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26 July 2024 | Story Valentino Ndaba | Photo Supplied
Gaza Panel Discussion 2024
A UFS panel discussion provides a platform for critical debate on the Israeli-Palestinian conflict.

The University of the Free State (UFS) recently facilitated an important panel discussion addressing the Israeli-Palestinian conflict, organised by the Free State Centre for Human Rights (FSCHR). The event brought together a diverse group of scholars to explore the ethical and political dimensions of universities’ engagement with pressing injustices such as the current crisis in Gaza.

Prof Danie Brand, Director of the FSCHR, opened the discussion by emphasising its significance. “UFS opens the space and takes this very important question forward,” he noted. The panel highlighted the necessity of academic institutions acting as platforms for critical debate, particularly on issues like the Gaza conflict.

Academic and intellectual dialogue

Prof Ulrike Kistner expressed gratitude to the UFS for initiating such dialogues, noting, "The UFS leads in fostering these important conversations." She emphasised the rarity of such discussions at other universities, highlighting UFS's unique role. A key point she raised was the importance of solidarity: “Solidarity entails acting with others because that is what they ask of us. It is a reason-driven rather than relationship-driven political action on others’ terms. Solidarity is a basic commitment to equity. Solidarity is a duty."

The conversation stressed the ethical imperative for universities to take a clear stance against violence and oppression. Prof Kelly Gillespie from the University of the Western Cape articulated this broader mission: "Universities must consider our engagement, not just as individuals, but as a collective guiding institutions towards creating a better world, rather than allowing ongoing inequality and crises to persist."

Prof Noor Nieftagodien, Head of the History Workshop at the University of the Witwatersrand, stated, "With our experience of apartheid, we in South Africa cannot remain silent. As institutions, we are looked to for moral, ethical, and political leadership, both locally and globally. We have a special responsibility to articulate a clear position on global crises, particularly the genocide in Gaza."

The role of universities in addressing global injustices

The discussion also addressed the destruction of educational institutions in Gaza and the killing of Palestinian teachers and academics, urging universities to engage with these injustices.

The panel discussion demonstrated the essential role of universities in addressing global injustice. By facilitating this event, the UFS contributes to the ongoing conversation on Gaza and lays the groundwork for future ethical action and solidarity within the academic community. The insights shared during the discussion resonate with the need for collective academic voices to influence broader societal and political landscapes, ensuring that critical issues are addressed with the urgency and depth they deserve.

View the panel discussion below:

 

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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