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26 June 2023 | Story Valentino Ndaba | Photo Supplied
Akani Baloyi
Akani Baloyi is a Presidential Youth Employment Initiative (PYEI) Intern in the Disaster Management Training and Education Centre for Africa.

The University of the Free State (UFS) is celebrating Youth Month by showcasing the positive influence of the institution on career development. As part of this initiative, we are sharing the stories of UFS alumni who are now working at the university.

Akani Baloyi, Presidential Youth Employment Initiative (PYEI) Intern in the Disaster Management Training and Education Centre for Africa (DiMTEC), shares her UFS journey:

Q: Year of graduation from the UFS:

A: 2016, 2018, and 2023.

Q: Qualification obtained from the UFS:

A: My first qualification was a Bachelor of Social Sciences in Human Societal Dynamics, my second qualification was a Postgraduate Diploma in Disaster Management, and my third qualification was a Master of Disaster Management.

Q: Date of joining the UFS as a staff member:

A: I have had the opportunity of holding multiple positions at the UFS during my postgraduate studies. The first role I took on was in 2019 when I was a Contact Session Assistant in DiMTEC.

Q: Initial job title and current job title:

A: During my master’s studies, I had the opportunity to take on some roles that helped prepare me for the professional world. I worked as a Contact Session Assistant in DiMTEC during the postgraduate diploma and master’s contact sessions, as an Assistant Officer in Student Academic Services, and as a Research Assistant in the Centre for Environmental Management. I am currently employed as a PYEI Intern at UFS-DiMTEC.

Q: How did the UFS prepare you for the professional world?

A: The roles that I took on during my postgraduate studies at the UFS have contributed so much to my personal and professional development. In the role of Contact Session Assistant, I acquired a diverse set of skills, such as strong communication, interacting with the students, understanding their needs, and conveying information clearly. I also learned to listen actively so that I comprehend the students’ concerns, questions, and feedback in order to respond appropriately. I also developed empathy and emotional intelligence, as it is important to understand and respond to the students’ emotions and needs, to ensure that they feel supported and heard. Another important skill that I developed is organisational and time management skills, which are important for managing and handling administrative tasks, and problem-solving skills that have enabled me to address challenges that arose during the sessions.

In my role as an Assistant Officer, I developed strong communication and interpersonal skills through interactions with students and colleagues, and my customer service skills were cultivated by providing support and information to students. I also learned to pay attention to detail and confidentiality, as these skills are important when handling student records.

in the role of Research Assistant, I worked with a diverse group of people on the Summer School Project, a collaboration between the UFS, the Cape Peninsula University of Technology, and the Technical University of Dresden (Germany). I had the opportunity to be part of a great team of individuals who successfully organised and hosted an online Summer School in 2022 with the theme ‘Monitoring Surface Water Quality: General Framework, Tools and Implementing Disaster Management Aspects in Urban Areas’.

Being a student at the UFS has equipped me with specialised knowledge, critical thinking abilities, and problem-solving skills. By managing multiple responsibilities, I have learned valuable skills such as time management and organisational skills. It also provided me with networking opportunities, which have allowed me the opportunity to build connections with professionals in my field. Being a student at the UFS has facilitated my personal development, as I am now confident in myself and can easily adapt to the everyday challenges of the professional world.

Q: What are your thoughts on transitioning from a UFS alumnus to a staff member?

A: Transitioning from student to staff has been a journey filled with so many feelings. Initially, it was both exciting and scary, as I was uncertain about my new responsibilities and capabilities. However, the familiarity and comfort of the UFS brought ease to this transition. I appreciate the opportunity to continue learning and growing.

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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