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10 March 2022 | Story Olivia Kunguma | Photo Supplied
Prof Abiodun Ogundeji  new director of DiMTEC
The new Director of the UFS Disaster Management Training and Education Centre for Africa, Prof Abiodun Oguneji.

The University of the Free State – Disaster Management Training and Education Centre for Africa (UFS-DiMTEC) welcomes the new permanent Director, Prof Abiodun Ogundeji.  

The Disaster Management Training and Education Centre for Africa, fondly known as ‘DiMTEC’, was established in 2000. Since then, the centre has been headed by Prof Andries Jordaan, who has created an impressive and expansive disaster risk management footprint in Africa and beyond for more than 17 years. Prof Jordaan retired in 2017, leaving the centre with huge shoes to fill. After several listings of the vacant position, a substantial appointment was only made in 2022 in Prof Abiodun Ogundeji as the new Director of DiMTEC. He will assume his new post on 1 March.

Extensive experience

Prof Ogundeji is an astute and versatile applied economist and National Research Foundation (NRF)-rated researcher. He obtained his PhD in Agricultural Economics from the University of the Free State. Before joining DiMTEC as Director, he was a guest lecturer presenting classes on the economic impact assessment of disasters and the management of floods. Prof Ogundeji was also Associate Professor in the Department of Agricultural Economics, where he presented classes and supervised master’s, PhD, and postdoctoral candidates.  

“As a researcher, I work with international and local organisations, leading most of the projects as principal investigator.  One of my greatest collaborations was when I was a research fellow at the social protection department of the Food and Agriculture Organisation of the United Nations (FAO); I believe the experience I gained from this association contributed to my career growth,” said Prof Ogundeji.

He has published 49 articles in peer-reviewed journals, delivered several conference presentations, supervised 14 master’s candidates, and promoted five PhD candidates in Agricultural Economics and Disaster Risk Management.
Prof Ogundeji's current research focuses on projects aimed at assisting farmers to adapt to extreme climate events, thereby ensuring food security. He recently completed a project as principal investigator, titled 'Development of scenarios for future agricultural water use in South Africa', sponsored by the Water Research Commission of South Africa. 

Prof Ogundeji has strong economic research and analytical skills, and a strong pedigree in econometrics, development and environmental economics, economic and socio-economic analysis. He has received awards for his research efforts at both national and international conferences.

“The faculty welcomes Prof Ogundeji as the new Director of DIMTEC. As an established, rated researcher, and with the vision that he presented during the interview, we are of the opinion that the centre is in excellent hands and that he will take it to new heights. As an agricultural economist, he replaces the previous director who was also an agricultural economist, filling the void created with the retirement of Prof Jordaan. He is familiar with the operational procedures of the centre, as he has been involved in the teaching of a module for several years. We therefore trust that the transition to a new management will be smooth,” said Prof Danie Vermeulen, Dean of the Faculty of Natural and Agricultural Sciences

“During my term of office, I had the privilege of working with Prof Ogundeji from as early as the time when he completed his master’s until he became a lecturer in one of the centre’s modules. I have seen him grow, and to date, we have partnered in several research projects. I am really happy about his appointment; academically it will bring a good balance between quantitative and qualitative focus in research. Most scientists in DiMTEC are mainly focusing on qualitative work, and Prof Ogundeji is excellent in quantitative research. He will continue where I left off as an agricultural economist and will bring back a good balance between economic impacts and disaster risk assessments. He has been lecturing with me for more than 15 years in Disaster Risk Assessments, which is a big module in the centre. He is very experienced and will be an excellent asset to the centre. I have no doubt that his appointment will move the centre to greater heights,” said Prof Jordaan.

One of UFS-DiMTEC’s long-serving Associate Professors from the United Nations University in Bonn, Prof Joerg Szarzynski, said “The United Nations University Institute for Environment and Human Security (UNU-EHS) congratulates Prof Ogundeji on his appointment as the new Director of DiMTEC! We are indeed looking forward to yet another decade of very fruitful collaboration between our institutes and all colleagues and friends involved.”

The long-term vision for disaster studies and research 

In response to his appointment and to shed more light on his vision for UFS-DiMTEC and the disaster management fraternity as a whole, Prof Ogundeji said, “It’s time for DiMTEC to take its position as the leading centre for disaster management and training in Africa, and as the gateway to Africa for other international organisations wanting to do research in Africa. I believe we have the personnel, passion, ability, and experience to serve the various stakeholders in South Africa and the international community.” 

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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