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13 January 2021 | Story Leonie Bolleurs | Photo Lund Humphries
Prof Jonathan Noble has published a book on the work of internationally acclaimed and award-winning architect Peter Rich.

“We see what we want to see, and we make it our own”, is the opening line of Prof Jonathan Noble’s new book The Architecture of Peter Rich: Conversations with Africa. Quoted from a Ndebele woman, this captures the very essence of ‘everything’ because, says Rich, a creative life is one that takes and remakes; a way that finds the ‘open path’ in life.

Prof Noble has recently published a book on the internationally acclaimed and award-winning architect Peter Rich. 

Prof Noble is the Head of the Department of Architecture at the University of the Free State (UFS). He taught design, history, and theory of architecture for 20 years at the University of the Witwatersrand and completed his research master’s at the same institution in 1998 with collaboration from the Department of Comparative Literature. Later, between 2003 and 2006, he did his PhD at the Bartlett School of Architecture, University College London, which was to result in his first published book with Ashgate, African Identity in Post-Apartheid Public Architecture: White Skin, Black Masks (2011).

Quirky and original

“I wanted to share the unique quality of Rich’s work with the world. Peter's work is quirky and original. He is one of the most original architects in South Africa; his style and manner is quite unique and very African!”

“The title 'Conversations with Africa' was chosen because the quest for a modern, African architecture underpins everything he does,” says Prof Noble, who was taught by and later worked for Rich.  

Rich’s work has received wide recognition. He is a South African Institute of Architect Gold Medallist, as well as a Fellow of the American Institute of Architects (AIA) and the Royal Institute of British Architects (RIBA). His work on the Mapungubwe Interpretation Centre also received the Building of the Year prize at the 2009 World Architecture Festival.

Prof Noble explains that he is inspired by Rich’s philosophy that architectural solutions should evolve from circumstance, which gives his architecture a ‘fresh, bold, fearless and original’ quality. 

“He knows how to build with low budgets in tough circumstances, with simple building technology. He learns from the genius of vernacular architecture, and he talks to ordinary people.”

In his blog, Prof Noble notes that Rich creates ‘an architecture motivated by observation and drawing, tuned to the circumstantial, the ordinary, and spiritual qualities of life’.

African space making

The book focuses on Rich’s fascination with indigenous settlements, especially his documentation, publication, and exhibition of Ndebele art and architecture. 

Noble explains, “It also explores what Rich calls ‘African space making’ and its forms of complex symmetry. It includes examples of various collaborative community-oriented designs of the apartheid and post-apartheid period, especially Mandela’s Yard in Alexandra township. Also incorporated in the content of this book are Rich’s timbrel vaulted structures, constructed from low-tech hand-pressed soil tiles derived from his highly innovative and award-winning work at Mapungubwe; and his more recent organic work in China.”

“The book shows how Rich combines African influences with an environmental awareness aligned to modernist design principles,” Prof Noble says. 

In his blog, Prof Noble indicates that it was important to experience the architecture, taking time to wander, to observe, to sketch and jot down those sudden surges of imagination, and to look for the captivating moments that might illuminate the narrative. 

“It was a remarkable five-year long journey, in which I learnt and grew as an author, and I am grateful for the opportunity to share this book,” he concludes. 

The Architecture of Peter Rich: Conversations with Africa became available to the reader market in South Africa in October. It can also be ordered online and will be available in local bookstores by the end of the year. 

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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