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19 August 2021 | Story André Damons | Photo Charl Devenish
Ebeth Grobbelaar is a Scientific Manager in the South African Doping Control Laboratory (SADoCoL) who is responsible for the review and approval of results at SADoCoL, to ensure compliance with the technical requirements of the World Anti-Doping Agency (WADA).

For Ebeth Grobbelaar, Scientific Manager in the South African Doping Control Laboratory (SADoCoL) – which is housed by the University of the Free State (UFS) – her work at the laboratory is profound, as fairness on and off the playing field is vital to her.

“Creating a fair playing field for athletes to compete carries a heavy responsibility, as an anti-doping violation impacts the athlete’s career,” says Grobbelaar, who is responsible for the review and approval of results at SADoCoL to ensure compliance with the technical requirements of the World Anti-Doping Agency (WADA).

Women are the cogs in the wheel

According to her, anabolic steroids, the multiple analytical disciplines, and rapidly changing technical requirements from WADA have attracted her to the sciences of anti-doping. Sixty percent of her colleagues at SADoCoL are women.  “They are the cogs in the wheel, ensuring the laboratory's smooth operation, taking daily challenges in their stride, and excelling in what they do as analysts and administrative staff,” says Grobbelaar.

Grobbelaar says there are many options in the anti-doping field for women inside and outside of the laboratory. Some of the most influential people in the anti-doping community are women – in their roles as laboratory directors, leading researchers, directors of athlete passport management units for international sports federations, or national anti-doping agencies in various capacities.

With all the responsibilities, come challenges and pressure – especially in a year when the Olympic Games take place. 

Women should learn how to say ‘no’ 

“An Olympic year always has additional stress due to the large number of samples before the games. This year, the pressure is more, with not all accredited laboratories operational, as well as disrupted testing schedules due to COVID-19.  Enabling athletes to compete in fairness on the world stage is a responsibility and a privilege.”

“My faith is my anchor.  As far as possible, I try to leave my work behind when I leave the laboratory, and concentrate on enjoyable things such as gardening, my dog, reading, and walking with my dog. On challenging days, something sweet also helps,” explains Grobbelaar the pressure and how she copes with it. 

This Women’s Month, Grobbelaar says, women should learn how to say ‘no’ to create time for rest and play. Says Grobbelaar: “For many women, ‘doing your best’ or saying yes means working yourself to the point of a mental and physical breakdown. Having the courage to say no, loving oneself through rest and play, replenishing our spirits, and realising that we are unique and precious in God’s eyes, is a challenge that many women face.” 

“Rest and play can take different forms, such as having coffee with a friend or being creative.  The important thing is that your rest or play activity brings joy to your soul and energises you. Ask your friends to support and assist you,” she concludes. 

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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