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23 September 2020 | Story Rulanzen Martin
Prof Mongane Wally Serote said South Africa was created with people from all over who made this their home.
The Centre for Gender and Africa Studies (CGAS) prides itself in creating spaces for intellectual discourse. This was illustrated in a Heritage Day lecture webinar presented by National Poet Laureate, Prof Mongane Wally Serote. The lecture was in collaboration with the University of the Western Cape (UWC) and the Department of Sports, Arts and Culture.

The lecture took place on 23 September 2020. Dr Stephanie Cawood, director of CGAS was the programme director. 

Diversity is our biggest heritage

Prof Serote presented the webinar under the theme Going to Basics: The Reconstruction and Development Programme of the Source. “As South Africans, we came from everywhere and created a home here –- we are the microcosm of the world,” Prof Serote said as he started his lecture. He also said that diversity is the biggest heritage the country has, and that it is a cultural expression emanating from our most complex and difficult history.

The Constitution of our country is a piece of valuable evidence in the commitment to overcome our historical adversities. “Understanding our history seeks to persuade us as a nation, and to understand that change, is constant in the dynamism and dialectics of time,” said Prof Serote. He explained this by saying that, as a nation, we must become masters of knowledge of the constant systems of change and the management thereof.

“Since the outbreak of the coronavirus pandemic, we have quickly arrived at making fundamental changes and transformation,” he said. This is because the world is changing dramatically and very fast. “The biggest and most important lesson is that we dare not forget that humanity is one,” he said.

Social cohesion and nation building a shared responsibility 

As much as the webinar commemorated Heritage Day, it was also a poignant reminder of the role that universities have to place in society at large. “We at the UFS pride ourselves on providing space for debates. This is what we are hosting here today,” said Dr Chitja Twala, Vice-Dean of the Faculty of the Humanities at the UFS.  Dr Twala also said that Heritage Day is one of the milestone days on which “Africans pride themselves”.

The Deputy Minister of Sports, Arts and Culture, Nocawe Noncedo Mafu, referred to Dr Twala’s sentiment, saying that events such as these should be hosted “to foster social cohesion and nation building, which cannot succeed if it remains a project solely and exclusively owned by government”.  Deputy Minister Mafu reiterated that social cohesion and nation building should be a concern for the rest of the society. “I am therefore thrilled with this lecture and notably the partnership with the two universities," she said.

The national theme for Heritage Month 2020 is ‘Celebrating South Africa’s Living Legends.’

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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