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17 August 2021 | Story Lunga Luthuli | Photo Supplied
Christina Mack – believes in praying for communities.

Leaving Rustenburg in the North-West for the Free State, Christina Mack’s life has changed for the better. Mack, a Housekeeping Manager on the University of the Free State (UFS) Bloemfontein Campus, believes in hard work and honesty – these are the principles she has lived by for many years. 

“I was fortunate to get a job as a cleaner at the university in 2006, a position I held until I was promoted to Housekeeping Manager in 2016.

“I believe in myself; I am a hard worker and because I am a manager, I always strive for honesty. When I have a challenging day – especially at work, I engage with colleagues with honesty.”

One of the many UFS women of quality, impact, and care, Mack says she is living the life she imagined through some powerful life lessons.  

“I have learnt that in life, you must appreciate everything that is good, have a vision, focus on education, and know your position. You must not only pray for yourself, but also for your community.”

Women who inspire her include her Line Manager, Ronell Kruger. “She encourages and supports me, and she is a hardworking woman. Ronell motivates her staff. In the team, she is a mentor and supports all of us.”

What worries her is the continued and high number of gender-based violence cases across the country. “Government should create platforms for men to be taught about taking care of women. Women deserve equal rights to their male counterparts.”

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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