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26 October 2022 | Story Leonie Bolleurs | Photo Supplied
Dr Carol Chi Ngang
Dr Carol Chi Ngang, a category C2-rated researcher and research fellow in the UFS Free State Centre for Human Rights, has been appointed as the UNDP Human Rights Research Chair at the National University of Lesotho, where he is currently affiliated.


A National Research Foundation category C2-rated researcher and research fellow in the Free State Centre for Human Rights at the University of the Free State (UFS), Dr Carol Chi Ngang, has been appointed as United Nations Development Programme (UNDP) Human Rights Research Chair at the National University of Lesotho, where he is currently affiliated. 

According to Dr Ngang, the Human Rights Chair was established with the broad mandate to undertake and promote cutting-edge policy research, curriculum development, and community engagement. He says the chair is envisaged to generate a steady stream of research outputs on various aspects of human rights in Lesotho, and most importantly, to explore the human rights components of the Sustainable Development Goals.

For establishing the Human Rights Chair and funding its programme activities, Dr Ngang expresses his gratitude to the United Nations Tripartite Partnership (UNTPP), the Office of the High Commissioner for Human Rights (OHCHR), and the United Nations Development Programme (UNDP) Lesotho.

Knowledge-based foundation for a human rights culture

Dr Ngang states that the establishment of the UNDP Human Rights Chair in the Faculty of Law at the National University of Lesotho is not only timely, but also indispensable in the sense that it provides the opportunity to lay a solid knowledge-based foundation for a human rights culture in Lesotho to respond to and seek to redress the exigencies and the lived experiences of the Basotho. 

“With the country’s political landscape characterised for the last decades by, among others, a distressed economy, shaky coalition governments, and instability, Lesotho’s human rights record is not an impressive one.”

Dr Ngang elaborates, “In spite of a cabinet decision taken as far back as 1995 and the adoption of the Sixth Amendment to the Constitution Act in 2011 – with explicit provision for the establishment of the Lesotho Human Rights Commission – 27 years down the line the august institution, which is supposed to oversee the promotion and protection of human rights in Lesotho, is yet to see the light of day. Lesotho remains one of the few countries in Africa and around the world that is yet to put in place a human rights commission to ensure protection of the vulnerable population, of which the constitutionally guaranteed fundamental rights are threatened on a daily basis.”

According to him, one of the most pressing issues in the human rights field currently, is the establishment of the Lesotho Human Rights Commission. “It is a central concern not only for our funders and the Ministry of Law and Justice and the many other active forces that have invested time and resources in the process, but importantly, also for the Lesotho society at large,” he states.

“Without the commission, the vulnerability of the population is multiplied.”

Effecting real transformation in the human rights situation in Lesotho

Dr Ngang says in the absence of a human rights commission, besides focusing on research and the dissemination of knowledge, the Human Rights Chair will additionally cover gaps in the areas of advocacy, amicus curiae interventions, and public interest litigation in human rights matters before the courts.

“It is our anticipation that the research outputs generated by the Human Rights Chair will be utilised productively, including by Lesotho-based civil society organisations, to inform policy advocacy and most essentially, leverage policy formulation, decision making, and resource allocation for the realisation of human rights in the country.”

Dr Ngang also foresees that it will shape the direction of governance and governmental actions in meeting the global Sustainable Development Goal targets, as well as the strategic objective of national transformation as outlined in the Lesotho National Strategic Development Plan II. 

The Human Rights Chair, he says, has established working relations with the Ministry of Law and Justice, as well as a collaborative partnership with the Lesotho NGO sector, and envisages doing so with the private sector and other major stakeholders. “These strategic alliances are intended to ensure that knowledge generated by the chair through research is utilised by the relevant stakeholders to effect real transformation as far as the human rights situation in Lesotho is concerned.”

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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