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22 December 2023 | Story Michelle Nöthling | Photo Anja Aucamp
Dr Munita Dunn-Coetzee
According to Dr Munita Dunn-Coetzee, it is increasingly recognised that females with ADHD portray a different ‘picture’ in terms of behaviour, symptoms, and comorbidities when compared to males with ADHD.

I’m a failure as an adult. I’m a disappointment as a colleague. I’m a lousy friend. I’m a burden as a wife. I’m a bad mom and I’m constantly scrambling to try and hide it.

This is the secret interior reality of a group of neurodivergent adults who have been long overlooked by scientists and doctors alike. The Lost Generation. It is now recognised that there is an entire generation of women out there who have battled with ADHD (attention-deficit hyperactivity disorder) their entire lives – and don’t know it.

Women and girls living with ADHD

For decades, ADHD has been predominantly associated with hyperactive young boys bouncing off the walls. The reason for this widely-held misconception is due to the fact that studies originally focused on young European American boys – their symptoms becoming the benchmark for all. Women were not even included in ADHD studies until the late 1990s, and the first long-term study on girls was only conducted in 2002. The results? Girls’ ADHD symptoms bear little resemblance to those of boys. Dr Munita Dunn-Coetzee, Director of Student Counselling and Development at the UFS, agrees. “It is increasingly recognised that females with ADHD portray a different ‘picture’ in terms of behaviour, symptoms, and comorbidities when compared to males with ADHD. Females are less likely to be identified and referred for assessment, and their needs are less likely to be met.” Therefore, the majority of girls and women with ADHD remain un- or misdiagnosed.

But what does ADHD in women look like? First, let’s take a step back. There are three types of ADHD: the hyperactive type, the inattentive type, and the combined type – which includes both hyperactivity and inattention. Hyperactivity in females is much more likely to present internally, in the mind, and inattentiveness as daydreaming and disorganisation. This is much more than sitting still in class or having trouble with homework. Faced with behavioural and social pressures to perform, girls often learn to mask and overcompensate for their problems – making diagnosis even more difficult.

Carry the struggle to adulthood

When left untreated, girls with ADHD will most likely carry their struggle into adulthood. ADHD in adult women often results in chronic low self-esteem, self-loathing, feelings of inadequacy, sleeplessness, anxiety, depression, substance abuse, and eating disorders. Women with ADHD also typically present with tremendous time management challenges, chronic overwhelm, and exhaustion – exacerbated by societal pressures. The risk of self-harm and suicide attempts is also startlingly higher compared to their male counterparts.

There is tremendous hope, though. Drs Edward Hallowell and John Ratey – experts in the field who both have ADHD – describe ADHD as an array of traits specific to a unique kind of mind that can become a distinct advantage with appropriate treatment and support. ADHD is not a condemnation of character. Instead, it unveils a kaleidoscope of strengths and a unique constellation of traits deserving of celebration.

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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