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30 March 2022 | Story Bulelwa Moikwatlhai | Photo Supplied
International office
An international celebration. The Office for International Affairs hosted more than a hundred local and international students at the 2022 ‘Welcome to Mzansi’ event, integrating international students to life at the UFS.

On 18 March 2022, the Internationalisation at Home (I@H) portfolio in the Office for International Affairs at the University of the Free State (UFS) hosted its annual first-year international student welcome function themed ‘Welcome to Mzansi’ at the RAG farm. The function hosted more than one hundred local and international students who are part of the I@H integration initiative – the Umoja Buddy Programme. UFS students from the Arts and Culture division in Student Affairs set the tone for the evening with a drama presentation articulating a student’s first day in the UFS community, in Bloemfontein, and its surroundings. The drama showcased the diverse student community represented at the UFS.

A welcome video from the Rector and Vice-Chancellor of the university, Prof Francis Petersen, was shared with the students, highlighting how the past two years of the pandemic have equipped the students with key skills that they will use in the future. “I believe that the lessons you have learned will help you in the future, I know you will make an impact in your field. As a residential university, we welcome our students and staff back on campus in 2022 to learn, work, and socialise in a way that minimises risk but still provides our students with an on-campus student life.”

Prof Mudzi, the Director of the Postgraduate School, advocated the importance of furthering one’s studies. He stated, “You need to start working hard from day one of university education; the marks you get during your undergraduate years have a huge bearing on your future and your ability to progress to postgraduate studies, as it is highly dependent on the average mark you get at undergraduate level.” In his concluding remarks, Prof Mudzi advised the students to, “learn something new, engage with new people and cultures, enjoy South Africa, while succeeding in your studies at the UFS and working hard”.

Dr Hagenmeier, Director of the Office for International Affairs, delivered the keynote welcome address for the international students, with a brief introduction to the OIA staff. This, as outlined in his address, served the purpose of ensuring that students are familiar with the channels of communication, representatives, and office-bearers in specific portfolios under the OIA, as well as the functions of the OIA.

The evening ended off with musical performances by UFS students, while the attendees dined and networked over a hot plate of food. In the same spirit, the dance floor was opened. This was a very important part of integration, uniting the students regardless of their nationality, race, gender, etc. The students did not think twice about taking to the dance floor – seeing everyone dance made students who did not participate afraid that they were missing out.   


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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