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05 May 2022 | Story Leonie Bolleurs | Photo Supplied
Prof Hennie van Coller and Prof Hendrik Swart
Prof Hennie van Coller, left, received the the NP van Wyk Louw medal, and Prof Hendrik Swart, right, received the Havenga Prize for Physical Sciences.

The board of the Suid-Afrikaanse Akademie vir Wetenskap en Kuns (SAAWK) recently (22 April) announced the winners of the 2022 prizes. The academy, which was established in 1901, aims to promote the use of Afrikaans in science and the arts.

Havenga Prize for Physical Sciences

Prof Hendrik Swart, NRF B1-rated researcher, SARChI Research Chair in Solid-state Luminescent and Advanced Materials, and Senior Professor in the Department of Physics at the University of the Free State (UFS), received the prestigious Havenga Prize for Physical Sciences.

He says it is an honour to receive this award. “When I look at the list of names that have received the award in the past, I am very humbled and surprised to receive such an award.”

The Havenga Prize, for which candidates are specifically judged on research publications and evidence of their promotion of Afrikaans, has been awarded annually for the past 77 years for original research in the natural sciences or a technical field. 

A collaboration with researchers from the Nelson Mandela University (NMU) on semiconductor materials that improve the efficiency of solar cells, resulted in Prof Japie Engelbrecht (Emeritus Professor, NMU) nominating Prof Swart for this award. He is involved in an NRF collaborative research project with NMU and Linköping University in Sweden.

Prof Swart has played an important role in the acquisition of numerous research devices for analysing the thin layer of phosphor, and the semiconductor devices that can be made from such materials. His research and zeal for his work led to the establishment of the national nano-surface characterisation facility (NNSCF) containing state-of-the-art surface characterisation equipment. 

The PHI Quantes XPS system, for instance, is the first in Africa and one of only 20 in the world. The Quantes XPS system uses X-rays to determine the chemical composition of molecules on the surface of a sample. The system is unique in the sense that it also has an extra X-ray source that can determine the chemical state below the surface, which was not possible in the past. This will help to dictate the position of defects in phosphor materials, which will consequently enable the department to create better phosphor for solid-state lighting as well as solar cell applications.

The most meaningful for him, however, was the production of several well-trained postgraduate students and the generation of high-impact, well-cited scientific publications.

This award, one of several awards he has received during his career, does not signify the end of the road. On the contrary, he is looking forward to improving solar cells by using the phosphor materials they have manufactured, applying it on glass windows doped with phosphors to generate electricity.

NP van Wyk Louw Medal and Alba Bouwer Prize for children's literature

The NP van Wyk Louw Medal was awarded to Prof Hennie van Coller, a researcher who is also affiliated to the UFS. Prof Van Coller, currently an emeritus outstanding professor and research fellow at the university, was a former Head of the UFS Department of Afrikaans and Dutch, German and French, as well as Chairperson of SAAWK. He is known for his impact on the literary world, both locally and internationally, through the quality of his scientific articles and books. 

According to SAAWK, the body awards the NP van Wyk Louw Medal for a person’s creative contributions to the exploitation, organisation, and continuous development of a section of the humanities, significantly contributing to the advancement of the humanities.

Jaco Jacobs, the children’s author of more than 170 books who recently presented the 35th DF Malherbe Memorial Lecture at the UFS, was also awarded for his work. Jacobs, also a UFS alumnus, received the Alba Bouwer Prize for children's literature. The prize, which is awarded every three years, was presented to Jacobs for the book Die boekwinkel tussen die wolke, written during the COVID-19 lockdown period. 

SAAWK will present the awards later this year during two virtual award ceremonies in July. 

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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