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Navigating Africa’s role in the evolving global landscape: insights from international scholars

01 March 2024 Photo Unsplash

In the midst of a global landscape marked by rapid changes, Africa finds itself at the epicentre of a new wave of international interest. This intrigue stems from a myriad of factors, ranging from the continent’s abundant natural resources to its strategic geopolitical positioning. However, amidst this renewed attention, questions arise regarding Africa’s agency and its place in the evolving global order.

In recent times, there has been a notable surge in global actors vying for influence in Africa. From former colonial powers to emerging economies like China and India, various stakeholders seek to engage African nations on multiple fronts, spanning from economic cooperation to security collaborations. Against this backdrop, it becomes imperative to delve into Africa’s international engagements to grasp the nuances of its evolving role on the global stage.

Addressing this imperative, the Centre for Gender and Africa Studies at the University of the Free State (UFS), in collaboration with the Centre for African Studies at Jawaharlal Nehru University (JNU) in India and the African Studies Association of India (ASA India), convened an international webinar titled, Africa’s Global Engagements: Opportunities and Challenges. Held on 27 and 28 February 2024, the event was jointly opened by Prof Vasu Reddy, Deputy Vice-Chancellor of Research and Internationalisation at the UFS and Prof Ajay Dubey, former Pro Vice-Chancellor at JNU and currently a professor in the Centre for Africa Studies at JNU. The conference brought together scholars and policymakers from diverse backgrounds and regions, united in their quest to comprehensively understand Africa’s evolving position in the global arena.

In his opening remarks, Prof Vasu Reddy, underscored the timeliness of the conference aligning it to the institution’s visionary framework, Vision 130. He highlighted the centering of Africa as a focal point for addressing broader global challenges emphasising the interconnectedness of Africa’s experiences with broader global narratives. Prof Reddy articulated how Africa serves as a nexus for transnational interactions, intertwining diverse histories, politics, and socio-economic dynamics with the larger global discourse.

Moreover, the conference shed light on the concept of the “Global South” and its implications in the contemporary global order. Participants deliberated on the complexities of African agency within this framework, examining how African states navigate their engagements with a myriad of international actors while asserting their own interests and priorities.

The event not only symbolised a collaboration between the UFS and JNU, as outlined in their Memorandum of Understanding (MoU), but also signified a shared commitment towards prioritising engagements within the Global South. Through platforms like these, institutions like UFS and JNU demonstrate their dedication to fostering meaningful dialogues and scholarly exchanges that transcend geographical borders.

As Africa continues to navigate its place in the fast-changing global landscape, initiatives such as this webinar serve as critical platforms for fostering mutual understanding and cooperation among scholars and policymakers worldwide. By engaging in nuanced discussions and collaborative efforts, stakeholders can collectively contribute to shaping a more inclusive and equitable global order.

News Archive

UFS Communication and Brand Management receives two prestigious international awards

2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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