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05 September 2020 | Story Khiba Aubrey Teboho | Photo Supplied
Khiba Aubrey Teboho.

Transformation at the university must be reflected in all dimensions of the institution, such as leadership, governance, and management, student backgrounds such as practical access and academic excellence, equity in staffing, institutional cultures, and inclusive teaching and learning. I acknowledge that this is not an easy task for universities, and that is why I would urge the student population to exercise patience on some of the matters they bring to the institution. However, they should also not be used by the university as a crutch in undertaking its obligation to transform and promote integration, non-discrimination, and inclusivity across all levels –  not only within the university, but also within the local space where the university finds itself, as we know the history of the institution. We have come a long way and there is still more to do, things to change, but we have to give credit where it is due. I still appeal to the institution to do more, because for some students it is the place that will give them the capability to fight poverty, to prosper, to influence change in society, and to change their lives as well as the lives of their families.

The redress of historical inequalities between historically white and historically black universities – it is a challenge for all universities, and we have come a long way to resolve this. With a new culture of students comes a new challenge, such as the funding challenges that poor and middle-income students are constantly facing. These are some of the recurring issues faced by students continually, requiring a solution that does not impoverish the poor even more. Universities must become spaces for transformation, rather than merely being transformed spaces. It is the transformative development through which students come to understand social justice properly, which certifies that students will go on to promote social justice in the wider society. While universities have long been sites of personal growth and transformation for their students, the impact of the transformative power of these places and the important transformational goal of generating graduates who are engaged citizens working for social justice must not be overlooked, particularly in the literature of transformation at the university.

Similarly, what is questioned by the students themselves is the relevance of what is taught at universities, how students are prepared through the knowledge and skills 'transmitted' to them for life in a South African context, and in what sense graduates are prepared to contribute to the advancement of society after the completion of their degrees. It cannot be that in this era we produce graduates who are job seekers, especially considering the status our country is in. This should be carefully considered in the development of the university’s curriculum and in its strategies.

It is only through an epistemic revolution in institutional culture that universities can become spaces that foster the development of civic-minded graduates. We cannot be relegated to just being students when it comes to the issues raised above if transformation is to take place effectively. Students must also understand that we cannot continue to do things as if it were 1976; we need to find other alternative mechanisms to voice our concerns and make an impact. At times change is not easy and it is not comfortable, but we are ready!
God bless South Afrika. Morena boloka setjhaba sa heso.

News Archive

UFS receives several awards for communication projects
2014-11-26

Staff from the Department of Communication and Brand Management received five awards at MACE 2014. From the left are: Leonie Bolleurs (Excellence awards for the Internet Broadcast Project and the B Safe safety campaign), Lacea Loader, Director of the Department of Communication and Brand Management, Lelanie de Wet (Excellence award for the #FaceOfFacebook social media campaign and Merit award for the Redesign of the UFS website) and René-Jean van der Berg (Merit award for the No Student Hungry media campaign).
Photo: Hannes Pieterse

The Department of Communication and Brand Management at the University of the Free State (UFS) received several national and international awards for communication campaigns and projects this year.

On international level, an audit of the university’s stakeholders received the Jake Wittmer award for research in communication from the International Association of Business Communicators

(IABC), a merit award in the category communication and research management from the IABC, a 2014 IABC Africa Gold Quill award and a bronze medal from the International Business Association (IBA). Furthermore, the audit was a finalist in the Golden World awards (GWA) of the International Public Relations Association (IPRA). The Bult magazine also received a bronze medal from the IBA.

Staff from the department also walked away with five awards at this year’s Marketing, Advancement and Communication in Education (MACE) Excellence awards, which formed part of the annual MACE congress held at Sun City from 13-15 November 2014. Some 185 communication, marketing and institutional advancement practitioners from across South Africa attended the event.

Lacea Loader, Director of the Department of Communication and Brand Management, says: “The national and international recognition from our peers in higher education, as well as from the industry, is of exceptional value to us and I am delighted that the standard of our projects and campaigns could be benchmarked in this way.”

The UFS received awards from MACE for excellence in:

- Internet Broadcast Project (category: audiovisual)
- #FaceOfFacebook social media campaign (category: social media)
-  B Safe safety campaign (category: integrated campaigns)

Merit awards were presented to:

- Redesign of the UFS website (category: electronic media)
- No Student Hungry media campaign (category: media)

Mace fulfils a leadership role in the Higher Education (HE) and Further Education and Training (FET) sectors within Southern Africa by adding value to practitioners in marketing, communication and advancement through high-quality development programmes, facilitating networking partnerships and transformation, as well as promoting best practices among these professions at member institutions.

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