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06 October 2020 | Story Leonie Bolleurs | Photo Supplied
Dr Kgosi Mocwagae explored the Qwaqwa water crisis because at a young age, he could not understand why the community in which he grew up faced so many water challenges despite a high presence of water from rivers, consistent rainfall, and streams bursting from the ground.

Dr Kgosi Mocwagae, Programme Director and Lecturer: Department of Urban and Regional Planning, received his PhD qualification during the October virtual graduation ceremonies.

His study, titled Exploring the Qwaqwa water crisis for effective planning post-apartheid, focuses on the water crisis in the Qwaqwa area, which commenced on 1 January 2016 and saw people without access to clean drinking water from their taps. The community had to turn to alternative means, such as collecting water from government-contracted water tankers, rivers, emergency hydrants, and wells.

Understanding the water crisis

Dr Mocwagae says the reason why he took up this study was because at a young age, he could not understand why the community in which he grew up faced so many water challenges despite a high presence of water from rivers, consistent rainfall, and streams bursting from the ground.
 
In this study, he aimed to explore the history of water policy in South Africa, together with the water crisis in Qwaqwa. He also documented the lived experiences of the affected Qwaqwa communities to determine the effect of not having access to clean drinking water in terms of quality of water, time, money, and distance travelled, to name just a few. 

Dr Mocwagae furthermore assessed interventions by various actors during the Qwaqwa water crisis, which included accessing water from municipally contracted water tankers, streams and rivers, rainwater harvesting, donations, paying for delivery of water, boreholes, and emergency water hydrants intended for fire breakouts. He also investigated the implications of the Qwaqwa water crisis for effective planning in post-apartheid South Africa.

He states: “Despite reports from the government that the Qwaqwa water crisis was an issue from 2015 and a result of drought, the study proved differently.” 

Water crisis due to poor planning

“Firstly, the water crisis was a cumulative effect of poor water planning since the founding of Qwaqwa as a homeland in 1974. Further to this, Qwaqwa has not been able to sufficiently provide water to the community from 1974 to date.”

Dr Mocwagae continues: “A major contributing factor to the water crisis was that the three dams in the area were still performing their primary functions as established during apartheid. Planning would have to be done to reprioritise water to Qwaqwa.

He also found that the municipality had not planned and invested in the maintenance and development of water infrastructure to provide water. 

The study was also able to demonstrate that there is a form of socialisation in planning that does not prioritise the community of Qwaqwa. In this community, more than 50% of the people live in poverty. According to Dr Mocwagae’s findings, the idea exists that the community first needs to be viewed a worthy economic contributor in order for them to benefit from water that originates from Qwaqwa. 

“Alternative means of accessing water and water-use education are also needed as part of the process of resolving the Qwaqwa water crisis,” says Dr Mocwagae. 

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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