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25 August 2023 | Story Supplied | Photo Supplied
Prof Pamila Gupta
Prof Pamila Gupta delivered the 2023 Biennial Gendered Worlds Lecture titled, ‘Landscaping South Africa’s Gendered Hinterlands’ presented in digital format in collaboration with the UFS Art Gallery exhibition.

In commemoration of Women’s Day, 9 August, the Centre for Gender and Africa Studies at the University of the Free State (UFS) presents the Biennial Gendered Worlds Lecture every second year to reflect on gendered dynamics across a range of fields and topics. The 2023 Biennial Gendered Worlds Lecture by Prof Pamila Gupta titled, ‘Landscaping South Africa’s Gendered Hinterlands’ is presented in digital format in collaboration with the UFS Art Gallery exhibition, Eureka, by artists Prof Janine Allen and Dr André Rose which showed at the Stegmann Gallery from 10 July-11 August 2023.

Prof Gupta was appointed Research Professor at the UFS, taking up her position on the 1st January 2023 at the Centre for Gender and Africa Studies. In her lecture she traces the concept of the hinterland, as a crucial tool for understanding the global and planetary present, as a time defined by the lasting legacies of colonialism, increasing labour precarity under late capitalist regimes, and looming climate disasters. 

South African case studies

Traditionally seen to serve a (colonial) port or market town, the hinterland defined here becomes a lens to attend to the times and spaces shaped and experienced across the received categories of the urban, rural, wilderness or nature. Her lecture is based on her contribution to the forthcoming book titled, ‘Planetary Hinterlands꞉ Extraction, abandonment, and Care,’ (Eds. Pamila Gupta, Sarah Nuttall, Esther Peeren, and Hanneke Stuit, Palgrave, 2023). In this work, Prof Gupta considers South African case studies, namely Jeremy Foster’s evocative description of South Africa’s landscape as one ‘washed with sun’ (2008), to reflect on the shifting spatial thematics of two contemporary male South African non‑fiction writers and academics, Rob Nixon (Dreambirds, 1999) and Jacob Dlamini (Native Nostalgia, 2009). She considers what happens when we view certain locations described in their respective gendered works (a small desert town, Oudtshoorn vs a township, Katlehong) through the prism of hinterlands. 

Prof Gupta argues that the concept of hinterland offers a framework for a new understanding of those places inflected by the rural and urban, helping us to see the small town and township as operating within the same time/space configuration of apartheid South Africa. It highlights also  the importance of human/non‑human relations, with Nixon and Dlamini operating as each other’s hinterland. She suggests the potential of the concept of the hinterland for showcasing  the practice of writing as caught between a reflective self and other; one where Nixon and Dlamini (and she) use landscaped memories of gendered hinterland childhoods to say something about political becoming, and the past in South Africa today.

Prof Gupta, formerly Full Professor based at WiSER at the University of the Witwatersrand (2008-2022), holds a PhD in Anthropology from Columbia University. Her research and writing interests include Portuguese colonial and Jesuit missionary history, in India; diasporas, islands, tourism, heritage, and design in the Indian Ocean; photography, tailoring and visual cultures in East Africa; and architecture, infrastructure, and effect in South Africa. 

Eureka

The lecture is considered alongside Eureka, a transdisciplinary art exhibition by Dr Andrè Rose and Prof Janine Allen, presented by the UFS Art Gallery. Eureka explores the complex multidimensional narrative of artisanal mining in Kimberley in the Northern Cape, and when viewed through the scope of the concept of hinterland it opens provocative pathways for interrogating the intersections and interactions of psycho‑social‑economic and environmental challenges in this artisanal mining community. The artworks narrate the complex multidimensional narratives of the artisanal miners in a post‑colonial neoliberal world. This forms the basis of a rich dialogue, between Prof Gupta and the artists following the lecture, to explore the synergies between the exhibition and the concept of gendered hinterlands. 

Watch the Biennial Gendered Worlds Lecture below.

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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