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26 May 2022 | Story Leonie Bolleurs | Photo Leonie Bolleurs
UFS South Campus Creative clubs Initiative
UFS staff members from the Social Responsibilities Projects, Patience Aba, Judith Lefa, Noluthando Zwane, Dr Angela Stott, and Queen Selema, with a group of learners from the Ikaelelo Senior Secondary School looking at the effect of wind on the evaporation rate of water. This is one of the science experiments used as exemplars to stimulate the learners to plan their own science expo projects.

“This class teaches us how things work, and it gives us many ideas.” These are the words of Bokamoso Mahlasi, a Grade 9 learner at Ikaelelo Senior Secondary School, who says he dreams of becoming a radiologist one day. 

He is part of a group of 100 Grade 9 learners from schools around Bloemfontein, who – once a week for two hours – have the opportunity to learn more about mathematics, science, coding and to prepare science expo projects. This is made possible through the Creative Clubs programme, an initiative of the Social Responsibility Projects on the University of the Free State (UFS) South Campus. 

An opportunity to expand horizons

Dr Angela Stott, Researcher and Teacher Educator in the Social Responsibilities Projects, believes that they are providing township learners, who tend not to have much access to extracurricular opportunities, the chance to expand their horizons, obtain problem-solving and reasoning skills, and increase their interest in mathematics, science, and coding through a range of extracurricular extension activities.

Dr Joleen Hamilton, initiator and coordinator of this programme, says, “The learners attending these sessions are achievers in the current school system. Teachers often don’t have time to give extra stimulation to higher-achieving learners. With Creative Clubs, we want to address that gap.”

She continues: “Besides creating an interest in mathematics, science, and coding, we also focus on building self-esteem and confidence. Our thinking is that if learners believe in themselves, they are more willing to take on challenges. Developing skills such as perseverance and reflection form part of our focus as well. With some of the activities we also give learners the opportunity to work as a team, preparing them for real-life situations where one often needs to work in a group setting. By developing the mentioned skills, we aim to empower learners to excel in different areas.”

The importance of mathematics in real life

During the Creative Clubs sessions, a series on the basics of doing a science expo project is presented to stimulate interest in this competition and to guide the learners in planning their own science expo projects. Dr Stott adds that they are also presenting a session on extracurricular mathematics activities. “This includes problem-solving tasks, brain teasers, and games. We emphasise the importance and use of mathematics in real life,” explains Dr Hamilton.

We also focus on building self-esteem and confidence. Our thinking is that if learners believe in themselves, they are more willing to take on challenges. – Dr Joleen Hamilton

Also in the pipeline is a planned outing to the Naval Hill Planetarium, as well as a session introducing coding, where learners will be playing the Boats and Tanks coding game, teaching them the basic coding commands. 


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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