Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
11 October 2022 | Story Nonsindiso Qwabe
Qwaqwa research conference
Unpacking the role of research in society. From left: Lukhona Mnguni, Prof Pearl Sithole, Prof Dipane Hlalele, and Prof Percy Hlangothi

From socio-political dynamics and creativity in the Basotho language, to the improvement of water conditions in the upper Tugela River and antifungal studies of Cydonia oblonga extracts (known as kwepere in Sesotho) – these are just some of the highlights of the research presented at the UFS Qwaqwa Campus research conference.

With a theme focused on research as a tool for the betterment of humanity, the two-day research conference provided a space for the campus to showcase its research for sustainable development in the Afromontane region and beyond, conducted by academics and postgraduate students alike. The two-day event comprised oral student and staff presentations and sessions, with shorter presentations on the second day.

As global trends continue to challenge society to solve big and immediate problems, there has been a natural turn towards research that can make a lasting impact on local and global platforms. Through student and academic presentations, the conference provided insights into how the UFS is playing an active role in responding to some of these challenges by being outwardly focused in their approaches to problem-solving.

Balancing the sciences, industry, and society

With an intentional focus on interdisciplinarity, the guest speakers – all in different science fields – offered solutions to conducting impactful research through the lens of their own work. Prof Percy Hlangothi is currently an Associate Professor of Physical and Polymer Chemistry at Nelson Mandela University (NMU) and inaugural Director of the Centre for Rubber Science and Technology, a research entity in the Faculty of Science at the same institution. By describing his work, particularly on the production of tyres, he focused on the importance of achieving rapport between the sciences, industry, and society.

The second keynote speaker was Lukhona Mnguni, a governance, politics and development specialist and PhD candidate in Political Science at the University of KwaZulu-Natal. He currently serves as the Head of Policy and Research at the Rivonia Circle. Mnguni focused his talk on the breakthroughs of research as stemming from people, and not academic disciplines themselves. Mnguni issued a hard call towards a reflection of what the intellectual and scholarly quest for knowledge is doing to society, emphasising the need for societal involvement in issues pertaining to crises in society.

Prof Dipane Hlalele, Professor of Education at UKZN and a C2 NRF-rated researcher (2022-2027), was the final speaker for the conference. He anchored his talk on the importance of having philosophical frames behind scholarship, and spoke against approaching rural areas as lacking knowledge, to a stance of mutual understanding of knowledge schemes and models of intervention.

Campus focused on making an impact outwardly

Marking the opening of the conference, Dr Martin Mandew, Qwaqwa Campus Principal, said the campus was trying to punch above its weight and evolve its research and knowledge outputs. “We cannot just be consumers of knowledge and finished products that come from abroad. We have to produce our own knowledge that speaks to our own unique circumstances and makes complete sense of our capacities,” he said.

The conference also served as the launch platform for the campus research strategy. During the launch, Prof Pearl Sithole, Campus Vice-Principal: Academic and Research, said the strategy was centred on five frontiers. “We are trying to align what we do outwardly in terms of impact and are working on ourselves as per the commitments of the strategy. We do this excellently, because we want to advance knowledge – there is no question about that – and we put pressure on each other to do that. It does not mean that it will be easy, but we are going to engineer it such that originality and the advancement of knowledge is happening.”

The conference concluded with a prize-giving session for the best oral student presentations.

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