Latest News Archive

Please select Category, Year, and then Month to display items

UFS and DESTEA partnering to promote astro-tourism in the Free State

18 November 2022 | Story Leonie Bolleurs | Photo Leonie Bolleurs

Navil Hill Planetarium — At the Naval Hill Planetarium, one of only two in the world that is located in a game reserve in the middle of a city, are from the left, front: Bishop Billyboy Ramahlele, Director of Community Engagement, Tony Horn, Dr Molapo Qhobela, Dorah Klaas from UFS Institutional Advancement, Motheo Leeuw, and Prof Matie Hoffman.

Just over 11 years ago, the University of the Free State (UFS), the Mangaung Metro Municipality, and the Department of Small Business Development, Tourism and Environmental Affairs (DESTEA) signed a Memorandum of Understanding that focused on the development and establishment of the Naval Hill Planetarium. In 2016, the partnership was extended to include the establishment of a facility for environmental education adjacent to the planetarium. Thus, the site on Naval Hill, Bloemfontein is now the Centre for Earth and Space.

Recently, colleagues from the UFS and DESTEA, as well as Free State tourism entrepreneurs, gathered at the planetarium and Boyden Observatory to discuss the next step in this partnership – a collaboration to bring astro-tourism to the Free State.

Astro-tourism facilities

Tourism Registrar at DESTEA, Motheo Leeuw, said in his welcome address that,in order to increase the number of visitors to the Free State, it is important to work together. “We are creating a new product, that of astro-tourism,” he stated, and requested the tour guides who attended the event to develop an innovative new product for their market.

Speaking on behalf of the UFS, Dr Molapo Qhobela, Vice-Rector: Institutional Change, Strategic Partnerships and Societal Impact, stated that astro-tourism holds enormous potential for this country. He said the UFS is excited to be a partner in this initiative.

Dr Qhobela said he believes the beauty of science can be used to promote astro-tourism. He echoed Leeuw’s sentiment, stating that it is only through partnerships that astro-tourism will become a reality. “If we want to drive astro-tourism, we need to find creative ways to connect with each other,” he stated.

“We must work together to make our home, Bloemfontein, a better place,” he said.

A taste of astro-tourism

About 30 delegates, including the UFS, DESTEA, military representatives, and tour guides from Bloemfontein and Clarence, gained first-hand experience of the potential of astro-tourism. They attended a full-dome pre-rendered astronomy show and a presentation on the night sky in the Naval Hill Planetarium, where images were projected onto the planetarium dome, resulting in an immersive experience of the wonder of the universe. The tour guides proceeded on a game drive in the Franklin Game Reserve on Naval Hill.

Later in the afternoon – after enjoying a sunset view of the environment at the Boyden Observatory – guests were introduced to the observatory, including its telescopes and the Astronomy Museum. Prof Matie Hoffman, Dr Mart-Mari Duvehage, and Dawid van Jaarsveldt from the Department of Physics at the UFS, were on hand to conduct the tour of the observatory, and Bishop Billyboy Ramahlele, Director of Community Engagement, hosted the guests.

Tony Horn, a tour guide from Bush Junkies Adventure Safaris – one of the guests at the event – is optimistic about the potential of this initiative. He said he will bring visitors to Boyden and the planetarium to experience the attractions.

The Two-Observatories Project

The Boyden Observatory and the Naval Hill Planetarium are known as the Two-Observatories Project, which will be the focus of astro-tourism in the Free State. Focus areas of the Two Observatories Project are science communication and education, research, astronomy heritage, and the environment. The project therefore has great potential to attract tourists.

According to Prof Hoffman, the two observatories work in synergy to educate and inform citizens about the natural sciences. They are also important for the display of and communication about South Africa’s astronomical heritage.

In addition to being an active optical research site, Boyden Observatory is ideal for public lectures and star-gazing events. Educational programmes, including observations with telescopes, are also presented at the observatory. An astronomy museum is a major attraction at Boyden.

The Naval Hill Planetarium, also a good venue for public lectures and concerts, offers planetarium shows, including full-dome films. The site also offers a large hall that is primarily used for environmental education. These facilities operate under the banner of the Free State Centre for Earth and Space.

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

Back

Economic and Management Sciences

Education

Health Sciences

The Humanities

Law

Natural and Agricultural Sciences

Theology and Religion

Open Distance Learning

Business School

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