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Frater Celebration Day Hybrid Conference to be held on 5 May 2022

04 May 2022

Robert Frater — The research efforts in the Department of Cardiothoracic Surgery in the Faculty of Health Sciences, UFS, have come a long way since the establishment of a homograft bank, animal research, and laboratory-based research on cardioplegia by Prof Hannes Meyer in the 1980s

Several world-class scientists and academics in the field of cardiovascular research will converge at the University of the Free State (UFS) on Thursday (5 May 2022) for a one-day hybrid conference to explore and celebrate the massive strides made in this critical field at the UFS Robert W M Frater Cardiovascular Research Centre.

The research efforts in the Department of Cardiothoracic Surgery in the Faculty of Health Sciences, UFS, have come a long way since the establishment of a homograft bank, animal research, and laboratory-based research on cardioplegia by Prof Hannes Meyer in the 1980s. Renewed interest in 2004 under the leadership of Prof Francis E Smit culminated in the establishment of the Robert W M Frater Cardiovascular Research Centre (the Frater Centre) in 2015. This was made possible through donor funding, especially by Dr Robert W M Frater MD PhD (honoris causa, UFS), a South Africa-born New York-based cardiothoracic surgeon, researcher and innovator as infrastructure and project support by the UFS.

The vision of the Frater Centre is to be a leading cardiovascular research institution in South Africa and sub-Saharan Africa. It provides an interdisciplinary training and research platform for scientists and clinicians from different backgrounds to develop as researchers and collaborators in cardiovascular and thoracic surgery and related domains. Activities are focused on the development of African solutions for African problems.

Three main divisions
The Frater Celebration day will highlight the achievements made thus far in a hybrid format in four sessions, which can be attended on a virtual platform or in person. The centre’s local and international collaborators will participate in the programme, and Dr Ronnie van der Merwe, the Group CEO of Mediclinic International, is the guest of honour.

The Frater Centre consists of three main divisions, all of which will form part of the focus of the conference programme in various forms during the day:

1) The Clinical Research Division addresses cardiovascular disease on a broad front, ranging from population and prevalence studies, healthcare solutions and clinical outcomes studies in a specific South African and African context.

2) The Research, Development and Commercialisation division is divided into Tissue Engineering and Cell Biology, Tissue Banking and Large Animal studies, and bioengineering to develop African solutions and technology within these domains.

3) The Simulation Programme provides an integrated interdisciplinary platform for the education and training of individuals and teams in cardiovascular, thoracic, anaesthetic, perfusion technology and related nursing fields in a state-of-the-art simulation unit. The research centre is developing a unique and leading programme and systems in this field. This endeavour is also developing IT models for training, evaluation and research.

The Frater Centre and 4IR
The Centre is firmly established in the fourth industrial revolution. It is new technology-driven, creating new IT platforms and boasts extensive interdisciplinary projects at the biomedical sector's local, national, and international levels.

It is essential to note that the extensive and successful collaboration within the Frater Centre not only exists on institutional level but also nationally and internationally. These collaborators assist, mentor, direct and contribute to the research activities.

Click: Link to the event
Event programme

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.

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