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Nico Janse van Rensburg named recipient of UFS Council medal

16 February 2022 | Story Lacea Loader | Photo Sonia Small

At a meeting held on 26 November 2021, the Council of the University of the Free State (UFS) approved the awarding of the UFS Council Medal for outstanding service to Nico Janse van Rensburg, Senior Director: University Estates.

Building our campuses

Janse van Rensburg completed a BSc Quantity Surveying degree at the UFS in 1989 before joining the institution’s then Department of Physical Planning in 2004, after an impressive career as quantity surveyor. In 2012, he was appointed Senior Director: University Estates, continuously adding value to the infrastructure of our three campuses – totalling more than 500 000 m² – as well as experimental farms and off-campus entities of more than 1 000 ha.

He has a persistent green approach that not only reduces the UFS’ carbon footprint, but also saves the institution millions of rands in energy savings and maintenance. Indigenous and waterwise gardens greet staff, students, and visitors to all our campuses, while being housed in well-maintained buildings. All newly built facilities on our campuses are based on green building principles, while an overall optimal building management system ensures efficient energy management.

Mentorship and skills transfer

University Estates, through its procurement management and the leadership of Janse van Rensburg, is also one of the main drivers behind the UFS’ BBBEE scorecard. He initiated a mentoring and skills transfer strategy by means of joint project appointments, enabling previously disadvantaged firms to eventually be appointed independently for similar projects.

To ensure, among others, aesthetically pleasing buildings that offer value for money, Janse van Rensburg and his team have developed a series of technical manuals that outline material specifications and expectations. Since 2012, he has been instrumental in more than 1 000 projects at the UFS.

The university recognises and commends Janse van Rensburg’s indispensable contribution to creating inclusive and quality spaces on our campuses, where staff, students, and visitors can experience our culture of care. His motto is clearly visible in all the projects he completes: Get things done – within time, budget, quality standards, expectations, and user satisfaction.

“It is an immense privilege to be leading the University Estates team, and I am humbled to be the recipient of this prestigious medal. University Estates is all about teamwork, and an award such as this can only be possible through the commitment, dedication, and support of a very capable team, as well as colleagues throughout the UFS. I would also like to thank our very capable leaders, such as Prof Prakash Naidoo, Vice-Rector: Operations, for his support and guidance. I have learnt a lot on this journey and a lot remains to be learnt. All of this could only be achieved with help that goes beyond one’s own strengths and abilities,” said Janse van Rensburg.”

Get things done – within time, budget, quality standards, expectations, and user satisfaction.

The Council Medal will be presented to Janse van Rensburg during a graduation ceremony in 2022.

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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