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17 August 2021 | Story Nonsindiso Qwabe | Photo Supplied
A story of hope, courage, resilience, and working your way to the top. Dilahlwane Mohono started working as a cleaner at the UFS in 1992. Today, she is a Senior Faculty Officer in the Faculty of Natural and Agricultural Sciences and holds two honours degrees.

Fuelled by her deep pain due to falling pregnant during her matric year, as well as the desire to one day hold a qualification, Dilahlwane Mohono – Senior Faculty Officer in the Faculty of Natural and Agricultural Sciences – says her story is her favourite, as it is a story of hope, courage, resilience, and working your way to the top.

Because of her pregnancy, Mohono did not complete Grade 12 in 1990. She got married immediately thereafter. In 1992, she began working as a cleaner for a company that was insourced to provide meals on the University of the Free State Qwaqwa Campus. She says this experience often left her with mixed feelings, as it hurt to see her peers studying further, but this is also what ultimately motivated her to complete her matric. “Graduation ceremonies were the most painful events for me. This eventually pushed me to turn to ABET to complete my matric in 1994. From there, I was determined to start my academic journey, so I registered with Stanford Business College for a Secretariat and Computer Skills Diploma. It was a six-month course, but I graduated in the end. That graduation inspired me. It motivated me to study further. Juggling work and studying became challenging, because I was a young mother and wife, but I had to attend classes after work.”

The joy of education

In 2000, she registered for a Higher Diploma with Unisa, and at the same time took up a new position in the library on campus. At the time, it was still called the University of the North Qwaqwa Campus. She recalls this as the beginning of her upward trajectory in life. “The joy of education and seeing how far I have come made me realise how much potential I have, so in 2003 I registered for a BA Sociology and English degree at the UFS, and thereafter went on to do my BA Honours in Sociology.”

She took up a new position as Assistant Officer in the Faculty of Education. Wishing to be relevant to her new faculty, Mohono completed a Postgraduate Certificate in Education (PGCE), and thereafter a second honours degree in Curriculum Studies. “I felt like I was flowing. My colleagues helped me out and I wanted to ensure that I was the best in everything, because I did not want to disappoint them. What always encouraged me, were my children. I separated from my husband in 2003, so I found myself raising my kids single-handedly, and I needed to show them that we could all make it, and life would still go on.”

In 2018, the Faculty of Natural and Agricultural Sciences advertised a senior position. Mohono says she took a chance and applied because she wanted more growth. “I am now a Senior Faculty Officer. I was privileged to be afforded an opportunity to work for the university, so I always thought – how can I work in an academic higher learning environment and not use the opportunity to study and pursue an education.”

Is there a woman who inspires you and who you would like to celebrate this Women’s Month, and why?
It has to be my late mother. She was a very hardworking woman, but she passed on very early, in her early 40s. She worked in the same dining hall I started in, and a lot of the women I worked with then worked with her too. They took me under their wings and motivated me to continue chasing my dreams. Some were not even educated themselves, but they motivated me. I drew a lot of inspiration from them.

What advice would you give to the 15-year-old you?

She must take pride in being a woman, know who she is, and know that she must be brave and confident, and run with education as the key to her success. If it wasn’t for education, I shudder to think where I could’ve been. When I look back and see what I have achieved, being able to rise from all that while single-handedly raising my children, it makes me feel very strongly about myself. I am a very powerful woman. 

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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