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24 July 2023 | Story Leonie Bolleurs | Photo André Damons
Dr Jerry Mofokeng
Dr Jerry Mofokeng wa Makhetha recently launched his second book, Nna Ke Monna, during an event at the UFS.

Award-winning actor and now author, Dr Jerry Mofokeng wa Makhetha, launched his second book Nna Ke Monna at an event hosted by the University of the Free State (UFS) Department of Library and Information Services (LIS), the African Languages Press, and the Academy for Multilingualism

The event took place on 19 July on the Bloemfontein Campus.

The book launch was held as part of a creative writing masterclass and drew notable attendees, including dignitaries from Lesotho. Among them was the Honourable Minister of Trade and Industry in Lesotho, Shelile Motaung, and the British High Commissioner in Lesotho, Harry MacDonald.

Earlier last week, Jeannet Molopyane, Director of LIS, and her team handed a copy of the book to the Vice-Chancellor and Principal, Prof Francis Petersen. 

Writing in Sesotho

Out of a collection of more than 200 000 books, only 16 000 are written in Sesotho. Dr Mofokeng wa Makhetha highlighted that the UFS should take a leading role in promoting the publication of African languages.

Addressing the importance of decolonising education, he asked, ‘how do you do that? “We need to go back to our language and our culture. This is what this book seeks to correct and heal,” he answered. 

Unlike his first book, I am a man, where he delved into his intricate relationship with masculinity, fatherhood, and identity, this new book is written in Sesotho, not English.

I do not want anybody reading this latest book to sit with a dictionary to understand it. It was written for the Basotho pallet, to be read by all members of the family.
“As a Sesotho, I have the authority to talk to the Basotho and I don’t want to do that in a manner that anyone must interpret what I am saying.”

He went on to explain that he chose to write this book in Sesotho, because – with the first book – he found that there are thoughts that are difficult to express in English. The English book was a compromise in many ways, and with this book he wanted to reclaim his authentic voice and really have fun.

MacDonald also contributed to the language discussion, saying that the way in which we express ourselves is coloured by our language. He said being able to work in one's own language, such as this book, is a crucial aspect of reflecting one's culture and facilitates faster learning during childhood.

Molopyane, regarded the event as an opportunity to restore the dignity of our languages. Building upon Molopyane's statement, Kego Phuthi, Marketing and Engaged Scholarship Assistant Director in LIS, added that the book launch is reflecting on the significance of literature as a catalyst of change. “The book is an extraordinary work that can change stereotypes and give voice to the voiceless.”
 
Healing masculinity 

In addition to addressing language, the book also emphasised the significance of manhood and the process of healing masculinity. “We are here to raise responsible men with integrity, not big boys,” Dr Mofokeng wa Makhetha said.

According to Nthabiseng Jafta, the publicist of Nna Ke Monna, this book was released one year after Dr Mofokeng wa Makhetha’s first book and coincided with the launch of the African Languages Press.

“During the process of working on the second book, Dr Mofokeng wa Makhetha guided me to reconnect with myself,” said Jafta. She also expressed pride in contributing to the potential impact of Sesotho literature in the nation.

In his address, the Honourable Minister Motaung shared the same sentiment, encouraging Dr Mofokeng wa Makhetha to continue publishing books that uplift the Basotho community.

  • The award-winning South African actor, who appeared in the films Cry, the Beloved Country, Mandela and De Klerk, and Tsotsi, received an honorary doctorate from the UFS in 2019 for his commitment to scholarship and his service to humanity. 

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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