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01 November 2023 | Story Leonie Bolleurs | Photo Francois van Vuuren
UFS empowers through Human Settlements Training Programme
At the graduation ceremony for the Free State Provincial Department of Human Settlements, were from the left, front: Caren Somiah, Director: Housing Capacity, Building and Partnerships in the Free State Department of Human Settlements; Kagisho Motlhanke, Housing Coordinator at the Mangaung Metro; back: Thomas Stewart, Senior Lecturer in the UFS Department of Urban and Regional Planning; Dr Kgosi Mocwagae, Head of the UFS Department of Urban and Regional Planning; Adv Moferefere Dhlamini, Chief of Staff in the Office of the MEC; Sello Senoge, Matjhabeng Municipality; and Cyril Monyela, Deputy Director-General in the Free State Department of Human Settlements.

The Department of Urban and Regional Planning at the University of the Free State (UFS) hosted a certification ceremony for the Free State Provincial Department of Human Settlements on the Bloemfontein Campus on 30 October 2023.

A group of 40 officials from municipalities and the Provincial Department of Human Settlements were awarded certificates for completing four short learning programmes (SLPs) in Human Settlements, offered by the Department of Urban and Regional Planning. The training was conducted between November 2022 and May 2023.

Sustainable human settlements

“The overall aim of this training was to equip the participants to play a constructive role in human settlements in their respective places of employment,” said Dr Kgosi Mocwagae, Head of the Department of Urban and Regional Planning at the UFS. 

This is in line with the mission of the department to deliver – through excellent teaching and scholarship – competent urban and regional planners who will contribute to the creation of sustainable human settlements and improve the quality of life, particularly in Africa.

Dr Mocwagae reflected on the training presented, stating that it aimed to achieve several key objectives, including enhancing participants' understanding of the institutional framework governing the development and management of human settlements. It also sought to nurture a sensitivity to the principles of sustainable human settlement development, considering factors such as climate change, the Sustainable Development Goals (SDGs), local legislation, and best practices. Additionally, the training placed significant emphasis on the importance and processes involved in upgrading informal settlements. Furthermore, it aimed to empower participants with the necessary skills to structure a proposal for the enhancement of informal settlements within the current legislative and administrative frameworks applicable in South Africa.

Building capacity

Cyril Monyela, the Deputy Director General in the Free State Department of Human Settlements, delivered the keynote address, congratulating the cohort of officials on their remarkable achievement.

In his address, he referred to the various pieces of legislation that have emerged over the years and emphasised the need for capacity to implement human settlement sector programmes, ensuring that millions of informal households in South Africa have access to decent shelter. Enhancing sector capacity by developing the skills of staff is one of the department's primary institutional objectives.

“It is the first of many skills courses designed to enable and ensure that practitioners in the Free State Department of Human Settlements execute the department’s mandate,” he stated.

The event concluded with an address from Advocate Shirly Hyland, Director of the Kovsie Phahamisa Academy. According to her, it is important to remember where one comes from, but it is also key to focus on our future. “Witnessing plans that originated in the 1950s coming to fruition, while not perfect yet, is encouraging and instils hope in South Africans regarding the progress being made,” she remarked. 

Adv Hyland referenced a quote from a corporate giant, ‘You are not your work, and your work is not you.’ “For you, this is not the case. Those of you who work in human settlements – your work literally follows you home. Human settlements affect every person from every sphere of life. The right to adequate housing is enshrined in the Bill of Rights, and with the expertise you have learned in these programmes, you have been equipped with the knowledge and power to bring this human right to life.”

“In completing this short learning programme, you have been entrusted with a critical task. You get to contribute to an environment in which citizens live and thrive. The environment where a veggie garden can feed a community; the environment in which the Protea or Bafana Bafana national teams can nurture their talents; and the environment in which the leaders of tomorrow are born and raised,” she said. 

In her final remarks, Adv Hyland referred to a quote from former President Nelson Mandela about education being the most powerful weapon one can use to change the world. “And this is exactly what you are doing. You have worked hard,” she said, urging the group of practitioners to change the world, one human settlement at a time. 

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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