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12 November 2021 | Story Lunga Luthuli | Photo Andre Ferreira
UFS Council Chambe
The refurbished Council Chambers of the University of the Free State was recognised with a South African Institute of Architects Free State Regional Award for Architectural Projects.

Winning three South African Institute of Architects (SAIA) Free State Regional Awards is the embodiment of the University of the Free State’s (UFS) commitment to continually improve infrastructure and create accessible spaces. 

Two of the UFS projects – the Council Chambers and the Modular Lecture Space and Assessment Centre – emerged victorious in the category for Architectural Projects, while Prof Jonathan Noble, Head of the Department of Architecture, won an award in Category B – Work of Social Importance – for his book, The Architecture of Peter Rich: Conversations with Africa. 
SAIA members were invited to submit Free State- and Northern Cape-based projects, completed between 1 January 2019 and 31 March 2021, for regional adjudication by a panel of judges consisting of professional architects Jeremie Malan, Diaan van der Westhuizen, and Velka Laubscher.

Each participating project were visited on 29 and 30 September 2021; the panel  was ‘delighted with the quality of workmanship’. 

Velka Laubscher, President of the South African Institute of Architects in the Free State, says: “The Regional Awards Programme is held biennially, and each visited project was adjudicated and awarded based on merit, looking at design, aesthetics, commodity, and orientation. 

“The panel of adjudicators also follows specific guidelines to ensure that the process adheres to SAIA’s standards,” says Laubscher.

Nico Janse van Rensburg, Senior Director: University Estates at the UFS, says, “It is a great honour to receive these accolades, as our buildings are constructed on carefully controlled budgets, but still manage to exhibit a refinement in terms of architectural aesthetics. The recognition also reflects how the institution’s infrastructure performs compared to university buildings in general.”

The Department of Higher Education and Training recently recommended the UFS to other universities in the country to learn from the institution how to undertake infrastructural development while adhering to budget constraints. 

The main criteria for projects to receive SAIA recognition not only involve compliance with a functional programme, but should also deal intelligently with contextual informants, creating spaces that offer opportunities for meaningful interaction, and the use of materials and measures that are sympathetic to the environment in general, as well as to our local climate conditions.

“We welcome the recognition by the department, as it gives us an opportunity to also interact and learn from other universities, since there is always room for improvement. The university community can rest assured that the allocated budget is spent to reflect the institution’s objectives and to get value for money,” says Janse van Rensburg.

Anton Roodt, architect and urban planner from GXY Architects and Roodt Architects joint consultants, says: “The value for the University of the Free State lies in the fact that the university is seen, both by its internal and external stakeholders, as an institution that values the contribution that good architecture can add to academic programmes and projecting the image of the university as an enlightened institution.” 

Projects awarded with a ‘Regional Award for Architecture 2021’ will now be submitted for national adjudication to become eligible for a SAIA Award of Merit 2022 and a SAIA Award for Excellence 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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