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06 December 2022 | Story André Damons | Photo Sonia Small
Dr Nicholas Pearce
Prof Nicholas Pearce has joined the Faculty of Health Sciences’ management team after being appointed Head of the School of Clinical Medicine. Prof Pearce is the former Head of the Department of Surgery at the UFS and led the Universitas Hospital’s COVID-19 Task Team.

During the height of the COVID-19 pandemic, Prof Nicholas Pearce led the COVID-19 Task Team of the Universitas Academic Hospital, ensuring that the hospital not only had enough Personal protective equipment (PPEs) and beds for patients, but also that the vaccination process ran smoothly. Now, the Best Doctor of the Year for 2022 – as named during this year’s National Annual Batho Pele Excellence Awards (NBPEA) – will lead the School of Clinical Medicine in the Faculty of Health Sciences at the University of the Free State (UFS).

Prof Pearce, former Head of the Department of Surgery at the UFS who served the faculty in multiple capacities over a long period, took up this position on 1 December 2022 – a position he is looking forward to.  

Create world-class doctors, maximise students’ full potential

“I’m excited about taking up my new position as Head of the School of Clinical Medicine. This is a role that comes with huge responsibility, and my vision is to create world-class doctors and to maximise each student’s full potential.  We, as university, are a national asset and need to grow and develop to be of service to the future of our country.  So, to lead a school with such a prestigious history is truly a privilege,” says Prof Pearce. 

According to him, the goal for the Medical School in the next five years should be determined by three main core drivers: service delivery, research, and teaching and training. He would like to be in a stronger position, with innovation that can produce world-class doctors (both undergraduate and postgraduate). 

If you look at the strategic plan of the UFS, says Prof Pearce, it is clear that, under the leadership of current Rector and Vice-Chancellor, Prof Francis Petersen, a period of regeneration and innovation is upon the university. Tied to this concept is the idea of self-evaluation and improvement. The idea of challenges and coming up with solutions excites him.  

“I think for a while, my main aim will be to bring the university, the provincial Department of Health, and the school in alignment, ensuring that we are all pulling in the same direction to achieve the same goal.”  

“At the end of the day, the goal here is to provide quality health care to the people of South Africa, while the Department of Health, the university, and society each function in different environments – coming together and understanding each other’s needs and having a common goal – excellent health care in this country for all our citizens.”

Lessons learned from surgery and running COVID-19 task teams

Prof Pearce, who was awarded the UFS Chancellor’s Medal for outstanding service during the April graduation ceremonies, says lessons learned from being both a surgeon and running COVID-19 task teams, are that strategic organisational processes need to be in place – systems strengthened, the policies and procedures adapted, and comprehensive planning taking place. 

However, he says, one must also bear in mind that we have a history of very high academic standards in the School of Clinical Medicine, so you want to improve on that rather than go backwards.

“I learned a lot from surgery and COVID-19 that will equip me in future. COVID-19 taught me about organisational management, disaster management, funding, resource management, people management skills, development, etc.  
“Running the Department of Surgery, one of the largest departments in the faculty with multiple inputs and personalities, has taught me that you are only as strong as the team behind you. I have an amazing team behind me in this new role, whether it is the dean, vice-dean, heads of department, administration, rectorate, and so forth.” 

He will continue to work at the Universitas Hospital; however, being fully employed by the university, he will only be doing some calls and working over weekends.  

“As a surgeon, theatre has always been my safe haven, my place of meditation, my place of peace, and I am sad to say goodbye to surgery and the Department of Surgery – it has been loyal, and I am grateful to everyone in the department; but I think as with all good things, there is a time to come and a time to go.”

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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