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Tackling gender inequality and discrimination

31 July 2023 | Story Valentino Ndaba

The Gender Equality and Anti-Discrimination Office (GEADO) is an integral part of the University of the Free State’s (UFS) Unit for Institutional Change and Social Justice. Its primary focus is to create a safe and inclusive environment for students and staff. The office plays a crucial role in shaping the student experience and in fostering inclusivity in student accommodation and residence environments.

The GEADO takes proactive steps to achieve this, including implementing guidelines and policies to address and prevent gender-based violence and sexual misconduct. It also conducts conscientisation workshops to raise awareness, challenge biases, and promote empathy among stakeholders.

“As an integral component of our initiatives, the GEADO implements proactive measures to foster safe spaces for students, through the establishment of its Sexual Offence Response Team (SORT) and sexual harassment guidelines,” said Dr Lentsu Nchabeleng, Deputy Director of the Gender Equality and Anti-Discrimination Office. She further emphasised, “These frameworks are formulated to tackle and prevent occurrences of gender-based violence and sexual misconduct, ensuring a secure, healthy, and conducive environment for both students and staff to flourish and develop as individuals and as a community.” The GEADO is currently reviewing the UFS Sexual Harassment, Sexual Misconduct, and Sexual Violence Policy to strengthen its commitment to a zero-tolerance stance on gender-based violence and sexual misconduct.

Beyond addressing specific incidents, the GEADO aims to cultivate an inclusive and socially just atmosphere across the UFS’s campuses. It closely monitors the environment, identifies trends, and stays updated on global and local interventions to positively impact its work.

The office is a driving force behind fostering a safe, inclusive, and socially just campus culture that embraces gender equality and combats discrimination. It partners with LGBTIAQ+ (lesbian, gay, bisexual, transgender, intersex, asexual, queer, and others) organisations like Free State Rainbow Seeds to further support its mission. Some of the programmes championed by the office include safety zone training, sexuality sensitisation, and diversity training.

Safe zone training

The Safe Zones@UFS project is modelled after a similar programme in the USA, specifically the Safe Zones Project at San Diego State University. Its purpose is to create a supportive and safe environment for individuals who identify as LGBTIAQ+.

Dr Nchabeleng said the project encompasses the training of faculty members and students to become Safe Zones allies, offering support to students, staff, as well as families and friends of individuals identifying as LGBTIAQ+. She emphasised that the role of Safe Zone allies involves providing assistance to LGBTIAQ+ students and staff during their coming-out process, serving as an informative resource for LGBTIAQ+ matters, advocating for LGBTIAQ+ rights, and acting as a referral point for other essential services, including medical and counselling support.

Sexuality sensitisation

Gender and sexuality sensitisation is crucial for fostering inclusive and respectful environments in educational institutions, workplaces, and communities. It involves raising awareness about consent, sexual minorities, and diverse gender identities, while addressing gender-based violence, sexual harassment, and misconduct. The approach includes consent education, understanding sexual minorities, exploring gender identities, combating gender-based violence and harassment, promoting safe spaces, challenging stereotypes, encouraging allyship, and promoting positive masculinity and femininity. Overall, these efforts create a more understanding and supportive community in which individuals of all genders and sexual orientations can thrive.

Diversity Training

The Diversity Training programme focuses on increasing awareness and understanding of diverse backgrounds and experiences. It includes workshops and training to address unconscious bias, promoting a fair and equitable environment. The goal is to create a sense of belonging, where everyone feels accepted and valued. The programme is flexible and can be customised for organisations or communities, and it can be delivered through various formats. Embracing diversity and inclusion can lead to better outcomes, improved teamwork, and the attracting of diverse talent. Overall, it fosters a culture of inclusivity and appreciation for diverse perspectives, benefitting both individuals and organisations.

Important contact information

Bloemfontein Campus: +27 51 401 3982

South Campus: +27 51 401 7544

Qwaqwa Campus: +27 58 718 5431

Toll-free number +27 80 020 4682

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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