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26 October 2021 | Story Nonsindiso Qwabe | Photo Nonsindiso Qwabe
From the right: Dr Ralph Clark,, with fellow researchers, Dr Stephanie Payne, Dr Sandy-Lynn Steenhuisen, Dr Onalenna Gwate and Evelin Iseli, a Swiss PhD student on RangeX at the open top chambers on the Maloti-Drakensberg mountain range.

What impact has global change had on alpine vegetation in our own mountains and those around the world, and why are certain plants in mountains around the world rapidly expanding their ranges?

This is the question on which the Afromontane Research Unit (ARU) on the Qwaqwa Campus will be shining the research lens over the next three years, through Project ‘RangeX’, a multi-institutional research consortium under the Mountain Invasive Research Network (MIREN), with ETH Zurich (Switzerland) leading the research project. The project is underway in the Witsieshoek area of the Free State component of the Maloti-Drakensberg, as part of a global consortium to better understand the ecological drivers of range-expanding plant species in mountains around the world.

South Africa’s participation in the project is led by the ARU Director, Dr Ralph Clark. Other RangeX partners are Germany, Norway, Sweden, Denmark, Australia, China, Chile, and France, with research locations in the Swiss Alps, Himalayas, Andes, Australian Alps, and Scandes.

The official launch of the research site for the Maloti-Drakensberg mountains, which took place on 20 October, marked the beginning of the South African component of globally coordinated research to understand how range-expanding species may affect current alpine environments under future climatic conditions. The launch involved a site visit to the summit of the Maloti-Drakensberg. Situated at 3 100 m above sea level in the Witsieshoek area, the research seeks to determine whether typical range-expanding species might colonise the alpine zone above 2 800 m under a simulated future warmer climate. 

The South African component of RangeX is funded by the Department of Science and Innovation (DSI) through BiodivERsA, an initiative of the European Union’s Horizon 2020, which promotes research on biodiversity and ecosystem services and offers innovative opportunities for the conservation and sustainable management of biodiversity.
Speaking at the launch of the project, Dr Clark said the alpine zone of the Maloti-Drakensberg is an ecologically severe environment, resulting in only specialised species being found above 2 800 m. “However, with climate warming, it can be expected that many lower elevation plants might start to ‘climb’ the mountain and invade its upper reaches. This will have a major impact on ecology, livelihoods, endemic alpine species, and water production.”

This is the first time that such experiments will be undertaken in the alpine context of the Maloti-Drakensberg, Dr Clark explained. The ARU is using this project to promote an ambitious and long-term alpine research programme centred on the Mont-aux-Sources area, where the Free State, KwaZulu-Natal, and Lesotho meet.  

Toto Matshediso, Deputy Director: Strategic Partnerships at DSI, said the Range X project with South African funding from the DSI was aligned with the departmental priorities for investment in global change and biodiversity research and innovation. 

“The research conducted is strengthening international cooperation in terms of research collaboration with its European Union partners as a region, as well as bilateral partners involved in the project. The project is also located in an area that has been historically disadvantaged, and the DSI is proud to be part of contributors to mountain research initiatives and direct contribution to the local community. The project also places the spotlight on the rich biodiversity data of the area, and how it could contribute to the overall government priorities regarding biodiversity.”

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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