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11 March 2022 | Story NONSINDISO QWABE | Photo Supplied
Dr Ralph Clarke
Dr Ralph Clark, Director of the Afromontane Research Unit.

The African Mountain Research Foundation (AMRF), in association with the Afromontane Research Unit (ARU) of the University of the Free State (UFS), and the Global Mountain Safeguard Research Programme (GLOMOS), is hosting the first-ever Southern African Mountain Conference (SAMC2022). The theme of the conference is Southern African Mountains – their value and vulnerabilities.

The conference will bring relevant people together into one space for networking and information sharing, leading to more robust regional and international collaborations and comparative mountain studies with an increase in research activities, student capacity, researcher capacity and academic outputs that feed into policy and action. 

The conference will take place from 14 to 17 March 2022 in the majestic Maloti-Drakensberg Mountains in South Africa and Lesotho. 

According to the SAMC2022 website, this is a truly Southern African regional mountain conference, targeting the African region south of the Congo rainforest (DRC) and Lake Rukwa (Tanzania), but including Madagascar, the Comoros and the Mascarenes (i.e., Angola, the Comoros, the Democratic Republic of the Congo [southern mountains], Eswatini, Lesotho, Madagascar, Malawi, Mauritius, Mozambique, Namibia, La Réunion, South Africa, southern Tanzania, Zambia, and Zimbabwe).

Dr Ralph Clark, ARU Director, said the conference would be a high-level international event with UNESCO patronage and very valuable sponsors.

“The programme will have six parallel tracks (one being dedicated to postgraduate students), with about 200 papers being delivered. In addition, we have some very high-profile special sessions, such as an MRI special session on long-term monitoring activities and associated data availability for climate change-related applications across Africa’s mountains, as well as a UNESCO special session on regional collaboration. We also have Prof Julian Bayliss, described as the man who discovered an unseen world, as the guest speaker at the closing event.”

The conference will bring together relevant people in one space for networking and information sharing, leading to more robust regional and international collaborations and comparative mountain studies, with an increase in research activities, student capacity, researcher capacity, and academic outputs that feed into policy and action.

The GLOMOS team, one of the long-term partners of the ARU, spent the week of 8 to 11 March 2022 on the Qwaqwa Campus to strengthen collaboration and pave the way for new research opportunities in Phuthaditjhaba and the Maloti-Drakensberg.
GLOMOS represents an interface between the United Nations University Institute for Environment and Human Security (UNU-EHS) and Eurac Research. Postdoctoral fellow, Dr Stefano Terzi, said: “It’s very interesting for us to look at the Maloti-Drakensberg area because of its diversity. We are in the process of really exciting collaborations.”
Their projects include an understanding of the root causes of land degradation and improving decision-making processes for current water management within the context of water scarcity in the Maloti-Drakensberg.
• For more information on the speakers and the programme, click here 


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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