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11 July 2023 | Story Leonie Bolleurs | Photo Supplied
iKudu Coil Chevon Slammbee
Chevon Slambee says the COIL approach connects students and educators from different cultural backgrounds through online platforms, allowing participants to engage in cross-cultural learning and collaboration.

Internationalisation of the curriculum has been mandatory for institutions of higher education since 2020, according to the National Policy Framework for the Internationalisation of Higher Education in South Africa.

The iKudu project, an Erasmus+Capacity-Building in Higher Education (CBHE) co-funded project, which aims, among others, for universities to include internationalisation and decolonisation dimensions to transform their curricula, recently published the document: Considerations for enabling guidelines, strategies, and policies for internationalised curriculum renewal for universities with a focus on the diverse South African contexts. 

The University of the Free State (UFS) Office for International Affairs (OIA) played a key role in the publication of this document.

In his editorial of the document, Dr Cornelius Hagenmeier, Director of the OIA, states that in the spirit of the iKudu values – which include Ubuntu, trust, and equality – the project stakeholders have developed a document that will serve as a repository of ideas from which all consortium member universities can intelligently borrow when developing their institutional guidelines, strategies, and policies for curriculum renewal, Collaborative Online International Learning (COIL), or other forms of virtual exchange.

He says they are publishing this document to make the ideas available to the broader higher education community, in the hope that they will contribute to further debate on internationalised curriculum renewal processes.

The iKudu project is one of the few major EU-funded capacity-building projects coordinated by a South African university.

UFS coordinates iKudu

According to Chevon Slambee, iKudu Project Manager in the UFS OIA, the consideration document serves as a guiding document for all universities, but specifically focuses on South African universities, taking into account the unique and diverse contexts of South Africa’s higher education landscape and how these contexts influence the curriculum renewal processes.

Slambee explains that the COIL approach connects students and educators from different cultural backgrounds through online platforms, allowing participants to engage in cross-cultural learning and collaboration within the existing curriculum. 

Through joint projects, shared courses, and virtual exchanges, it aims to foster intercultural competence, global awareness, and mutual understanding among students. Moreover, the initiative creates inclusive opportunities for all students who take part in COIL, as the inequalities due to financial resources are factored out. “It expands the classroom beyond classroom borders, and grants students the opportunity to engage in a digital international world,” says Slambee. 

The five participating South African universities – the UFS, Durban University of Technology, University of Limpopo, University of Venda, and the Central University of Technology – together with the five European universities – the University of Siena (Italy), Coventry University (England), The Hague University of Applied Sciences (The Netherlands), Amsterdam University of Applied Sciences (The Netherlands), and the University of Antwerp (Belgium) – have implemented 51 of their target of 55 COIL programmes, with almost 10 months remaining in the project. “For us, this is a milestone in the iKudu journey,” says Slambee. 

Sharing COIL experiences

One of the UFS lecturers who completed a COIL project is Prof Mariette Reyneke, Associate Professor in the UFS Department of Public Law.

Prof Reyneke recently completed her second COIL experience, this time with Prof Alessandra Viviani from the University of Siena. She says one of the best aspects of this initiative is giving our students the opportunity to broaden their horizons by exposing them to peers from a different country and culture. “Moreover, one also gets to expose students from developed countries to the realities and challenges of a developing country,” she adds.

“Through this initiative, we also get the chance to teach South African students that they have valuable contributions to offer the world. In some instances, our legal solutions to problems are fascinating and enriching for international students. Our theory and implementation of human rights are also sometimes more liberal than what students from Europe experience in their own countries,” says Prof Reyneke, who believes that COIL fosters an innovative and enriching experience for students, while also enhancing academic networks.

“It was very satisfying for me to realise that the students not only enjoyed the experience, but also found it beneficial for their personal growth,” she remarks.

Moving forward, Slambee says the OIA is working closely with the Centre for Teaching and Learning and is in the process of establishing a COIL/virtual engagement hub for the university. Furthermore, the Curriculum Internationalisation Project (CIP) has been approved and is being piloted in specific departments and faculties. For more information about the CIP, contact Prof Lynette Jacobs, Slambee, or Nooreen Adam from the OIA.

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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