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16 October 2020 | Story Leonie Bolleurs | Photo Supplied
Qinisani Qwabe, one of the Mail & Guardian Top 200 Young South Africans, considers it important to always reach out and contribute to someone's life, no matter how small it may be.
Looking back at 2020, most people will not have fond memories. But for Qinisani Qwabe, a second-year PhD student in the Centre for Sustainable Agriculture, Rural Development and Extension, 2020 turned out to be a good year.

On 10 September, he heard that he was selected as one of the Mail & Guardian Top 200 Young South Africans in the education category. As if being elected as one of the prestigious group of young people is not enough, Qwabe added another feather in his cap when he was chosen as one of 21 young scientists by the Academy of Science of South Africa (ASSAf), in collaboration with the Department of Science and Innovation (DSI). 

When offered the chance to represent South Africa at a BRICS Conference in Russia, he seized the opportunity with both hands. At this virtual event, he presented a paper on a topic he cares about a lot – ecology. His paper, using a South African case study, was titled: The role of agrobiodiversity on environmental management and its impact on human ecology.

Sustainable resources

From an early age, growing up in a very isolated community called iSihuzu on the outskirts of Richards Bay, Qwabe worked hard. He not only reaped the rewards by seeing all his tuition fees paid, but he was also offered opportunities to make a difference in society. 

“I want to see a society that leads a sustainable life and values its natural resources. This is what wakes me up every morning. That is what I am working towards,” he says.

Qwabe has a registered organisation that, among others, seeks to achieve agricultural biodiversity, respect and value for local knowledge, sustainable development, as well as youth and community engagement.  

The organisation has two legs – one dealing with agricultural production and the other focusing on social entrepreneurship. “As part of this social entrepreneurship initiative, we are working with schools in the north of KwaZulu-Natal, where we do outreach programmes (e.g. donating school uniforms), and run projects driven towards sustainability,” says Qwabe.

But he believes that it is his voice on indigenous foods, together with his passion for research – complemented by community development initiatives – that contributed to his selection as one of Mail & Guardian’s top 200 Young South Africans. 

A greater vision

He is happy to be in the academia and believes that it will propel him towards his greater vision. 

“My vision for my future is to be well-known for my contributions on matters of environmental sustainability, and equally so, for community development. Parallel to my philanthropic undertakings, I envision being a leader in one of the leading organisations on environmental sustainability, such as the World Health Organisation's Food and Agricultural Organisation (FAO),” says Qwabe. 

Here he would like to focus his energies on food security, nutrition, and food safety; sustainable management and use of natural resources and forestry; and institutional capacity building for the sustained management of natural resources and increased agriculture production.

The next generation

Qwabe believes he is making an impact and building a solid foundation for the upcoming generations to build upon.  He urges the youth of South Africa to strive to make a difference. “No matter how small it might seem,” he says.

“To borrow from the American songwriter, Michael Jackson – WE are the world. And that 'WEness' denotes that each one of us has a role to play.

 

 

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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