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18 May 2021 | Story Ilse Smalberger

Ghanaian politician and revolutionary, Kwame Nkrumah, famously said: “We face neither East, nor West; we face forward.”

At a time when Africa can be torn between the economic and trade pressures of the East and the political demands of the West, it makes sense that moving the continent forward is a huge priority. This is a belief that lies at the heart of the University of the Free State’s (UFS) 2018-2022 Internationalisation Strategy.  This strategy follows the 2020 Policy Framework on the Internationalisation of Higher Education in South Africa, by seeking to further not only South Africa’s interests, but also the interests of the Southern African Development Community (SADC) and Africa, among others.

Celebrating Africa Month

As part of celebrating Africa and advancing African unity, the UFS celebrates Africa Month in May, culminating in the Africa Day Memorial Lecture – this year held as a webinar on 19 May.  According to Dr Stephanie Cawood, Director of the Centre for Gender and Africa Studies that is hosting the Africa Day Memorial Lecture, Prof Walter D Mignolo, arguably one of the greatest scholars of decoloniality, will deliver the address.

“Since the inception of the Africa Day Memorial Lecture in 2009, we have hosted some of the greatest African intellectuals, including Profs Achille Mbembe, Ali Mazrui, Ngugi wa Thiongo’o, Mahmoud Mamdani, and Paul Zeleza, to name a few,” says Dr Cawood.  

As the home of research and study on Africa and its people at the UFS, she believes that it is important for this university to enlarge its footprint on the continent.

“Our destiny is intimately tied to the future of the continent, and there are exciting things happening in academia across the continent in spite of the many challenges,” she says. “For instance, the COVID-19 pandemic has presented opportunities for innovation in Africa, such as the sequencing of the SARS-CoV-2 genome in Nigeria and South Africa.  In fact, the UFS was involved in the testing of vaccines.”

UFS engagement on the continent

The UFS has come a very long way towards improving its African footprint in terms of research collaboration and diversifying the African profile of both staff members and students.  At institutional and faculty level, the UFS has memoranda of understanding with 14 higher education and research institutions in Africa.  Between 2017 and 2021, the UFS collaborated with 285 institutions in Africa, which resulted in more than 2 000 co-authored publications – the top five subject areas for collaboration being Agricultural and Biological Sciences, Medicine, Social Sciences, Physics and Astronomy, and Environmental Science.

The UFS is also an active member of the Association of African Universities (AAU) and the Regional Universities Forum for Capacity Building in Agriculture (RUFORUM).  Universities engaging with each other through these platforms contribute to capacity-building and development on the continent. 

A rich tapestry of international student life

Staff and students from Africa who enrol at the UFS also contribute to the rich tapestry of the university’s student life.  The UFS is currently home to students from as far afield as Egypt, Ethiopia, and Ivory Coast, but most of our African students hail from our neighbouring countries Lesotho and Zimbabwe. 

“Our international students from the African continent contribute significantly to creating a culturally and intellectually diverse environment on our campuses and provide our local students with an opportunity to obtain international experience without leaving the UFS,” comments Cornelius Hagenmeier, Director of the Office for International Affairs. 
One of our African students, Deborah Adesokan who was born in Nigeria, is currently pursuing a master’s degree in Criminology while working as an academic tutor in the Department of Sociology.  She says her experience at the UFS has been an eventful journey, with plenty of opportunities for personal and academic growth.  She is also very thankful for the awards and bursaries she has received.

“I applaud the UFS for giving African students the opportunity to apply for bursaries, as this is a major concern for many African students,” she says.  “I am also fortunate to have a job on campus related to my field of interest, which is academia, where I continue to gain valuable experience.”

Adesokan says she is looking forward to seeing the UFS affiliate with more universities in Nigeria by creating exchange programmes. 

Knowledge production for the continent

“Furthermore, I hope to see the university create an African community space where African scholars and leading researchers from various disciplines can converge to talk about and conduct research pertaining to the challenges faced by Africa.” 

With regard to the specific UFS African engagements and collaborations, there are just too many to mention in one article. 

Says Hagenmeier: “Colleagues in our seven faculties and three campuses enrich research, teaching, and engaged scholarship through their African engagements.”  

Definitely deserving of mention, is the UFS being part of the consortium ‘Fostering Research and Intra-African Knowledge Transfer through Mobility and Education (FRAME)’, consisting of five African universities that were awarded the highly competitive Intra-Africa Mobility Grant sponsored by the European Union. This project enables mobility of master’s and doctoral students and staff on the African continent. 

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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