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Deputy Minister of Higher Education and Training, Buti Manamela, visits the UFS

02 September 2020 | Story Lacea Loader | Photo Charl Devenish

Deputy Minister visit — From the left are: Deputy Minister of Higher Education, Science and Technology, Buti Manamela; Prof Prakash Naidoo, Vice-Rector: Operations at the UFS; and Dr Ramneek Ahluwalia, Chief Executive Officer of Higher Health.

“The work that the University of the Free State (UFS) is doing to ensure that students get the necessary support is quite impressive. The university is saving the academic year to save lives.” These were the words of the Deputy Minister of Higher Education, Science and Technology, Buti Manamela, during a visit to the university’s Bloemfontein Campus on 31 August 2020.

The visit was part of the Deputy Minister’s visit to higher education institutions in Bloemfontein to assess the academic state of readiness and to monitor the safety protocols for the phased re-opening of campuses during Level 2 of the national lockdown.

The delegation, which also consisted of representatives from Higher Health led by the Chief Executive Officer Dr Ramneek Ahluwalia, attended a briefing session in the Council Chambers before visiting various venues on campus. In his opening and welcoming remarks, Prof Prakash Naidoo, Vice-Rector: Operations, said that the safety, health, and well-being of staff and students remain the university’s priority. “Extensive planning has gone into making sure that the university complies with the national COVID-19 protocols and regulations and that our campuses are safe and ready for the return of students. Sufficient hygiene measures are in place, as well as adaptions to ensure physical distancing. The wearing of masks, physical distancing, and hand sanitising remain compulsory on all the campuses,” said Prof Naidoo.

“A Special Executive Group (SEG) was already established by the Rector and Vice-Chancellor, Prof Francis Petersen, at the beginning of March 2020. The SEG meets weekly to discuss and decide on the university’s response to COVID-19 as this pandemic develops over time. Consisting of eight task teams, the SEG is the decision-making entity that responds rapidly and in a coordinated manner to combat the threats to business continuity. One of the task teams is specifically looking at the wellness of our students and staff to make sure that this important aspect is taken care of,” said Prof Naidoo.

During a presentation of the university’s Multimodal Teaching and Learning Plan for the completion of the 2020 academic year, Prof Francois Strydom, Senior Director: Centre for Teaching and Learning, said that the university has an evidence-based approach towards remote multimodal teaching, learning, and assessment. “For instance, our vulnerable students were identified early in the lockdown, and 16 strategies were put in place to ensure that no student is left behind. 99,95% of our students were active on Blackboard. We are developing plans for the 0,05% of students who were not able to participate in learning, so that they can continue their learning journey with the UFS,” said Prof Strydom.

In his closing remarks, Deputy Minister Manamela commended the university management on the initiatives to save the academic year. He also indicated his appreciation for the informative session and encouraged the university to keep on motivating students and staff to be attentive to their behaviour and to remain careful about their health and well-being.

The programme was concluded with a visit to a number of venues on campus, including the examination venues, the Health and Wellness Clinic, the Pathogen Research Laboratory of the Division of Virology and a student housing unit.

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.

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