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Allan Gray Achievement Awards recognise outstanding UFS EMS Faculty students

07 November 2023 | Story Anthony Mthembu | Photo SUPPLIED

Katherine Swartland, a representative from Allan Gray addressing the delegation at the Allan Gray Achievement Awards, hosted on the UFS’s Bloemfontein Campus.

The Faculty of Economics and Management Sciences (EMS) at the University of the Free State (UFS), in collaboration with Allan Gray, proudly hosted the annual Allan Gray Achievement Awards on 11 October 2023. This special event, held at the Awela Restaurant on the UFS’s Bloemfontein campus, was designed to celebrate the academic achievements of top-performing students within the faculty, recognising their excellence based on their year of study.

The award ceremony was attended by distinguished members of the EMS Faculty, the Commercio Students Association, and a delegation from Allan Gray, including Katherine Swartland, Managing Business Analyst, Yonela Makalima, Business Analyst, and Steven Motloung, Manager. The evening's guest speaker was Liz Letsoalo, a renowned entrepreneur and TEDx speaker. Notably, this ceremony marked a significant return to in-person events since the outbreak of the COVID-19 pandemic, and Katherine Swartland, who served as the programme director, described this resurgence as truly exciting.

The award winners

The Allan Gray Achievement Awards highlighted outstanding students from various year levels. In the second-year category, Modisaotsile Seekoei received a prestigious award of R5 000 along with a Thule backpack, while Melissa Mlotshwa was granted a prize of R3 000. Among the third-year students, Anthea Ralane was recognised with an award of R8 000 and a Thule backpack, and Modiehi Mpakathe was the recipient of a R5 000 prize. In the fourth-year category, Kelebogile Motlhanke earned a remarkable R12 000 reward and a Thule backpack, and Rykers Lues was presented with a prize worth R8 000.

Although not all students attending the ceremony received awards, Prof Brownhilder Neneh, the Vice Dean for Research Engagement and Internationalisation, aptly reminded the audience, ’It is important to recognise that each of you here is already a winner, as your presence signifies that you are among the top achievers in your field. You have demonstrated that with passion, perseverance, and a commitment to your goals, there are no limits to what you can accomplish.’’

A longstanding relationship

The Allan Gray Achievement Awards holds deep roots in a special relationship between the UFS and Allan Gray. Swartland noted that this initiative was founded by Faizil Jakoet, an executive at Allan Gray, and the awards ceremony, in part, celebrates the continued partnership between the UFS and Allan Gray. This enduring relationship has thrived for over a decade, despite changes in leadership, creating opportunities for meaningful engagement between Allan Gray and UFS students. Swartland further emphasised the importance of this bond, saying, ‘’Another special relationship is formed every time we visit the UFS, between us and you, a lot of exceptional students.”

As the event approached its conclusion, the audience had the privilege of hearing from guest speaker Liz Letsoalo, Founder of Masodi Organics, a prominent beauty and wellness brand. Letsoalo’s address centered on the ‘practicality of creating’, encouraging students to view themselves as creators, allowing them to pivot and adapt as their aspirations evolve. She urged students to stay dedicated to their dreams, emphasising that taking necessary actions and persevering is essential to turning their dreams into reality.

The Allan Gray Achievement Awards signify the remarkable achievements and potential of the UFS EMS Faculty students. This event not only celebrates academic excellence, but also reinforces the enduring partnership between the University of the Free State and Allan Gray, paving the way for further opportunities and engagement.

Prof Brownhilder Neneh and Anthea Ralane

Prof Brownhilder Neneh and Melissa Mlotshwa

Prof Brownhilder Neneh and Modisaotsile Seekoei

Prof Brownhilder Neneh and Kelebogile Motlhanke

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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