Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
28 June 2022 | Story Rulanzen Martin | Photo Sonia Small (Kaleidoscope Studios)
Dr Munyaradzi Mushonga is very optimistic about his appointment as the Global Academic Director of the Decolonial International Network.

Dr Munyaradzi Mushonga of the Centre for Gender and Africa Studies (CGAS) at the University of the Free State (UFS) has been appointed Global Academic Director of the Decolonial International Network (DIN). Dr Mushonga, who is a senior lecturer and programme director of CGAS’s Africa Studies programme, says his vision for DIN is “to work towards a new world civilisation that is opposed to the militarism and war, lawlessness and genocides of other civilisations.” 

Dr Mushonga, who is a leading voice and scholar on decolonialisation, will formally assume his role at DIN in 2023. 

The duality of new technology and scholarly work

Dr Mushonga says it is important for our minds to be decolonised, and he is therefore planning to establish a Centre for Decolonising The Mind (CDTM), which will use 21st-century technologies to achieve the ideal of decolonialisation. “Here pluriversal decolonial chapters and centres will be driven towards developing a decolonial history app,” he says. The aim is also to work towards a decolonial textbook on the history of Africa. 

He says it is commendable to employ technology to address decolonisation, but the real work to achieve the ideal of a decolonial mind lies in the scholarly work done by academics. At the CGAS the entire Africa Studies programme addresses decolonial theory and praxis through several approaches. “These are informed by our identity, which is anchored on two pillars, namely the interdisciplinary nature of all our engagements, as well as the exploration and critique of what it means to be ‘human’, but also in relation to the ‘non-human’ world.” He adds that the Centre’s teaching, supervision, and engagement with its students also challenges academics to think beyond the binaries of ‘coloniser’ and ‘colonised’, ‘white’ and ‘black’, and to reject all forms of fundamentalism. 

UFS’s commitment to decoloniality is a great asset 

Dr Mushonga's tenure at DIN will also reinforce the commitment to decolonial education made by the UFS, which has been noted by DIN. “I am convinced that DIN, the CGAS and the UFS can become the great vehicles to drive the decolonial agenda from the global South in general, and South Africa in particular,” he says. He says the commitment to the ideals of decolonisation displayed by UFS and the CGAS played a large part in his appointment to his new DIN role. 

The CGAS and the UFS will become key players in the DIN project, and Dr Mushonga hopes that more individuals and groups will come forward to join forces with DIN. “I hope this will enable DIN to push for new ethics in living.” 

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept