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19 May 2022 | Story Nonkululeko Nxumalo
Open Access 3


Should the UFS continue to subscribe to academic journals that are behind a paywall?

On 12 May 2022, the University of the Free State (UFS) held an online seminar on Open Science, posing this question.

The seminar was facilitated by Prof Corli Witthuhn, Vice-Rector: Research and Internationalisation, who was joined by the following experts: Colleen Campbell from the Max Planck Digital Library (MPDL) in Munich, Germany, where she coordinates the Open Access 2020 Initiative; Ellen Tise, Senior Director of Library and Information Services at Stellenbosch University (SU); Glen Truran, Director of the South African National Library and Information Consortium (SANLiC); and Charlie Molepo, Deputy Director at the UFS Library Service. The discussion centred around the issues of accessing and publishing academic content behind a paywall, and what open access initiatives are doing to transition scholarly work to an open access (OA) paradigm.

“Publishing academic content behind a paywall not only limits access to scholarly work, but also prevents research output from being visible and making maximum impact,” the university stated.

Paywalls vs Open Access

A paywall is a figurative wall used to limit access to certain prestigious academic content. Overcoming this wall usually means a one-time purchase option where the reader buys the content from the publisher, or it could be subscription-based where you pay a subscription fee for a fixed period. OA, on the other hand, seeks to make any scholarly work freely available to anyone interested in accessing it, including those who cannot afford the subscription fees.

"Currently, authors are required to give up copyright of their research articles to publishers. We want to move to a fully open paradigm where authors can redeem and openly license their articles so that they are free to share, use, and reuse their work so that science can move forward faster. By making it open, we gain a wider possible readership that will help improve the quality of science,” Campbell said.

Furthermore, not only are publishers making a profit from subscription fees, but they also benefit significantly from hefty publishing and author fees.

“Researchers are paying to publish their research output, and libraries are paying to access it in what is known as double-dipping by publishers, leading to what we term ‘serial crisis’. Research institutions pay twice and still do not see their research widely available to be read.”

Transformative Agreements 

The panel explained the use of transformative agreements as a strategy to achieve full OA publishing. This strategy includes OA initiatives that organise investments around open research communication, demanding price transparency from publishers, as well as reorganising workflow and building up the capacity to make OA a default.

With Truran presenting statistics on OA in South Africa, he highlighted that “only 46% of South African journals are available freely, the rest are still out of reach of those who cannot afford to pay the costs associated with paywalls”. Tise touched on some negotiation principles for a transformational transition to OA. “Inclusivity and social justice must be core. Publishers must have an equity, diversity, and inclusion plan that addresses the challenges of researchers in the Global South.”

Should the UFS continue to subscribe to academic journals that are behind a paywall? 
Truran answered this question by saying: “If we’re going to cancel subscriptions, then we should do it in unity and at the appropriate time. At the same time giving transformative agreements a go."

In his closing remarks, Molepo clarified the university’s stance on OA: “The UFS has taken a decision to publish all our journals in-house. We have flipped from subscription to full OA, and in the process, have seen a huge improvement in terms of citation. The impact of those journals has improved drastically from 2015 to 2021. We are content with that. The route to OA is the route this university should be taking,” he said.

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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