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21 April 2023 | Story Rulanzen Martin | Photo Charl Devenish
Dr Rouxan Fouche
Dr Rouxan Fouché on stage in the Callie Human Centre during his graduation ceremony. He hopes his PhD findings will be used to improve the UFS’s Information Technology Service-Learning (ITSL) project’s effectiveness.

When Dr Rouxan Fouché decided to undertake a PhD in Computer Science and Informatics, he was motivated by his commitment to addressing the digital divide in South Africa through service-learning. Through his research, he investigated how the UFS’s Information Technology Service-Learning (ITSL) project could be improved by collaboration with all project stakeholders to positively address and impact the digital divide in the local Mangaung community.

Dr Fouché is a lecturer in the Department of Computer Science and Informatics at the University of the Free State (UFS) and received his PhD during the UFS’s April 2023 graduation ceremonies. 

He based his PhD thesis, titled ‘Addressing the South African Digital Divide through a community-informed strategy for Service-Learning: A Critical Utopian Action Research (CUAR) Approach’, on the service-learning module he taught after he realised the positive effect of an information technology-focussed service-learning module on computer literacy levels in the local community. “The initial goal of the service-learning module was to provide free computer literacy training to computer-illiterate community members as part of the students’ community engagement,” Dr Fouché said. 

Community-focused PhD research

According to Dr Fouché researchers have recently started looking at how universities can use their service-learning modules (as part of community engagement) to bridge and address the digital divide. He also believes “current conceptualisations indicate that most university service-learning endeavours are organised without engaging with the local community or incorporating their specific needs.”

This is where he hopes his research and findings could make a difference.

His study aimed to re-evaluate and revise the ITSL project by using a hands-on, collaborative approach which included all ITSL project stakeholders. Members of the community served by the project were involved in the shared decision-making and knowledge sharing. “Furthermore, the short-term and lasting impacts of this revised community needs-led ITSL project on the participating community members were investigated.” 

The study was conducted in three cycles: Cycle 1 constituted a survey approach to identify the concerns and possible shortcomings of the ITSL project. In Cycle 2, all stakeholders participated in a ‘Future-Creating Workshop’, which reviewed findings from Cycle 1, and a utopian action plan was developed by all involved. Cycle 3 saw the revised project being implemented based on all the recommendations from the previous cycle. “This cycle also included the evaluation of the project’s immediate impact using pre-test and post-test questionnaires completed by project participants.” 

Service-learning project made a difference

When Dr Fouché initiated the ITSL project in 2015, the main objective was to serve and equip Mangaung and surrounding communities with necessary computer literacy skills. The programme entails training in Microsoft Word and Excel via two short learning programmes.

The impact of the programme was far-reaching, as it enabled participants to gain formal employment. “The participants told me that they were able to find employment as service station attendants, administrative clerks, and cashiers, among other roles, due to the computer literacy certificates they received after completing the ITSL project.” Witnessing the positive impact of the ITSL programme led Dr Fouché to focus his PhD research on improving the service-learning offerings the UFS provides for the community. 

“I realised that it was necessary to investigate how the ITSL project could be improved and tailor-made for the community it serves,” he said. 

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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