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28 August 2023 | Story Andre Damons | Photo Andre Damons
Dr Kgomotso Moroka
Dr Kgomotso Moroka, Acting HOD: Cardiology in the UFS Faculty of Health Sciences, recently graduated from Maastricht University with a Diploma of Advanced Studies in Cardiac Arrhythmia Management (DAS-CAM).

A staff member from the University of the Free State (UFS) is hopeful her newly acquired skills and knowledge, following her graduation with a Diploma of Advanced Studies in Cardiac Arrhythmia Management (DAS-CAM) and completion of a electrophysiology fellowship, will contribute to the improvement of cardiovascular services in the Free State and Sub-Saharan Africa.

Dr Kgomotso Moroka, the Acting Head of Department (HOD) for Cardiology in the UFS Faculty of Health Sciences, recently graduated with a DAS-CAM in June 2023. This distinctive postgraduate programme is offered by Maastricht University in collaboration with the European Heart Rhythm Association and the European Society of Cardiology. This is a two-year programme and Dr Moroka was part of the third cohort which comprised 32 electrophysiologists selected from over 20 countries worldwide.

Her achievement places her as the sole   DAS-CAM graduate in Sub-Saharan Africa and the Free State region. 
Electrophysiology, which studies the electrical influences and patterns of the heart is vital for treating patients with abnormal heartbeats caused by irregularities in the heart’s electrical pathway, resulting in either unusually slow or fast heartbeats.

Seizing a valuable opportunity

Dr Moroka emphasises that currently, there is a lack of electrophysiology services provided in both the public and private sectors within the Free State. She therefore anticipates that her newly acquired skills and knowledge will play a pivotal role in enhancing and improving the cardiovascular services offered in the province. She is also optimistic about contributing to the establishment of a department dedicated to Electrophysiology Training. 

“I could not pass up the opportunity to engage with, learn and gain insights from seasoned world-class great minds of electrophysiology, who write the books we read and the very guidelines that we utilize in our daily practices. There was also an opportunity to be guided in research and the state-of-the-art cardiac clinical electrophysiology while also obtaining insights into how to develop a cardiac arrhythmia centre, biostatics, health economics, leadership skills and health technology assessment,” Dr Moroka explains regarding her motivation to enrol in the program. 

“It was a challenging and exciting program that allowed participants to engage with the world-renowned experts in electrophysiology not only on a professional but also personal level. This program served not only to educate participants on clinical cardiac electrophysiology but served to empower us to fulfil roles as future leaders in electrophysiology and in our day-to-day roles,” she continued.

Addressing the diverse burden of cardiac diseases

Dr Moroka believes that this qualification will significantly contribute to local efforts to establish and develop a much-needed unique service, thereby advancing her career development locally and on the international platform. This qualification enables her to expand her clinical research pursuits on multiple fronts.

Dr Moroka underscores the substantial burden of ischemic heart disease with the associated risk factors such as uncontrolled high blood pressure, diabetes, elevated cholesterol levels and smoking. “There is a measurable burden of heart failure and valvular heart disease. In addition, from the research that we hope to embark upon, we hope to clearly define the burden of rhythm problems such as atrial fibrillation and other arrhythmias which are serious conditions. With the available skills and knowledge, we can begin to offer alternative adjunctive treatment that would have a significant positive effect on the morbidity and/or mortality of our patients.”

Dr Moroka points out that with the advent and advances in machine learning and digital health technology, we are in an exciting era of possibilities of obtaining valuable biological data and biometric parameters that would assist in the reduction of risk and prevention of a diversity of cardiovascular diseases and to guide clinical practice guidelines. 

“The current focus is risk reduction, prevention of cardiovascular diseases and the establishment and development of personalized health care, with a growing interest in cardiovascular genetics and gene therapy.  Who knows what the future will bring, but for now the focus is to work towards good health and disease alleviation,” she says. 

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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