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23 September 2022 | Story Rulanzen Martin | Photo Rulanzen Martin
Donovan Wright
Donovan Wright is currently pursuing his PhD in South African Sign Language linguistics at the UFS.

Donovan Wright recently joined the University of the Free State (UFS) as a lecturer in the Department of South African Sign Language (SASL) and Deaf Studies. As a passionate young academic, Wright ‘found his love’ for SASL during his undergraduate years at the University of the Witwatersrand (Wits). 

In 2016, for the fulfilment of his master’s degree at Wits, Wright completed a thesis titled ‘A preliminary description of South African Sign Language syntax’. He is currently pursuing his PhD at Wits, and his research interests lie in the linguistics of SASL, which became his focus during his postgraduate studies. In his PhD research he focuses on (particular) constructions within SASL and how to best describe and analyse them. “I chose to use an approach to language and grammar not tied to how we perceive and understand spoken languages,” he says. 

‘Teaching SASL is my great passion’

His appointment as a SASL lecturer at the UFS is a fulfilment of his passion for teaching. “Sign languages are commonly misunderstood and thought to be pantomime or gesture,” he says.  “These common misconceptions are the first topic we tackle – whether by linguistic or social argument.” As a SASL linguistics lecturer he says it’s this aspect of the modules that is so rewarding, especially “seeing students realise something new about a sign they already know and have been using. Learning about language while learning a language has its benefits.” 

Empowering students is about access

Wright says access to education is a fundamental right for every student, and that empowering Deaf scholars will ultimately improve how Deaf students access information at universities and elsewhere. “While many students attend university and access their education in a language that is not their mother tongue, Deaf students using SASL are additionally learning across modalities.” 

September is designated as Deaf Awareness Month, with one important aim being to highlight and improve sign language education. The Department of South African Sign Language and Deaf Studies has planned numerous events and initiatives during this month, which will raise awareness and provide community education by visiting schools.  

“The next step is ensuring an environment in which Deaf students who choose to pursue a career in academia are not hindered. Our Deaf students are our future Deaf academics,” Wright says. 

• Members of the Department of South African Sign Language and Deaf Studies will, among other planned events, provide community interpreting services and visit schools in surrounding areas. This year the department is launching a university ‘Deaf Space’ where students, staff, or anyone wishing to engage in SASL can interact, provided you ‘leave your voice at the door’. 


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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