Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
08 January 2021 | Story Charlene Stanley | Photo Charlene Stanley
Dr Matteo Grilli with his first book in front of the North Block on the Bloemfontein Campus.
Dr Matteo Grilli from the International Studies Group (ISG) became the second ISG scholar in just four years to receive a coveted P-rating from the NRF.

A P-rating (Prestigious Awards) by the National Research Foundation (NRF) is the holy grail for all young researchers at all South African universities and across all disciplines. It is a valuable tool for benchmarking local researchers against the best in the world. But it is hard to come by. Only one or two researchers are normally granted this sought-after standing each year. 

Dr Matteo Grilli, a young Italian historian from the International Studies Group (ISG), says he was “pleasantly surprised” when he recently got the nod from the NRF, attributing his P-rating to the “excellent training and support” that he received from the UFS, and specifically the ISG and its head, Prof Ian Phimister.  

Unique achievement for ISG
What makes this achievement even more significant, is that the ISG produced another P-rated scholar a mere four years ago (Dr Daniel Spence in 2016).

“For Prof Phimister to produce two P-rated researchers in such a short time is really an unbelievable achievement. I am not aware of any other department at any South African university that could achieve this,” says Dr Glen Taylor, Senior Director: Research Development. 

P-rating requirements
The NRF’s P category honours young researchers (normally younger than 35 years) who have held a doctorate or equivalent qualification for less than five years. Researchers in this group are recognised by all or the vast majority of reviewers as having demonstrated the potential to become future international leaders in their field based on exceptional research performance and output from their doctoral and/or early postdoctoral research careers.

UFS becoming a mecca for African studies
Dr Grilli produced his first book, Nkrumaism and African Nationalism: Ghana's Pan-African Foreign Policy in the Age of Decolonisation around two years ago, after being accepted as a postdoc scholar by the ISG in 2015.

This unique research centre was established towards the end of 2012, with the aim of attracting and recruiting high-calibre postgraduate students and postdoctoral fellows from all over the world to the UFS. 

“Working at the ISG has undoubtedly been the best experience of my life and made me the solid scholar I am today. At the ISG, I found the best working environment you could possibly have in an academic setting, even compared to the Northern Hemisphere,” Dr Grilli says.

He believes the centre’s strength lies in the “exceptional exchange” that researchers have with their peers, allowing them to not only master their research subject but also to learn from other members’ research and methodologies.

“In my view, the ISG is concretely contributing to bringing the centre of African studies back to the African continent,” he enthuses.

Passion for Southern African politics
Dr Grilli specialises in the political history of Ghana and Southern Africa, focusing on transnational histories of African liberation movements, the history of Pan-Africanism, the Cold War and decolonisation in Africa, and the history of European migrations in sub-Saharan Africa (particularly Italian communities in Ghana and the Congo DRC). 

He is currently working on a book project about the history of Pan-Africanism, Socialism, and Nationalism in Southern Africa, particularly in Lesotho, eSwatini, and Botswana.

Asked what advice he had for young researchers, he echoes the counsel he received from Prof Phimister at the start of his tenure at the ISG: 

“Always aim high. Don’t be intimidated by the fact that there is a lot of competition in the academia, nor that you might be disadvantaged because you work in the Global South. If you work hard, your research will speak for itself and you will be able to publish solid works even in the most prestigious journals of the Northern Hemisphere.”

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept