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23 October 2020 | Story Andre Damons | Photo Supplied
Prof Johan H Meyer and Prof Hussen Solomon.

Two scholars from the University of the Free State (UFS) are among 31 of the country’s leading scholars and scientists who were inaugurated as new members of the Academy of Science of South Africa (ASSAf)

Prof Johan H Meyer from the Department of Mathematics and Applied Mathematics and Prof Hussein Solomon from the Department of Political Studies and Governance were inaugurated as members of the ASSAf during the annual award ceremony that was held virtually on 14 October 2020.

Looking forward to make a contribution

Prof Solomon says he is humbled to be included into the ASSAf family.

“Earlier this year, Prof Neil Roos asked if he could nominate me for ASSAf. This was done in March, after which I heard nothing until last week. What it means to me is an acknowledgment of my cumulative academic career spanning 31 years. I look forward to making a contribution via ASSAf towards the next generation of scholars and scholarship in SA,” says Prof Solomon.

Humbled and honoured

Prof Meyer says he was asked by the top management of the UFS to apply for membership, but his inclusion came out the blue.

“I feel humbled by this inclusion – to be welcomed in a community that is regarded scientifically significant. I never expected to be selected, but I am nevertheless satisfied with the contributions I could make, in particular to the mathematical community. I feel honoured, and trust that I will be able to live up to it for several years to come,” says Prof Meyer.

Serve as role models for younger academics

Prof Corli Witthuhn, Vice-Rector: Research and Internationalisation, said this honour was bestowed upon the two researchers whose work has been judged by their peers to have significant international impact. 

 “We are very proud of the two outstanding researchers who were selected as members of the Academy of Science of South Africa during 2020. They continue to serve as role models for our younger academics in natural science and in the humanities and social sciences who are striving to produce the highest quality research that is relevant to a local and international audience.”

As the official Academy of South Africa, ASSAf honours the country’s most outstanding scholars by electing them to membership of the Academy. ASSAf members are drawn from the full spectrum of disciplines. New members are elected each year by the full membership of the Academy is in recognition of scholarly achievement. Members are the core asset of the Academy and give of their time and expertise voluntarily in the service of society. The 31 new ASSAf members bring the total membership of ASSAf to 597.

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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