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09 November 2023 | Story Prof Matie Hoffman

A decade ago, the former Lamont-Hussey Observatory in Bloemfontein became Southern Africa’s first digital planetarium. Thanks to a collaboration between the University of the Free State (UFS), the Mangaung Metropolitan Municipality, the Department of Science and Innovation, and the Free State Province – as well as donations from trusts, foundations, and businesses – the project has grown and thrived.

Many different shapes, one place

The Naval Hill Planetarium was established in the old Lamont-Hussey Observatory. After the closure of the astronomical observatory, the buildings were refurbished and used by PACOFS as the Observatory Theatre. When the site became available again, it was envisioned to turn it into a planetarium. After many years of hard work, the newly refurbished buildings were opened in 2013 as the Naval Hill Planetarium – the first digital planetarium in Africa south of the Sahara. 

The decade has seen many changes on the site of the former Lamont-Hussey Observatory, founded by the University of Michigan in 1927 to study double stars through the largest refracting telescope in the Southern Hemisphere. Improvements include the conversion of the old telescope building into a modern digital planetarium, the refurbishment of the structure of the old Lamont telescope and its installation as a display outside the old telescope dome, an observing platform, and a new hall for environmental education. The planetarium and the hall are now known as the Centre for Earth and Space, and developments are continuing.

Partners who have supported the project include the American Museum of Natural History (AMNH), the University of Michigan, Old Mutual, Sun International, the Hermann Ohlthaver Trust, ArcelorMittal, the Joan St Leger Lindbergh Charitable Trust, and the CB van Wyk Gesinstrust. In 2022, the Raubex Group and First Technology supported the University of the Free State to upgrade the planetarium’s projection system. Volunteers, including the Friends of the Boyden Observatory and the Naval Hill Planetarium, as well as the Friends of Franklin, have played an invaluable role in supporting and developing this community asset. The planetarium is managed by the Department of Physics at the University of the Free State.

A time to celebrate

During November and December 2023, the planetarium’s first decade will be celebrated with events and special shows, including the South African premier of the AMNH full-dome film, Worlds Beyond Earth. The board of the Southern African Large Telescope (SALT) – the largest single optical telescope in the Southern Hemisphere – will attend the premiere. Many international partners are involved in SALT, and AMNH is one of the shareholders in the SALT Foundation. As part of the partnership between the AMNH and SALT, AMNH provides sponsorship for education and outreach efforts in South Africa. The Naval Hill Planetarium benefits from this initiative and receives content for the planetarium in the form of AMNH full-dome films.

In addition to regular school shows, there will be two public shows every Saturday in November and December – one show in English and one in Afrikaans. In December, there will be additional shows for children. Bookings for shows should be done through Computicket, click here to book. The planetarium can accommodate group bookings and functions (enquiries at +2 51 401 9751 or ficky@ufs.ac.za).

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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