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11 February 2021 | Story Leonie Bolleurs | Photo Ané van der Merwe
Dr Ismari van der Merwe was instrumental in establishing the new Department of Sustainable Food Systems and Development.

Dr Ismari van der Merwe believes that by forging strong relationships, women can affect virtually every aspect of their students' lives, teaching them vital life lessons that will help them succeed beyond term papers and standardised tests. 

She states that it is not always easy to change a student's life, so it takes a great teacher to do so. “You, as a teacher, have a very significant, lifelong impact on all your students. This impact involves not only the teaching of particular academic skills, but as importantly, the fostering of student self-esteem.”

“Reinforcing self-esteem in the classroom is associated with increased motivation and learning,” she says.

Dr Van der Merwe is Lecturer and Programme Director in the Department of Sustainable Food Systems and Development at the University of the Free State (UFS).

On 11 February – International Day of Women and Girls in Science – the UFS is celebrating her not only for the impact she has on her students, but also for being instrumental in establishing the new Department of Sustainable Food Systems and Development, putting the UFS on the international forefront.

A sustainable food system

“We want our students to be part of a sustainable food system that provides healthy food that meets food needs, while maintaining healthy ecosystems that can also provide food for generations to come, with minimal negative impact to the environment,” she says. 

“The right to food is a fundamental human right.”

Dr Van der Merwe believes that a healthy personal food system and how it is managed is now more critical than ever before. 

Her current work involves managing the five main food-related values of taste, health, cost, time, and social relationships, as well as other less prominent values of symbolism, ethics, variety, safety, waste, and quality within these personal food systems. She feels the prominence of these values varies among us as well as across our eating situations. “More research on this will be fascinating,” says Dr Van der Merwe. 

A male-dominated field

On the role of women in science, Dr Van der Merwe says it is often considered a male-dominated field. “According to United Nations data, less than 30% of scientific researchers worldwide are women,” she states.

Telling her story about becoming a scientist, she says that science chose her. “Many scientists have reported that their interest and curiosity in science or the natural world started in early childhood.”

We want our students to be part of a sustainable food system that provides healthy food that meets food needs, while maintaining healthy ecosystems that can also provide food for generations to come, with minimal negative impact to the environment. – Dr Ismari van der Merwe

 

“I started as a teacher and ended up working for the Agricultural Research Council, where I was responsible for a research programme on dry beans and started a small-scale research factory.”

“Later when we moved to Bloemfontein, I joined the UFS. Here I am privileged to be able to do research and teach. Science chose me as part of my life journey, and I never looked back.”

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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