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27 June 2023 | Story Department of Communication and Marketing | Photo Charl Devenish
Dr Abraham Matamanda and Prof Lochner Marais
UFS researchers, Dr Abraham R Matamanda, Senior Lecturer in the Department of Geography, and Prof Lochner Marais, Head of the UFS Centre for Development Support, collaborated with researchers in the UK and Brazil on a study on the impact of COVID-19 on children and young people. The study is part of the international PANEX-Youth research project.

Researchers from South Africa, the UK, and Brazil recently conducted a study on the impact of COVID-19 on children and young people, particularly those from disadvantaged households. Their research highlights that the pandemic has deepened existing inequalities, with children and young people’s voices and needs not being considered in policy decisions.

The study conducted by researchers from the University of the Free State (UFS) and the University of Fort Hare in South Africa; the University College London, the University of Birmingham, and Nottingham Trent University in the UK; and the University of São Paulo in Brazil, found that pandemic policy decisions largely ignored young people’s needs, resulting in long-term losses.

Educational inequalities

The report, titled International and National Overviews of the impact of COVID-19 on Education, Food and Play/Leisure and Related Adaptations, outlines how slow government action and policy gaps in efforts to stop the spread of COVID-19 have had a negative impact on children and young people’s health and welfare.

South Africa has been one of the countries hardest hit by COVID-19, and the study shows that due to social isolation and economic disruption caused by lockdowns, children and young people’s education has been stunted, their access to nutritious food has been reduced, and their ability to develop socially through play has been significantly restricted. The impact was worst for those living in disadvantaged poor households.

The study, which is part of the first stage of the PANEX-Youth research project, is divided into two volumes: the ‘Long Report’, highlighting the wider impact of the pandemic on children across the world, while the ‘Short Report’ drills down on the impact on three countries, namely the UK, South Africa, and Brazil.

Further insights from the study show that the digital divide has compounded educational inequalities as education has moved online during the pandemic, with households and regions with insufficient internet access falling behind. Collectively, and combined with the continuing cost-of-living crisis, the researchers believe that these disadvantages are likely to have detrimental consequences for children and young people in the short and long term, with many not yet visible.

Future pandemic planning

The team – which includes UFS researchers, Dr Abraham R Matamanda, Senior Lecturer in the Department of Geography, and Prof Lochner Marais, Head of the UFS Centre for Development Support – expects that policy gaps during the pandemic will negatively impact young people’s professional life trajectories, healthy lifestyles, mental well-being, educational opportunities, and self-confidence.

The team put together five recommendations to ensure that children’s well-being is incorporated into any future pandemic planning. These suggestions include:

  • The need to keep children and young people at the centre of pandemic preparedness efforts.
  • More priority and attention given to the hidden voices and experiences of young people, and particularly those from monetary poor households.
  • Greater recognition that schools play an important, central role as life and care hubs.
  • Greater recognition of play and leisure as rights that are fundamental to children and young people’s development.
  • More structured and systemic responses to multiple dimensions of risk from local and national responses are recommended, based on a rigorous assessment of what worked and failed during the pandemic.

Adapting in the post-pandemic period

Prof Lauren Andres, Professor of Planning and Urban Transformations at the University College London – also the lead author of the report – said: “COVID-19 exposed and exacerbated inequalities that already existed prior to the pandemic. Children and young people’s voices and needs were not heard and accounted for. Our research shows that because of policy gaps and slow government action during the pandemic, disadvantaged children and young people are now facing serious consequences that could be with them for a long time, both here in the UK and around the world.”

According to Dr Matamanda, “The COVID-19 pandemic showed the lack of understanding of what children and young people need in their daily lives. During the pandemic, the rights of children and young people, especially play/leisure, accessing adequate food and education, seemed to be overlooked or least prioritised. This was evident from the slow and inconsistent COVID-19 government policies and strategies that failed to acknowledge the networks and value chains through which children and young people are supported. In this way, our research shows the gaps and inequalities created and widened among children and young people in South Africa, especially those from disadvantaged households who have now been left behind and are grappling to adapt in the post-pandemic period.”

Read the full report here: https://panexyouth.com/

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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