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03 November 2022 | Story Leonie Bolleurs | Photo Supplied
Dr Liezel Rudolph
Dr Liezel Rudolph, a lecturer in the Department of Geography, recently returned from an expedition to Gough Island in the South Atlantic Ocean, where she was involved in research that aims to better understand the landscape evolution of some subantarctic islands and their response to long-term climate change.

A study of subantarctic islands tells us that, in general, the Southern Hemisphere is experiencing a rise in temperature, with an increase in rainfall in some locations, and other areas becoming drier. The annual temperature and rainfall average remain the same in some places, but there is a change in seasonality and synoptic weather events.

This is according to Dr Liezel Rudolph, a lecturer in the Department of Geography at the University of the Free State (UFS). She recently returned from an expedition to Gough Island in the South Atlantic Ocean, supported by the South African National Department of Forestry, Fisheries and the Environment, the National Research Foundation, and the Royal Society for the Protection of Birds.

This teacher of modules on Process Geomorphology and fieldwork techniques at the UFS, says the objective of her work on the island was to do a geomorphological survey of the island and explore the suitability of geochronological dating techniques on the island’s substrate. 

She explains that with geochronological methods one can determine the age of rock material as well as the rate of landscape change on the island. “In other words, dating when the volcano was formed and determining how long it takes for weathering to break down the rock material, and erosional processes to remove soil material.”
 
The research she is involved in, forms part of a SANAP-NRF-funded project, Sub-Antarctic Landscape Climate Interactions, which aims to better understand the landscape evolution of some subantarctic Islands and their response to long-term climate change. 

Studying the past to understand the present

According to her, studying landscape change enables one to better understand climate change over a long period of time. 

She states that the more regions are investigated, the clearer the picture of climate change will become. “The Earth is a large, complex system. By studying climate change in one location, one cannot simply assume that the same type and rate of change is occurring everywhere else. It would be like imaging a 1 000-piece puzzle by building with 10 pieces. The Southern Hemisphere is predominantly ocean, which makes it difficult to pin down land-atmosphere interactions – but the subantarctic islands give us the opportunity to create data points for the Southern Hemisphere, which would otherwise be a very large missing piece of the puzzle,” explains Dr Rudolph.

She says the interaction between ocean, atmosphere, and land remains complex and it is important to study the entire picture in order to fully understand how this is happening. Especially since the climate is changing at a drastic rate.

Dr Rudolph, whose research at the UFS is focused on constraining the last glaciation of subantarctic Marion Island though various proxies and dating techniques, says the subantarctic islands are very sensitive to changes in climate. 

A clearer picture of climate change

She was part of previous expeditions to the island. Although all these expeditions had different goals, according to her, they all aimed to answer the same questions, which are how the island’s landscape has developed throughout history and what the climatic drivers were during its evolution. 

“The landscape responds to changes in temperature and precipitation. Under colder, wetter conditions – when the island’s surface is subject to a freeze-thaw process – a range of peri-glacial landforms will develop. These landforms will still be evident in the landscape years later under a different climate, for example, warmer or drier conditions. We can study these landforms in real-time and establish whether they are actively forming or are relict features that formed under different climatic environments,” remarks Dr Rudolph.

The research, which is taking place in collaboration with the British Antarctic Survey, is co-led by Prof Werner Nel from the University of Fort Hare, and Prof David Hedding from the University of South Africa. 

• Dr Rudolph is grateful to the Government of Tristan da Cunha, which is responsible for managing the conservation of Gough Island, for permitting them to do scientific work on the island. 

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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