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12 October 2020 | Story Leonie Bolleurs | Photo Supplied
Adriaan van der Walt
Although several international studies have used temperature metrics to statistically classify their seasonal divisions, a study in which Adriaan van der Walt was involved, would be the first known publication in a South African context using temperature as classification metric.

Gone are the days when we as South Africans would experience a three-month spring season, easing into summer, and then cooling off for three months before we hit winter.

Adriaan van der Walt, Lecturer in the Department of Geography at the University of the Free State (UFS), focuses his research on biometeorology (a specialist discipline exploring the role and climate change in physical and human environments) as well as climatology and geographic information systems.

He recently published an article: ‘Statistical classification of South African seasonal divisions on the basis of daily temperature data’ in the South African Journal of Science.

In this study, which Van der Walt undertook with Jennifer Fitchett, a colleague from the University of the Witwatersrand, data on daily maximum and minimum temperatures was collected from 35 meteorological stations of the South African Weather Service, covering the period between 1980 and 2015.

They went to great lengths to ensure that they had a complete set of data before presenting it to demonstrate seasonal brackets.

First for South Africa

Their statistical seasonal brackets indicate that South Africans now experience longer summers (from October to March), autumn in April and May, winter from June to August, and spring in September.

Although considerable work has been done using rainfall to determine seasonality in Southern Africa, Van der Walt believes that these methods did not work well as there are too many inconsistencies in this approach, as identified by Roffe et al. (2019, South African Geographical Journal). To make matters more complicated – as a semi-arid region, and with desert conditions along the west coast – some regions do not have enough rainfall to use as a classifier.

Temperature, on the other hand, worked well in this study. “Temperature, by contrast, is a continuous variable, and in Southern Africa has sufficient seasonal variation to allow for successful classification,” says Van der Walt.

He continues: “Although several international studies used temperature metrics to statistically classify their seasonal divisions, this study would be the first known publication in a South African context using temperature as classification metric.”

Van der Walt says what we understand as seasons largely relates to phenology – the appearance of blossoms in spring, the colouration and fall of leaves in autumn, and the migration of birds as a few examples. “These phenological shifts are more sensitive to temperature than other climatic variables.”

Seasonal brackets

According to Van der Walt, they believe that a clearly defined and communicated method should be used in defining seasons, rather than just assigning months to seasons.

“One of the most important arguments of our work is that one needs to critically consider breaks in seasons, rather than arbitrarily placing months into seasons, and so we welcome any alternate approaches,” he says.

A number of sectors apply the temperature-based division to their benefit. “For example, in the tourism sector it is becoming increasingly important to align advertising with the season most climatically suitable for tourism,” says Van der Walt.

Temperature-based division is also used to develop adaptive strategies to monitor seasonal changes in temperature under climate change. However, Van der Walt points out that each sector will have its own way of defining seasons. “Seasonal boundaries should nevertheless be clearly communicated with the logic behind them,” he 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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