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18 August 2021 | Story ANDRÉ DAMONS | Photo ANDRÉ DAMONS
Dr Osayande Evbuomwan, a Senior Lecturer and Medical Specialist in the Department of Nuclear Medicine, always wanted to specialise in an area of medicine that was novel, innovative, intriguing and involved a lot of opportunities for groundbreaking research

Dr Osayande Evbuomwan, Senior Lecturer and Medical Specialist in the Department of Nuclear Medicine, Faculty of Health Sciences, at the University of the Free State (UFS) always wanted to specialize in an area of medicine that was novel, innovative, intriguing and involved many opportunities for groundbreaking research.

This passionate medical man, who joined the UFS in 2019, is behind his department using Lutetium 177 PSMA (Lu-177 PSMA) therapy to treatment metastatic castrate resistant prostate cancer (MCRPC) – an advanced stage prostate cancer. 
The UFS and the Free State province can now join other South African universities, like the University of Pretoria, University of the Witwatersrand, and other provinces in using this method to treat MCRPC patients. 

Built for this job

Dr Evbuomwan explains nuclear medicine is a medical specialty that involves the use of unsealed sources of radiation in the form of radioisotopes for the diagnosis and treatment of various disease conditions including cancers.
“It’s novelty and opportunity for research and ability to diagnose and treat disease conditions in one specialty attracted me to this field. I always wanted to be a doctor. I see it as a calling. It was also something my mum discovered while I was growing up as a child. In my next life, I would choose to be a medical doctor again,” he says.

“I was built for this job and it is always my joy to have the opportunity to carry out my work. We have been well-trained for this; we support all our skills with prayers. We try to give our patients the very best,” says Dr Evbuomwan, who is originally from Benin City, Edo state, Nigeria. 

After graduating as a nuclear medicine specialist from Wits University, Dr Evbuomwan moved to the City of Roses after a work opportunity opened. He saw it as an opportunity to showcase his talents.

“I have been privileged to receive training in this treatment during my residency training at Wits. I treated a few of these patients during my training and the results were amazing. The University of Pretoria has also been involved with this treatment, with some amazing results that are recognised worldwide. 

“This was enough to convince me to push for our department to also join the powerhouses and offer this treatment to patients who need it. With the influence of a very understanding head of department, Dr Gerrit Engelbrecht, we have been successful in pushing for the commencement of this treatment at our facility,” says Dr Evbuomwan.

Important treatment
According to him, the availability and expertise of Lutetium 177 PSMA (Lu-177 PSMA) therapy to treat MCRPC is very important for the Free State and the UFS, as it is able to offer an option for patients who do not qualify for available conventional treatment and/or who have failed the first line of conventional treatment. 

“In the majority of patients this treatment offers improved quality of life, disease-free progression and improved overall survival. It also alleviates the constant bone pains these patients have to go through daily. To be able to offer this treatment puts the university and the province on the map alongside other top institutions in and outside the country. It also offers opportunity for research,” says Dr Evbuomwan.

He believes with a PET/CT camera for proper staging of these patients with cancer the UFS would be able to expand the treatment of patients suffering from this deadly illness. Currently the university does not possess such a camera and has to use lesser methods in identifying the right patients for this therapy.

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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