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Celebrating Excellence: UFS Matriculant of the Year 2023

23 October 2023 | Story Samkelo Fetile | Photo Supplied

The finalists in the 2023 Matriculant of the Year competition

In a culmination of academic prowess, leadership, sportsmanship, cultural achievements, and community engagement, the University of the Free State (UFS), Matriculant of the Year competition for 2023 has declared Michael de Bruyn, the head boy of Futurum Akademie in Tadcaster near Jan Kempdorp in the Northern Cape, as the 42nd winner. This prestigious event, in collaboration with Netwerk24 and Volksblad, witnessed the participation of 66 outstanding matriculants from eight provinces.

The journey to success for these matriculants was not only a test of academic acumen but a comprehensive evaluation of their leadership skills, involvement in sports and cultural activities, and commitment to community projects. The top 25 entrants were honoured with bursaries from the UFS, a testament to the institution's dedication to nurturing talent and fostering academic excellence.

The stakes were raised even higher for the top 14 finalists, who gathered at the Monte Bello Estate near Bloemfontein for the final judging. This phase involved personal interviews and group sessions, challenging the finalists to showcase not only their intellectual capabilities but also their interpersonal skills and collaborative spirit.

Sponsors and Supporters

Despite the economic challenges, the Matriculant of the Year competition has continued to thrive, thanks to the unwavering support of its sponsors. The final round judges, representing the Kovsie Alumni Trust, Absa, Mazars (official auditors), and Pick n Pay Preller Walk, played a crucial role in determining the ultimate winner.

In addition to the overall winner, the Kovsie Alumni Trust went above and beyond by sponsoring two special prizes for exceptional achievements in culture and sports. Ilke de Klerk of Goudveld-Hoërskool in Welkom received the sports accolade for her outstanding accomplishments in athletics and netball. Recognising cultural excellence, two accomplished pianists, Karli Janeke from St Dunstan’s College in Benoni and Elizabeth Joubert from C & N Meisieskool Oranje in Bloemfontein, were honoured for their exceptional contributions.

Culture and Sports Recognised

The spirit of the competition extends beyond academic and extracurricular achievements, acknowledging the vibrant personalities that contribute to a well-rounded community. Renienke van Heerden from Jim Fouché High School in Bloemfontein was voted as the sparkling personality, showcasing that the matriculants of 2023 are not only accomplished in their fields but also possess a captivating and engaging presence.

As the 42nd winner of the Matriculant of the Year competition, Michael de Bruyn stands as a beacon of inspiration for future generations and symbolises the UFS's commitment to recognising and nurturing excellence in all its forms. The competition serves not only as a celebration of academic achievement but also as a platform for the holistic development of young minds, moulding them into leaders, athletes, artists, and compassionate community members.

Nomonde Mbadi, Director at the Department of Student Recruitment Services, extends her congratulations to the finalists of the Matriculant of the Year 2023 competition. “I commend the learners for their outstanding achievements, and I do acknowledge the potential they carry for the future. May their accomplishments serve as inspiration for many others to pursue excellence and contribute positively to the world.”

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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