Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
30 June 2021 | Story André Damons | Photo André Damons
Dr Nicholas Pearce, Head of the COVID-19 Task Team at the Universitas Academic Hospital, leads a dedicated team of professionals at the testing and vaccination site of the Universitas Academic Hospital, adjacent to our Bloemfontein Campus.

It is impossible to quantify the number of hours Dr Nicholas Pearce, Head of the COVID-19 Task Team for the Universitas Academic Hospital, spent working in response to this deadly virus since the first case was reported in South Africa last year. 

According to Dr Pearce, who is the Head of the Department of General Surgery in the Faculty of Health Sciences at the University of the Free State (UFS), the initial preparation phase required many hours of brainstorming, planning, and physical hours working on site. He also spent countless hours awake at night trying to come up with solutions for the many challenges faced along the way. This is in addition to being available telephonically twenty-four-seven for any issues related to equipment, staffing, and facilities.

“I was attending a vascular surgery congress in Germany last year January (2020) when China just announced the outbreak of COVID-19. I noticed an increased number of travellers wearing surgical masks at an airport in the Middle East when I was travelling to South Africa. 

“Upon my return to work, I approached management to discuss procurement of PPEs, as it was just a matter of time before COVID-19 would hit South Africa and the rest of the world. When things escalated, I was asked to head the COVID-19 response team at Universitas Hospital,” explains Dr Pearce.

Kind human being with a soft heart

(Photo: André Damons)

Dr Pearce, who was brought up to always strive to be better, is driven and motivated to succeed. He has a very analytical brain and loves challenges. In fact, he does not believe in problems and only sees challenges. This kind human being can sometimes seem quite tough on the outside, but actually has a very soft heart. 

“I think it is human nature to want to feel needed. I have an inherent urge to help my fellow human beings. This is also the reason why I became a health-care professional and why I am passionate about teaching,” says Dr Pearce. 

With South Africa lagging behind with its vaccination programme, the hard work is far from over for Dr Pearce and his team. Says Dr Pearce: “The initiation of a mass vaccination site posed a whole new set of challenges, which once again required many hours of planning. The initial stages of running the vaccination site required many hours of physical hard work a day. Then there is also the daily operations meeting at 18:00 every weekday to discuss the vaccine roll-out in the province.”

Frustrations and setbacks

For Dr Pearce, this pandemic highlighted the differences between individuals from different social classes in our country. Providing quarantine and self-isolation facilities for individuals who do not have access to such facilities at home is one such example. 

“We all have a right to clean water and good quality healthcare. This also includes a right to oxygen. This right to oxygen has proved to be one of our great challenges in managing this pandemic. Delivery of these large amounts of oxygen has been especially challenging. Some days we require in excess of five tons of oxygen,” says Dr Pearce. 

(Photo: André Damons)


There have been many frustrations and setbacks on this journey, some of which can be quite demoralising and demotivating, but knowing that he is doing something good for his fellow human beings gives this gentle and diligent healthcare worker a tremendous amount of energy. “Positive feedback from patients and colleagues far outshines all the frustrations and disappointments,” concludes Dr Pearce. 


Outside of work

After finishing online meetings at home, Dr Pearce relaxes with his partner by chatting about the day’s events and cooking supper together while enjoying a glass of wine. He also tries to connect with family who lives in Gauteng. Because of work pressures and the pandemic, he has not been able to see them as much. 

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