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12 December 2022 | Story Leonie Bolleurs | Photo Leonie Bolleurs
Dr Karen Venter
Dr Venter received her PhD at the December graduation ceremonies. She focused on addressing societal challenges through the practice of engaged scholarship in community-university research partnerships for the common good.

When asked what inspired her to pursue a PhD, Dr Karen Venter, Head of the Division of Service Learning in the Directorate Community Engagement at the University of the Free State (UFS), said she wanted to make a difference in addressing societal challenges through the practice of engaged scholarship in community-university research partnerships for the common good. 

“Also, I love to learn and share knowledge – and that is exactly what I did in this PhD, titled: An integrated service-learning praxis approach for flourishment of professional development in community-higher education partnerships.” 

She explains, “My five-articles-style thesis explored the contribution of an integrated service-learning praxis approach towards the flourishment of engaged scholarship in community-higher education partnerships. The approach combined community engaged service-learning (CESL), appreciative inquiry and appreciative leadership, to advance the praxis of engaged scholarship. The study was demarcated in the field of higher education, applied in the discipline of nursing education, and contextually bound to three interrelated action research cycles and settings – for international, national, and local level engagement.”

Community members participate in the research journey

“The intent of the study was to recognise the community-led action learning of community member participants at the core action learning set,” says Dr Venter. 

The study followed a participatory action learning and action research methodology. During her research journey, she was joined by members of the community, specifically from Bloemshelter – a shelter for the homeless. “They co-constructed and completed a four-year community-led action learning pathway to holistic development (spiritual, personal, professional), which brought about holistic social change and well-being in their livelihood, moving from dependence on others to establishing viable multiple micro-enterprises,” she says.

The UFS affiliated with GULL to reward the community member participants’ action learning. “Already in 2019, GULL certified their action learning with a Professional Bachelor’s degree, while I still had to document the action research, and only now received the PhD,” says Dr Venter. 

“I am grateful to all the participants who co-created action-oriented knowledge with me in the study, from international, to national, to local level of engagement.”

Integrating a PhD with work and life

A PhD requires a lot of hard work and effort, to the point that the lines between studies, work, and life become blurred. Dr Venter acknowledged that she tried to balance work/life and study, but “I was not very good at it”. 
Passion, patience, peace, perseverance, positivity, and prayer are good principles to maintain when you are in the process of completing a PhD. – Dr Karen Venter 

She elaborates, “Studying became an integrated part of my work and life.  For the duration of my studies, I started working at 03:00 and I also did not watch any television.” She did, however, make time for herself by joining the wellness workout programme presented by the UFS, enjoyed gardening, and playing with her grandchildren. “I also tried to rest one day over weekends, and made time to praise and worship, which energised me for the next week,” she adds. 

“Passion, patience, peace, perseverance, positivity, and prayer are good principles to maintain when you are in the process of completing a PhD, she believes. 

Dr Venter says that although writing a PhD is indeed lonely, it is also an exciting journey, “especially when you reach those moments of breakthrough that can only come to life after deep reflection.” She also describes it as a deep spiritual journey. “Almost like walking in and out of a labyrinth – and where many hours become equal to a breath.

She is very grateful to her supervisors, Dr Somarie Holtzhausen, Prof Mabel Erasmus, and Dr Elanie Myburgh. “I deeply honour and salute you for your unconditional and continuous coaching, compassion, and care – guiding, supporting, motivating, mentoring, and keeping me grounded until I completed the journey.”

 

 


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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