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28 November 2022 | Story Rulanzen Martin | Photo Anja Aucamp
Prof Melanie Walker
Prof Melanie Walker is one of two NRF A1-rated scholars at the UFS.

The Higher Education and Human Development (HEHD) research group under the leadership of Prof Melanie Walker has grown to become a pocket of academic excellence and innovation at the UFS. “The group’s research positions universities (if ‘reimagined’) as potentially powerful sites for achieving human development by challenging the status quo and entrenched interests and inequalities,” Prof Walker notes. 

HEHD researchers draw substantially on the capability approach, which offers a contribution to higher education in South Africa, primarily because it derives from a normative framework that places human flourishing as its primary goal, chiming with the country’s transformation goals.

Prof Walker is an internationally acclaimed researcher and academic and one of three A-rated National Research Foundation (NRF) scholars at the UFS. In 2021, she was elected as the first president of the international Human Development and Capability Association (HDCA) from the Global South. Back then, Prof Walker said the UFS already had a strong research presence within the HDCA, and her group was known for its work in African higher education. The HDCA brings together academics who generate ideas and research on human development.

The research group, which was founded by Prof Walker, is an embodiment of the quality and of the impact elements of the institutional narrative of the UFS. The HEHD is now happily based in the Centre for Development Support within the UFS Faculty of Economic and Management Sciences.

Top-tier research outputs from HEHD

The outputs of the HEHD research group have a far-reaching impact, given the nature of its national and international affiliated researchers, students, and collaborators. Members of the group have published 19 peer-reviewed books since 2013, and since 2016, the HEHD has graduated 20 PhDs whose research focuses on diverse aspects of higher education and capabilities across the sub- Saharan region. A range of international examiners in the USA, the UK and Europe attest to the quality of the HEHD’s doctoral graduates.

“I am immensely proud of the quality of the research and collective ethos of our graduate students and our researchers and, as importantly, the substantive focus on human development and social justice in and through higher education in Africa,” Prof Walker says. “As Professor Tristan McCowan and others have noted, this group is quite unique internationally,” she continues.

Projects and research collaborations

The numerous institutional and national and international research collaborations are also testament to the interdisciplinarity of Prof Walker’s academic approach. Various recent and current projects attest to this, for example, the recently completed Miratho project on inclusive higher education learning outcomes for low-income rural youth with Birmingham and Nottingham.

Some of the the book titles that have been published by HEHD members past and present, on display on the wall in the Benito Khotseng Building on the Bloemfontein Campus. (Photo: Anja Aucamp) 


A further current example is the project under the Transforming Education for Sustainable Futures (TESF) with Bristol and Rhodes led by Dr Mikateko Mathebula, and a new edited book underway with Alejandra Boni and Diana Velasco (Spain) on higher education and reparative futures.

 
Furthermore, national collaborations such as the project with colleagues in the Centre for Development Support at the UFS and the University of Pretoria, which will be investigating the sustainable (ecologically and socially), developmental South African university and justice facing university futures from a variety of stakeholder 
perspectives.

This research project is informed by the 17 Sustainable Development Goals, because achieving them cannot be done without the contributions of higher education institutions.

It is thus evident that under the leadership of Prof Walker, the HEHD research group is now established as one of the finest research groups at the UFS and contributes actively to the research and academic excellence at the university.

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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