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18 May 2022 | Story Rulanzen Martin | Photo Supplied
Jon Kehrer
Jon Kehrer is a prolific academic and scholar. He also spent a few years teaching English in the Middle East.

It was a former professor who influenced American scholar Jon Kehrer to further his academic journey with the Department of Hebrew at the University of the Free State (UFS). And it was at the UFS where he recently graduated cum laude with a master’s degree in Hebrew, and was named recipient of the Dean’s Medal. 

Although he never expected to receive the Dean’s Medal, he is very glad – and somewhat relieved – that his dissertation made it through the examiners. “I never anticipated receiving this award. It makes me even more grateful for the strong Hebrew Department at UFS, and their rigorous standards for their students,” Kehrer says. 

“I wish I had been able to attend the graduation ceremony, but the circumstances of the semester just did not allow it.” Kehrer is currently teaching in the areas of the Old Testament and Biblical Languages at the Ozark Christian College (OCC) in Missouri, USA. In addition to his UFS qualifications Kehrer also holds a Bachelor of Theology qualification from the OCC. “I love the opportunity to invest in students and help them see new perspectives,” he says. 

UFS Hebrew a firm foundation for a solid academic career  

“I was looking for a high-quality and challenging programme that was flexible, especially since I work full-time and have a large family,” Kehrer says, as he recalls how he initially decided to become part of the UFS. He remembers fondly how Dr Kevin Chau, senior lecturer in Hebrew at the UFS, motivated and supported him when he first enrolled for the BA Honours programme. 

It is also a testament that the Department of Hebrew has made an impact internationally for the quality of its academic offerings. “Dr Chau helped me to think about how what I was learning would have an impact on my research and teaching in the future, and he was always quick to provide thorough and constructive feedback on my work,” Kehrer says.  

Once enrolled for the master’s programme it was initially difficult to know which direction to pursue and what topic to research, but the guidance and support of his two advisors, Prof Cynthia Miller-Naude and Prof Jacobus Naude, was “very helpful”.

“They never dictated what paths I should pursue, but they listened carefully and provided expert guidance to help me choose the path that would best suit my interests and the needs of the field,” he says. 

It was this support from the Department of Hebrew and its excellent reputation that came full circle when Kehrer was named Dean’s Medal recipient for achieving the highest marks of any student in a master’s qualification in the UFS Faculty of The Humanities. 

Dissertation a closer look at verbs in Biblical Hebrew 

His dissertation focused on Biblical Hebrew and how the object of a verb appears in various ways. “Sometimes an object appears by itself, but sometimes it can have a preposition or a two-consonant Biblical Hebrew particle along with it. Many Bible translations treat all these objects the same,” he says. “I wanted to try to understand why these variations occurred, so I looked at how different sentence elements might contribute to the variation. It was a fascinating study!” 
 
Kehrer believes it is important for university students to continue studying classical subjects like Hebrew. “I think we can all learn much from those who have gone before us, and so much wisdom and insight is connected to these ancient Biblical Hebrew texts, texts that would be inaccessible to us without translation,” he says. 

“I also think classical disciplines can help train students to think well and to read critically – essential skills for living in today’s ever-changing world.”  

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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