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15 March 2023 | Story Chelepe Mocwana | Photo Grand Epic Photography
Chelepe Mocwana
Chelepe Mocwana serves as the Senior Gender Officer in the Gender Equality and Anti-Discrimination Office within the Unit for Institutional Change and Social Justice on the South Campus of the University of the Free State

Opinion article by Chelepe Mocwana, Senior Officer in the University of the Free State Unit for Institutional Change and Social Justice, Gender Equality and Anti-Discrimination Office.
Gender-Based Violence Challenges Facing Men and Young Boys

Men in South Africa and male students at higher education institutions (HEIs) are faced with the challenge of the social construction of what constitutes a ‘man’. This difficulty is rooted in social norms that are embedded in hetero-patriarchal social systems and beliefs. The manifestation of these beliefs is projected in social realities that are configured within power structures. The scourge of gender-based violence and femicide against women and girls, gender and sexual minorities, is a playout of power dynamics that enable the perpetrator to violate their subject. This form of violence is often perpetuated by men against women or gender and sexual minorities. This is exacerbated and compounded by several issues. 

This includes poverty, socialisation, heteronormativity, political history, mental health, unhealthy sexual practices, and toxic masculinities. Men – especially young men – find themselves without a safe space to express themselves about the challenges they face in society today. Other than men feeling that they have no space to engage, there seems to be a general resistance among men to achieve gender equity and partner with women(x) to eradicate gender-based violence. Some of the resistance is due to the socialisation of men. These are behaviours and cultures that men have adopted over time, normalised, and end up accepting as norms and acceptable behaviour. Men today are faced with the challenge of identity and manhood. 

This begs the question. What does it constitute to be a ‘man’ in this time and age? Issues of manhood and identity among young men today are complex and multifaceted. Historical, cultural, and social factors have played a role in shaping these concepts. In African societies, rituals play a major role in forming our identity and manhood. Some of the narratives around these rituals have led to toxic masculinities and related practices formed by men. Globalisation and social media have influenced men’s views on manhood; therefore, a concerted effort is needed to focus on establishing an identity and manhood that is relevant and applicable to the Global South. 

Why Positive Masculinities

Men must find a space to look at their masculinity again. Therefore, we submit that positive masculinity programmes must be promoted as men engage. The objective of such programmes is to promote healthy and constructive expressions of masculinity. Masculinity that makes men comfortable to express their emotions and to be vulnerable. Spaces where they can engage without being judged when they express themselves. Masculinity that are based on values of respect, empathy, responsibility, and emotional intelligence. Men must challenge harmful gender norms and stereotypes, harmful cultural and social norms that perpetuate toxic and violent expressions of masculinity, gender-based violence, and homophobia, and start to promote more inclusive and equitable social norms.

Men are needed who will empower boys and men. Positive masculinity aims to empower men to become positive role models and leaders in their communities. This involves promoting a sense of responsibility and accountability and encouraging men to use their influence to promote positive social change. Ultimately, the objectives of positive masculinity are to promote a more inclusive, equitable, and just society, where individuals of all genders can thrive and reach their full potential. Accountability entails having awareness and acknowledgment of the power and privilege that comes with patriarchy and male privilege; robustly engaging with institutional policies, procedures, and culture to achieve gender equity; respecting and promoting women’s leadership in the gender space and society in general, and continued cooperation with women and gender activists.

Going into the future

It is time for men to speak up and stop being bystanders and onlookers. It is through the promotion of positive and healthy expressions of masculinity that the scourge of gender-based violence can be eliminated. We will achieve equity when we strive to put women, girls, LGBTQI people, and the most marginalised communities at the centre of our awareness and advocacy efforts. No one should be left behind. Men must be partners in eliminating gender-based violence. Men should listen and take women and children seriously; protect women and children and keep them safe; help them to know their rights to be free from violence and abuse; and choose the man they want to be and/or become.




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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