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30 August 2022 | Story Edzani Nephalela | Photo Lethabo Machabaphala
From the left; Dr Marinkie Madiope, UFS South Campus Principal and founder of the UFS Women's Forum; Advocate Nthabiseng Sepanya-Mogale, Commissioner for Gender Equality: Free State province and Advocate at Oxford Chambers; Dr Molapo Qhobela, UFS Vice-Rector: Institutional Change, Strategic Partnerships, and Societal Impact, Pinky Kekana, Deputy Minister in the Presidency, and Zola Thamae, Acting Head of the Free State Department of Sport, Arts, Culture and Recreation.

“Most people believe that Women's Month celebrations are primarily for women, because issues discussed during these events are related to women. However, have you considered including men in these discussions to achieve gender equality? Do men understand how women want to be treated and cared for?” Pinky Kekana, Deputy Minister in the Presidency, spoke during the Women’s Month commemoration at the University of the Free State (UFS) South Campus on 16 August 2022.

This was the first gender-inclusive event, following the collaboration between the UFS Women's Forum, South African Women in Dialogue (SAWID), and Grootvlei Correctional Services

Some of the delegates who attended this prestigious event, included Dr Marinkie Madiope, UFS South Campus Principal and founder of the UFS Women's Forum; Advocate Nthabiseng Sepanya-Mogale, Commissioner for Gender Equality: Free State province and Advocate at Oxford Chambers; Zola Thamae, Acting Head of the Free State Department of Sport, Arts, Culture and Recreation; and Commissioner Jacky Reid-Moses, Correctional Services Area Commissioner for the Free State and Northern Cape regions.

Following the welcome by Dr Molapo Qhobela, UFS Vice-Rector: Institutional Change, Strategic Partnerships, and Societal Impact, Thandeka Mosholi, Assistant Director: School of Open Learning, deliberated the significance of women. She emphasised that women do more than bear children; they are also specialists in their fields and should be regarded for various managerial roles. 

“There are many opportunities for women, and men should not feel threatened when women occupy them; rather, they should support and encourage them, as they strive to be the best they can be. Generational equality should be used as a catalyst for us to drive gender equality. We need to be innovative and guarantee that boys and girls participate in things like domestic duties from a young age,” Mosholi stressed.

However, gender-based violence (GBV), sexual harassment, and murder are still significant issues, with various organisations trying to address and curb these socio-economic ills. Advocate Sepanya-Mogale said that it has become increasingly challenging to feel safe even in our own comfortable spaces. “If there are pastors and teachers out there who are taking advantage of our children, then we will continue to look over our shoulders. What happened to churches being our place of refuge and old generation teachers being faces of the community?” said Advocate Sepanya-Mogale. 

All the speakers encouraged women to take a position in the community, solidify their relationships, assimilate into the world of innovation and 4IR, and invite males into conversations that serve women's interests.

(From Left: Thandeka Mosholi, Assistant Director: School of Open Learning UFS; Dr Marinkie Madiope; Advocate Nthabiseng Sepanya-Mogale; Dr Molapo Qhobela; Pinky Kekana; Zola Thamae, and Spa Kabane, Director at the Free State Office of the Premier. Photo: Lethabo Machabaphala)

Educational session and future endeavours 

In addition to the commemoration, this event was concluded with an educational session dialogue. This session was divided into four groups, including both males and females, tapping into real-life experiences. It addressed issues of peace and security, facilitated by SAWID; rehabilitation and integration of inmates into communities, by the Grootvlei Correctional Management Unit; financial management, by Standard Bank; and GBV, enabled by the UFS Women’s Forum.

The perspectives and experiences shared by the attendees will be collated by the facilitators and handed over to the Deputy Minister in the Presidency to guide her strategy and plan.
 

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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