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02 February 2021 | Story Dr Willemien Marais | Photo Supplied

The current issue of Communitas, academic journal of the Department of Communication Science in the Faculty of the Humanities at the University of the Free State (UFS), features scholarly articles ranging from indigenous knowledge systems for science and health communication to online discourses about male rape and the use of social media to increase social capital.  

Communitas is a nationally accredited, open-access academic journal publishing scientific articles in the context of community communication, information impact and related disciplines, including corporate and marketing communication, development and health communication, media studies, and journalism.

These articles address real-world challenges in the field of communication, as well as the impact of communication and information in developing societies, including Southern African communities. While the articles range in focus from global participation to area-specific issues in remote rural areas, they all highlight areas or aspects that form part of or contribute to the rich tapestry of the Southern African communication landscape, thus contributing to African knowledge creation.

Interdisciplinary experts write on real-world issues 

In the latest issue of Communitas, Dr Anton Binneman and Dr Corne Davis write about the use of indigenous knowledge systems for science communication in the context of the Square Kilometre Array radio astronomy project, while Lesego Radebe et al. investigate how traditional folk media can be used to convey diabetes mellitus messages at public health-care services. 

In an article by Dr Tsitsi Mkomde and Dr Estelle de Beer, nongovernmental organisations (NGOs) can benefit from their analysis of the communicative decision-making processes used by corporates to make decisions about funding NGOs and other donor recipients. In another NGO-related article, Prof Retha de la Harpe presents a conceptual model for NGOs and volunteer-based organisations to use data generated by an online platform to understand the invisible user.

For marketers and brand communicators, Dr Abyshey Nhedzi provides valuable insight into improving brand-linkage effectiveness for consumers from an African perspective, while Vuyelwa Constance Mashwa et al. focus on the consumer’s perspective in their article on the use of fictional spokes-characters in brand advertisements and communication. 

The increased focus on pro-environmental reputations by consumer brands and how this is reflected in South African print media, provides marketing-communication practitioners with guidelines to distinguish between types of green advertising, as identified by Prof Angelique van Niekerk and Dr Marthinus Conradie. Dr Patrick Mupambwa and Prof Norman Chiliya look at factors that influence the adoption of an e-marketing orientation among Zimbabwean churches. 

Heterosexual responses to lesbian and gay-themed advertisements are the focus of an article by Nkosiville Welcome Madigana et al., while Dr Karabo Sitto and Prof Elizabeth Lubinga analyse online discourses on gendered myths, risks, and the social amplification of male rape. 

With an increasing number of digital natives joining social media and the growing popularity of influencer culture, Dr Stenford Matenda et al. are looking at young people’s use of social media to increase social capital.  An article by Dr Mvuzo Ponono investigates the implications of current debates on fake news for South Africa and how we understand these insights in the context of histories of conflict and high inequality. Dr Ponono is a lecturer in Communication Science at the UFS. 

*Communitas uses a continuous publication (CP) model and authors are invited to submit manuscripts online or email the Editor-in-Chief, Dr Willemien Marais, at maraisw@ufs.ac.za for assistance. The journal is one of the accredited journals of the University of the Free State. Visit the Kovsie Journals webpage for more information. 

News Archive

In January 1, 2003, the Qwa-Qwa campus of the University of the North (Unin) was incorporated into the University of the Free State (UFS).
2003-02-07


FREDERICK FOURIE

IN January 1, 2003, the Qwa-Qwa campus of the University of the North (Unin) was incorporated into the University of the Free State (UFS).

While this is merely the beginning of a long and complex process, it does represent a major milestone in overcoming the apartheid legacy in education, realising the anti-apartheid goal of a single non-racial university serving the Free State.

The incorporation is also part of the minister's broader restructuring of the higher education landscape in South Africa - a process which aims to reshape the ideologically driven legacy of the past.

In contrast to the past educational and social engineering that took place, the current process of incorporating the Qwa-Qwa campus of Unin into the UFS is informed by three fundamentally progressive policy objectives, clearly outlined in the education white paper 3: (A framework for the transformation of higher education):

To meet the demands of social justice to address the social and structural inequalities that characterise higher education.

To address the challenges of globalisation, in particular the role of knowledge and information processing in driving social and economic development.

To ensure that limited resources are effectively and efficiently utilised, given the competing and equally pressing priorities in other social sectors.

Besides informing the way the UFS is managing the current incorporation, these policy objectives have also informed the transformation of the UFS as an institution over the past five years.

In 2001, former president Nelson Mandela lauded the success of the UFS in managing this transformation, by describing the campus as a model of multiculturalism and multilingualism. This was at his acceptance of an honorary doctorate from the UFS.

Indeed our vision for the Qwa-Qwa campus as a branch of the UFS is exactly the same as it is for the main UFS campus - a model of transformation, academic excellence, community engagement and financial sustainability, building on the histories and strengths of both the Qwa-Qwa campus and the UFS (Bloemfontein campus).

Realising this vision will be a giant leap forward in establishing a unified higher education landscape in the Free State.

In more concrete terms, the UFS is working towards this vision by focusing on the following areas of intervention: access and equity; academic renewal; investment in facilities; and sound financial management.

These interventions are being made not to preserve any vestiges of privilege or superiority, but precisely to increase access for students from poor backgrounds and to promote equity and representivity among all staff.

The current growth phase of the UFS has seen student enrolment almost double over the past five years, in particular black students, who now constitute approximately 55 percent of the student population of nearly 18 000 (including off-campus and online students).

But it has not just been a numbers game. Our approach has been to ensure access with success.

Our admissions policy, coupled with the academic support and "career preparation" programmes we offer, have resulted in significant successes for students who otherwise would not have been allowed to study at a university.

This will be continued at Qwa-Qwa as well.

Our academic offerings too have undergone dramatic change. We have become the first university in the country to offer a degree programme based on the recognition of prior learning (RPL).

This is not just a matter of academic renewal but of access as well, especially for working adults in our country who were previously denied a university education.

As for the sound financial management of the UFS (including the Qwa-Qwa campus), this is being done not for the sake of saving a few rands and cents, but for the greater value to our society that comes from having sustainable institutions.

It is sustainable universities that can make long-term investments to fund employment equity, provide information technology for students, upgrade laboratories, construct new buildings, develop research capacity, and provide a safe environment for students and staff, as is happening now at the UFS.

As a result of such management, a practical benefit for prospective students at the Qwa-Qwa campus of the UFS will be lower academic fees in some cases compared with the Unin fees.

As is the case with all these processes, there are concerns from staff and students at Qwa-Qwa and the broader community of the region that the Qwa-Qwa campus serves.

To get the campus viable and to ensure its continuation in the short term, tough choices had to be made by the minister of education regarding which programmes to offer and fund.

But we have been encouraged by the community's understanding that these concerns can be addresed over time as the campus becomes financially viable.

Meetings between the top mangement of the UFS and community representatives, staff and students at Qwa-Qwa have laid the basis for building a climate of trust in such a complex process.

We should not be captives of the past divisions but build this new unified higher education landscape that can meet our country's developmental needs.

It should be a higher education landscape that is based on broadening access, promoting equity and social justice, developing academic excellence, and the effective and efficient management of scarce resources. This should be our common common objective.

Professor Frederick Fourie the rector and vice-chancellor of the University of the Free State (UFS)

 

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