Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
06 June 2022 | Story Prof Francis Petersen | Photo Sonia Small
Prof Francis Petersen
Prof Francis Petersen, Rector and Vice-Chancellor of the University of the Free State.

Opinion article by Prof Francis Petersen, Rector and Vice-Chancellor of the University of the Free State.
It is our harsh South African reality that racially charged incidents, such as the recent incident at Stellenbosch University, can happen at any institution at any time. Disheartening as they may be, they should not detract us from the very real journey towards true transformation and social cohesion that is taking place on South African campuses of higher education.

Along with all the various forms of change and transformation that different sectors in our country have undergone over the past few decades, there has also been a definite shift in the role of public universities. It has evolved from an almost exclusive focus on academics to a more society-focused role. An undeniable and very important part of universities’ mandate in modern-day South Africa is to make a positive difference in the communities we serve. This inevitably includes embracing transformation, inclusivity, and diversity. In short: universities must be microcosms of the kind of community that we want to see in the broader South African context.

Transformation in higher learning 

Since 1994, all university campuses have in one way or another implemented well-designed transformation processes and social cohesion programmes – reflected in their institutional culture, physical environment, and the Academic Project. What we should always bear in mind, though, is that transformation in its very essence can never be a complete process. It can never simply mean changing from one thing into something else, but it is rather an ever-continuing process that requires incessant focus and a resolute acceptance that you will never really arrive at a final destination. What this implies for universities is that – true to our nature – we should always challenge the status quo, question conventional wisdom, always wrestle with complex issues, and never settle. Only by doing this will we achieve perpetual renewal, which is what true transformation boils down to.

Over the years, there has been an important shift at traditionally white universities that runs much deeper than just a superficial change in numbers and racial composition. Black South Africans at these institutions have reached a critical mass, which means they can now more freely express their convictions about their individual lived experiences, and in the process assist in shaping the institutional culture in ways that recognise diversity. And often, certain events can act as triggers for them to express these lived experiences as a collective.

Trigger events that cause us to pause and reflect

In the past, transformation efforts at universities were centred around attempts to absorb, assimilate, and homogenise individuals into the dominant culture, instead of institutions shaping their institutional culture to adapt to their changing student population. The latter approach is far more effective and organic, requiring institutions to not only recognise and embrace diversification, but also to respond and adapt to it. Undesirable incidents or phenomena, whether in the form of acts of racism, gender-based violence, bullying, or any form of othering or intolerance then become triggers that should make us pause and reflect on where we are in our journey towards transformation, and whether we need to adapt in any area or in any way.  

I want to differ from observers who feel that the Stellenbosch urinating incident is not worth spending any time or discussion on. I believe it is vital that we understand these ‘triggers’, because it is in the process of grappling with it as a university society – in those sometimes-uncomfortable conversations that challenge us on so many levels – that true transformation occurs.  

Former trigger events at the UFS

A distressing trigger event in our own university’s history was in 2016, when white rugby spectators attacked a group of black protestors at the UFS. What made this particularly painful was that it happened almost a decade after the notorious Reitz video incident, when a racially offensive, humiliating student video made in response to the university’s residence integration policies at the time, surfaced. The Shimla Park incident was an immense disillusionment for the university leadership, as it flew in the face of the great strides made towards social cohesion in the preceding eight years. It was a stark reminder that transformation will always be a ‘moving towards’, as opposed to an ‘arrival at’. True transformation is a process that requires a constant listening to diverse student and staff voices from all angles, an unrelenting focus on visible leadership, constant interaction with the diverse groups that make up a campus community, which is then consistently translated into action and institutional reform. 

It also requires a continuous creation of spaces where students and staff can express themselves without fear. It is vital that platforms are created in different parts of an institution where diverse voices can be heard. And it is equally vital that we listen to these voices, and that intensive discourse be followed up with real action, ultimately shaping the institutional culture. It requires that we use these painful trigger events as moments to pause and reflect on our transformation journey. What is imperative, is that the entire institution should be involved in this reflection process – not only the policy drafters or those who specifically deal with social cohesion. 
 
Youth Month – an opportunity to assess involvement

Youth Month gives us the opportunity to consider just how well we are listening to the voices of young South Africans – specifically in our higher education sector. We need the youth to speak out, and to take up the positions that institutions of learning have created for student representation in their leadership structures as an important part of the transformation process. We also need them to respond in a very circumspect and mature way to the trigger events that challenge our transformational journey. They should expose and denounce them in no uncertain terms, but guard against triggering similar actions in the process, which will only lead to further polarisation and discord. Instead, they should treat trigger events as opportunities to pause and reflect on how they can become part of the journey towards solutions.

Trigger events don’t define individuals or institutions

There are numerous challenges facing universities countrywide: racism, gender-based violence, xenophobia, mental health challenges, intolerance, and many more. Try as we might, we cannot always prevent these challenges from ‘breaching our defences’.  And when they do, we need to draw on all sectors of our university community to come to terms with it as an institution and devise a strategy going forward. It is in this process that we make progress on our journey towards true social cohesion.

I recently came across this very apt description relating to mental health – which is one of those issues we need to continuously and openly address on our campuses:  

“Mental health problems don’t define who you are. They are something you experience. You walk in the rain and you feel the rain, but you are not the rain.” 

In the same way, trigger events that happen in our university spaces are issues that we have to deal with, talk about, address, and learn from. They are part of our students’ lived experience and should therefore shape our institutional journeys. But they do not define, limit, or reflect who and what we are. Or what we may become. 

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