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14 June 2024 Photo supplied
Siyanda Magayana
Siyanda Magayana, Senior Officer: Gender Equality and Anti-Discrimination Office, Unit for Institutional Change and Social Justice, UFS.

Opinion article by Siyanda Magayana, Senior Officer: Gender Equality and Anti-Discrimination Office, Unit for Institutional Change and Social Justice, University of the Free State.


A Paradox of Pride

The month of June is International Pride Month, a time to celebrate and commemorate the strides that have been made by various LGBTQI+ persons and groups, as well as allies to decriminalise homosexuality world-wide. It is also a time that serves as a symbol of solidarity, visibility, and resilience for this community. However, against the backdrop of ongoing criminalisation, homophobia, transphobia, discrimination, and violence targeted at this group across the globe, the question arises: can we truly celebrate? The significance that Pride Month holds for all LGBTQI+ people is noteworthy on a global scale. During this month, LGBTQI+ individuals are afforded the opportunity to affirm their identity, honour, and commemorate history, while equally advocating for equality in the volatile times on our continent and beyond.

However, it is important to note that despite the strides that have been made to recognise, legalise, and protect lesbian, gay, bisexual, transgender, and other non-normative identities world-wide, LGBTQI+ individuals in Africa and globally continue to experience a complex mix of emotions. In Africa and globally again, even in counties like South Africa where same-sex relationships and marriages are legally recognised, violence, discrimination, resistance, and harassment remain prevalent issues for this community. This is indicative of the life-long struggle for equality and safety for LGBTQI+ individuals, underscoring the need for continued advocacy and support. Likewise, while Pride Month may offer a chance to commemorate moments of resilience, solidarity, and triumph, it equally serves as a stark reminder of the ongoing realities of being subjected to daily violence, rejection at home and by the system, and different forms of discrimination.

The Context of Criminalisation

There has been a surge in the criminalisation of same-sex relationships in several African countries, and worldwide – the most recent and most-talked-about being Uganda. Outside of religious arguments, the criminalisation of homosexuality and homosexual acts in Africa is often justified by claims that denote it as a foreign concept that undermines the history, traditions, and sovereign culture and foundations of the continent.

Consequently, many countries enforce severe punishments, including imprisonment and death sentences, for those found guilty of practising homosexuality. These laws represent a gross violation of human rights and contribute to a social crisis marked by stigma, fear, and violence against gender non-conforming and LGBTQI+ individuals. Likewise, as sentiments that argue that same-sex attraction and relationships are ‘un-African’ and a ‘Western import’ persist, the marginalisation and discrimination the LGBTQI+ community will continue, further entrenching their vulnerability within our societies. In addition, the criminalisation of same-sex identities and relationships has far-reaching and devastating effects on LGBTQI+ individuals globally. These effects permeate every aspect of their life, threatening not just their personal safety and freedom, but also their mental health and well-being, as well as access to justice and economic opportunities.

Impact on Human Rights and Dignity

The impact of the criminalisation of homosexuality on the human rights and dignity of gender non-comforting and non-normative identities cannot be overstated. It has far-reaching consequences for not only human rights and dignity, but also for social justice. The systemic oppression that continues to subject and deprive LGBTQI+ persons of their inherent right to freedom of expression, autonomy, and dignity, as enshrined in the constitution and global policies, calls for a national and international awakening for all. LGBTQI+ rights are equally human rights, and they are similar to the rights of those who are perceived to have ‘normative’ identities, such as heterosexual individuals.

Moreover, just as lesbian, gay, bisexual, transgender and other identities have the right to live freely, express their love and pursue relationships without fear of violence, being jailed, or discrimination, so too should LGBTQI+ individuals. And, amid the criminalisation and ongoing chastising of LGBTQI+ identities world-wide, it is crucial to remember that their rights are not special privileges, but rather ensuring that everyone, regardless of gender identity and sexual orientation ought to be protected and enjoy the same freedoms and same rights.

Celebrating with Resilience and Solidarity

Although celebrating pride month is often fraught with complexities and challenges, it is still a time to reflect, celebrate and be courageous in the fight against gender inequality, discrimination, violence, and justice continues. This month, globally, continues to symbolise the resilience for LGBTQI+ individuals as they assert their right to exist fully, openly, and authentically. Therefore, amid the ongoing criminalisation and violence, it is crucial that we stand in solidarity, protect, and amplify the voices of the LGBTQI+ community by repealing any discriminatory laws that seek to erase and undermine their rightful existence. Furthermore, it is imperative that anti-discriminatory laws that safeguard everyone’s rights – regardless of gender identity and sexual orientation continue to be applied equitably.

In conclusion, pride month is a dual faceted observation for many. On the one hand, it is a time that is filled with joyous parades and reflective dialogues celebrating how far the LGBTQI+ community and movement has come. On the other hand, amidst criminalisation of queer identities, it is a sombre time for many who have been, and continue to be, subjects of violence, rejection, ridicule, and discrimination because of their gender identity and sexual orientation. As we celebrate this annual initiative, it is important for us to remember and support those who cannot do so openly, continue to advocate for a society where everyone, regardless of their gender identity and sexual orientation can live freely and openly without fear.

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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