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IASIA 2024
The International Association of Schools and Institutes of Administration (IASIA) 2024 Conference fostered critical discussions and insights into the future of public administration and service delivery.

The University of the Free State (UFS) recently hosted the esteemed International Association of Schools and Institutes of Administration (IASIA) 2024 Conference. This notable event was organised by the UFS Department of Public Administration and Management, bringing together 280 academics, researchers, students, and practitioners to delve into the theme, Alternative Service Delivery and Sustainable Societal Responsiveness.

The relevance of this theme aligns with the Global and Africa Agendas 2030 and 2063, emphasising the need for a transformative dynamic to ensure that no one is left behind. The conference addressed the roles and challenges faced by public institutions, governments at all levels, public servants, and citizens worldwide. It highlighted the importance of managing uncertainties, challenges, and expectations in an era of complex reforms.

The conference featured a diverse and distinguished line-up of speakers, including Dr Najat Zarrouk, President of IASIA; Dr Sofiane Sahraoui, Director General of IASIA; Dr Ra’ed Benshams, President of the International Institute of Administrative Sciences (IIAS); Prof Francis Petersen, UFS Vice-Chancellor and Principal; and Geraldine Fraser-Moleketi, former Minister of Public Service and Administration of South Africa.

Advancing excellence

IASIA is dedicated to strengthening administrative capacity worldwide, advancing excellence in public administration education and training, and fostering the dissemination of innovative scholarly research and practices in governance and administration. The key objectives of the conference are to promote the exchange of knowledge on the evolution of public administration theory and practice and to facilitate comparative studies and the development of public administration theory. In addition, it aims to encourage innovation in ideas, methods, and techniques in public administration; strengthen the dialogue between academics and practitioners; as well as to develop and consolidate a community of public administration experts open to contributions from young researchers and public officials.

Sustainable solutions

“Hosting the IASIA Conference was pivotal for addressing sustainable solutions to service delivery challenges in the public sector, both globally and within the South African context. It provided a valuable platform for international exposure and networking for the UFS Department of Public Administration and Management, the broader UFS community, the Free State Provincial Government, and the South African as well as the global public administration and management fraternity,” said Prof Liezel Lues, UFS Professor of Public Administration and Management and rapporteur of the IASIA conference.

“It also included practitioners from South African universities and various public sector stakeholders, aligning with Vision 130's goal of making a significant social impact by fostering collaboration, knowledge sharing, and innovative solutions to local and global challenges,” she added.

Exploring the future of public service

A significant focus of the conference was exploring alternative service delivery models aimed at enhancing efficiency, responsiveness, inclusiveness, collaboration, co-production, and accountability. Public institutions and governments worldwide are grappling with numerous complex challenges, including the aftermath of the COVID-19 pandemic, geopolitical tensions, rapid urbanisation, climate change, inequality, youth disorientation, migration, and the digital revolution. These challenges have led to a critical lack of trust in public institutions and growing dissatisfaction with government performance.

Embracing alternative service delivery

Traditional government models have often struggled to meet citizens' needs and address these multifaceted issues. The conference highlighted the emergence of alternative service delivery models, emphasising the need to open public services to other actors and stakeholders, including the private sector, civil society organisations, and community groups. This approach seeks to enhance public service delivery through collaboration and innovation, ultimately striving to build a more responsive and sustainable society.

Click to view documentPlease click here to scan the QR code with the IASIA app for more information about the conference.

Watch the conference highlights video



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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