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24 August 2021 | Story Rulanzen Martin | Photo Flickr (GovernmentZA)
Minister Lindiwe Zulu said the ethos of social sciences should serve as a blueprint for academics to foster a better understanding of social development.

While most of the discussion about the recent violent protests and looting focuses on the political impact and economic ramifications, a group of social science academics met with the Minister of Social Development, Lindiwe Zulu, for a virtual colloquium on 18 August 2021 to assess the entrenched societal ills that preceded these acts of violence. 

During the colloquium hosted jointly by the Department of Social Work at the University of the Free State (UFS) and the Zola Skweyiya African Social Policy Innovation (ZSASPI) at the University of Cape Town (UCT), there were tangible engagements and presentations on how to deliver implementable solutions that social scientists could utilise when attempting to address the notion of violence during protests in South Africa. Some of the solutions are based on active citizenship – getting communities to contribute to the national development agenda, and an understanding of the provisioned right to protest and the responsibilities thereof. 

Other speakers included Dr Mpumelelo Ncube, Academic Head of the Department of Social Work at the UFS; Prof Chitja Twala, Vice-Dean, UFS Faculty of the Humanities; and Prof Ndangwa Noyoo, Director of the Zola Skweyiya African Social Policy Innovation. The panel also featured Dr Motlalepula Nathane-Taulela from the University of the Witwatersrand (Wits), Dr Grey Magaiza, Lecturer in Sociology at the UFS, and Dr Thabisa Matsea from the University of Venda (Univen). Presentations ranged from the right to protest with responsibility, active citizenry, political intolerance and inequality, unemployment, and poverty.

Social Sciences best to deal with underlying issues
 
In her keynote address, the Minister of Social Development, Lindiwe Zulu, stressed that social scientists are the best equipped to address social development issues. “We need to understand the deeper state of the people, and the humanities and social sciences should redefine their role,” she said.

In the wake of the looting and riots in July 2021, it is important for the Ministry of Social Development to understand and to look deeper into the impact and effect that COVID-19 had on the psyche of people in South Africa. Minister Zulu said her department wants to intensify the psychosocial support to communities and that she hoped the colloquium would look for “African solutions for our unique African problem”.  

She also cautioned that many youngsters were involved in these violent protests and reminded the youth about their role within the broader society – “to be educated in order to prepare, lead, and build a prosperous South Africa and African continent”.   

     Watch a recording of colloquium here:       


Colloquium much-needed space for critical discussion 

“This is the kind of platform we need to use in order to inform but also to try and guide our communities in terms of our research findings,” Prof Twala said in his opening remarks.  Dr Ncube reiterated Prof Twala’s sentiment by saying, “As academics, we had to ask ourselves what the role of social workers is in the broader society and what could be the role of social sciences in addressing these questions of violence in protest, using our intellectual muscle to bring about tangible change.”   

Protesting comes with inherent responsibility 

Section 17 of the Constitution of South Africa makes provision for protesting, but with these rights, there are also some responsibilities on the part of the protesting community. “This right has gotten backlash – particularly from academia – on how the protest culture has turned violent,” Dr Ncube said.  He also said that South Africa has been dubbed the world capital of protest, because in “some cases we had a protest every second day”. 

This colloquium served as an inaugural step in facilitating important discussions on a national level. 

Listen to a recording of the colloquium here


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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