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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

Kovsies proud of a gold PRISM Award for safety campaign
2015-05-05

Stefan Lotter, Leonie Bolleurs and Lacea Loader. All three are from the Departement of Communication and Brand Management at the UFS.
Photo: Hannes Pieterse

The University of the Free State, takes pride in the gold PRISM Award (from the Public Relations Institute of Southern Africa) for the B Safe Take Action safety campaign that has been rolled out on the campus since 2013 by the Department of Communication and Brand Management.

The campaign earned the Von H Brand Provocateur gold award in the internal communication category.

“The UFS is the only tertiary institution to receive a gold award. The award is a great honour for the department, considering the cream of South African public relations took part in the competition, and the standard was naturally very high. It was also a feather in the cap for us that the uniqueness of the campaign received national recognition from our peers in this manner, said Ms Lacea Loader, Director: Communication and Brand Management at the UFS.

The university is responsible for about 32 000 students and 4 000 members of staff on its three campuses: the Bloemfontein and South Campuses in Bloemfontein and the Qwaqwa Campus in the Eastern Free State. It is of cardinal importance for the university that its students, staff, and assets are safe.

Apart from safety measures that have been implemented by the UFS Protection Services, the B Safe Take Action campaign has also been rolled out on the three campuses of the UFS. The campaign supports the safety strategy of the university. It is aimed at developing a culture of safety awareness in students and staff alike. The purpose of the campaign is for staff and students to take ownership of their own safety. In addition, it creates awareness of the safety measures that are in place at the UFS.

The campaign has been rolled out on various communication platforms. These include placards, pamphlets, lamp-post advertisements, an advertisement board, emails, and messages on student communication portals such as Blackboard, the UFS web and intranet, social media, information boards in the campus parking areas and on the pedestrian walkways as well as messages on refuse bins around the campus. “The fact that a variety of communication platforms has been deployed, the striking design and character of the messages, and the number of target audiences that have been reached further contributed to the success of the campaign,” said Ms Loader,

The campaign also received a merit award from the International Association for Business Communication (IABC). The award will be presented on 15 June 2015 in San Francisco, USA.

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