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11 November 2021 | Story Andrè Damons
Prof Motlalepula Matsabisa
Good news galore. Prof Motlalepula Matsabisa, Professor and Director of Pharmacology at the University of the Free State (UFS), received more good news recently when he was awarded a Visiting Professorship at the Beijing University of Chinese Medicine (BUCM) in Beijing, China, as well as being elected as the Deputy President of the South African Society for Basic and Clinical Pharmacology. Prof Matsabisa was also recommended by Dr Blade Nzimande, Minister of Higher Education, Science and Technology, part of the IBSA technical committee.

Prof Motlalepula Matsabisa, Professor and Director of Pharmacology at the University of the Free State (UFS), received more good news recently when he was awarded a Visiting Professorship at the Beijing University of Chinese Medicine (BUCM) in Beijing, China. This news comes at the same time as the traditional medicine expert has been elected as the Deputy President of the South African Society for Basic and Clinical Pharmacology.

This is, however, not the end of the good news for Prof Matsabisa. Dr Blade Nzimande, Minister of Higher Education, Science and Technology, recommended him to Naledi Pandor, Minister of International Relations and Cooperation, to be part of the India, Brazil and South Africa (IBSA) working group in traditional medicine. As a member of the Department of Science and Innovation (DSI) Indigenous Knowledge-based Bio-Innovation programme, Prof Matsabisa, together with Prof Nceba Gqaleni, is part of the IBSA technical committee. Prof Matsabisa is also part of a technical team for National Department of Health on traditional medicines for the IBSA countries 

Unexpected honours

“I was not expecting any of these honours. It comes as a total shock. To have gone through the stringent evaluation and selection process at the BUCM and made it to the university’s highest award, is an honour. This is recognition of my academic and research quality by my peers on an international level.

“Being elected to lead a society of researchers and clinicians in the field of Pharmacology in the country is further recognition nationally of the academic and research excellence status. These awards coming at the same time is unbelievable. I am proud of the work I do as well as a gesture of support from scientists nationally and internationally and the support from UFS having allowed me to do what I do best academically,” says Prof Matsabisa.

According to him, some of the key expectations for this Visiting Professorship at the BUCM are teaching, to do collaborative research and conduct workshops jointly as well as joint leverage of research funding and co-publications. Prof Matsabisa will now, together with his counterparts at BUCM, discuss and synchronise their teaching and research so they plan the visit to benefit the UFS and the BUCM.

The South African Society for Basic and Clinical Pharmacology’s main activities are to bring pharmacologists together and share new scientific knowledge and developments in the field, explains Prof Matsabisa. The Society is for teaching and training; including research in both basic and clinical pharmacology, to support pharmacology conferences nationally and continentally. “We develop young pharmacologists and are also affiliated to international pharmacology societies. The purpose of the South African Society for Basic and Clinical Pharmacology is to excel and grow the pharmacology field in medicine.”

A good year for pharmacology and the UFS

This has been a good year for him and the team, for pharmacology and the UFS, says Prof Matsabisa. Most recently, Prof Matsabisa and the Department of Pharmacology received a grant of R58 million to establish one of the most advanced modern Pharmacology GLP-accredited research and development laboratories in the country, and possibly in the region. The department has also been awarded an annual Technology and Innovation Agency Platform (TIA) grant of R17 million for the next five years early this year.

“I am able to do what I do and achieve all this because of teamwork. I have a value chain of teams from support staff, cleaners, security, technical and research scientists with me. I have good students, postdoctoral fellows as well as management behind me.

“I hope such an environment can be given to all researchers to do what they do best and be supported fully and genuinely by senior management with decisions that are favourable to growing the institution without any favouritism or prejudice to anyone. It has indeed been a good year with all the funding we received. Watch this space for more.”

Looking forward most to China

Prof Matsabisa says he is looking forward to taking some of his postgraduate students with him to spend time at BUCM for training and conducting research. Says Prof Matsabisa: “I have very good postgraduate research students that need all the support. I look forward to spending a month or so at BUCM teaching BUCM students. I will leave my students there in good hands for 6-12 months per year. I promise, when these students return, they will return with a positive attitude for research and accountability.”

This was the case for him when he got a British scholarship to spend time at GlaxoSmithKline and the University of Bradford in the UK for his PhD. 

Prof Matsabisa hopes to use this Professorship at BUCM to popularise the work of the UFS and to create opportunities for new and upcoming researchers in the field of Pharmacology of Medicinal plants. This is his development plan

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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