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21 July 2022 | Story Leonie Bolleurs | Photo Supplied
Riaz-Seedat
Prof Riaz Seedat, who enrolled for a PhD through the USDP, wishes to create ear, nose, and throat knowledge through his research that is more relevant to the South African setting.

Prof Riaz Seedat is Professor and Head of the Department of Otorhinolaryngology at the University of the Free State (UFS) and in the Free State Department of Health at the Universitas Academic Hospital. It is in this position where he has the opportunity to treat patients, teach students, and conduct research.

As one of the ten academics enrolled in the University Staff Development Programme (USDP), Prof Seedat forms part of the University Capacity Development Programme (UCDP), which seeks to transform academic expertise in the field of global health.

The UFS Office for International Affairs administers the programme, which offers an enriching journey for the group of academics from the University of the Free State (UFS) and the University of Venda (Univen).

In an interview, he revealed the importance of research focused on ENT cases in developing countries. 

How has your background shaped the life and academic path you have chosen? 

During my internship, I had the opportunity to work in ENT. The field sparked great interest in me, so I decided to specialise in it. 

During my training, it became apparent to me that much of the information in the literature was based on research and practices in developed countries and did not reflect the situation in developing countries, where there is a high burden of infectious diseases and presentation of patients with pathology at an advanced stage. My research has been focused on providing a developing country perspective of otorhinolaryngology, particularly with regard to infectious diseases and allergy in the field, creating ENT knowledge that is more relevant to the South African setting. 

What drew you to the USDP project’s call? 

The USDP provides me with the chance to complete my doctorate on recurrent respiratory papillomatosis, a disease that is characterised by recurrent wart-like growths on the surface of the vocal cords or tissue around the vocal cords.

In our context, this affects mostly children and there is a relatively high prevalence of this condition here in the Free State. Research through this PhD will expand knowledge on the diagnosis and management of the condition. 

Please tell us more about your research. 

I have identified that in South Africa, recurrent respiratory papillomatosis, which is caused by the human papillomavirus, occurs more commonly in children than in Europe, where mostly adults are affected. In future, I would like my research to find factors that can help to identify which patients with recurrent respiratory papillomatosis will develop more severe disease, in order to better treat them. 

I have also done work on infectious diseases such as HIV and ENT, describing the impact of HIV in the different ENT conditions we see. 

With regard to allergic rhinitis, we have studied the impact of the condition on patients’ quality of life and are identifying the most frequent allergens present in our setting here in the Free State.

Did the pandemic impact your research?

Yes, it did. Being a full-time clinician for the Free State Department of Health meant that we had to dedicate more time towards managing the pandemic. This has affected patient care and the research we do on the patients. Many patients could not access healthcare facilities because of the lockdown, impacting their treatment, as well as research being carried out. 

Global health is one of the critical issues for the future of the human species, especially in Africa, where both infectious and non-communicable diseases threaten development. What will your project contribute to the field? 

Many of the conditions I am researching are as a result of infectious diseases. Unfortunately, these are conditions that are often neglected as they occur mainly in developing countries. The research will positively impact society through the care and treatment of patients with the condition. 

What are your future career plans? How will a PhD qualification assist you in reaching these goals?

A PhD will help me obtain a better understanding of research content and methodologies. I believe that a PhD will also equip me with the knowledge to better supervise individuals who wish to further their academic careers and do their own PhDs. 

What is your advice for aspiring PhD candidates?

I would advise someone who wishes to complete a PhD to work on a topic that they have a great interest in, because it is a task that will take much of your time. 

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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