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26 August 2022 | Story NONSINDISO QWABE | Photo Boitumelo Molefe
Prof Geofrey Mukwada
Prof Geofrey Mukwada from the Department of Geography on the Qwaqwa Campus delivered his inaugural lecture, which focused on elevation-dependent warming in the Drakensberg Mountain region.

South Africa is generally regarded as a thirsty country due to water scarcity nationally. Even a rise of 0,5 °C in climate temperatures could have devastating effects on the environment.

Delivering his inaugural lecture on 22 August 2022 – a first for the Qwaqwa Campus in many years – Prof Geofrey Mukwada of the Department of Geography at the University of the Free State (UFS) Qwaqwa Campus painted a picture of the long-term effects of climate change on ecological, social, and economic aspects of the environment. The effects of climate change are being felt in all regions of the world, and the Drakensberg region in particular is beginning to bear the brunt.

Elevation-dependent warming a threat to socio-ecological systems

Introducing his topic, The last days of plenty: an assessment of elevation-dependent warming in the Drakensberg Mountain region between 1980 and 2018 and its potential implications for social-ecological systems in the region and downstream communities, Prof Mukwada said ‘last days’ was a euphemism used figuratively to imply the impending loss of environmental resources in the mountains because of climate change.

According to Prof Mukwada, elevation-dependent warming in the Drakensberg would pose serious implications for the overall rural livelihoods, regional trade, and biodiversity conservation.

“The Drakensberg Mountains is made up of a chain of several mountains and is home to a lot of activities. It is important for rural livelihood, including agriculture, cultivation of different forms, fisheries, and tourism, and if the climate is therefore changing and elevation-dependent warming is taking place, we see a threat to socio-ecological systems in many ways.”

In his lecture, Prof Mukwada discussed the three-decade-long investigation to determine if elevation-dependent warming is taking place at several points of the mountains, and to assess its environmental implications for the region and downstream communities. Using a time-series analysis standardised precipitation and evaporation index (SPEI) and monthly maximum temperature and locational and elevation data, the investigation monitored climate change trends between 1980 and 2018.

Development of research-based solutions

He said results did not confirm the existence of elevation-dependent warming in the Drakensberg Mountain region, but statistically significant evidence has shown that the region is becoming warmer and facing increasing aridity.

“It is worrisome in the sense that even such a small change can have devastating effects on the environment.”

In order to avert these problems, Prof Mukwada said a special climate adaptation plan for the region was necessary. The university plays a key role in this, as it can provide guidance on the process of redefining knowledge, scientific understanding and truth, in order to promote sound mountain development interventions and programmes. “We need to shift towards research-based solutions.”

Prof Mukwada is a C2 NRF-rated researcher with expertise in the application of remote sensing and geographic information systems (GIS) in integrated scientific and multidisciplinary environmental research.

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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