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02 August 2021 | Story Leonie Bolleurs | Photo Supplied
Prof Maryke Labuschagne, a successful scientist who is doing great work to enhance food security on the African continent, admires women who have made an impact, often in male-dominated environments.

Maryke Labuschagne, Professor in Plant Breeding at the University of the Free State (UFS), is known to many for her work to enhance food security. 

She holds the National Research Foundation’s South African Research Chairs Initiative (SARChI) Chair on Disease Resistance and Quality in Field Crops, travelling all over Africa to do research on the genetic improvement of staple food crops in communities. Through decades of research and collaboration, she has also contributed to the establishment of a strong network of researchers on the continent.

During an interview in celebration of Women’s Month, Prof Labuschagne talks about her experiences as a young scientist and how she believes young female researchers should be supported and nurtured. 

Is there a woman who inspires you and who you would like to celebrate this Women’s Month, and why?

Besides the scientists she had the opportunity to work with in countries such as Zimbabwe, Zambia, Uganda, Ghana, Ethiopia, Kenya, Lesotho, Eswatini, Tunisia, and Ethiopia, she also met women who are working the fields to produce crops for their families, raising their children, and living in difficult conditions. “These women, who make it work against all odds, inspire me,” says Prof Labuschagne.

Other women she admires and who have made an impact – often in male-dominated environments – include role models from the past, such as former UK prime minister, Margaret Thatcher; physicist Marie Curie, who was far ahead of her time; and American geneticist Barbara McClintock, who won a Nobel Prize in 1983. 

What is your response to current challenges faced by women and available platforms for women development?
 
“When I started working in the Faculty of Natural and Agricultural Sciences at the UFS in 1989, it was a different world. It was a totally (white) male-dominated environment. The number of women scientists could be counted on the fingers of one hand, and they were often not given the same opportunities as their male counterparts,” she recalls.

Prof Labuschagne continues: “With women having so many opportunities today, it is now totally different.”

She believes women will always have a double burden – being responsible for a family and having to compete on an equal footing with male colleagues in the workplace. There are now, however, many platforms and support systems specifically for women, and she encourages women to make use of every available form of assistance they can get.

I would say you can have it all. Work hard, believe in yourself, follow your dreams, focus on your goals, see the opportunities – not the challenges, and leave a legacy. – Prof Maryke Labuschagne
 
What advice would you give to the 15-year-old you?

“I would say you can have it all. Work hard, believe in yourself, follow your dreams, focus on your goals, see the opportunities – not the challenges, and leave a legacy.”

She is convinced that young women can have a family and a career, even if they believe it is not possible. 
 
What would you say makes women of quality, impact, and care?
 
“I see many women at the UFS making their mark, making an impact in their chosen fields.”

According to Prof Labuschagne, what would have been unthinkable just a few decades ago, such as women serving as deans and in top management positions, is now a reality. 

“I see young female researchers boldly taking on the world, believing in themselves and their abilities, and knowing they will be successful.” She states that each of these women should be supported and nurtured, as they will have a huge influence on the course of the university’s future.

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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