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25 August 2022 | Story Leonie Bolleurs | Photo Supplied
Bernedette Muthien
Bernedette Muthien is the author of Rethinking Africa, which critically opens new pathways for decolonial scholarship and the reclamation of indigenous self-definition by women scholars.

“Claim your own agency and power, no matter how challenging the circumstances. Violence and oppression stop with each of us. We ended apartheid. We will end patriarchy. And everyone will benefit from the end of gender and intersecting oppressions, to live their full potential in an equal and nonviolent society. We are making the change; it is coming; always have hope.”

This is the message to women from Bernedette Muthien, Research Fellow in the Office for International Affairs at the University of the Free State (UFS).

For the past 20 years, she has conducted research on intersectional justice, a topic that is both scholarly, accessible to activists and others, and can be used to improve our communities, our country, and the world at large.

Muthien has written more than 200 publications, some translated into European and local languages, on gender, gender violence, HIV, Aids, poverty, and sexualities.

Additionally, she has published widely in peace and security studies, as well as indigenous studies. Some of her other works deal with human rights and justice, specifically the constitution and education in South Africa. "As a scholar and human being and being involved in the last cohort of youth activists against apartheid during the turbulent 1980s, I consider intersectional justice and constitutional rights of critical importance,” she says.

Restoring dignity to our people

One of Muthien’s most recent works, Rethinking Africa, is a collection of chapters by diverse indigenous women – from playwright Sylvia Vollenhoven, to academic Babalwa Magoqwana – reinterpreting our past from various women’s perspectives.

The book, conceived at the start of the pandemic lockdown and produced in less than a year, critically opens new pathways for decolonial scholarship and the reclamation of indigenous self-definition by women scholars. “It is long overdue that, as indigenous women, we write our own herstory, define our own contemporary cultural and socio-economic conditions, and conceive future visions based on our lived realities, which are social and gender equality, matricentric, beyond-heteronormative, based on nonviolence or peace, ecologically responsible, and goddess-loving,” she says. 

It is Muthien's commitment to her women ancestors and contemporary communities that inspired this work, correcting misinterpretations of indigenous knowledge, women's role in society, and colonially influenced patriarchy in our urban areas.

She believes one needs women at the centre of societies, co-creating social values and practices that are humane and nonviolent, that nurture and foster individual and collective growth, that heal and care, that do no harm, and definitely do not exploit. 

“There is enough light in the cosmos for all the stars to shine. One star’s light does not diminish the glitter of other stars, and shining together, all the stars united can be brighter than even the sun. Together, we continue to define our own herstories and scholarship for ourselves, as indigenous peoples in Africa,” Muthien was heard saying at the online launch of Rethinking Africa last year. 

Through this publication, she mostly wanted to convey that women are central to indigenous societies, and that our environment is alive and worthy of respect. In Muthien's view, humans, animals, plants, and the planet should not be exploited in any way but imbued with dignity.

Furthermore, she believes that we need to reclaim these core indigenous values and practices that have been corrupted by colonially inspired patriarchy. “As a result, we will eradicate gender violence and restore dignity to our women, our men, and to our people," she says.

Challenging colonially inspired patriarchy

The intent of Rethinking Africa is to contribute to scholarship. Yet the contributors are from different sectors, writing in diverse styles, making this work accessible to all audiences. “Photographs of sacred sites and rock art, as well as poems by leading indigenous poets, are included in the book, illustrating the indigenous intersections between scholarship, art, creativity, spirituality, and between individual and community,” she explains. 

The work specifically challenges colonially inspired patriarchy, including religious teachings about patriarchy, about the subordination of women, which contradict indigenous wisdoms of equality and women at society’s centre.

Muthien’s work, although challenging for some, does add value, changing people’s lives for the better. For decades, she has worked on consciousness transformation through scholarship and community work. She is of the opinion that mindsets need to change in order to change behaviour and society. “In this way, the change is deep and lasting,” she says. 

She is also a firm believer in less talk, and more strategic and effective action. “In taking action, one first decolonises the mindset; strip it bare of all internalised oppression. Then it is important to re-instil ancient indigenous knowledge, values, and practices. Also offer skills, networks, resources, to communities as they offer their knowledge to scholars.”

“In addition, leave concrete assets for communities,” she says. Muthien tells the story of a family in Andriesvale, deep in the Kalahari, who built their Kalahari Kombuis, which serves as their residence and a tourist entertainment and dining venue, funded by a small group of Dutch feminists who wanted to contribute to reparations. According to her, the building and the family and community thrive to this day.

And importantly, it is key to have compassion. “Always compassion,” she says.

Muthien offered Rethinking Africa as her contribution to the various communities she has served over decades since birth.

• The book is available in bookshops and online, and online around the world.

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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