented by government in March due to the COVID-19 pandemic, which limited personal interaction – dampened Simpson’s enthusiasm for life.

“The side effect was constant snacking – given that the fridge was next to my temporary office. My energy took a dip and I gained weight.”

Keeping positive

“My partner being a frontline medical worker added additional challenges, given that we had to implement strict routines to keep COVID-19 out of our home. We were both rather drained and had to find ways to keep each other positive.”

Practical as she is, Simpson determined that she craved interaction and fresh air.

“I decided to do video calls with friends and family. This made up for the lack of social contact.”

For fresh air, Simpson started a light exercise routine once South Africans were allowed to go for walks, and gradually increased it. “Exercise and healthy nutritional choices lifted my mood. Basically, I used my time wisely and decided to change my routine for the better,” Simpson adds.

She says the key is to set small goals and to take things slowly. “One small victory at a time.” 

Healthy choices

The pandemic challenged Simpson to embrace a more active lifestyle. “The situation forced me to do introspection, self-care, and nurturing,” she says.

Her advice to others is to make the tough choices. “It is easy to get caught up in a routine where you can’t find the time to go for a walk. Evaluate your routine. Start slowly. And do not forget to drink lots of water, take your vitamins, and eat healthier,” she adds.

Simpson explains that she started off by walking only 30 minutes every second day. But once the serotonin bug bit her, she was hooked. Now she goes for a 5 km run at least once a week. “I simply want to feel healthier again,” she says.

She believes our current reality is temporary and she is looking forward to life after lockdown. 

And what is she looking forward to most? Seeing other people smile. “Yes, I randomly smile at strangers. They always smile back. There is not enough love in this world and small things go a long way,” she says.


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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