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23 March 2021 | Story Dr Cindé Greyling | Photo Charl Devenish
Academy for multilingualism
Dr Peet van Aardt, custodian of the new Academy for Multilingualism

The University of the Free State (UFS) established an Academy for Multilingualism at the beginning of 2021. The academy aims to promote Sesotho, isiZulu, and Afrikaans on institutional and social levels through various academic and community-based projects and initiatives. Multilingualism is conceptualised as a tool that leverages language richness to improve academic excellence and promote an inclusive institutional space.

The UFS Language Policy was approved by the Council in 2016, when English became the primary language of instruction at undergraduate and postgraduate levels on all three campuses. Through the policy, the university has pledged to enable a language-rich environment that is committed to multilingualism, with particular attention to English, Afrikaans, Sesotho, and isiZulu.  The academy serves as a vehicle to further imbed the implementation of the Language Policy.

Comprehension gaps
The Student Language Preference Survey completed in June 2020 indicated that many students have difficulty in understanding their lecturers in class due to language differences. “We also looked at multilingual models from places like South America, India, and South Africa in order to structure our approach,” says Dr Peet van Aardt, custodian of the academy. “Multilingualism has become a popular research field,” he explains, “and we hope to collaborate with universities that are implementing it successfully.” The academy is in the process of generating multilingual academic aids, not only to support learning, but also to create a more representative space on the university’s campuses.

The new look of academic languages
In close collaboration with the university’s Centre for Teaching and Learning, as well as the different language departments on the campuses, the Academy for Multilingualism will, among others, facilitate multilingual academic glossaries, abstract translations, voice-overs for lessons, and tutorials. “Our aim is to ingrain the academy in the university’s academic and social outlook through intra-institutional collaboration and becoming a leading institution on the world map of multilingualism,” Dr Van Aardt concludes.

Language links
The Academy for Multilingualism puts the UFS among the frontrunners of this approach.  “Language is a barrier to learning for many students,” Dr Van Aardt explains. “You just have to walk around on our campuses (or browse our social media platforms) to appreciate the many different languages that are used.” Dr Van Aardt believes that overcoming the language barrier to learning not only promotes knowledge gain but will also help students to develop an identity within their own language cultures.

News Archive

UFS receives several awards for communication projects
2014-11-26

Staff from the Department of Communication and Brand Management received five awards at MACE 2014. From the left are: Leonie Bolleurs (Excellence awards for the Internet Broadcast Project and the B Safe safety campaign), Lacea Loader, Director of the Department of Communication and Brand Management, Lelanie de Wet (Excellence award for the #FaceOfFacebook social media campaign and Merit award for the Redesign of the UFS website) and René-Jean van der Berg (Merit award for the No Student Hungry media campaign).
Photo: Hannes Pieterse

The Department of Communication and Brand Management at the University of the Free State (UFS) received several national and international awards for communication campaigns and projects this year.

On international level, an audit of the university’s stakeholders received the Jake Wittmer award for research in communication from the International Association of Business Communicators

(IABC), a merit award in the category communication and research management from the IABC, a 2014 IABC Africa Gold Quill award and a bronze medal from the International Business Association (IBA). Furthermore, the audit was a finalist in the Golden World awards (GWA) of the International Public Relations Association (IPRA). The Bult magazine also received a bronze medal from the IBA.

Staff from the department also walked away with five awards at this year’s Marketing, Advancement and Communication in Education (MACE) Excellence awards, which formed part of the annual MACE congress held at Sun City from 13-15 November 2014. Some 185 communication, marketing and institutional advancement practitioners from across South Africa attended the event.

Lacea Loader, Director of the Department of Communication and Brand Management, says: “The national and international recognition from our peers in higher education, as well as from the industry, is of exceptional value to us and I am delighted that the standard of our projects and campaigns could be benchmarked in this way.”

The UFS received awards from MACE for excellence in:

- Internet Broadcast Project (category: audiovisual)
- #FaceOfFacebook social media campaign (category: social media)
-  B Safe safety campaign (category: integrated campaigns)

Merit awards were presented to:

- Redesign of the UFS website (category: electronic media)
- No Student Hungry media campaign (category: media)

Mace fulfils a leadership role in the Higher Education (HE) and Further Education and Training (FET) sectors within Southern Africa by adding value to practitioners in marketing, communication and advancement through high-quality development programmes, facilitating networking partnerships and transformation, as well as promoting best practices among these professions at member institutions.

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