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04 April 2024 | Story Leonie Bolleurs | Photo Stephen Collett
Prof Frank Zachos
Prof Frank Zachos recently delivered his inaugural lecture on the UFS Bloemfontein Campus.

Prof Frank Zachos, a scientist and Head of the Mammal Collection at the Natural History Museum (NHM) in Vienna – one of the world’s largest natural history museums – recently delivered his inaugural lecture at the University of the Free State (UFS) on the Bloemfontein Campus.

His lecture was titled: Of bat bombs and super moms – the wondrous and wondrously curious world of mammals.

Prof Zachos, an affiliated researcher at the UFS, says he chose mammals as the topic of his lecture because he is a mammalogist and curator of mammals at the Natural History Museum. Additionally, he collaborates with Prof Paul Grobler, Head of the Department of Genetics, on mammal projects.

Exposure to almost unparalleled biodiversity in SA

With a mixture of entertaining fun facts and some proper research results, he presented his lecture, providing an overview of some of the most interesting aspects of mammals. These included their different ways of reproduction: the platypuses laying eggs, the tiny marsupial offspring growing in a pouch, and placental mammals having long gestation times. Furthermore, he compared levels of biodiversity in South Africa and Europe and highlighted some particularly bizarre mammals, such as the aye-aye, naked mole-rat, the platypus, and two extinct South African ungulates from their collection in Vienna – the quagga and the blue antelope.

Prof Zachos also discussed his own research on blue antelope genetics, as well as research on other species, in the context of the detrimental impact humans have on mammals and other wildlife.

Moreover, his lecture included a reference to Project X-Ray, a story of how the US army pursued an unsuccessful plan to use bats as carriers of mini bombs in World War II.

Prof Zachos, who is specifically known for his research on the systematics, biogeography, and genetics of red deer, as well as his theoretical work on the species problem (‘what is a species?’ –  one of the most hotly debated topics in evolutionary biology), is affiliated with the UFS due to his longstanding collaboration with Prof Grobler. He says they have known each other for a long time, have published together, and that he has also served as an external reviewer for several theses coming from the Department of Genetics.

“Apart from this personal connection, what made this collaboration particularly interesting to me from a professional viewpoint, is the rich wildlife biodiversity and the research focus of Prof Grobler’s research group, which overlaps significantly with my own longstanding interests,” adds Prof Zachos.

“Working with Prof Grobler, I am involved in studies on the genetic diversity and structuring of different mammal species occurring in South Africa. The opportunity to spend time in the field for sample collection and other activities is definitely also a highlight,” remarks Prof Zachos.

Ideal combination of academic and personal growth

Regarding his connection with the UFS and its impact on shaping the future direction of his research, he states that he has a strong interest in antelopes – a group of mammals not found in Europe, but very prominent in South Africa. “Apart from that, people in the Department of Genetics have expertise in relevant areas that I personally do not have, for example bioinformatics. For me, it is the ideal combination of academic and personal growth, and I am very grateful to have this unique opportunity.”

He believes that his affiliation with the UFS and its Department of Genetics will continue to provide him with opportunities to expand his research and knowledge to different species and ecosystems.

Beyond science, he says that he has developed an interest in the country as well. “I have been reading books about South Africa, and I consider myself very privileged to have a second academic home here, which gives me the opportunity for exchange with people of different backgrounds,” he comments.

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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