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Scholarship of Teaching and Learning conference successfully concluded

14 December 2023 | Story Dr Jared McDonald | Photo Supplied

From 21 to 23 November, more than 160 delegates gathered at the Golden Gate Highlands National Park in the Eastern Free State for the fourth biennial conference on Scholarship of Teaching and Learning (SOTL) in the South, dubbed SOTL 4 the South.

This year’s iteration was proudly hosted by the University of the Free State (UFS) and organised by Dr Jared McDonald, Chief of Staff in the Office of the Vice-Chancellor and Principal; Dr Eleanor Bernard, Assistant Director in the Centre for Teaching and Learning on the UFS Qwaqwa Campus; and Prof Zach Simpson, Editor-in-Chief of the SOTL in the South journal. Established and emerging scholars, as well as postgraduate students working in the field of teaching and learning from across disciplines in Southern Africa, came together to share ideas, debate perspectives, and learn from experiences related to the conference theme: Teaching and Learning for Sustainable Futures.

The programme included presentations on a wide variety of topics, such as the challenges and opportunities of artificial intelligence in higher education, academic literacy, student success, teaching and learning for sustainable development, curriculum design, and digital futures. The programme also included two keynote presentations by leading scholars in education for sustainability, Prof Heila Lotz-Sisitka, Distinguished Professor and SARChI Research Chair in Global Change and Social Learning Systems in the Environmental Learning Research Centre at Rhodes University, and Prof Kasturi Behari-Leak, Associate Professor of Higher Education Studies and Dean of the University of Cape Town’s Centre for Higher Education Development.

The organisers were delighted with the quality of the scholarship that was shared. “This conference has been 18 months in the making, and we are grateful to all the delegates for embracing, and engaging with, the conference’s theme. We are also appreciative to all the reviewers on the Scientific Review Committee who were generous with their time, reflections, and critiques in assisting us to deliver a compelling, impactful programme,” said Dr McDonald. Dr Bernard added that “the conference would not have been possible without the generous support of the University of the Free State’s Executive Management and Centre for Teaching and Learning, as well as the senior management of the Qwaqwa Campus, who have supported the conference from the time it was just an idea”.

Prof Zach Simpson expressed his gratitude to the UFS for its support and assistance. “The last in-person conference of SOTL in the South was in 2019, before the COVID-19 pandemic. It was wonderful to see so many scholars come together in a beautiful location to engage with a compelling and topical conference theme.” Selected papers have been invited to contribute to a special issue of SOTL in the South, edited by the organisers and due for publication in mid-2024.

SOTL is an informal ‘body’ that is not affiliated with any particular parent organisation or institution. Its aim is to advance scholarship in teaching and learning across the Global South – conceived of not just in geographic terms – but as concerned with questions of power, access, inequity, and marginalisation, even where these might be present in the Global ‘North’. Moreover, it aims to give voice to novice SOTL practitioners and to serve as a platform for academics, particularly novice academics, to contribute their scholarly work.

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.

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