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08 April 2021 | Story Nonsindiso Qwabe | Photo Sonia SMall

How has COVID-19 further widened the gender inequality gap in the workplace?

This was the central question addressed during the first instalment of a webinar series on Gender and Social Justice hosted by the Unit for Institutional Change and Social Justice at the University of the Free State (UFS). The webinar, which was hosted on the UFS Qwaqwa Campus on 29 March 2021, featured Prof Pearl Sithole, Qwaqwa Campus Vice-Principal: Academic and Research; Advocate Nthabiseng Sepanya-Mogale, Commissioner at the Commission for Gender Equality (CGE); and Tholo Motaung, skills trainer, moderator, and gender activist at the Vaal University of Technology as panellists. 

Prof Sithole said COVID-19 revealed the disparity that still exists between men and women in the workplace. “COVID-19 has been the magnifier. We’ve modernised quite a lot, but we’re still unequal in terms of gender. Why are we not progressing in terms of women moving forward towards equality when there has been so much progressive thinking in the political space, social justice space, as well as in the kind of feminism we have had in academia? Why are we actually not winning the battle of just regarding each other as equals?” 

Women hardest hit by COVID-19 lockdown

Advocate Sepanya-Mogale said the lockdown revealed the gender gap mostly through the significant impact it has had on South African women.

In 2020, 34% of the country’s workforce comprised women – a sharp decline of 9,8% from 43,8% in 2018.
“This decline is alarming and a clear indication of who becomes the first victims, but that is hardly talked about. A lot of women have experienced resistance from industries they had been serving diligently,” she said. She said women were often faced with the burden of integrating their work with increased care responsibilities for their children and sometimes also the elderly as primary caregivers. The double responsibility placed on women continues to re-enforce gender roles in our societies and further pushes away the success of closing the gap on gender equality prospects in our society.

Advocate Sepanya-Mogale said women were the hardest hit in most industries. In the beauty and tourism industry; air transportation; informal trading; and healthcare sector to name a few, women bore the brunt the most. “Women are the biggest employees on all economic levels in South Africa, especially the low-income and unskilled levels,” she said.
She said as the spread of the virus was likely to continue disrupting economic activity, all sectors of society needed to get involved and play their part.

“As disease outbreaks are not likely to disappear in the near future, proactive international action is required to not only save lives but to also protect economic prosperity. Academic institutions are authorities in terms of opening up new discussions, leading new debates, and putting critical issues at the centre of the table. Let us all do what we can so that we empower our people relevantly for the times we’re living in.”

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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