Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
27 August 2021 | Story Lacea Loader | Photo Supplied
Dr Millard Arnold, UFS Council Member and Senior Consultant at Bowman Gilfillan.

Dr Millard Arnold, Council Member of the University of the Free State (UFS) and Senior Consultant at Bowman Gilfillan, recently contributed to a noteworthy book on leadership and a book on responsive universities. His experience as a journalist and later as a seasoned leader and keynote speaker positioned him well to participate in the book: The Book Every Upcoming, New, and Seasoned Leader Needs to Read – Lessons From Leading Business Minds and Thought Leaders. 

From surviving to thriving

Incorporating collective leadership wisdom for both the leaders of tomorrow and the leaders of today, the book is full of lessons, insights, pep talks, advice, and direction for building your own style and approach to great leadership, and not to shy away from the ecstasy (and sometimes agony) of becoming a significant leader. Packed with the contributions of 48 authors, the book is the antidote to the lack of mentorship in the field. Authors include Brand Pretorius, Edwin Cameron, Marnus Broodryk, Nyimpini Mabunda, and Roze Phillips – to name a few. 

Giving problems to solutions

Dr Arnold’s contribution focuses on fishing out the valuable leadership principles from the sea of leaderships that we are drowning in. “I have found myself in positions of leadership and have had to develop a number of thoughts on leadership which have helped guide me in determining how best to lead,” he writes. This guided him to discover the true essence of leadership, which is problem solving. He asserts that “if there are no difficulties to overcome, no problems to resolve, the leadership is unnecessary”. Leadership has its genesis in problems, he believes. 

Effective leaders make things happen

Among the profound insights that Dr Arnold shares, he highlights the notion that great leaders must understand the problem and have the vision to see the solution. Inevitably, this necessitates the leader to take some risks and to persuade others to get on board. This is only possible if the leader has integrity and ultimately deliver on the promise made. He advises leaders to “ask good questions, listen to the answers, assess the reality, be empathic, and spend a great deal of time on self-reflection”.

Universities must remain relevant 

Dr Arnold also contributed a chapter titled, Poverty, Inequity and Decolonisation: Are Business Schools Responsive to the Challenge? in a book by Chris Brink, The Responsive University and the Crisis in South Africa. The book brings together contributions on the issue of responsiveness from several international university leaders. Dr Arnold’s chapter presents an overview of the impact of colonialism and capitalism on the African mind set and stresses how different South African business schools have responded to the task of being responsive to the challenges confronting the country. It argues that, if carefully managed, business schools can, and should be, vehicles to promote and facilitate positive and constructive change.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept