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Aligning African values with modern gender equality perspectives

19 September 2023 | Story Valentino Ndaba | Photo Unsplash

As we reflect on the significance of Women's Month, which occurred last month, it is worth noting that the Gender Equality and Anti-Discrimination Office (GEADO) at the University of the Free State (UFS) organised a thought-provoking seminar titled, "Bridging the gap: Exploring the Intersection of Traditional African values and Modern Perspectives in Achieving Gender Equality." This event, featuring distinguished guest speakers Prof Nokuzola Mndende and Dr Munyaradzi Mushonga, delved into the historical context of traditional African values and their impact on gender roles and norms. Their primary objective was to discern strategies for fostering dialogue, understanding, and collaboration between traditional and modern stakeholders, all in the noble pursuit of advancing gender equality in Africa.

Tradition versus Modernity

Prof Nokuzola Mndende, an adjunct professor in the Department of Sociology and Anthropology at Nelson Mandela University, as well as the President of We Come Back Spirituality and Founder of Icamagu Heritage Institute, emphasised the importance of African scholars embracing their roots. She stated, "It is important that young African scholars must be bold and change direction and start from home using African tools. In their endeavour to decoloniality, they must not forget their past." She also stressed the need to discard Western theories and spectacles that have been imposed, highlighting the scarcity of literature that portrays the positive aspects of African customs.

Dr Mushonga, the Programme Director for Africa Studies at the UFS Centre for Gender and Africa Studies, drew attention to the impact of modernity on a global scale. He referred to the 1500s when the world was pluricentric, as opposed to the current Eurocentric world order. Dr Mushonga cautioned against the seductive allure of modernity, which tends to cast African traditional perspectives as regressive while promoting Eurocentric ones as progressive.

Fostering equality in Africa

Siyanda Magayana, Senior Officer at the Gender Equality and Anti-Discrimination Office, shed light on the webinar's purpose. She explained, "the webinar intended to critically engage whether there is a gap between African traditional perspectives and values of gender equality against modern perspectives. In addition, we wanted to examine the emergence of modern perspectives and their influence in challenging gender inequality in an African context." She further highlighted the need for African institutions to adopt context-specific approaches to gender equality, rather than relying on Eurocentric models.

Magayana also echoed Prof Mndende's preference for the term "gender equity" over "gender equality," as the latter can inadvertently reinforce a perception of male superiority. Magayana emphasised that achieving gender equity in African contexts should deviate from Eurocentric perspectives, considering the unique histories, understandings, and people in the Global South.

Breaking the glass ceiling

As a prelude to the seminar, GEADO also hosted a webinar in honour of Women’s Month titled "Breaking the Glass Ceiling in Higher Education.” This webinar shed light on the unique challenges women face in academia, addressing implicit biases, stereotypes, and gender-based discrimination. It provided a platform for women to share their triumphs and experiences. Together, these initiatives propel us towards a future marked by diverse leadership and empowered strategies, ultimately promoting gender equality on the continent.

News Archive

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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