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25 March 2022 | Story Leonie Bolleurs | Photo Charl Devenish
Prof Liezel Herselman Inuagural Lecture
At the inaugural lecture were from the left: Prof Danie Vermeulen, Dean of the Faculty of Natural and Agricultural Sciences, Prof Liezel Herselman, Dr Adré Minnaar-Ontong, Senior Lecturer in the Department of Plant Sciences and Subject Head of Plant Breeding, and Dr Molapo Qhobela, Vice-Rector: Institutional Change, Strategic Partnerships and Societal Impact.

Prof Liezel Herselman, Academic Head of the Department of Plant Sciences at the University of the Free State (UFS),) delivered her inaugural lecture on the Bloemfontein Campus this week (24 March 2022). The theme of the lecture was the ongoing battle against destructive cereal killers. 

With 28 years of extensive experience as a researcher, her work focuses on marker-assisted disease resistance breeding in wheat within a South African context. When she joined the UFS in 2004, Prof Herselman decided to apply her research expertise in marker-assisted breeding to the problems faced by wheat producers in the Free State and Northern Cape. The Free State is one of the major dryland wheat production areas in South Africa, while irrigation wheat is produced along the major rivers in the Northern Cape. 

Protection against fungal diseases

Concentrating specifically on Fusarium head blight (or wheat scab) and three rust diseases – leaf rust, stem rust, and stripe rust – she has done work to provide wheat plants with ‘tools’ to protect themselves against these fungal diseases.

According to Prof Herselman, there are many genes available in different wheat genotypes and related grass species that provide excellent protection against various races of these diseases. “Some of these genes provide protection or resistance from the seedling stage, while others provide resistance at the adult plant stage. We are thus aiming to combine as many of these genes as possible into a single wheat cultivar, without compromising yield and bread-making quality.”

She says the genes are combined by making crosses between resistant and susceptible cultivars or lines. Conventionally, through a time-consuming process, the incorporation of these genes is tested in the greenhouse and field by infecting plants with the disease to see which plants are resistant and which are not.

They can, however, follow the transfer of these genes to newly developed lines by applying molecular markers. Prof Herselman explains: “A molecular marker is a genomic fragment linked to the gene, which we can follow in the offspring we create from the crosses using different DNA techniques in the laboratory. This enables us to select new wheat lines that contain the highest number of resistance genes. The identified best lines are then used in further crosses and/or released as pre-breeding lines to commercial wheat breeding companies.”

Impact on food security

Her research has an impact on society by providing food security to both commercial and small-scale producers, as well as the end users of wheat (people buying bread and other wheat products). As researcher, it is also important for her to send out students to the workplace who can continue with this task in future.

Prof Herselman believes that when cultivars with fungal-disease tolerance or resistance are released and used by producers, it not only reduces the cost of spraying against diseases, but also increases yields by protecting the crop against fungal diseases. “We live in a world where the population is increasing daily, but land available for agriculture is not increasing and some areas are even lost due to urban development. Increasing yield in available production areas will thus have a positive impact on food security,” she says.

Besides contributing to the country’s food security, she takes pleasure in every aspect of her work. Although she misses the hands-on part of the work as academic head of the department and getting her hands dirty, she still enjoys managing the different research projects (from the conceptualisation phase to data analysis and publishing of results). The part she loves the most is to see the growth in her postgraduate students – from the moment they enter the laboratory for the first time until the day they walk out of the laboratory with their degrees. 

“It adds purpose to my life knowing that I have made a difference in a student’s life and equipped him or her with the necessary tools to be successful in the marketplace. Being able to share your knowledge is a gift, but with that gift comes a lot of responsibility as well. I am, however, up for the challenge,” concludes Prof Herselman. 

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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