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08 June 2022 | Story Rulanzen Martin | Photo Pexels
Protest
Student protest has been a hot topic on many campuses across the country.

The University of the Free State (UFS) Faculty of the Humanities provided the platform for a robust dialogue on student protests in South Africa. The round-table discussion, titled ‘Humanistic Perspectives on Student Protests in South Africa’, took place on 30 May 2022, with an impressive panel drawn from the Humanities, senior management of the UFS, and student governance.  

Vice-Dean of the Faculty of the Humanities Prof Chitja Twala said the faculty thought it prudent to lead this discussion by hosting a round-table talk. “Student protest will be with us for some time, and we need to engage and talk about these issues from a humanistic point of view – it is important for us,” he said.

“It is only when we dialogue and engage with each other that we can meet each other halfway and understand the problems students are faced with, and students can understand the problems institutions of higher learning are faced with.”  

The dialogue was an opportunity to discuss humanistic perspectives on student protests and included the following topics, among others: dynamics of student protests, the relationship between politics and protests, why protests are a challenge for the higher education sector, and the possible responses to protests by universities. 

“We wanted an academic experience and we wanted to give a sense of the different kind of angles when looking at protest, and we have not even scratched the surface,” said Prof Heidi Hudson, Dean of the Faculty of the Humanities. 

* Listen to the discussion on the podcast recording below to gain insights from the six speakers. 


Protesting is important in addressing issues

Panellist Prof Sethulego Matebesi, who is an expert on community protests, said protesting is the main modality of expression for social movements in South Africa. He also said that protesting is a key element to celebrate, because people now have the right to protest. 

Student Governance Manager Motlogeloa Moema agreed that protest is important and is not something to be frowned upon. “Protesting is a reaction and a manifestation of grievances that have not been addressed, both in the community and institutions of higher learning,” Moema said. He added that it needs to be acknowledged that protesting is not a bad thing, and that it is “a democratic right enshrined in our Constitution”. 

These sentiments tied in with those of UFS Rector and Vice-Chancellor Prof Francis Petersen, who said that protesting campaigns like the #RhodesMustFall and subsequent #FeesMustFall movements addressed certain issues and were actually helping to resolve and address the issues at hand. “Some of these are not resolved, but the role protest plays is quite critical.” 

Management must ensure stakeholder safety

Prof Petersen aimed to contextualise student protests from the viewpoint of the university management team. He said the UFS is home to both students and staff, and management’s mandate is to ensure that everyone feels welcome and can reach their maximum potential in an enabling environment. “The formal structures must facilitate and ensure that staff and students do what they are here to do,” Prof Petersen said. 

“The question is how that protest is being conducted, as there are rules for protesting; in fact the Constitution tries to assist and guide us on how protest should be conducted,” Prof Petersen said. “Protesting is a constitutional right, and we respect that right at the UFS.”

Student equivalent of dialogue planned

The Division of Student Affairs plans to host a student equivalent of this dialogue in the second semester. “This discussion was to get the perspective from academics, and then we will get the student perspective,” Moema 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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