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15 November 2021 | Story Dr Nitha Ramnath | Photo Supplied


“Running provides me with a platform to reach others, to bring hope, to make people realise that anything is possible if you are prepared to work hard for it,” says Louzanne Coetzee, our very own home-grown all-round achiever, who is fun-loving, relatable, and inspiring. A South African para-athlete, Coetzee was born blind as a result of a hereditary condition called Leber congenital amaurosis, and competes in the T11 disability class for athletes with the highest level of visual impairment. Coetzee enjoys an integrated life, with an interest in baking, watching movies, walking and hiking, cycling, being part of a church band, public speaking, coupled with some artistic hobbies.

Our podcast guest

Coetzee competed at the 2020 Tokyo Paralympic Games this year, where she won a silver medal in the 1 500 m final alongside her guide Erasmus Badenshorst, setting a new African record of 4:40.96. She also competed in the women’s mixed class marathon (T11 and T12 for the visually impaired) with her guide Claus Kempen, improving the world record by 1 min 42 sec and her personal best from 3:13:41 to 3:11:13. 

In 2018, Coetzee competed in three events at the Para Athletics event in Berlin, Germany – the 800 m, 1 500 m, and 5 000 m. She set a new African record in the T11 800 m race, taking the silver medal, as well as a bronze for the 1 500 m race. In 2018, Coetzee also broke the 5 000 m (women) world record in her disability class, while in the same year she became the first visually impaired athlete to compete at the World University Cross Country Championships in Switzerland. 
Coetzee set a new world record in the 5 000 m T11 category for the first time at the Nedbank National Championships for the Physically Disabled in March 2016. Moreover, with her performance of 19:17.06, Coetzee shattered the Lithuanian athlete Sigita Markeviciene’s 16-year record of 20:05.81, set at the 2000 Paralympics in Sydney. Coetzee became the first totally blind female to clock sub-20 minutes in the 5 000 m.

Her involvement in her society stretches beyond sports, and as a student, she formed part of the University of the Free State Student Representative Council. She was also an athlete representative on the Free State Academy of Sport’s executive committee.

In 2014, she became the first visually impaired student to be elected to the UFS Student Representative Council (SRC), with the portfolio Student Accessibility. From 2015 to 2017, she was a research assistant in the Institute for Reconciliation and Social Justice at the UFS, and in 2016 she also acted as junior lecturer in a computer module for students with visual impairments. From 2017 to 2018, she was Residence Head of Arista Ladies City Residence, and she is currently the Residence Head of Akasia Residence at the UFS.  

Coetzee boasts several accolades from the UFS. She was named the 2014 Senior Sportswoman of the Year by the Free State Sport Association for the Physically Disabled (FSSAPD). In 2017, she and her guide Khothatso Mokone received a Special Award for Disabled Sport at the KovsieSport Awards. In 2018, she won the Free State Sports Star Award, and was named Sports Star of the Year (period June 2018 to April 2019) by the Free State Sport Association for the Physically Disabled. 

Coetzee’s academic qualifications include a BA and BAHons in Integrated and Corporative Marketing Communication, and an MA in Social Cohesion and Reconciliation – all from the University of the Free State. 
Listen to the podcast  below

François van Schalkwyk and Keenan Carelse, UFS alumni leading the university’s United Kingdom Alumni Chapter, have put their voices together to produce and direct the podcast series.  Intended to reconnect alumni with the university and their university experience, the podcasts will be featured on the first Monday of every month, ending in November 2021.  Our featured alumni share and reflect on their experiences at the UFS, how it has shaped their lives, and relate why their ongoing association with the UFS is still relevant and important. The podcasts are authentic conversations – they provide an opportunity for the university to understand and learn about the experiences of its alumni and to celebrate the diversity and touchpoints that unite them. 

For further information regarding the podcast series, or to propose other alumni guests, please email us at alumnipodcast@ufs.ac.za 

For all Voices from the Free State podcasts, click here 
    

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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