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15 February 2021 | Story Leonie Bolleurs | Photo istock
The Faculty of Natural and Agricultural Sciences has reorganised three of its departments, and as a result the Departments of Animal Science, Microbiology and Biochemistry, and Sustainable Food Systems and Development have been established.

In a continuous effort to inspire excellence and transform lives, the Faculty of Natural and Agricultural Sciences at the University of the Free State (UFS) has reorganised three of its departments. The entities that were affected include what was known as the Department of Consumer Science; the Department of Animal, Wildlife and Grassland Sciences; and the Division of Food Science.

The Department of Animal, Wildlife and Grassland Sciences has changed to Animal Science, while the Department of Consumer Science and the Centre for Sustainable Agriculture, Rural Development, and Extension (CENSARDE) merged to become the Department of Sustainable Food Systems and Development.

Sustainable food systems

Both the Department of Consumer Science and CENSARDE are major contributors to studies on food systems. According to Prof Johan van Niekerk, Head of the new Department of Sustainable Food Systems and Development, the two academic entities create a natural link that provides the potential for training, development, and research from a food systems perspective to benefit the local and national agri-business sector. 

Prof van Niekerk elaborates: “Food systems can be defined as the processes involved in providing food, fibre, and fuel products. These processes include growing, harvesting, processing, preparing, packaging, transporting, marketing, consumption, and waste management.”

“In terms of the academic structure at the UFS, the processing, preparing, and packaging of food resided within the Department of Consumer Sciences. The processes of growing, harvesting and food production, on the other hand, resided within the Centre for Sustainable Agriculture. The newly established Department of Sustainable Food Systems and Development holds the potential to combine the academic expertise of two separate entities into an interdisciplinary body that focuses on sustainable food systems from a holistic perspective.”

Relevant on a global scale

According to Prof Frikkie Neser, Head of the now Department of Animal Science, it is a worldwide phenomenon that Animal Science and all its related disciplines are classified under the name Animal Science.

As part of the changes in this discipline, Meat Science, Dairy Science, and Wool Science will again be presented within the department. Meat scientist, Prof Arno Hugo, and dairy scientist, Dr Koos Myburgh, and their support staff also joined the department. 

According to Prof Neser, the changes will also lead to the establishment of a Meat and Dairy Unit, an Animal Breeding Genomics and Bioinformatics Unit (ABGB), and a Dairy Processing Unit. The latter will be hosted on the Paradys Experimental Farm outside Bloemfontein.

Prof Neser says that changes to the department will simplify the curriculum without compromising the quality of the content or the professional registration of Animal Science students.

“Students will be exposed to the full value chain in meat, dairy, and wool, and research and product development can be conducted in our own fully equipped facilities,” says Prof Neser.

The changes will also lead to a better service to the industry. “Quality as well as chemical and microbial composition of meat will be tested for the whole meat industry. A similar service will also be provided for the dairy industry,” he says.

“A consulting service will also be available,” adds Prof Neser.

Furthermore, he says that the ABGB Unit will provide a statistical and analytical service to the university and the industry. “With the unit, it is possible to create a research facility that can coordinate and enhance all animal breeding research in the country, which will help South Africa to remain relevant on a global scale.”

As much as it will have a global footprint, the department will also add value on a local basis by presenting short courses in all disciplines for both commercial and emerging farmers, as well as the community as a whole.

“We will also continue to build on relationships with other universities, research and government institutions,” says Prof Neser.

Changes to Division of Food Science 

Another significant change that took place in the faculty was in the Division of Food Science. With the changes taking place in the Division of Food Science, the Department of Microbial, Biochemical and Food Biotechnology is now known as the Department of Microbiology and Biochemistry.

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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