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23 November 2021 | Story Leonie Bolleurs | Photo Supplied
With her talk on ‘Breaking the walls of darkness’, Emmie Chiyindiko came in second out of the 74 pitches presented at the recent Falling Walls Science Summit.

“I need you to take a moment and imagine trying to do everything that you do every day … without reliable energy. Or I’ll ask you this … How far would you walk to charge your phone if you didn’t have electricity? Would you walk for hours? Kilometres?”

“Well, that’s what millions of people in sub-Saharan Africa do daily to charge their phones. One billion people globally don’t have access to electricity in their homes and in sub-Saharan Africa, more than half of the population remains in the dark.”

This was the introduction to Emmie Chiyindiko’s talk at the recent Falling Walls Science Summit earlier this month. Emmie, who is a PhD student in Chemistry at the University of the Free State (UFS), came in second out of the 74 pitches presented with her talk on ‘Breaking the walls of darkness’ in the ‘Breakthrough of the year in the emerging talents category’.

Falling Walls Lab is a world-class pitching competition, networking forum, and steppingstone that brings together a diverse and interdisciplinary pool of students, researchers, and early-career professionals by providing a stage for breakthrough ideas, both globally and locally. 

Emmie, who sees getting out of bed every morning as just another opportunity to “be the exceptional young black female scientist that I am”, won the local Falling Walls Lab in Cape Town in October, which resulted in her going through to the finals in Berlin. She plans to host the Falling Walls Lab in Zimbabwe, her homeland, next year. 

This innovator and science communicator, whose work has been covered in Forbes Science, News24, and the Sunday Times, among others, refers to her obtaining second place on the international stage for her research as “a tremendous achievement and a new height in my science communication career. That level of recognition from the world leaders in science, technology, and science engagement cannot be overstated”.

Ending energy poverty

She believes Sustainable Development Goal 7 – leaving no one behind and eradicating global poverty – must be preceded by intentional efforts to end energy poverty. “My research on dye-sensitised solar cells (DSSC) with special metal complexes is among the most interesting alternatives to conventional solar cells.”

Emmie explains: “The design of the cells is inspired by photosynthesis – that good old process plants use to transform sunlight into energy via chlorophyll. Instead of a leaf, the cells start with a porous, transparent film of eco-friendly titanium dioxide nanoparticles. The film is also coated with a range of different dyes that absorb scattered sunlight and fluorescent light. When sunlight hits, it excites the electrons in the dye, creating an endless supply of energy. 

The bright side of this research is that there are several benefits to this invention. It produces energy that is cheap, reliable, and relatively simple and inexpensive to produce. Emmie adds: “These next-generation cells also work impeccably in low-light and non-direct sunlight conditions, providing all-year-round energy with no disruptions. DSSC is also three times cheaper than conventional cells and produces 40% more energy.”

Improving livelihoods 

She continues: “It does not degrade in sunlight over time as do other thin-film cells, making the cells last longer, and requiring less frequent replacement. DSSCs are also mechanically strong, because they are made of lightweight materials and do not require special protection from rain or abrasive objects.”

Emmie has proven that solutions to our current energy situation are available. “We are on the cusp of an energy revolution, and we must act now. Solutions are available, and if we do not seize them during a time of crisis, when will we?”

She believes that creating technology like this can end the energy crisis and improve livelihoods. “Billions of people simply lack enough energy to build a better life. Affordable, abundant, and reliable energy can go a long way to store food, power life-saving medical equipment, and run trains and factories. It can help communities to grow and prosper and to access opportunity and dignity. Societies where people have access to energy have lower childhood mortality, a higher life expectancy, they eat better and drink cleaner water, and have a better literacy rate.”

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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