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05 March 2021

Message from Prof Francis Petersen, Rector and Vice-Chancellor: 5 March 2021

Dear Senior Undergraduate Students

We are well into the first part of 2021 with the University of the Free State’s (UFS) academic programme that commenced on 1 March 2021.

This communication aims to provide our senior undergraduate students with information and some clarity on how the university is approaching the start of its academic programme and the progress that has been made. The COVID-19 pandemic has posed many challenges to universities across the country; for instance, to find innovative ways of completing the 2020 academic year without leaving any student behind and, at the same time, keeping safety, health, and well-being a top priority.

The pandemic provided ample opportunities to embrace technology and introduce new innovative learning and teaching approaches in 2020, as well as a first-ever online registration process for all our students in 2021. The higher-education landscape is now being reshaped by rapid advances in technology, and this will require continued commitment from all of us to reimage communities that were unimaginable just a decade ago.

With this in mind, one needs to emphasise that any substantial change-management process will pose challenges. To date, 64% of our students who have registered, have done so online. This is a sharp increase from the comparable 20% of last year. I would like to take this opportunity to thank our students and staff for embracing this substantial change in our processes.

However, the university is aware that some of our students find it difficult to register for several reasons, and that this is creating unprecedented anxiety levels among staff and students. It is therefore very important that we identify the underlying blockages and find amicable solutions to ensure that those students who have not yet registered, can do so speedily. Furthermore, it is crucial that the digital skills of our students are developed, as this will be the way in which the university will approach the registration process in the future.

The university’s blended learning programme for 2021 allows for 34% of students to return during the first semester. Although our country is currently on Level 1 of the national lockdown, the percentage of students who return is not linked to the lockdown level, but to the university’s teaching and learning approach and the institution's infrastructure capacity to adhere to physical distancing protocols.

I am aware of the recent comment made by Dr Zweli Mkhize regarding a third wave of COVID-19 post-Easter, as the country continues to roll out its vaccination strategy. Easter is typically a period of family gatherings and the university holidays also follow the Easter weekend. This is yet another reason why the university is exercising caution in its return-to-campus strategy.

To ensure that senior undergraduate students register successfully and can continue with their studies, the following measures have been put into place:

1. The online registration process is extended until Friday 12 March 2021 to allow students who have not yet registered to do so.

2. Classes for selected senior undergraduate students that commenced on or before 1 March 2021, will continue. However, students whose registration has been delayed due to the online registration process, will be supported through a differentiated commencement of classes allowing for a catch-up plan, thus avoiding any student being left behind. Faculties will communicate to these students when online classes will be starting.

3. Additional capacity will be provided to support faculties and campuses in order to expedite the registration process. The university management is aware of the high volumes of enquiries and calls received from students, and this intervention will assist with the turnaround time. In extreme circumstances, students who are identified as vulnerable and are still experiencing challenges with registering, will be requested to do so on campus where they will be assisted in a central venue.

These measures have been put in place for the benefit of our students and to ensure that we can all complete the 2021 academic year successfully.

It is understandable that those students who will not return to the campuses will miss campus life and would like their student life to return to the way it was. However, access to the campuses remains restricted to only registered students for face-to-face teaching and identified postgraduate students in possession of valid 2021 campus-access permits. Permits are being issued centrally and are valid for the period that a student is expected to be on campus. This measure remains in place to ensure compliance with the national regulations and to mitigate the risk of spreading COVID-19.

The dedication and commitment of staff are commendable; they are working tirelessly to support our students during this time, and I thank them for their supportive spirit. In the end, our collective goal is to ensure that our students succeed this year, and that no student is left behind.

Remember that the pandemic continues to test every aspect of society, and although the infection rate is slowly decreasing and the vaccine is rolled out across the country, we must not underestimate the impact that the pandemic still has on local and global communities. Take care of yourselves and those around you and comply with the national guidelines and regulations.

I would like to encourage you to stay in touch with the university. Visit the UFS website and social-media platforms for regular updates and consult your ufs4life email for communication from the university.

I wish you all the best with your studies during the first term and hope to see you on our campuses soon.

Download the letter (pdf)

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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