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16 February 2022 | Story Leonie Bolleurs | Photo Supplied
Unique PhD Journeys
Prof Liezel Lues and her two doctoral students on graduation day. On the left is Dr Modeni Sibande, who is looking forward to ensuring that Public Administration and Management remains relevant to contemporary evolving issues in society. On the right is Dr Maréve Biljohn, who as a student has always shown commitment to do her best in every aspect of her PhD journey.

In nature, one often comes across cool and surreal phenomena. Experiencing rare happenings in the academia is an altogether different encounter. One that Prof Liezel Lues, Professor in the Department of Public Administration and Management at the University of the Free State (UFS), explains as winning the lottery.

Two of Prof Lues’ doctoral students – representing two different institutions – graduated in 2018. Four years later, on the exact same date, 1 March 2022, Drs Maréve Biljohn and Modeni Sibanda will take up their new positions, respectively as Head of the Department of Public Administration and Management at the UFS and Head of the Department of Public Administration at the University of Fort Hare.

 

Social innovation and service delivery

Dr Biljohn, currently Senior Lecturer in the department, did her thesis on the topic: Social innovation and service delivery by local government: a comparative perspective. With work experience in local government, Dr Biljohn had a good idea of the problems that underpin poor service delivery in this sphere of government.

Public participation in integrated development planning: a case study of Buffalo City Metropolitan Municipality, was the title of Dr Sibanda’s thesis. The study revealed how individuals and communities navigate forms of power and raise the critical consciousness of municipal residents, communities, and public officials.

According to Dr Sibanda, his study was motivated by the need to explore how public participation power dynamics influence Integrated Development Planning outcomes.

He believes by doing so, the complexity of how individuals and communities navigate forms of power in public participation platforms and spaces would be unravelled. Unravelling such public participation power dynamics, he says, would raise critical consciousness and address and challenge visible, hidden, and invisible forms of power on these public platforms and spaces. “Often public participation platforms and spaces neglect and ignore the capacity of such spaces to manage the pervasive, complex power dynamics among stakeholders in municipal strategic development planning processes. This focus to my PhD therefore sought to fill that knowledge gap,” adds Dr Sibanda.

Prof Lues says the value link to their research is buoyed in the South African Local Government. “They have both established a niche area that addresses the challenges South African municipalities face,” she adds.


“There is no doubt that they are suitable for the position of head of department at this point.”


Achieving a coveted status in their careers

On experiencing this unique journey, Prof Lues says: “Of all the relations, a relation between a promoter and a student is the most inspiring and admirable one. Any promoter takes the utmost pride when his/her taught students achieve coveted status in their respective careers. To me, it feels like winning the lottery – twice.”

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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