Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
23 September 2022 | Story Rulanzen Martin | Photo Rulanzen Martin
Renata van Reenen
Renata van Reenen has been a South African Sign Language (SASL) champion since primary school, and she is using her postgraduate degree to further SASL in higher education.

Renata van Reenen, a master’s student at the University of the Free State (UFS), recalls how a school talk in 1998 by Deaf activist Johan Gouws instilled in her a kind of ‘duty’ to become a champion for Deaf people. Van Reenen, who in 1987 became the first Deaf child in South Africa to receive a cochlear implant, says it was at this talk that she realised that, as a Deaf person, she has her own language, identity, and culture – and that she is not “a person with a disability”. 

Van Reenen is currently a language facilitator in the UFS Department of South African Sign Language (SASL) and Deaf Studies, and she believes that Deaf students should be empowered to embrace their attributes. Her interests include exploring different sign languages around the world, Deaf issues, and how Deaf children are supported in schools for the Deaf. “One of my hobbies is to put my creative ideas on paper, and I would like to develop and record these stories in SASL so they can be accessible to Deaf schools as resource materials,” she says. “These materials would then also be accessible when teaching the subject South African Sign Language as a Home Language.”

Van Reenen, who worked as an assistant teacher at a school for the Deaf for seven years, is passionate about SASL and the lived experiences of the Deaf. We asked her to share some views on empowering the Deaf and SASL: 

Why is it important to empower Deaf students?

When I was 17, I had no Deaf identity. I did not understand sign language and how it was used – when the Deaf person gave a speech at the school, it changed my life. I realised that I am a Deaf person with my own language, identity, and culture, and that I am not a person with a disability. I strongly believe that Deaf students need to be empowered to fully embrace their identity, language, and culture, and through this expectance show the world who we are. My favourite motto I always share with my Deaf learners is: “Believe in yourself, show them what you can do.” I also encourage them to continuously teach Hearing students the beautiful language, as the famous Deaf quote states: “Sign language is the noblest gift God has given to Deaf people.” George Veditz, the former president of the National Association of the Deaf of the United States, said, “As long as we have Deaf people on Earth, we will have signs.” He protected our language at a time (the early 20th century) when the world strongly believed that Deaf people had to learn through oralism and had to learn spoken language in order to function as a “normal person” alongside hearing people.

As a Deaf person, do you believe the UFS community is doing enough to accommodate you, and how do you feel about being part of the Department of SASL and Deaf Studies? 

When I received a link for a workshop I had to attend, I was so overwhelmed when I saw the interpreter on the video link, and knew that it would be extremely helpful for me during my research. The UFS Centre for Universal Access and Disability Support made sure I have full access to any workshops the university provides. It is amazing that my supervisor can also sign. That made me feel at home, being in a Deaf world without communication barriers. The department is an amazing team that supports and encourages me during my studies.

What will you be doing in honour of Deaf Awareness Month?

The SASL Department and I, along with Deaf Studies, have organised a “Signing Space” event in September to bring Deaf and Hearing students together to socialise with each other. This event will give Hearing students the opportunity to learn about the Deaf world. During this event I will give a small presentation such as “Poetry in SASL” that will show that Deaf people have their own literature, and that it forms part of their language, SASL. We will not only focus on presentations but also on fun activities, such as games that are prominent within the Deaf community. 

Why did you decide to pursue your MA at the UFS? 

During the coronavirus pandemic I applied to the University of Gallaudet in Washington, DC to study for a Master of Education in Sign Language degree. Gallaudet is the world's only university in which all programmes and services are specifically designed to accommodate deaf and hard of hearing students. I was accepted to study further and to ultimately become a teacher or lecturer. My aim was to train Deaf adults to qualify in different areas of SASL, ranging from SASL Linguistics, SASL Pedagogy, SASL Media Production, and so forth. In an ideal world these could be offered as short courses through some tertiary institutions which already offer SASL on undergraduate and postgraduate levels. Unfortunately, I did not have enough support, but I did not let it stop my dream. I decided to change my university of choice and applied at the University of the Free State. I am pursuing my MA degree and continuing my studies as a Deaf person. The University of the Free State is providing and recognising SASL. This is a positive step, as South African Sign Language will soon be the twelfth official language of South Africa.

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