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26 November 2021 | Story Lacea Loader | Photo Sonia Small (Kaleidoscope Studios)
Prof Philippe Burger
Prof Philippe Burger.

The Council of the University of the Free State (UFS) approved the appointment of Prof Philippe Burger as Dean of the Faculty of Economic and Management Sciences for a five-year term during its quarterly virtual meeting on 26 November 2021. 

He is Pro-Vice-Chancellor: Poverty, Inequality and Economic Development, as well as Vice-Dean (Strategic Projects) of the Faculty of Economic and Management Sciences, and Professor of Economics at the UFS. 

Extensive experience

Prof Burger was a 2016/17 Fulbright exchange scholar at the Center for Sustainable Development, Earth Institute, Columbia University in the United States, with Prof Jeffrey Sachs as his Fulbright host, where he wrote a book titled Getting it right: a new economy for South Africa. The book was launched, with presentations at the International Monetary Fund (IMF), World Bank, and RAND Corporation in Washington DC, among others. In addition, he is a member of the Fiscal Policy and Financial Markets Task Team of the Lancet Commission on COVID-19. Co-chaired by the Head of the IMF’s Department of Fiscal Affairs and a former Minister of Finance of Chile, the task team of 11 members comprises economists from across the world, including two Nobel prize winners. 

From September 2012 to October 2014, Prof Burger was President of the Economic Society of South Africa. His publications include three more books and numerous academic articles on fiscal rules and fiscal sustainability, public-private partnerships, and macroeconomic and economic development policy. Together with IMF staff, he co-authored two IMF working papers. In 2009, the IMF invited him to spend a month at the IMF as a visiting scholar in the Fiscal Affairs Department (FAD), researching public-private partnerships and the Global Financial Crisis. For two months each in 2007, 2010, and 2012, he was seconded to the Organisation for Economic Co-operation and Development (OECD) in Paris, France, to work on public-private partnerships and capital budgeting, while in October 2011 he joined an OECD mission to Indonesia to conduct a regulatory review of Indonesia. 

Prof Burger was a member of the Panel of Experts of the South African National Treasury, in which capacity he co-authored a 20-year review of South African fiscal policy since 1994. From 2013 to 2018, he was a member of the South African Statistics Council, which oversees the work of Statistics South Africa. From 1 February 2018 to 31 January 2019, he acted as dean of the Faculty of Economic and Management Sciences at the UFS, and from 2002 to 2019 he was Head of the UFS Department of Economics. 

“With more than 27 years of experience in the higher-education sector, Prof Burger will bring a wealth of expertise, extensive networks, and partnerships, nationally and abroad, to the Faculty of Economic and Management Sciences and the UFS. His experience in the positions held at the university, as well as his extensive knowledge and understanding of the South African and global economy, places him in good standing to lead the faculty to be a formidable and impactful academic force nationally and abroad,” said Prof Francis Petersen, UFS Rector and Vice-Chancellor. 

“Prof Burger has the competencies required as dean of the Faculty of Economic and Management Sciences, leading it to exploit opportunities and deal with the challenges that the rapidly changing world presents to the UFS,” said Prof Petersen.  

Vision for the faculty

In response to his appointment, Prof Burger said, “I am humbled by this appointment and look forward to taking on this wonderful challenge. The faculty has a strong team of academics and administrative staff. With this team, I know we will create wonderful pathways for our students into the future and into the complex world of work. I also look forward to strengthening our research position and building the faculty as a nationally and internationally recognised research-strong faculty, as well as a faculty with a very strong Global South presence.”

Prof Burger succeeds the current Dean, Prof Hendri Kroukamp, who will be retiring at the end of February 2022.  

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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