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20 April 2021 | Story André Damons | Photo André Damons
Hannes Erasmus, an assistant bioanalyst in the Division of Immunochemistry at FARMOVS, a wholly owned clinical research company of the University of the Free State (UFS), will be graduating on Friday with a Master of Science degree majoring in Human Molecular Genetics.

While working on his study for his MSc Human Genetics degree, a staff member of FARMOVS – who was a Gamete intrafallopian tube (GIFT) baby – not only got to meet the doctor who was responsible for his being, but the doctor also formed part of his supervisor team.

Hannes Erasmus, an assistant bioanalyst in the Division of Immunochemistry at FARMOVS, a wholly owned clinical research company of the University of the Free State (UFS), will be graduating on Thursday (22 April 2021) with a Master of Science degree majoring in Human Molecular Genetics. His dissertation is titled Genetic and Molecular Analysis of Male infertility in a private practice in South Africa. His supervisor team consisted of Mrs Sue-Rica Schneiders (supervisor), Dr Gerda Marx, Dr Olga de Smidt, and Prof PH (Paul) Wessels (co-supervisors).

“I feel very proud and fortunate to have the opportunity to complete this achievement. It was not easy, but it gave me more time during lockdown to write up my thesis. One of my biggest challenges was time itself. Late nights in the lab and writing up at night,” says Erasmus about studying and working during the year of COVID-19.

GIFT baby

According to Erasmus, he decided on this topic because he had an interest in infertility from an early age, since he was also a GIFT baby. 

“My parents struggled for a while to conceive after my older sister was born.  They decided on this assisted reproductive technique, and I was conceived. I then had the privilege to meet the doctor who was responsible for my being, Prof Wessels.  He then also formed part of my supervisor team and allowed me to sample my case group at his private fertility clinic.”

His wife, Bernadine, inspires him to be a better version of himself each day.  He strives to contribute to his workspace, his friends, family, and community to grow and better the future of South Africa and our children.

Dean’s Medal 
A colleague of Erasmus – Vicky Simpson, Marketing Manager of FARMOVS, is the recipient of the Dean’s Medal for achieving the best results in respect of a Bachelor Honours degree in the Faculty of Economic and Management Sciences at the UFS. 

Simpson, who graduated with a Bachelor of Commerce Honours with specialisation in Marketing during the virtual graduation on Monday, says she is shocked and at first did not notice that she was the recipient of this award. She obtained her degree with distinction.

“I will always be grateful! Not everyone gets the opportunity to study at a university. Yes, I had to work twice as hard to achieve my goals, but I think I craved success enough to overcome all the challenges.”

                            Vicky Simpson, Marketing Manager of FARMOVS,Picture: André Damons


Grabbed the opportunity with both hands

“I never had the opportunity to study before the age of 30. My family had very limited financial resources.  As a result, my main focus was day-to-day survival. So, I had to find creative ways to make this dream happen. When the doors of opportunity opened here at the UFS, I grabbed it with both hands and made the best of numerous challenging situations. It meant that I had to study and perform well at work, because both aspects deserved my full attention. In the end, I don’t regret the sacrifices I made. I also hope that I made those who believed in my potential very proud,” says Simpson.

“I will always remain grateful to Prof Jonathan Jansen, former Rector and Vice-Chancellor of the UFS, and his wife Grace. They gave me a valuable opportunity back in 2014, which transformed my life. My colleague Pat Lamusse also played a significant role in my development, because she believed in me when it mattered the most.” 

According to Simpson, it was difficult to stay motivated and focused (during COVID-19) while the world was in a state of turmoil and uncertainty.  It required more energy than it would have under normal circumstances. 

“Luckily, my partner Cornél, my friends, colleagues, and family were there to offer me support. I felt like quitting a few times, but grit and vision pushed me forward towards my goal. My amazing study leader, Prof Jacques Nel, was just so inspiring and helpful. We made a stellar team, and my dissertation remains the best document that I have ever submitted. The weekends and late nights spent on writing that document was worth it!”

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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