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13 January 2021 Photo Supplied
Indigenous Oral traditions should be explored

Two researchers from the University of the Free State (UFS) aim with their research to examine the portrayal of environmental conservation in oral stories from indigenous South African cultures. They also hope to add the under-researched genres of oral cultures to mainstream inter-/cross-/multi-disciplinary inquiries on environmentalism, the climate crisis, conservation and indigenous knowledge systems.  

Dr Oliver Nyambi, Senior Lecturer in the Department of English, and Dr Patricks Voua Otomo, Senior Lecturer in the Department of Zoology and Entomology, interdisciplinary research project titled; Environmentalism in South African oral cultures: an indigenous knowledge system approach, started in 2017. The research is about indigenous South African oral culture as a potential knowledge system in which indigenous forms of environmental awareness is simultaneously circulated and archived.

Understanding oral folk stories

According to Dr Nyambi the research brings together the disciplines of cultural and environmental studies, inquiring into the relationship between indigenous knowledge mediated by oral culture, and environmental awareness. “Our main interest is how we can understand folk oral stories about humanity’s interactions with the environment as creating possibilities for knowing how traditional societies consciously thought about environmental conservation, preserving plant and animal species, and sustaining ecological balance,” says Dr Nyambi

The project has been on hold since 2018 as Dr Nyambi took up a two-and-a-half-year Alexander von Humboldt Fellowship in Germany. It will resume in earnest upon his return to South Africa at the end of February 2021. The duo’s first article on the “Zulu environmental imagination” has since received favorable peer reviews in the reputable journal African Studies Review published by Cambridge University Press.

The aim and impact of the research

Focusing on oral stories from the Zulu, Sotho and Tsonga traditions, the study seeks to understand what, in the stories as well as modes of their transmission, reflects certain consciousness, knowledge and histories of African indigenous environmentalism before the advent of Western forms of conservation. A key dimension to the project is the focus on how indigenous knowledge about the environment and its conservation was/is shared and consequently preserved through storytelling, explains Dr Nyambi.

“We envision our research to spotlight the potential but currently untapped utility of oral cultures in conservation. Our field work in rural KwaZulu-Natal revealed a rich tradition of environmental knowledge, environmental awareness and nature conservation which is mediated and transmitted through folk stories.

“However, traditional modes of storytelling have rapidly declined, mostly due to the pressures of modernity, the often uncritical reverent acceptance of conventional science and its knowledge systems, as well as the dwindling number of human repositories and tellers of indigenous stories. Our research will recommend a systematic approach to the preservation of these stories before they completely disappear,” says Dr Nyambi.

He continues: “Beyond the usual promotion of traditional storytelling as a mechanism of cultural preservation, we will recommend the archiving of the stories in written form, inclusion in school material as part of moral education, and modernisation for easy circulation through, for instance, animation.”

Receiving funding

The researchers successfully applied for funding which they mainly used for field work. The project involves travelling to rural communities where much of the oral stories and storytelling exist. They also use the money to purchase, where applicable, published stories for analysis.

“We wouldn't be able to do this vital study without funding so we feel that the grant is a crucial enabler of this process of seeking and indeed making knowledge of this rarely-talked-about topic with implications for how indigenous knowledge can be harnessed in ongoing attempts at arresting the climate crisis.”

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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