Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
17 November 2022 | Story Valentino Ndaba
Dr Catherine Namakula
Dr Catherine S. Namakula, Senior Lecturer of Public Law at the UFS and Chairperson of the UN Human Rights Council's Working Group of Experts on People of African Descent.

During the 77th General Assembly of the United Nations (UN), the plight of children of African descent was a main topic of conversation. The conversation was led by Dr Catherine Namakula, Senior Lecturer of Public Law at the University of the Free State (UFS) and Chairperson of the UN Working Group of Experts on People of African Descent (WGEPAD).

On Monday 31 October 2022, in New York, she presented the group’s yearly report, titled ‘Children of African Descent’ to the third committee of the General Assembly. Dr Namakula urged the UN and other stakeholders to avoid using photos of African children and children of African descent in deplorable situations for fundraising and marketing purposes. She stated that "children of African heritage are not synonymous with poverty".

Some of the issues discussed at the meeting included conflicts of law with regard to children of African descent, their disproportionate criminalisation, the intense policing of their families and homes, the racial conditioning of their education, and the use of images of them in degrading circumstances in UN and other stakeholder messaging for marketing and fundraising.

The Working Group recommended the creation of a racial justice index to assess how well states are performing and making progress in improving the well-being of children of African heritage. South Africa was one of the nations that intervened to affirm the report. Among the countries that affirmed other related issues were Russia, Cameroon, China, and Syria.

Dr Namakula also had private meetings with the leaders of the World Council of Churches, UN Women, UNICEF, and other UN agencies to talk about human rights-based approaches to programming aimed at mainstreaming racial justice in their work.

 

African Commission on Human and People’s Rights

In addition, Dr Namakula headed the WGEPAD team to the 73rd regular meeting of the African Commission on Human and People's Rights. She made a statement at the session that brought attention to the opportunities for and necessity of African civil society participation in the work of the Working Group and the UN anti-racism machinery. She made reference to the 'Declaration on People of African Descent' being drafted, to which they may add African perspectives.

Dr Namakula also called attention to the precarious status of victims of modern forms of enslavement, torture, and exploitation in the Middle East and Gulf States, emphasising the important role of civil society in documenting and publicising the tales of vulnerable victims. She emphasised the need for work on the reparations agenda to start right now in order to document Africa's claims and create the necessary institutional and normative frameworks.

She added that efforts are under way to have the UFS Faculty of Law serve as the academic alliance's anchor for the reparations agenda in Africa.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept