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21 June 2023 | Story Amanda Tongha | Photo Samkelo Fetile
Enhancing students’ linguistic abilities
Language teaching professionals from Southern Africa attended a two-day symposium on foreign language acquisition practice on the UFS Bloemfontein Campus.

Language teaching professionals from across Southern Africa recently gathered at the University of the Free State (UFS) to discuss the need for benchmarking and standardising teaching and assessment practices. 

With the aim of empowering lecturers and researchers responsible for language acquisition and delivering competent students to ensure their employability globally, the educators addressed the challenges of language acquisition in the region. It was the first time that educators from different language disciplines, including Dutch, German, French, Afrikaans, isiZulu, Sesotho, and Sign Language, met to discuss standardisation and best practices in teaching and assessment.

The symposium, which was hosted on the Bloemfontein Campus on 8 and 9 June 2023, brought together educators from the UFS, North-West University, University of Cape Town, University of the Western Cape, University of KwaZulu-Natal, University of Pretoria, Rhodes University, University of South Africa, Stellenbosch University, University of the Witwatersrand, University of Limpopo, and Sol Plaatje University. They were joined by participants from the University of Namibia and the National University of Lesotho, providing a regional perspective. 

Standardising language acquisition in Southern Africa 

Prof Angelique van Niekerk, Head of the Department of Afrikaans and Dutch, German and French, says the meeting marked a movement towards delivering competent students in order to increase their employability in languages such as Dutch, German, French, Afrikaans, isiZulu, Sesotho, and Sign Language. 

“It is probably the first time that the different language disciplines and colleagues from disciplines involved in language acquisition in Southern Africa have met to discuss the need for benchmarking and standardising.” 

“The symposium was not on multilingualism per se, but as language scholars, we support multilingualism. Social cohesion is affected positively if people and their culture and language are accepted and thus used.”

Talking about the need for a reference framework for benchmarking languages, Dr Michelle Joubert, Subject Specialist in the UFS Centre for Teaching and Learning, told delegates in her keynote address that a coordinated system provides a basis for the mutual recognition of language qualifications. 

“Our aim is to develop a framework of standards for indigenous and foreign languages to reflect the political and social realities of a multilingual and multicultural South Africa, which aims to form a single South African education, employment, and residential space for its citizens.”

In another keynote address, Dr Carina Grobler, Subject Chair and Lecturer in French at the North-West University, highlighted effective assessment tools to enhance students’ ability to learn additional languages. 

Prof Van Niekerk says many new initiatives, such as the sharing of resources on centralised platforms, were some of the gains following the symposium; a follow-up event is planned for 2024. 

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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