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UFS honours alumni at Chancellor’s Distinguished Alumni Awards Dinner

31 May 2023 | Story Sieraaj Ahmed | Photo Sonia Small

The University of the Free State (UFS) Chancellor, Prof Bonang Mohale, and UFS Rector and Vice-Chancellor, Prof Francis Petersen, recently hosted the UFS’s 38 ^th UFS Chancellor’s Distinguished Alumni Awards (CDAA) Dinner. The event took place in the Callie Human Centre on the UFS Bloemfontein Campus and honoured 10 outstanding UFS alumni for their achievements in both their personal and professional capacities.

“The UFS’s CDAA Awards are important to help represent those without a voice, thereby releasing better humans who care deeply for each other and are meaningfully connected, incredibly constructive citizens who are catalysts of change – to change us from humankind to kind humans, simply because kindness is the highest form of intelligence. To change us from important people to persons of significance – from taking to giving, as a new form of transformative philanthropy,” Prof Mohale told awardees and other UFS alumni who attended the dinner.

UFS alumni excelling in their various fields

Gerda Steyn, who recently made history by becoming the first woman to win the Two Oceans Marathon four consecutive times, was recognised as the Chancellor’s Distinguished Alumnus of the Year award winner. This is the highest honour bestowed upon an alumnus and celebrates someone who serves to inspire fellow alumni, current students, and the community at large. Steyn’s parents, Pieter and Trudie Steyn accepted the award on her behalf. (A full list of awardees can be found at the end of this story).

Prof Petersen applauded all the winners as well as UFS alumni everywhere who excel in their various fields. “Excellence is part of our DNA, and our valued alumni across the globe are the products of this. We believe the impact our alumni are making at every level should be continuously encouraged for the greater good, through recognition and celebration of achievements. This is why the Chancellor’s Distinguished Alumni Awards Ceremony has shed light on the impact of our exceptional alumni for the past 38 years and will continue to do so.”

He urged all alumni to learn more about Vision 130, an elaboration of the UFS’s strategic intent to reposition the institution ahead of 2034, when UFS will commemorate its 130th anniversary. “Vision 130 is centred around the pillars of academic excellence, quality, and impact; creating maximum societal impact with sustainable relationships; and establishing a diverse, inclusive, and equitable university. The alumni honoured this year are an embodiment of our Vision 130, and we congratulate them and look forward to the great achievements that are on the horizon for you and the rest of the UFS community.”



Cum Laude Award winner, Dr Maryam Amra Jordaan, with Prof Francis Petersen, UFS Rector and Vice-Chancellor, and Prof Bonang Mohale, UFS Chancellor, at the 38^th Chancellor’s Distinguished Alumni Awards Dinner.		Kovsie Ambassador Award winner, Uyleta Nel-Marais, with Prof Francis Petersen, UFS Rector and Vice-Chancellor, and Prof Bonang Mohale, UFS Chancellor, at the 38^th Chancellor’s Distinguished Alumni Awards Dinner.

38^th Chancellor’s Distinguished Alumni Awards (CDAA) winners – 20 May 2023

Chancellor’s Distinguished Alumnus of the Year

GERDA STEYN

Young Alumnus of the Year

SEBABATSO TSAOANE

Executive Management Award

PROF FRANCOIS STRYDOM

PROF ABDON ATANGANA

Cum Laude Award

DR SOLOMON WERTA

DR MARYAM AMRA JORDAAN

PROF ANDRIES STULTING

Kovsie Ambassador Award

REHAN GREEFF

UYLETA NEL-MARAIS

ELIZABETH MOKGOSI

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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.

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