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14 December 2021 | Story Leonie Bolleurs | Photo Supplied
Ofhani Mavhungu was recently awarded the Professor Rob Gous Scholarship by the Animal Feed Manufacturers Association (AFMA) of South Africa.

From a very early age, Ofhani Mavhungu knew he wanted to be involved in agriculture one day. Fast forward a few decades and you find Ofhani enrolled for the MScAgric Animal Science degree at the University of the Free State (UFS).

As a goal-orientated person who is open to new ventures, he reckons this degree will broaden his knowledge and understanding of the industry. “I believe Animal Science is an interdisciplinary field of study that enables students like me to pursue various career opportunities, ranging from primary animal production to secondary product processing, retail, and quality assurance. This motivates me to be part of the team that will ensure food security for the future generation,” says Ofhani.

Opening doors to a career in Animal Science

The Professor Rob Gous Scholarship for 2020/2021 that was jointly awarded to him and Victor Makofane of the University of Limpopo by the Animal Feed Manufacturers Association (AFMA) of South Africa, is for Ofhani a step closer to realising his dreams. 

“Diligence and hard work have always been the driving force throughout my studies, and I am delighted that my hard work was rewarded. This award further reflects on the Department of Animal Science’s dedication and commitment to build and mentor strong candidates who are recognised by the industry,” he says.

With increasing animal feed costs, the search for more cost-effective feed utilisation techniques – without compromising the nutritive value or feed quality – becomes critically important for intensive broiler producers. 

Ofhani’s study, which aims to evaluate the effect of increasing levels of a nutritional fat emulsifier with a high HLB on the (i) diet digestibility and (ii) production performance of broilers, will provide some insight into the possible energy-saving effect of dietary emulsifiers with a high HBL in broiler diets with moderate lipid inclusion levels. 

“A digestibility study will give more information on the emulsifier effect at metabolic level, and a production study will provide information on growth characteristics and carcass composition.”

An opportunity to compete with other candidates in the industry

“Few studies have been conducted on lipid emulsifiers under South African conditions, which necessitates the need for further research in this field,” he says. 

Ofhani, whose motto in life is to stay humble and accept positive criticism – as it is meant to enlighten you – wants to pursue a career in the animal feed industry. “My qualification will give me an opportunity to compete with other candidates of our generation in the industry, as well as on a research/academic level. By completing my MScAgric, I will broaden my own skill set so that I can continue with industry-related research in the future and provide mentorship to prospective animal scientists,” he adds. 

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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