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17 March 2021 | Story University Estates | Photo UFS Photo Archive
The UFS is committed to providing inclusive and accessible living, teaching, and learning spaces that are welcoming to all.

In accordance with its vision to be a university that is recognised across the world for excellence in academic achievement and human reconciliation, the University of the Free State (UFS) is committed to providing a universally accessible environment for all students, staff, and visitors on all three of its campuses. 

A sense of belonging and togetherness

Creating an accessible environment that is conducive and welcoming to everybody on the campuses – which were not designed with accessibility in mind – is not an easy task. When the principles of universal design and access are applied, the environment and spaces can be enjoyed by all users alike, creating a sense of belonging and togetherness. The common perception that accessibility only provides equitable access and opportunities for persons in wheelchairs is refuted by universal access, stating that it is to the advantage and for the use of everybody. Parents with infants in strollers, delivery persons with trolleys or carrying heavy material, library patrons carrying an armful of books, academic staff with wheeled (rolling) laptop bags, and older people all benefit from the availability of a ramp, elevator, or automated door. 

The current accessibility project of the UFS was initiated in 2009, evaluating the accessibility status of the UFS at the time. Priority inaccessible areas and spaces were identified and listed to be converted and improved over a period of five years, revising the list every year. The focus of the project was primarily on areas and spaces where most student activities take place, where specific needs and challenges have been identified, and where specific departments/divisions of the UFS have requested the improvement of access. The project does not only include access to buildings, but also accessible bathrooms, sufficient accessible parking spaces, accessible walkways, and accessibility within the classroom. The emphasis of the project is not only on wheelchair users and persons with mobility impairments, but also on creating an environment that can easily be navigated and used by everybody. 

All new infrastructure incorporates accessibility measures

University Estates updated the accessibility reports mid-2020 and identified project priorities up to 2024. Among other things, the key focus areas were to make all walkways wheelchair-friendly, to create ablution facilities for persons with disabilities, to install lifts in buildings, and to install ramps. All new infrastructure by default incorporates accessibility measures in the planning stage.

On the South Campus, ramps were installed around the campus and pathways were made wheelchair-friendly. Entrances to existing lecture halls and other buildings have also been made more user-friendly for persons with disabilities. Additional to the above-mentioned initiatives, the institution has also embarked on a project that seeks to assist the visually impaired to better navigate the campus.

For our Qwaqwa Campus, immediate critical interventions that are in the planning stage and that should be done within the next year, are the creation of accessible ablution facilities in the Administration Building, library, and the Humanities and Education buildings.

WATCH video below: 


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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