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04 January 2021 | Story Leonie Bolleurs | Photo Supplied
Hay’s family celebrated his graduation ceremony with him in 2013. Pictured here are Frank Hay (father), Hay, his brother, Shanley and his mother, Vasi Hay.

Diversity, inclusivity, and transformation are what sets the University of the Free State (UFS) apart from other institutions of tertiary education. It instils in graduates the values of attention to detail and precision, being meticulous, adherence to deadlines, being honest, ethical, and taking the ‘moral high ground’. 

Graduates at the UFS are also introduced to high levels of dedication and commitment, irrespective of the task at hand; taking pride in producing work of high quality; having a non-discriminatory mindset; the ability to be team players or leaders (depending on what needs to be done); and demonstrating an understanding and consideration for society at large. 

This is the view of Ashley Hay, a successful UFS alumnus who completed his honours (accepted through the Recognition of Prior Learning process) and master’s degrees (graduating cum laude) in the Department of Urban and Regional Planning. Throughout his academic career, Hay has achieved good results and accolades such as Best Master’s Student, Best Master’s Dissertation, Best Research in Advanced Planning Practice, and also receiving membership of the Golden Key International Honour Society.

Today, he is employed by the Gauteng Provincial Government as Director: Land Use Management and Statutory Boards in the Office of the Premier and is in transition to a new branch called ‘Urban Planning’ under the Minister for Cooperative Governance, Urban Planning and Human Settlements.  

He leads a team of professionals on spatial planning and land use management aspects, and particularly to monitor and support three metropolitan municipalities, two district municipalities, and six local municipalities in Gauteng. His achievements include the development of a policy document titled, Gauteng City Region Implementation Plan for SPLUMA, which was approved by the Provincial Cabinet Executive Council and endorsed by the Premier’s Coordinating Forum. At a previous place of employment, the uMshwathi Local Municipality, he was the author of one of the best Integrated Development Plans (IDPs), which received an award in KwaZulu-Natal.

Proudly UFS

Hay believes he was equipped with a set of values and skills to deliver services and to make a difference wherever he is. Not only through the resources and means available to him, but also with a high level of dedication to the general good of others – whether it is ordinary citizens or people who just need the very basics to uplift their livelihoods. “These basics should be forthcoming from the people’s government, which in turn implicates me among many other government employees,” he believes.

Hay says in the UFS Department of Urban and Regional Planning – from the administration team through to the lecturers and senior academics – everyone plays a role to instil a wealth of knowledge and expertise in students to understand and resolve societal problems. “It is the manner in which the course is conducted, the administrative facilitation, the steadfast pace of learning, as well as the personal attention to students, that have equipped us to later formulate solutions for everyday life challenges.”

He is convinced that these are the fundamental principles that graduates need to achieve academic excellence and make themselves employable in a competitive world.

Words that stick with Hay from his master’s classes, are those of the former Head of the Department, Prof Das Steyn, “Gain experience, build your capacity, and do something positive with the education you receive. Education is not what we teach you, it is what you do with it. Everyone gets the same degree, but some will fail with it and some will do something positive with it and make a difference”. 

Standing out

And UFS graduates distinguish themselves in the workplace.

“In my work environment, the UFS graduates I know and have worked with are dedicated, goal-orientated, and passionate about the discipline. We go the ‘extra mile’ irrespective and have been able to apply the knowledge we gained from university towards problem-solving and contributing to make society a better place for all,” says Hay.

He also believes that the university has strong leadership and dedicated staff who actively respects the country’s rich diversity, acknowledging that we are an all-inclusive society, and creating a learning atmosphere that is transformed towards democratic principles.

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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