Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
09 July 2021 | Story Dr Nitha Ramnath

Prof Francis Petersen, Rector and Vice-Chancellor of the University of Free State, South Africa, invites us to rethink our relationship with the world in a series of ‘Courageous Conversations’ on the theme of ‘The Global Citizen’. Prof Petersen argues that COVID-19 has been a powerful ‘disruptor’ – it was a stark reminder of the need to rethink our identity, of where we belong, our ‘normative’ view of citizenship – if we want to secure long-term survival of our civilisation and the environments that support it.

Global citizenship and the Sustainable Development Goals – 30 July 2021, 13:00 SAST

Join us for the next Courageous Conversation in the Global Citizen series when Prof Petersen will welcome eminent economist, professor at Columbia University, Director of its Earth Institute, and global leader on sustainability, Prof Jeff Sachs.
 
In 2015, almost all countries signed up to the UN Sustainable Development Goals (SDG). This commitment marked an international solidarity of virtually all countries to work towards the betterment and development of every person on earth. Then COVID-19 struck. Not only did the crisis result in a retrogression of successes registered in achieving the SDG, most notably in the reduction of global poverty, but it also exposed global power disparities.
 
In this session, Prof Sachs will discuss global citizenship and the SDGs in the context of recovery from the COVID-19 pandemic, including what an equitable recovery would mean for countries around the world, and will make reference to the 75th anniversary of the Universal Declaration of Human Rights.

Click Here to RSVP

 
More about our guest

Prof Sachs is widely recognised for addressing complex global challenges such as debt crises, hyperinflation, the control of AIDS, malaria, poverty, and climate change, among a myriad of others.

Sachs serves as the Director of the Center for Sustainable Development at Columbia University. He is President of the UN Sustainable Development Solutions Network, a commissioner of the UN Broadband Commission for Development, and an SDG advocate for UN Secretary General, Antonio Guterres. From 2001 to 2018, Sachs served as Special Adviser to UN Secretaries-General Kofi Annan (2001-2007), Ban Ki-moon (2008-2016), and António Guterres (2017-2018). 


A world-renowned economics professor, bestselling author, innovative educator, and global leader in sustainable development, Sachs was the co-recipient of the 2015 Blue Planet Prize, the leading global prize for environmental leadership. He has twice been named among Time Magazine’s 100 most influential world leaders and has received 34 honorary degrees. A survey by The Economist ranked Sachs as among the three most influential living economists.
 

The Global Citizen Courageous Conversations series

In partnership with the South African Chamber of Commerce based in the United Kingdom, the Global Citizen Courageous Conversations series that was launched on 26 May 2021, brings together powerful voices from public life, intellectuals, public interest and business leaders, academics, naturalists, religious leaders, astrophysicists, economists, ecologists, and others.

Eminent South African business leader, Prof Bonang Mohale, joined Prof Petersen for our first Courageous Conversation on 17 June 2021 to unwrap the role that universities can play in creating a ‘global citizen’ mindset to effect material change in a constantly evolving and turbulent international world.  

If you missed our previous Global Citizen Courageous Conversations, you can watch the replay on YouTube, or visit the South African Chamber of Commerce website for the recordings. 



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