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13 September 2023 | Story Samkelo Fetile | Photo Supplied
Agriculture Supply Chain - Ukraine
On Thursday 7 September 2023, the University of the Free State (UFS) presented its fifth webinar titled, The need for a global and regional plan/approach to respond to the consequences of the Russia-Ukraine war, as part of the 2023 Thought-Leader Webinar Series.

Africa must avoid being instrumentalised by external conflict

In the wake of Russia's invasion of Ukraine, the world has been grappling with the far-reaching consequences of this conflict. The effects can be felt globally – affecting economies, supply chains, and vital issues on the international agenda. These are some of the points discussed in the recent Thought-Leader webinar held by the University of the Free State (UFS). The webinar titled, The need for a global and regional plan/approach to respond to the consequences of the Russia-Ukraine war, brought together experts such as Wandile Sihlobo, Chief Economist at the Agricultural Business Chamber of South Africa; Elizabeth Sidiropoulos, Chief Executive of the South African Institute of International Affairs; Dr Jakkie Cilliers, Chairperson of the Institute for Security Studies; and Prof Philippe Burger, Dean of the Faculty of Economic and Management Sciences, UFS.

The webinar was facilitated by Prof Francis Petersen, Vice-Chancellor and Principal of the UFS.

Exploring Africa’s long-term future

Dr Cilliers delved into the long-term future of Africa; drawing comprehensive insights, his analysis highlighted the global shifts and their impact on the continent. He projected that China would surpass the United States as the world's most powerful country by mid-century, emphasising the need for Africa to navigate relations with both China, the EU, and the US for its development.

Four global scenarios were presented by Dr Cilliers: a sustainable world, a divided world, a world at war, and a growth world. The most probable scenario appeared to be a divided world, characterised by fragmented international relations and a growing divide between the wealthy West and the rest of the world. He stressed the importance of Africa pursuing geopolitical stability, avoiding being instrumentalised by external conflicts, and working towards a fair, rules-based global system.

He also touched on Russia's influence in Africa, noting its role in proxy wars and coups d'etat aimed at disrupting Western influence. “While Russia's direct presence in Africa was relatively small, its capacity to undermine the West and impact Africa's development prospects was significant,” said Dr Cilliers. He cautioned against overestimating Russia's influence and emphasised the need for a more nuanced understanding of the complex factors affecting Africa's future.

Global paradigm shifts

Sidiropoulos placed the ongoing war and global developments in a broader context, emphasising the need for a significant shift in how we perceive the world and its norms, calling for changes in economics, politics, and even ideology. Regarding the Ukraine conflict, she noted its role as a proxy and European war with far-reaching global consequences, highlighting the importance of understanding its historical context.

She discussed the evolving dynamics of the Ukraine conflict, where neither side has achieved its desired outcomes. She emphasised the potential for war fatigue and the need to consider alternative pathways, such as dialogue and negotiation, to avoid a frozen conflict or an outright victory by one party. She also underscored Russia's continued relevance as a great power with nuclear capabilities, prompting questions about the future of European security arrangements.

Shifting her focus to South Africa and Africa as a whole, Sidiropoulos stressed the importance of understanding the foreign policy of major global players such as Russia, China, and India. “As these countries rise in influence, it becomes essential to navigate their policies, both in terms of national interest and values,” she added.

Nonalignment and South Africa's foreign policy challenges

Sidiropoulos discussed the challenges presented by South Africa’s non-aligned stance. “There is a need for a coherent government-wide strategy, clear messaging, and the ability to make decisions based on issues and national interests rather than being automatically aligned with one camp or another.” The importance of preserving policy space and balancing economic interests with fundamental principles in international relations was emphasised.

She called on African countries to adopt a more proactive stance in shaping their path and ensuring that national interest serves the citizens and society, not just the elite. She stressed the importance of economic independence, not isolation, by leveraging opportunities such as the African Continental Free Trade Area (AfCFTA), diversifying production, and strengthening governance for accountability.

Strengthening regional value chains

Sihlobo emphasised the vulnerability of the continent's food supplies and stressed Africa's dependence on food imports, highlighting that the continent imports approximately $80 billion worth of agricultural food, fibre, and beverage products. “Vulnerabilities in the food supply chain existed before the war due to factors such as drought, conflicts in East Africa, and COVID-19 supply chain disruptions. These vulnerabilities disproportionately affected Africa's poor households,” said Sihlobo.

South Africa, in contrast to much of Africa, exports nearly half of its agricultural production, amounting to around $13 billion in value. Despite exporting record volumes in 2022, South Africa has not escaped the price transmission effects of global disruptions, resulting in food inflation concerns. However, South Africa's situation was relatively better due to its export-oriented agriculture.

Sihlobo emphasised the need for Africa to strengthen regional value chains to insulate itself from external shocks. “Regional cooperation, productivity improvements, infrastructure development, and investments are essential for Africa's agricultural sector to thrive,” he added.

To enhance agricultural productivity in Africa, Sihlobo highlighted the importance of political stability, good governance, and infrastructure development. Productivity gains must replace extensive land expansion, with governments promoting sustainable agricultural practices.

Need for ongoing containment

Prof Burger highlighted the importance of containment as a policy approach to address the ongoing Russia-Ukraine crisis. He emphasised the need to consider the moral, economic, and political dimensions of the crisis, while recognising its historical context.

He noted that the initial invasion of Ukraine led to spikes in global inflation. However, subsequent developments, including a military containment, contributed to a decrease in inflation rates. He likened the current military stalemate to World War I's trench warfare and the lack of significant military progress for protracted periods of time. He also highlighted that the Black Sea Grain Initiative (BSGI) of 2022 has expired, and Russia has shown reluctance to renew it. This ongoing stalemate and the risks associated with the non-renewal of the BSGI have raised questions about the prospects of the crisis.

Prof Burger discussed the concept of containment, differentiating between long-run changes in input prices and short-term fluctuations. “Successful containment involves interventions that prevent price movements from deviating significantly from long-term levels.” He pointed to successful containment interventions during the COVID-19 pandemic and the Russia-Ukraine crisis. These measures included economic stimuli, vaccine distribution, rerouting of grain exports, and ensuring stable energy supply.

He briefly discussed the role of the expanded BRICS (Brazil, Russia, India, China, South Africa), which now includes Saudi Arabia, the UAE, Egypt, Ethiopia, Iran, and Argentina, in the context of the crisis. While acknowledging divisions within the group, he noted that BRICS allows China and India to pursue their international programmes more independently.

Prof Burger concluded by highlighting the need for containment in the face of a long-term military stalemate or the absence of a clear Ukrainian victory. He argued that containment in the form of a long-term ceasefire as in the Kashmir and Korea conflicts might be the most viable solution. In addition, the stability of the Putin regime and Western support for the Zelensky government would be crucial factors in determining the trajectory of the crisis.


WATCH: 2023 UFS Thought-Leader Series

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UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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