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28 September 2022 | Story Edzani Nephalela | Photo Edzani Nephalela
Jerry Thoka
Swanti Jerry Thoka, former CSRC President and Actuarial Science student, expresses his questions and policy proposals during the questions-and-answers session.

Multilingualism is a buzzword at many South African universities. These universities promote social cohesion, a sense of belonging, and epistemic access and success by improving and advancing existing language policies and practices.

On 16 September 2022, the University of the Free State (UFS) had its first student discussion on the Bloemfontein Campus regarding the draft Language Policy, which is being reviewed for an updated version in 2023. With English being the primary language of teaching and learning, this policy aims to promote diversity in teaching and learning in Sesotho, isiZulu, Afrikaans, and Sign Language through translating tutorials and academic vocabulary and continuously establishing and maintaining trans-institutional, interinstitutional, and intra-institutional collaborations for the development of a translanguaging culture.

During the presentation, Dr Nomalungelo Ngubane, Director of the Academy for Multilingualism, revealed to students that the United Nations Educational, Scientific and Cultural Organisation (UNESCO) has designated a decade – from 2022 to 2032 – as the International Decade of Indigenous Languages. This guarantees that these languages are promoted and advanced enough to be utilised as academic languages in academia. "This puts pressure on the Department of Higher Education and Training (DHET) to recognise students' different languages in institutions. Section 29 of the South African Constitution further stipulates that we all have the right to learn in our preferred language, but only if it is practical. So currently, we cannot learn in these languages due to the lack of glossaries," Dr Ngubane said.

During the question-and-answer session, Swanti Jerry Thoka, a former Campus Student Representative Council (CSRC) President and Actuarial Science student, cited the policy. "The policy states that it will entail developing previously disadvantaged languages, which includes both indigenous languages and Sign Language, as well as continuing to improve existing ones. Why don't we concentrate on development because the current languages have advanced? For example, a Sign Language policy appears to exist, but it lacks a comprehensive execution strategy," Thoka said. 

Dr Ngubane noted all the remarks and questions, and assured attendees that they would be addressed at the next Council meeting. She stressed the value of students’ participation in policymaking, since their future is being debated. She further explained that students should provide the SRC with recommendations to submit at the Council meetings, because the SRC are their elected representatives.


Dr Nomalungelo Ngubane, Director of the Academy for Multilingualism, presents the draft language policy at the Equitas, Bloemfontein Campus.
(Photo: Edzani Nephalela) 

News Archive

Dying of consumption: Studying ‘othering’ and resistance in pop culture
2014-10-31

 

 

The Centre for Africa Studies (CAS) at the UFS – under the project leadership of Prof Heidi Hudson (CAS Director) – conceptualised an interdisciplinary research project on representations of otherness and resistance.

This is in collaboration with UFS departments such as the Odeion School of Music, the Department of Drama and Theatre Arts, the Department of Fine Arts, the Jonathan Edwards Centre Africa and the Department of Afrikaans and Dutch, German and French.  

In this project, Dr Stephanie Cawood from CAS leads a sub-project on the dynamics of pop culture and consumerism. Her research unpacks and critiques pop culture representations of othering and resistance by engaging with the othering rhetoric of conspicuous consumption as well as the subversive rhetoric or culture jamming at play in various South African youth subcultures.

Consumerism has become the institutional system in which we live our daily lives. Pop culture is the result when multinational corporations take aspects of culture and turn it into commodities with high market value. In pop culture and its manifestation, consumption, marketers and savvy advertising executives have realised long ago that othering and resistance are powerful tools to artificially create empty spaces in people’s lives that can only be filled through consuming.

“The scary thing is in my opinion that everyone has become a market segment, including very young children,” says Dr Cawood.

In his 1934 book, The Theory of the Leisure Class (TLC), Thorstein Veblen coined the term conspicuous consumption to describe the conduct of the nouveau riche. He  contended that when people manage to meet their basic human requirements, any additional accumulation of wealth will no longer relate to function, but will be spent on ostentatious displays of conspicuous consumption or waste. Conspicuous consumption has evolved into invidious consumption where consumption is a mark of one’s superior social status and particularly aimed at provoking envy. The whole point is unashamed one-upmanship.  

“Think of the izikhotane or skothane cultural phenomenon where young people engage in ritualised and ostentatious consumerist waste for social prestige. This is an excellent example of invidious consumption.

“Instead of striving to become good citizens, we have become good consumers and none are more vulnerable than our youth irrespective of cultural and ethnic differences”.

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