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Multilingualism at the UFS reaches remarkable milestones

15 June 2021 | Story Dr Cindé Greyling

Drummers entertained the Mokete crowds throughout the day.

During the past eight months, the University of the Free State Academy for Multilingualism has reached remarkable milestones. The Academy for Multilingualism was born from the UFS Language Policy (2016) and was approved by Senate in November 2020.

Letting languages grow

Multilingualism at the UFS entails the use of English as the primary medium of instruction, with Afrikaans, Sesotho, and isiZulu used selectively in tutorials to support the achievement of greater levels of academic literacy and understanding of the epistemology of the discipline, mostly among undergraduate students. “Accordingly, the academy’s drivers are to develop Sesotho and Isizulu as academic languages, encourage multilingualism in teaching and learning and as a social asset, and to develop English as a language of instruction,” says Dr Peet van Aardt, Custodian of the Academy for Multilingualism.

Developing Sesotho and Isizulu as academic languages

Academic word lists from seven departments are in the process of being translated, in conjunction with the Unit of Lexicography, to create glossaries. The team at South African Sign Languages will add videos to these glossaries to provide unique and inclusive content in the realm of multilingualism.

In April 2021, the academy – in collaboration with the TK Mopeli Library on the Qwaqwa Campus – hosted the launch of an English and Sesotho book on the campus. This work, Meriana ya Dimela tsa Basotho Medicinal Plants, was authored by Prof Rodney Moffett, honorary Research Fellow on the Qwaqwa Campus.

Multilingualism in teaching and learning

To assist students in overcoming the language barrier caused by English as medium of instruction, the academy is working with the Centre for Teaching and Learning’s A_STEP programme to pilot the use of translanguaging in tutor sessions. It is currently done in Law and Geography on the Bloemfontein Campus, and in Academic Literacy on the Qwaqwa Campus.

Voice-over translations of English lessons in the Faculties of Theology and Religion into Afrikaans and Sesotho paved the way for the academy to proceed with this practice in other subjects. They have been able to start with the Departments of Political Studies and Governance (Afrikaans, Sesotho, isiZulu) and Criminology (Sesotho).

English as a language of instruction

The university’s Academic Literacy and Language Development (ALLD) unit has also launched their English Academic Literacy courses for the Faculties of Law, Natural and Agricultural Sciences, Education, the Humanities, Health Sciences, and Economic and Management Sciences.

UFS staff will also be trained in teaching and translanguaging practices. Thus far, one lecturer has been nominated to track her use of translanguaging in the Academic Literacy classroom on the Qwaqwa Campus.

Multilingualism as a social asset

The fourth annual iCAN (Initiative for Creative African Narratives) was launched in April 2021. This project motivates students from all three campuses to write short stories in their mother tongue, and at the end of the year an anthology of stories will be published. In addition, some of the English stories will be injected into the English Academic Literacy courses for first-year students in order to localise the curriculum.

The Kovsies Multilingual Mokete will be hosted online this year and will include activities from the Bloemfontein, Qwaqwa, and South Campuses. The theme of this year’s festival is ‘Hearing you, hearing me’, ‘Ukungizwe, ukukuzwa’ (isiZulu), ‘Ons luister na mekaar’ (Afrikaans), and ‘Mmamele ke o mamele’ (Sesotho).

Academy for Multilingualism extending its footprint

A building that will house the academy on the Qwaqwa Campus is currently being built next to the new media lab. The building will comprise, among others, a 100-seater multipurpose lecture hall that can be converted into four smaller lecture halls. Similarly, a building for the academy is being constructed on the Bloemfontein Campus.

“The Academy for Multilingualism wants to ensure that the UFS becomes the South African leader in multilingualism, and at the impressive rate that they are delivering outputs, this goal will be reached soon,” says Dr Van Aardt.

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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