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21 September 2022 | Story Leonie Bolleurs | Photo Johané Odendaal and Edward Lee
UFS Solar car
Team UFS entered the Sasol Solar Challenge for the very first time this year, competing with seven other teams and showcasing their technological input and innovation.

Excitement. Nervousness. A thousand thoughts going through our minds, but primarily “Are we really ready for the challenges that lie ahead?” and “What did we get ourselves into?” In the moments leading up to this year’s Sasol Solar Challenge, these were the thoughts and emotions of Team UFS, who entered their solar car, Lengau.

“But I had confidence in the team,” says Dr Hendrik van Heerden from the UFS Department of Physics at the University of the Free State (UFS) and project manager of Team UFS who entered the challenge for the very first time this year.

Testing perseverance

Entering the Sasol Solar Challenge – a biennial competition that has been running since 2008 – Team UFS competed against seven other teams (representing local and international universities, high schools, and engineering teams), sharing the public roads of South Africa with trucks and regular traffic, sometimes experiencing steep mountain climbs, testing not only their technological input and innovation, but also their perseverance over an eight-day period. 

“One of our main challenges was the long time on the road, to which the heavy weight of the solar car, efficiency of the solar panels, and the effective charging of the battery contributed,” says Dr Van Heerden, stating that these problems were difficult to tackle with the small budget they had. “We, however, stayed positive and was determined to pull through.” 

“We were also open for learning from the other teams, the scrutineers, and observers regarding the mechanical, electrical, and body of competing solar cars. Thus, building knowledge and collaborating is a success we celebrate,” he adds.

In the end it paid off, as Team UFS completed the race, covering a distance of more than 500 km and ending in seventh place overall. The team that finished with the greatest distance covered within the allotted time won the challenge, in this instance the Brunel Solar Team, covering 4 228,2 km.

Dr Van Heerden believes that they did exceptionally well for a debut team, proving themselves against the best. “I am of the opinion that this challenge made us stronger and gave each of us a new perspective on how we should approach life,” he adds.

“As we are all enthusiastic about science and engineering, this challenge inspired us to build towards a future where renewable energy could be an important source of energy in South Africa.”
For a debut team, we did exceptionally well, proving ourselves against the best. – Dr Hendrik van Heerden.

Learning the ropes

The teams left Carnival City in Johannesburg on 9 September 2022 and arrived at the finish line at the V&A Waterfront in Cape Town on Friday 16 September 2022.

Talking about the next race, Dr Van Heerden says he wants to build a better, more effective solar car. “We strive to continuously improve the design, technology, and science going into our car,” he says. 

“For this challenge, we were interested in learning about the mechanical, electrical, and overall body of a solar car. Hence, our solar vehicle was designed well enough to participate and reliable enough to succeed.”

According to him, their focus will shift to competing against the other teams for the next Sasol Solar Challenge. “We will also be more prepared, since we now know what to expect from the challenge. It was our first time participating in the Sasol Solar Challenge, and we’ve learnt so much from the past two weeks – we will carry that forward to the next challenge.

 

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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