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12 April 2022 | Story Anthony Mthembu | Photo Supplied
Siphilangenkosi Dlamini.

“The reason I write is because I know that there will be a time when people such as my grandmother and her peers will not be around to tell us stories by word of mouth, hence we need to preserve the stories they tell us in black and white,” said Siphilangenkosi Dlamini.  

The fourth-year Governance and Political Transformation student at the University of the Free State (UFS) is the author of a book, titled Magic and Other Authentic Experiences. The book is a compilation of 13 short stories that follow the lives of a vast pool of characters as they experience chaos, love, and tragedy, among other things.

Some of the stories highlighted in the book

The chapter ‘The House on Marloth Street’ delineates the story of a young woman named Gracious, who is forced into prostitution to earn her keep by an elder in her life. The book also sheds light on the intricacies of young love through a story titled ‘The Suicide Note’. This story follows the lives of two characters named Menzi and Lulu, whose lives reach a devastating end because of secrets, deceit, and forbidden love. However, one of Dlamini’s favourite stories in the book is titled ‘Girl on the Bus’, which is based on a real-life occurrence. “It was one of those rare experiences where you meet someone and they are full of life,” he stated. 

The book is ultimately a manifestation of Dlamini’s love of literature. In fact, he argues that “these stories are a portrayal of different experiences of young people stepping into the world and trying to navigate life, love, and relationships”. This can be seen in the first story in the book, titled ‘Magic on Campus’, which is an account of Dlamini trying to pursue a young woman he met on campus, and highlighting how she made him feel. 

Making strides through literature

Dlamini’s authentic storytelling led to three of his stories being selected as part of the curriculum for the English Academic Literature module, which is included in most faculties at the UFS. As many of the students at the UFS are exposed to this work, he states that, “I would love this book to symbolise the importance of telling African stories”. Although Dlamini is making strides with this book, he is still working on expanding the book’s reach. “I’m emailing bookstores every day, trying to get the book into bookstores,” he said.

Future endeavours for the young author

As someone who strongly believes in the preservation of African literature and the portrayal of African love stories in their most authentic context, Dlamini is currently working on his next project. The project would count as his first novel and is a sequel to the stories from Magic and Other Authentic Experiences. In this novel, Dlamini explores a world in which the various characters are placed in a similar setting, and the experiences they would have if their lives were to intersect. 

The book is currently available for purchasing at R100 per copy. Those interested in purchasing a copy may contact Siphilangenkosi Dlamini on +27 84 374 0032 or 2018245304@ufs4life.ac.za.

Magic and Other Authentic Experiences book cover

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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