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18 July 2023 | Story Kekeletso Takang
UFS to host ABASA sixth annual Prof Wiseman Nkuhlu lecture

The University of the Free State (UFS) is pleased to host the Association for the Advancement of Black Accountants of Southern Africa’s (ABASA) sixth annual Wiseman Nkuhlu lecture on 28 July 2023 in the Equitas Auditorium on its Bloemfontein Campus.

The prestigious lecture will be delivered by Tantaswa Fubu, ABASA past President and CEO of Great Well, under the theme, The Value of Accountants Reimagined.

ABASA was established in 1985 to promote the professional interests of black persons engaged in the accounting profession. Through this lecture, the association aims to raise renewed support from ABASA stakeholders, captains of industry, and corporates to assist in providing the resources and expertise required for the university to continue producing the leadership excellence it is known and respected for.

Attendees can look forward to presentations by Prof Wiseman Nkuhlu, Chancellor of the University of Pretoria and Chairman of the Board of KPMG; Linda Maqoma, ABASA President; Dr Molapo Qhobela, a Deputy Vice-Chancellor at the UFS; Ayanda Mafuleka, CEO of Fasset; and Likeleli Monyamane, Programme Manager at Standard Bank Group.

The event will be attended by dignitaries from the UFS, SAICA, Fasset, and ABASA.

Event details:

Date:28 July 2023
Time:14:00-16:00
Venue:Equitas Auditorium
RSVP:communications@abasa.org.za

For more information, click here: https://ufsweb.co/3rzOORh

 


 

The prestigious lecture will be delivered by:

Tantaswa Fubu

Tantaswa Fubu was Group Executive: Human Capital and Transformation at Barloworld Limited, an industrial brand management company based in Sandton, South Africa. Fubu’s experience spans 30 years in diverse areas of the economy, including the banking, industrial, automotive, medical scheme, and mining sectors. At Barloworld, she was also instrumental in the integration of newly acquired businesses that performed exceptionally well in their first year; under her leadership, Barloworld was named among the overall Gender Mainstreaming Champions of 2020.

Fubu has worked for KPMG SA, where she was Executive Head: People (HR) and Transformation, and a member of the executive committee. She is a chartered accountant with qualifications in industrial psychology, accounting, banking, and finance.

She has also served as National President of the Association for the Advancement of Black Accountants of Southern Africa (ABASA). In addition, Fubu has previously worked for Standard Bank and Nkonki Inc, and serves as a non-executive director on several boards.

She is the founding CEO of Great Well, as well as a mentor and coach.

Bios of speakers:

Prof Wiseman Nkuhlu

Prof Wiseman Nkuhlu is the former Chancellor of the University of Pretoria and a member of the advisory board of the South African Institute of Chartered Accountants (SAICA).

Prof Nkuhlu served two terms as President of the South African Institute of Chartered Accountants, from April 1998 to April 2000. He is passionately involved with the development of black accountants and is the patron of the Nkuhlu School of Accounting at the University of Fort Hare.

He served as economic adviser to the President of the Republic of South Africa, TM Mbeki, and as chief executive of the secretariat of New Partnership for Africa’s Development (NEPAD) from 2000 to 2005, playing a major role in the elaboration of NEPAD policy framework and in promoting the programme both in Africa and internationally. He regularly participates as a speaker at international conferences on African development issues and corporate governance.

In recognition of his contribution to education, business, and development, Prof Nkuhlu has received a number of awards, including honorary doctorates from the University of the Free State, Stellenbosch University, the University of Cape Town, the University of Pretoria, Nelson Mandela Metropolitan University, the University of the Witwatersrand, and the University of Fort Hare; and merit awards from the National African Federated Chamber of Commerce, the Association for the Advancement of Black Accountants of Southern Africa, and the Black Management Forum. He was also awarded the President of Convocation Medal by the University of Cape Town in June 2004. The medal is awarded to graduates of UCT for outstanding community service.

Linda Maqoma

Linda Maqoma is the national president of ABASA, as well as the founding and chief executive of the Nomatshawe Group. Maqoma holds a BCom Accounting degree and Postgraduate Diploma in Accounting from the University of Fort Hare and has 11 years of experience in the audit space, both in the public and private sectors. She is the deputy chairperson of the Southern African Institute of Government Auditors (SAIGA) Africa and Global Committee, a member of the Black Business Council, National Council and Women's Alliance, Black Management Forum, as well as a member of the Black Business Women's Alliance steering committee.

With an inherent passion for business, people, and development, Maqoma is also an independent non-executive director of the Young African Entrepreneurs Institute, providing advice on the finance and fundraising portfolio. She is a candidate fellow of the fourth class of the Young African Leaders Initiative – South Africa (YALI), an extension of the Aspen Global Leadership Network fellowship. She has served as an audit manager in financial services at KPMG and as a success coach at SAPRO.

Dr Molapo Qhobela

Dr Qhobela holds a PhD in Plant Pathology from the Kansas State University in the United States of America. His career started at Rhodes University in 1991, where he was a lecturer in microbiology and pharmacy, after which he joined the University of Cape Town, before joining the public service sector. His leadership and strategic direction have been sought by several large and complex organisations in the course of his career. From 1998 to 2007, he was Chief Director: Higher Education Policy and Development Support in the Department of Education, from 2007 to 2009 he was Deputy Director General: Higher Education in the same department, and from 2010 to 2011 he was Deputy Director General: Human Capital and Knowledge Systems in the Department of Science and Technology.

Dr Qhobela was appointed Vice-Principal: Institutional Development at the University of South Africa (UNISA) in 2011 and held the position until 2015. He was the Chief Executive Officer of the National Research Foundation (NRF) from 2016 to 2020. 
Dr Qhobela has strong governance credentials, having served and led governing boards, among others as the former chairperson of the boards of the Agricultural Research Council, the Global Research Council, and the Committee of Heads of Organisations of Research and Technology (COHORT). He is currently the chairperson of the Tertiary Education and Research Network of South Africa (TENET).

Ayanda Mafuleka

Ayanda Mafuleka was appointed CEO of the Financial and Accounting Services Seta (FASSET) with effect from 1 January 2019. She previously served as the CFO of the state-owned coal mining company, African Exploration Mining and Finance Corporation (AEMFC). Prior to her AEMFC role, she was CFO at the National Credit Regulator. She has worked in finance across a diverse range of departments in government, including Transtel, the National Ports Authority, National Treasury, the Department of Home Affairs, and Johannesburg City Parks and Zoo. She holds a BCom Honours, Postgraduate Diploma in Forensic Auditing, and an LLB from UNISA.

Likeleli Monyamane

Monyamane sought to utilise the platform that her profession provided to serve her community. From her articles days, Monyamane served as a member of the Free State chapter of the Association for the Advancement of Black Accountants of Southern Africa (ABASA), rising through the ranks to become its first female chairperson. She also served as the youngest member of the University of the Free State Council, as well as on its audit and risk and finance committees.

She co-founded the Keep Lesotho Clean Campaign, which aims to solve Lesotho’s waste management challenges. The group hosts monthly clean-up campaigns and is planning to host a waste management conference and business and innovation challenges.

Monyamane is committed to the development of the accounting profession in Lesotho and has partnered with the Lesotho Institute of Accountants to host a number of development initiatives, such as a young accountant development workshop and a student leadership summit.

Monyamane is also a successful businesswoman who runs a professional services company in Lesotho – Inspire Innovation Business Consultants – with a number of leadership achievements, including the Mandela Washington Fellowship. She holds an MBA from the African Leadership University.

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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