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07 December 2023 | Story Leonie Bolleurs | Photo Charl Devenish
Dr Michelle Goliath
Dr Michelle Goliath received her PhD, providing significantly useful insights into artisanal mining. She says it is the prospect of contributing to positive change and advancing understanding in the field that has been the most exciting and fulfilling aspect of completing this research.

Dr Michelle Goliath completed her PhD in the Department of Urban and Regional Planning at the University of the Free State (UFS) and received her qualification during the December graduations. 

The PhD, which she began in 2018 under supervision of Prof Malene Campbell, is titled Urban Pacification Strategies and Solutions: Towards a Contested Space Theory of Artisanal Mining.

The focus of her thesis was on finding strategies to address informal mining in urban areas. “It considers the formalisation of informal miners, adapted land use management, risk management solutions, and action research to solve complex problems. In addition, it also looks at the social, economic, and environmental dimensions of the challenge and proposes a unique practical methodology on how to solve similar complex problems and challenges that urban planners and policy makers face daily,” explains Dr Goliath. 

A foundation for informed decision making

She is of the opinion that her research provides a foundation for informed decision making by town planners who seek to proactively address and mitigate challenges around artisanal mining.

Dr Goliath’s thesis introduces innovative strategies for managing land use specifically designed for the challenges of artisanal mining. She believes that recognising the importance of flexible and innovative land-use policies demonstrates a deep understanding of the spatial aspects involved in effectively accommodating and regulating artisanal mining activities. As reported by Dr Goliath, this customised approach ensures that the rules fit the unique characteristics of artisanal mining, promoting sustainable urban development.

Moreover, by integrating action research methodologies into the thesis, a dynamic and collaborative element is introduced into the decision-making process. She says that engaging in practical, on-the-ground research in collaboration with practitioners – in this instance a community of women artisanal miners in Kimberley – advocates for evidence-based decision making in urban planning. “This approach not only enriches the theoretical foundation of the thesis, but also ensures that the proposed solutions are rooted in the practical realities of the South African context,” she states.

Furthermore, the thesis offers both theoretical insights and practical policy recommendations, ensuring that its research findings extend beyond academia. These insights are directly applicable to the challenges confronted by town planners in South Africa and policy planners in other SADEC countries who are still navigating the policy process for similar challenges. “The incorporation of global trends in artisanal mining allows for a comparative approach, enhancing the relevance and transferability of the recommendations both locally and internationally,” remarks Dr Goliath.

The impact of empowerment

She says it is fulfilling to witness the transformative impact of empowerment. “Engaging with and supporting women in the artisanal mining sector has not only enhanced their economic opportunities but has also contributed to broader social and community development. It is the empowerment of these women, their resilience, and the tangible positive shifts in their lives that stand out as the most rewarding and impactful outcomes of my work in Kimberley.”

Besides the opportunity to help this group of women, she was also excited about the chance to contribute new knowledge and insights to the field. “The process of delving into unexplored aspects of artisanal mining in Kimberley, conducting thorough investigations, and analysing longitudinal data has been intellectually stimulating,” she states.

“The prospect of offering novel perspectives, innovative solutions, and evidence-based recommendations through my research is particularly thrilling. Witnessing the potential for this work to make a meaningful impact on policies, practices, and the lives of individuals involved in artisanal mining adds a sense of purpose and excitement to the research journey,” concludes Dr Goliath.

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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