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11 December 2024 | Story Leonie Bolleurs | Photo Supplied
Dr Busisiwe Ntsele
Dr Busisiwe Ntsele earned her joint PhD from the UFS and Vrije Universiteit Amsterdam in the Netherlands. Looking ahead, her mission is to equip graduates with the skills to conduct research that addresses community needs with and by the community, highlighting the mutual benefits of true collaboration.

Dr Busisiwe Ntsele, a first-generation interdisciplinary scholar with a rich background in law, sociology, and human rights, returned to South Africa this year after completing a joint PhD degree between the University of the Free State (UFS) and Vrije Universiteit Amsterdam (VUA) in the Netherlands. Her mission is clear: to plant seeds of hope and drive transformative change in her community.

“My purpose is to share transformative narratives of change by spreading pockets of hope for young black girls who are often perceived to be at the bottom of the barrel in any given society,” says Dr Ntsele.

Her encounter with gender-based violence and involvement in advocacy and mobilisation of communities to stop gender-based violence sparked her passion for human rights and social justice.

Recognised for her contributions to building a just society, Dr Ntsele was awarded the prestigious Desmond Tutu Fellowship by the National Research Foundation, which supported her in pursuing this dual-degree opportunity. The title of her PhD thesis is A Critical Study of Community Engagement at a South African University.

Walking across the stage on Monday 9 December 2024 to receive her PhD during the UFS December Graduation Ceremonies on the Bloemfontein Campus marked the second time Dr Ntsele has celebrated this achievement in 2024. Earlier this year, in June, she defended her PhD in Amsterdam. In addition to her PhD, she holds a Bachelor of Arts in Law (UNESWA), a BA Honours in Industrial Sociology (UJ), and an MA in International Human Rights Law (Wits).

A double-barrel PhD

Speaking about her PhD, Dr Ntsele says the focus of her work was to critically study community engagement in South African universities using the UFS as a case study. “This case study equips us to understand community engagement (CE) and engaged scholarship (ES) within South Africa's higher education context,” she adds.

Her research explored how CE aligns with the UFS vision of supporting social justice, while addressing its broader role in post-apartheid South Africa. Through document analysis, interviews, and observations, she investigated the experiences of community members, students, staff, and policy makers involved in CE programmes.

Completing a joint PhD with four supervisors across two institutions not only exposed her to different skills, experiences, and varying personalities, but also offered a range of benefits. “In my case, it provided access to diverse expertise, research facilities, and methodologies, enriching the academic experience and strengthening innovative, interdisciplinary thinking.” The collaboration expanded her professional networks and connected her with global academic communities.

“As a first-generation student, I was never confident about my capabilities, but such exposure to varied academic systems and cultural perspectives improved my adaptability,” she explained.

“For the first time I saw myself as black, and I was not ashamed of my blackness. Instead, I was determined to put my community on the map by telling stories of hope. This hope inspired me to showcase the rich narratives of communities, highlighting how co-creating solutions alongside them can lead to epistemic justice, decolonisation, and the breaking down of knowledge hierarchy,” she reflects.

Decolonising education

Central to her study is the Meraka community, which beautifully tells the story of students, teachers, and community members who came together to build an indigenous cultural village using traditional methods combined with academic and scientific knowledge. “Meraka is not just a construction project; it’s about building relationships and valuing humility. The Meraka project is a typical example of how we can decolonise education by centring indigenous knowledge and supporting it with scientific research and lived experiences of the community,” she notes.

“By hearing the voices of the people in the community and treating them as equal contributors, my study contributed to an understanding of CE and its potential for co-creative and socially just outcomes in a rapidly evolving South African higher education context,” she states.

In the future, Dr Ntsele plans to pursue postdoctoral research, publish her findings, and advocate for the importance of integrating different forms of knowledge. Her goal is to educate graduates on the value of conducting research that addresses community needs with the community and by the community, emphasising the mutual benefits of such collaborative efforts.

Engaging with communities from start to finish of the project, Dr Ntsele found that universities must recognise the critical role academics play in addressing the invisible power dynamics that hinder engaged scholarship from reaching its full potential. “If universities are to break down institutional cultures, they need to confront normalised power structures and embrace partnerships that are mutually beneficial. They must also start treating communities as equal partners who have their own voice, rather than as blank slates or vulnerable groups in need of empowerment,” says Dr Ntsele. 

Also read and listen

Click to view documentMeraka Blog

Click to view documentNarratives of Change Podcast

Click to view documentCommon Good Digital story

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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