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31 October 2022 | Story Samkelo Fetile | Photo Tania Allen
Sne Mdletshe
Kovsie netball star and former Proteas netball team under-21 captain Sikholiwe Mdletshe hopes that she will inspire an entire generation both on and off the netball court.

Sikholiwe “Sne” Mdletshe’s passion and performance on the netball court makes her a force to be reckoned with. A fierce sportswoman and strong academic, Sne’s passion for her craft is also about inspiring those around her, and the next generation. This star netball player at the University of the Free State (UFS) scooped several Player of the Match awards during the 2022 Varsity Netball tournament, and she was also a clear crowd favourite. Despite the Kovsie netball team suffering a defeat in the semi-finals against North-West University (NWU), Mdletshe is grateful for the opportunity to live out her passion on the netball court. 

Where it all began

Mdletshe’s love for sports came very early in her life, and it was something for her to savour. “I have always had a passion for sports, whether it was athletics, soccer, or netball. I did it all – from primary school I played all the sports that were there, and in high school as well. I have just always been an active kid, and sports was a way to keep me busy,” she said.

Success and her family’s never-ending support helped motivate her. “My achievements in all the sporting codes really pushed me, from breaking records to getting the victrix ludorum award in Athletics [victrix ludorum is Latin for "the winner of the games", usually presented to the most successful team or competitor at a sports event], to getting Sports Star of the Year. Those were the things that really drove me to pursue and focus on sport. And of course, my family that pushed and supported me every step of the way.”

Balance between academics and sport

In 2019 Mdletshe captained the South African under-21 netball team while completing her BCom Accounting degree (which she completed cum laude). In 2020 she captained the UFS netball team. She also received her first call-up to the national Proteas netball team, for which she now has two caps. In 2021 she completed her BCom Accounting honours degree and is currently pursuing her Postgraduate Diploma in Chartered Accountancy. She believes that it is all possible through balancing, and she also hopes the next generation of students is encouraged to do extramural activities like sport.

“I came to the UFS in 2017 to study and play netball. Throughout the years, my lecturers have really helped me to find the perfect balance between academics and netball. The same can be done for the next generation of students, and a lot more can be achieved, individually and for Kovsie Sport as a programme.”

SA netball making strides

Mdletshe said she is not dissuaded by the slow growth of netball in South Africa. “Netball’s progress in being considered a professional sport in SA is steadily growing. We see the progress made in terms of players being paid to play netball. Earlier this year, a squad of contracted players was announced, and I am really looking forward to seeing some more growth and development in netball as a sport, especially it being considered a professional sport in the country, where many more netball players can be brought into the system. Big tournaments like the Varsity Netball Tournament make me very hopeful, and there is already a significant level of growth and interest shown in the sport. The way things are going gives a lot of encouragement to the younger generation who can possibly pursue netball as a professional career.”

Gratitude to all

Mdletshe gave a lot of praise to the Kovsie community. “I am honoured to have represented the UFS in varsity sports. For my performances, I would like to thank the coach and all my teammates for always pushing me. Gratitude to all the role players and most importantly to all our fans, who came out in numbers to rally behind us.”

She added: “Your journey in sports and in life will not be the same as the person next to you, and do not let that demotivate you. Take your time, make decisions that are best for yourself, and trust that your path will lead you exactly where your heart desires to be.”

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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