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Dr Jacques Matthee: Newly Appointed Vice-Dean of the Faculty of Law

28 February 2024 | Story VALENTINO NDABA | Photo SUPPLIED

In the dynamic landscape of academia, where traditional methodologies intersect with digital advancements, Dr Jacques Matthee stands out as a beacon of innovation and change. Recently assuming the role of Vice-Dean for Learning, Teaching, Innovation, and Digitalisation at the Faculty of Law, University of the Free State (UFS), Dr Matthee brings with him a profound dedication to knowledge, a passion for transformation, and a clear vision for the future of legal education.

With a distinguished academic background, including qualifications in LLB, LLM, and LLD, Dr Matthee has established himself as an expert in areas such as Legal Pluralism, African Customary Law, Criminal Law, and Medical Law. However, it is not just his credentials that distinguish him; it is his unwavering commitment to the pursuit of knowledge that sets him apart.

Pursuing knowledge: A lifelong passion

Reflecting on his childhood aspirations, Dr Matthee recalls dreaming of becoming a detective – a fascination that eventually led him to the realm of law. Over time, his interest in law deepened, propelling him towards his current position as a leading figure in legal academia. Yet, Dr Matthee’s ambitions extend beyond conventional success. In 2023, he surprised many by participating in his first-ever fitness event, demonstrating a determination to challenge himself beyond the boundaries of his profession. This blend of dedication, discipline, and integrity not only characterises his personal pursuits but also informs his professional endeavours.

Charting new horizons: The Vice-Dean's vision

Assuming the role of Vice-Dean for Learning, Teaching, Innovation, and Digitalisation, Dr Matthee enters uncharted territory. "It is a new position, not only within the faculty but also at UFS," he explains. "There is no model or blueprint to guide us." However, it is precisely this challenge that excites him the most. With autonomy in his role, Dr Matthee sees an opportunity to shape the future of legal education by pioneering initiatives that integrate traditional pedagogy with cutting-edge digital advancements.

"I look forward to the challenge of creating such a blueprint," Dr Matthee remarks. "Moreover, the position will allow me to explore and introduce exciting initiatives that could make a meaningful impact on the future and direction of teaching and learning in the faculty."

For Dr Matthee, the future of legal education lies not only in embracing innovation but also in cultivating an environment where curiosity thrives and knowledge knows no bounds. Under his leadership, the Faculty of Law at UFS is poised to embark on a transformative journey, where learning, teaching, and innovation converge to shape the legal minds of tomorrow.

In Dr Jacques Matthee, the UFS Faculty of Law finds not just a Vice-Dean, but a visionary dedicated to pushing boundaries, challenging norms, and sculpting a future where the pursuit of knowledge knows no limits.

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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