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EMS honours student Alexander Solomons awarded 2024/2025 Ernst Mach Grant

22 August 2024 | Story Mbali Moiketsi

Alexander Solomons, an honours student in the Faculty of Economic and Management Sciences at the University of the Free State (UFS), has been awarded the prestigious Ernst Mach Grant for the 2024/2025 academic year. This competitive grant will enable Solomons to participate in an exchange programme at FH Salzburg University, one of Europe’s leading institutions for higher education and research, in Salzburg, Austria.

The Ernst Mach Grant, named after the renowned physicist and philosopher Ernst Mach, is funded by the Austrian Federal Ministry of Education, Science, and Research. It aims to foster international academic exchange and support students who demonstrate exceptional academic merit and a strong commitment to their field of study.

“Spending time abroad did not seem like something that I would be able to do so early in my life,” Solomons said. “Coming from Scottsville, Kraaifontein, in the Western Cape, I never thought that I would be able to take part in opportunities such as this one.”

“Alexander’s selection as an Ernst Mach Grant recipient is a testament to his hard work, dedication, and the high standards of academic programmes at the UFS,” said Lynette Jacobs, Acting Director in the Office for International Affairs at the UFS.

During his time at FH Salzburg University, Solomons will have the opportunity to immerse himself in a vibrant academic environment, engage with leading scholars in his field, and access cutting-edge resources and facilities. “I will have the opportunity to deepen my knowledge and engage in a different form of high-impact learning,” he said. “Professionally, international experience can be valuable in the advancement of my career. Being exposed to global practices as well as networking has the potential to enhance my career prospects and potentially open doors for me in the country I originate from and internationally.”

Jacobs added that this programme will not only enhance Solomons’ academic and professional development but also strengthen the international ties between the UFS and FH Salzburg University.

"I am thrilled to witness the incredible opportunities scholarship programmes offer to our students,” she said. “Scholarships like the Ernst Mach Grant not only provide financial support but also open doors to unparalleled academic and cultural experiences. I strongly encourage all UFS students to explore these opportunities and apply for scholarships. Studying abroad can be a life-changing experience, offering new perspectives, fostering personal growth, and building a global network.”

In addition to his academic pursuits, Solomons will serve as an ambassador for the UFS, sharing his experiences and insights with his peers and faculty members at FH Salzburg University. He intends to integrate the knowledge gained into research and projects he takes on in the future. He believes the exposure to diverse opinions can help him approach problems from a more global perspective, and help him think in a more adaptable and inclusive manner.

“His participation in this exchange programme will contribute to the ongoing efforts to promote international collaboration and cultural exchange within our academic community,” Jacobs said.

Students and staff interested in applying for scholarships are welcome to contact Mbali Moiketsi, Study Abroad Officer in the Office for International Affairs on the top floor of the Theology Building. Information about scholarships is shared regularly through channels such as newsletters, social media, and the UFS website.

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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