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29 September 2023 | Story Samkelo Fetile

The University of the Free State (UFS) is set to host a compelling book launch event, exploring the lasting legacy of apartheid. This thought-provoking gathering is organised by the Deputy Vice-Chancellors (Research and Internationalisation; Institutional Change, Strategic Partnerships and Societal Impact), the Directorate for Institutional Advancement, and the Faculties of Law (Centre for Human Rights) and The Humanities, with a cocktail reception to follow.

The overarching question guiding the event is a thought-provoking one: Even though apartheid has formally ended, to what extent does its legacy persist? This enquiry sets the stage for an exploration of diverse facets of this legacy by three distinguished authors – Premesh Lalu, Wahbie Long, and Saleem Badat. Their recently published works, namely Undoing Apartheid (Polity Press, 2022), Nation on the Couch: Inside South Africa’s Mind (MF Books, 2021), and Tennis, Apartheid and Social Justice: The First Non-Racial International Tennis Tour, 1971 (UKZN Press, 2023), respectively offer textured insights into the enduring shadows cast by apartheid on contemporary realities.

These authors will engage in a conversation with Sarah Nuttall, Professor of Literary and Cultural Studies at Wits and the former Director of the Wits Institute for Social and Economic Research (WISER), who served in that capacity from 2012 to 2022.


Date: 12 October 2023

Time: 16:30-18:30

Venue: Albert Wessels Auditorium, UFS Bloemfontein Campus

For those interested in attending, RSVP by 6 October 2023 through the event registration. For further information, contact Alicia Pienaar at pienaaran1@ufs.ac.za.

The Speakers

The speakers include Premesh Lalu, Research Professor and former founding director of the Centre for Humanities Research (CHR) at the University of the Western Cape (UWC); Wahbie Long, Professor in the Department of Psychology and Deputy Dean in the Faculty of Humanities at the University of Cape Town (UCT); and Saleem Badat, Research Professor in the Department of History at the UFS, former Programme Director of International Higher Education and Strategic Projects at the Andrew Mellon Foundation in New York, and former Vice-Chancellor of Rhodes University.

As South Africa grapples with the lingering impact of its apartheid history, this event promises an insightful exploration of the continuing reverberations of this historical trauma, inviting participants to reflect on the ways in which it continues to shape the present.

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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