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20 December 2022 | Story Gerda-Marié van Rooyen | Photo Supplied
Crystal-Donna Roberts
Crystal-Donna Roberts is a multifaceted lady. She appears regularly in soaps and is now a published author too. Speurder Sammi, an Afrikaans book written for early teens, explores themes such as anxiety, trauma, and pain.

She loved mysteries from a young age. Growing up, Crystal- Donna Roberts was fond of Columbo and Murder she wrote. Roberts, who graduated with a BA Drama and Theatre Arts in 2005, says she had always liked the tricky puzzles Scooby-Doo and Nancy Drew had to solve. She eagerly joined them on their missions page by page. Being an actress and having a busy schedule in front of cameras, Roberts actively decided to put time aside last year to write while participating in the Jakes Gerwel mentorship programme for upcoming authors. A lifelong dream came true when she wrote her debut novel, Speurder Sammi: Die blou steen (Detective Sammi: The blue stone). Tafelberg published her mystery-based story, which Roberts launched in September.

“Sammi is a teenager who lives with her artist aunt Valerie. The duo went on holiday visiting Oumie and Dedda in the Northern Cape. Although Sammi will miss her friends, April and Lerato, she is looking forward to a change of scenery. It will also distract her mind from the anticipation of waiting for acceptance at an art school she fancies. However, rural towns are full of surprises – and chancers.”

“There are teenage memories we seldom forget. The memory of growing pains is still vivid in my mind. I recall it and draw inspiration from it.”

Roberts doesn’t have set rituals when she writes. “I allow myself to do what my body and soul likes. Sometimes this means simply sitting down and enjoying a cup of tea.” Looking back on her fellowship, she discovered her love for creating new worlds and allowing the story to develop a storyline of its own. “I’ve learned I still have a lot to learn – this excites me. I also learned the importance of deadlines, even though they are scary.”

The former UFS student says she chose the Northern Cape as the setting for her story as it is one of the most beautiful parts of our country. “It is one of the prettiest parts of our country. I wanted my character to explore new horizons, but to remain between her loved ones when she goes through her healing and strengthening process.” Although Roberts is determined to write her second book, the details are still unknown. In the meantime, she enjoys reading Walter Russel’s The Secret of Light. She draws inspiration from Andrew Davidson’s The Gargoyle. “Apart from the story that deeply resonates with me, I can appreciate the detail in the story and Davidson’s writing style.”

To enquire about stockists selling Speurder Sammi, visit www.nb.co.za.


Presenter and television, theatre and film actress, Roberts is currently starring in kykNET’s drama series, Fraksie. She is also known for her roles in 7de Laan, Getroud Met Rugby, Montana, Vallei van Sluiers, Krotoa, and The Endless River.

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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