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08 December 2021 | Story Leonie Bolleurs | Photo Supplied
UFS loveLife Computer Graduations
The group of 90 members of the Botshabelo community who successfully completed the 12-week ICT Services short-learning course through a collaboration between the UFS Directorate Community Engagement, the Department of Computer Science and Informatics, and the youth leadership organisation, loveLife.

With the COVID-19 pandemic, many people will look back at 2020 and 2021 with emotions of depression, anxiety, and hopelessness. But for a group of close to 200 community members in Botshabelo, the past two years have not only signified one of their biggest achievements in life; for them, the day that they graduated is also holding the promise of a new beginning.

Both this year’s group and the group of 100 community members who enrolled for the two ICT short learning courses in 2020, successfully completed the programme.

“After 12 weeks of training, the community members were very happy to receive their certificates,” says Alfi Moolman of the Directorate Community Engagement at the University of the Free State (UFS).

According to Moolman, this Information Technology service-learning project is a wonderful example of how the UFS responds to the needs of the community and addresses the digital divide through its Service-Learning programme.

Aiming for 100% digital literacy

Rouxan Fouché, Lecturer in the Department of Computer Science and Informatics who is also doing his PhD in Computer Information Systems, is focusing on the digital divide in his research study, titled: An exploration of service-learning strategies to address the South African digital divide: A Critical Utopian Action Research Approach. He quotes Molawa, who defines the digital divide as the separation of those who have access to digital information and communications technology and those who do not. “Molawa has confirmed that some of the challenges to information and communication technology (ICT) access in Africa have been caused by poverty due to high levels of unemployment, illiteracy, and skills shortage.”

In his study, Fouché states that South Africa is aiming for 100% digital literacy and skills to leverage the power of modern ICT for economic appropriation and to address inequity.

In his investigation, Fouché found that increasing the level of digital skills is the responsibility of many different stakeholders, from governments to universities. “Universities may play a vital role in helping to bridge the digital divide by providing free or affordable access to digital skills training and qualifications focused on groups from marginalised areas.”

He is currently concluding the last phase of his PhD study, which included the implementation of the service-learning action plan with the Botshabelo community – engaging them to strengthen the response to digital literacy.

Equipped with 21st century computer literacy skills

Moolman says they had to think of innovative ways to ensure that students continue to achieve their learning outcomes during lockdown. “A blended learning approach was decided on, where we introduced videos of the sessions that would have been facilitated face to face in the past.”

“As a collective change facilitator in the process, I connected Fouché and loveLife, a youth leadership organisation that has a Cyber Y lab at their youth centre in Botshabelo.”

“The match was a win. loveLife was equipping their target audience with 21st century computer literacy skills, Fouché could continue with his PhD, and his students have achieved their learning outcomes.”

Felix Morobe, the provincial manager of loveLife, believes the skills development opportunities provided by the UFS through their service-learning programmes are benefiting and growing young people in the community.

He says this programme has meant a great deal to the community, as it adds to their CVs. “Moreover, it also carries the logo of one of the best and most well-recognised universities. This course was a big motivation for the members of the community who attended; saying to them, ‘yes you can do it, despite the challenges that the country is facing in terms of youth unemployment’.”

Feedback from some of the attendees of the course, include, “I wish this course could continue and benefit others”; "I am one step ahead of those who did not attend the course"; and "I am going to apply for work now that I have this additional certificate".

“This is a brilliant example of engaged scholarship,” concludes Moolman.

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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