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29 September 2020 | Story Dr Lynette van der Merwe | Photo Supplied
There is no doubt that 2020 will be a year to remember.  A pandemic, national lockdown, social isolation, health risks, economic and academic disruption, and uncertainty, loss of control, fear, and panic due to information flooding are all ingredients in the perfect storm of the unprecedented ‘new normal’.  Due to COVID-19, we have become sensitised to the need to protect mental health and well-being among all members of society – not least, our caregivers.  The plight of healthcare workers in the front lines has focused our attention on the threat of burnout (defined as emotional exhaustion, depersonalisation, and a sense of low personal accomplishment) as a result of increased stress, as well as the risk of depression and anxiety disorders. 
 
Focus on becoming more agile and adaptable

But do we need to stick to the prescribed script that dooms us to global resignation of merely trying to survive?  Is there an alternative response that uncovers unique strengths? Can we flip the narrative to resilience?  

In the destructive wake of this global crisis, we could instead focus on how we have become more agile and adaptable. We could notice the coping strategies of those who do not succumb to despair, victimhood, or expedience.  We could reimagine a world where the problems of the day do not define us; a world where we respond with intention, drawing on resilience forged in the fire of adversity, resolutely using our prior-established values to guide us.

Resilience helps us to not merely survive, but to recover, regroup, and reach new heights.   Diane Coutu described the characteristics of resilient people:  stoic acceptance of tough situations, creating meaning despite the current overwhelming circumstances, and an astonishing ability to improvise.  The notion was reinforced in a recent perspective published in the New England Journal of Medicine.  The authors eloquently pointed out that during the uncertainty of the COVID-19 pandemic, a sense of altruism and urgency seemed to catalyse restored autonomy, competency, and relatedness – three pillars considered supportive of intrinsic motivation and psychological well-being.  

Adaptive coping strategies

Research among students and staff in the UFS Faculty of Health Sciences has shown that higher resilience (and lower burnout) is associated with adaptive coping strategies.  Strength and growth through hardship were foundational to dealing with endemic stress and inevitable personal, academic, and financial challenges. 

So, what are some of the qualities, skills, or resources that help us bounce back and grow our resilience, resulting in the crisis of the day (aka COVID-19 and its nasty sequelae) causing a (temporary) bruise, rather than a (permanent) tattoo?
Have hope.  Far from blind, naïve optimism, it is instead a sober realism about reality, balanced by finding strength in the belief that in the end, you will overcome (the Stockdale Paradox). This ties closely with acceptance, allowing emotions a seat at the table of our lives but not giving in to their attempts at a hostile takeover.  It happens when we choose to respond, rather than react, leaving space to be flexible enough to adjust our expectations from immediate gratification to the perseverance to sit out the discomfort.  

Stay kind.  In the face of extreme hardship, humans reveal the truth about themselves.  Treating others with compassion, patience, and respect may not make the crisis disappear – but when we look back, are we not most inspired by those who have created meaning through extraordinary humility and sacrifice?  When all is said and done, what story would you like to tell about the kind of person you were during the pandemic? 

Be brave

Be brave anyway.  Approaching the sixth month of the pandemic means that most of us are tired.  Despite trying to be safe, innovative, and wise, there are no apparent solutions or a clear end in sight.  This is the time to be insanely courageous, to step into the arena to find answers and offer alternatives, despite naysayers (often anonymous) criticising your best efforts. This is the moment in history when we need to overcome our fear with the kind of courage that shows up even when legs shake, the voice trembles, and the heart palpitates.

When we look back on 2020, may we do so knowing that we continued hoping (even while accepting the tragic reality), that we stayed kind (creating meaning in the midst of turmoil), and that we were brave (overcoming seemingly insurmountable difficulty with exceptional creativity).  We have much to offer if we allow our resilience to stand this test of time. May COVID-19 change us for the better.


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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