Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
13 December 2021 Photo Supplied
Besides being the top medical student at UFS in 2021, Dr Mario Vieira is passionate about food, music and sport, and plays the piano and guitar for leisure.

Dr Mario Vieira, one of the University of the Free State’s (UFS) newest graduates in the MBChB programme, says he is fortunate and blessed to graduate from the Faculty of Health Sciences as the top achiever in the class of 2021. Dr Vieira will graduate at the year-end ceremonies. 

Says Dr Vieira: “Privileged is the first word that comes to mind. Yet, there are so many other emotions and feelings involved. One is relieved that the hard work is over for now, but in the same breath, quite sad that this chapter of one’s life has come to an end. Excitement also comes through, knowing that a new challenge lies ahead.” 

Dr Vieira says being the top achiever is undeniably an unbelievable achievement, but there were many other factors and people who made it possible. His family, especially his parents, were his greatest motivation. Their unconditional love and support have made his success possible. 

Multiple factors led to medicine 

According to Dr Vieira, who wanted to be a pilot when he was growing up, there were multiple factors that led to him eventually study medicine. He says: “My first experience with medicine was at a young age when I lost a good friend of mine to cancer. I believe the seed that was planted began to grow when my brother started studying medicine. 
“In high school I made the decision once I realised I was passionate about people and would love to make a difference in the life of others. I think it was the idea that if one could pass this degree, one would be equipped and capable to change lives on a daily basis. My friends in medicine and the support system in Bloemfontein were also incredibly valuable. When times were tough, we would carry each other through,” says Dr Vieira on graduating in one of the university’s toughest fields.

He is starting his internship on 1 January 2022 at Addington Hospital in Durban. 

Besides medicine, this Bothaville, Free State native is also passionate about food, music and sport. He loves cooking and hopes to retire one day with a small restaurant by the sea – cooking food and putting smiles on people’s faces. He also loves playing piano and the guitar.

His message to other students who might be considering studying medicine is: “Be courageous. You are capable of more than you think. Believe in yourself. Hard work, determination and time management can get you where you want to be.” 

Your courage 

Prof Lynette van der Merwe, who took up her new position as Academic Head in the Division Health Sciences Education, Faculty of Health Sciences on 1 December 2021, congratulated the new cohort of UFS doctors and reminded them of the three Cs in the MBChB programme in 2021 – courage, conviction and compassion.

 “I saw your courage, the way you squared your shoulders and looked personal, academic and financial problems in the eye, and endured. You were brave and strong when it mattered most. and stayed true to yourself despite overwhelming odds. You made good choices although they were hard, you found a way to put one foot in front of the other when you were too tired to even think.”

“In the words of the poet Amanda Gorman, “There is always light, if only we’re brave enough to see it. If only we’re brave enough to be it. May you always carry your light into a dark world.” 

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