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11 May 2021 | Story Leonie Bolleurs | Photo Supplied
Dr Hlami Ngwenya believes that the UFS has a key role to play in Africa.

Dr Hlami Ngwenya, Lecturer in the Department of Sustainable Food Systems and Development at the University of the Free State (UFS), describes herself as a social scientist and global citizen – having worked in more than 50 countries, with more than 30 years of experience. 

She is equipping students to make a difference in their communities, whether it is here in South Africa, or in other countries in Africa where they reside and beyond. Dr Ngwenya joined the UFS in 2015, teaching the Advanced Diploma on Extension for Sustainability and the Master’s Programme on Sustainable Agriculture and Extension: Theory and Practice. 

Investing in farmers’ human capital globally

She has made major contributions to the field with her research work. In 2020, she contributed a chapter on ‘Food and Agriculture’ in the United Nations Development Programme (UNDP) report on COVID-19 Rapid Emergency Needs Assessment for the most vulnerable groups. In addition, she was part of a global study titled, Investing in farmers: Agriculture Human Capital Investment (AHCI) strategies, conducted in partnership with the International Food Policy Research Institute (IFPRI) and the Food and Agriculture Organisation (FAO Investment Centre).  

The latter study was conducted in nine countries in Africa, Asia, and Latin America. The aim was to improve the understanding of AHCI. The study also provides lessons learned from successful AHCI models around the world, with recommendations and guidelines for future investment that enhances the human capital of agricultural producers.

This year, she is working on a research paper titled, Demystifying facilitation of systemic change and the role of agriculture extension towards sustainable development and resilient food systems: analytical, conceptual and theoretical underpinnings.

Her input is also valued by paramount bodies in the industry, such as the Global Forum for Rural Advisory Services (GFRAS). Dr Ngwenya is a member of the GFRAS Consortium for Education and Training, and she is playing a significant role in terms of agricultural extension and advisory services at a global level. 

Global tool with local relevance 

She is also one of the faces behind the globally developed New Extensionist Learning Kit. Commonly known as NELK, this GFRAS product was created as a tool to augment and equip agricultural extension personnel with the functional skills relevant to managing the complexities of agricultural innovation and food systems. 

The UFS Department of Sustainable Food Systems and Development is one of the leading institutions globally that has adopted and adapted NELK as part of its curriculum. The South African Society for Agricultural Extension (SASAE) has also adopted the kit to contribute towards the continuous professional development of extension personnel. 

On the African continent, Dr Ngwenya has been a resource person for the African Forum for Agricultural Advisory Services (AFAAS) and supported the development of agricultural extension and advisory services fora at regional and national levels. 

Here on home soil, she continues to be involved with SASAE, supporting them in facilitating their strategic planning processes and professionalisation activities.

Spreading her wings beyond extension 

Beyond her active involvement in the agricultural extension field, Dr Ngwenya is a role player in other areas of agriculture globally. This includes agricultural policy, agricultural research, as well as agricultural education.  She brings all this knowledge and skills to benefit her students and the university. 

In her lifetime, she has had the opportunity to moderate more than 300 multi-stakeholder engagements, including strategic planning sessions, organisational development, team building, training, and conferences. These include high-level policy dialogues at United Nations level, the African Union Commission, and other continental and regional level organisations. 

Humbleness is empowering 

Although she had the chance to travel the world and engage at the highest level, she believes that it is important to be humble. She makes an effort to respect and cherish people for who they are, their cultures, and different systems. 

“One of the most valuable lessons I have learnt through engaging in many African countries, is that there is not necessarily co-relation between a country’s strong economy and human capital.” Despite the socio-political challenges that many countries go through (including ours), there are many genuine, hard-working, and intelligent people out there,” she says. 

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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