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08 February 2022 | Story Anthony Mthembu | Photo Charl Devenish
Dr Munita Dunn-Coetzee
“I would like for students to walk in here and feel comfortable; it doesn’t matter what you identify as – there is a space for you here,” says Dr Munita Dunn-Coetzee, the new Director of Student Counselling and Development.

Dr Munita Dunn-Coetzee has joined the University of the Free State as the new Director of Student Counselling and Development. This is after an eleven-year stay at Stellenbosch University as the Deputy Director of the Centre for Student Structures and Communities, and later as the Director of the Centre for Student Counselling and Development.

Dr Dunn-Coetzee’s role at the UFS

As leader of the department, Dr Dunn-Coetzee sees her role as one in which she is responsible for moving her team forward. “My role is to really look at what the team needs. This is from infrastructure right through to their own personal development, and to making sure that they have what they need to get their jobs done,” she stated. In addition, Dr Dunn-Coetzee’s responsibilities include, “looking at our strategic intent, aligning with what the university wants, being relevant in terms of our service delivery, and connecting enough with the students”. In fact, one of the things she is excited about is learning from the students at the University of the Free State. “The big thing for me is to make contact with students and to engage with them about what is going on at ground level; the one thing I don’t want to be is someone who sits in the office, sends emails, and think I know what’s going on,” she explained.

A commitment to the mental health of UFS students

Although her two predecessors were internal appointments, Dr Dunn-Coetzee argues that being an external appointment allows her to have a fresh perspective. As such, one of her main priorities for the year is looking at student leaders, day residences, residences on campus, and residential heads, and analysing whether they are empowered enough to have conversations about mental-health issues with students. “The one thing that concerns me is that we have been online for two years, and now that we are telling students to come back to campus, it might evoke a level of anxiety in some students,” she explained. Therefore, ensuring that the department is student-centred in everything it does is very important to Dr Dunn-Coetzee. This varies from the way in which students are dealt with, how emails are responded to, and how students are treated when they walk into the Kovsie Health Building.

A long-term vision for the department and the university

Even though she has not been at the University of the Free State for very long, Dr Dunn-Coetzee has some long-term goals that are bound to positively impact both the students and the staff in her department. “I would like to have a research focus within our department; it is very easy to say that we are doing good work and that we have an impact on our students, but we need to have something that proves it,” she said. Therefore, an evidence-based approach is one of the directions she would like to pursue in her department. In addition, Dr Dunn-Coetzee argues that there is a need for a space in which intern psychologists can be trained. “It keeps your current staff on their toes, and it helps you to really play a role in developing psychologists in South Africa,” she expressed. Therefore, opening this space for young psychologists is something she hopes to make a reality in her time at the university. Furthermore, developing her staff and ensuring that they grow their skill set is an important goal she would like to achieve. “My focus is not to have people work here for thirty years; I need to empower them so that they can develop as much as they can. Of course, I love having them here, but in the event that they want to work somewhere else I need to make sure that they are skilled,” she said. Lastly, a goal she is adamant to achieve is to ensure that the service delivery by Student Counselling and Development is of a high standard on all three campuses.

As such, Dr Dunn-Coetzee would like to be viewed by the student community as accessible and approachable. “I would like for students to walk in here and feel comfortable; it doesn’t matter what you identify as – there is a space for you here,” she said.

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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