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21 April 2022 | Story Leonie Bolleurs | Photo Leonie Bolleurs
Walena and Elize
Walena Marambakuyana and Elize Swartz.

Her love of numbers and analysing data – to such an extent that she, just for the fun of it, did university Mathematics in her spare time in Grade 10. This not only resulted in an A for Maths in matric, but also contributed to Walena Anesu Marambakuyana’s success during her postgraduate studies, as she was announced the best honours student in her year group in the Faculty of Natural and Agricultural Sciences. 

Solutions to Africa’s challenges

For this prestigious achievement, she was presented the Dean’s Medal, which she collected during the faculty’s graduation ceremony on 21 April 2022. “I can't begin to say how much this means to me. I think of the struggles that I've faced, and it just proves to me that anything is possible if you set your mind to it,” says Walena, who believes this achievement will also motivate her little sisters to aim higher in life. 

Walena, who completed her undergraduate studies in Actuarial and Financial Mathematics at the University of Pretoria, continued with her honour’s degree in Risk Analysis at the UFS.

“Thinking back, it was always clear that I would take this route. Throughout primary school and high school, the Math teachers particularly liked me. I think it was because they saw that I really enjoyed Mathematics. I also remember that at the tender age of seven, my dad's colleagues would call me a mathematician,” recounts Walena.

She, like her aunt and role model, Dr C Gandidzanwa, is working towards obtaining a PhD. Currently, Walena is enrolled for the master’s degree in Risk Analysis at the UFS. “In my view, a PhD would enable me to contribute to innovative ideas that will provide solutions to the various challenges we are facing in Africa and the world at large. I specifically would like to inspire younger generations coming after us to safeguard against risks by anticipating, assessing, and taking the necessary steps to mitigate against risks,” she says.

“I believe risk assessment and mitigation not only contribute to my day-to-day activities; it also affects bigger global challenges such as climate change. Through my studies, I have a clear picture of what can be done to mitigate these risks. However, the challenge is always to ensure that this filters to practical action,” says Walena.

This is where I belong

Receiving the Dean’s Medal for the best marks in the group of master’s students in the Faculty of Natural and Agricultural Sciences at the University of the Free State (UFS), was another mathematician, Elize Swartz. “Receiving the Dean's Medal is a great honour for me. It reminds me that hard work pays off and it encourages me to continue with my studies.”

She completed her honours degree, majoring in Mathematics and Applied Mathematics, in 2019 and her master’s degree in Mathematics in 2021. For both, her mini thesis was in the field of graph theory.

Currently a lecturer in the UFS Department of Mathematics and Applied Mathematics, she is looking forward to starting with her PhD later this year. Elize, who already knew in primary school that she wanted to be a teacher, is hoping to one day be a full-time lecturer at the UFS. “My passion is to work with young people. I hope to make a difference in their lives by teaching, sharing my knowledge, and helping them in such a way that they experience the love of Jesus Christ,” she says. 

She continues: “I cherish the instances when my lecturers gave me advice, encouraged me, and recognised my hard work. I want to share and continue that positive experience with other people and students by teaching them to work hard and be responsible, while treating them with kindness, patience, and love.”

Her favourite part of studying was the moment when she did homework and assignment problems and everything just started to fall into place. “For me, Maths problems are almost like a little game or puzzle. I also enjoyed receiving my marks after each assignment, test, or exam, knowing that this was the result of all my hard work,” says Elize, who also enjoys campus life, especially after the lockdown, “walking on campus – feeling safe, at home, and the sense of knowing this is where I belong”.

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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