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29 June 2023 | Story Dr Ina Gouws | Photo Supplied
Dr Ina Gouws
Dr Ina Gouws is a Senior Lecturer in the Department of Political Studies and Governance

University of the Free State

We find ourselves on the other side of another Youth Day in South Africa. I acknowledge the importance of this anniversary, although I recognise that it is not for me to fully comprehend the profound significance of commemorating the events of 16 June 1976. I therefore refrain from presuming to address the depth of pain, both enduring and otherwise, that this commemoration signifies.

Let me then stay with the broader significance of Youth Month in my deliberations.

Cabinet approved the theme for Youth Month 2023 to be: “Accelerating youth economic emancipation for a sustainable future”. In 2022 the theme was: “Promoting sustainable livelihood and resilience of young people for a better tomorrow”, and, in 2021 the theme was:  “The Year of Charlotte Mannya Maxeke: Growing youth employment for an inclusive and transformed society”.

Cooperation and partnership between government and the youth is fractured

For a government known for abject failure especially regarding education and economic policy, these are lofty ambitions for which we have not seen positive results. I fear that most of our country’s youths are not aware of these themes or else take note with understandable cynicism.  The trust they should have in our government to expect positive outcomes for policies and plans simply does not exist. The cooperation and partnership that needs to be forged between government and the youth in South Africa is therefore fractured to say the least. Consequently, a sense of disillusionment has taken hold.

Feelings of marginalisation and being unheard have bred disengagement, apathy, and even resentment. It appears this government can only talk a great game. None of this is news, is it? The problem is that the breakdown in trust undermines the foundation of a healthy democracy, hindering the government’s ability to effectively represent and address the needs of our youth. The effect of this failure has disastrous consequences for young people to the very core of their dignity.

It is therefore crucial to recognise the profound human consequences that come with unemployment and dire prospects. The impact of unemployment on young individuals is not to be underestimated or only boxed into aspects of economics, as it significantly disrupts their sense of self and place in the world way beyond that. I believe the approach in South Africa should therefore also recognise the intrinsic value and dignity of the youth beyond their economic productivity. As it is,  I fear they have ended up finding their self-worth in only ever being prone to confrontation and protest, instead of constructive problem-solving. It is then no surprise that a grim view of the future can hinder the formation of new social connections and limit opportunities for networking, further exacerbating the isolation experienced by unemployed youth which feeds this apathy and disinterest the majority seem to have in the political process.

What is to be done?

I don’t see any purely political drive or approach to provoke widespread youth participation being successful in this context. What is to be done? We must start with ways to create ‘willingness’ first. For that, purpose beyond politics, in which they have lost trust and interest, is necessary. I have no doubt that the country’s youth care about their communities even if they feel disconnected and have little to offer to assist because of their dire socio-economic realities. We must create spaces for dialogue, storytelling, and collective reflection to challenge societal narratives surrounding work and success, promoting alternative measures of value and worth. Emphasising the importance of empathy, compassion, and community solidarity can help combat the stigmatisation and isolation faced by unemployed youth.

Moreover, recognising the agency and potential of young people is essential for the nation's future development and prosperity. It would be best to first focus on independent initiatives and collaborations outside of the government’s sphere of influence. Emphasising grassroots movements, civil society organisations, and community-led efforts that can drive change from the bottom up, could get the youth involved without focusing on politics alone. By focusing on initiatives that bypass or work independently of the government, youth can still actively participate and work towards their goals, and I believe that willingness to participate lies just below the surface.

Change will take time

The challenge, and perhaps frustration, is to recognise that long-term perspective and focus on building a sustainable foundation for youth political engagement will be necessary. With the damage that has been done, change will take time and involve continuous efforts beyond any specific government’s tenure. And relying so heavily on any community’s resilience should be seriously questioned, especially when it comes to the youth. There must be a more positive outcome than what they have thus far lived, after showing such perseverance. I believe we can help recover a willingness in our youth to again or for the first time participate in constructive ways to promote necessary change for themselves and their communities beyond a day or a month; for a lifetime.

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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