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Boosting third-income aspirations: Visiting Fellow offers grant-writing expertise

21 June 2024 | Story Precious Shamase | Photo Suplied

The University of the Free State (UFS) welcomes Prof Jesse Lutabingwa, a visiting Fellow from the Appalachian State University (AppState) in the United States. Prof Lutabingwa arrives under the prestigious Carnegie African Diaspora Fellowship Programme (CADFP), bringing a wealth of experience to support the university's ‘third-income aspirations.’

Prof Lutabingwa’s long-standing connection with the UFS began in 2009 when he played a pivotal role in establishing a collaborative partnership between the two institutions. At the time, he was serving as Associate Vice-Chancellor for International Education and Development at AppState. Now, he returns not as an administrator, but as a faculty member eager to share his expertise and deepen this valuable connection.

"I have always wanted to participate in CADFP to give back to the African continent," Prof Lutabingwa explains. "This fellowship allows me to engage with the UFS community on different issues and contribute to the professional and individual growth of faculty, staff, and students, ultimately serving our communities better."

Empowering through grant writing

A key aspect of Prof Lutabingwa’s fellowship is a series of grant-writing workshops designed to empower UFS faculty, researchers, and postgraduate students, particularly on the Qwaqwa Campus.

"Many find the idea of proposing research grants daunting," Prof Lutabingwa says. "My goal is to elucidate the process. With more than 33 years of experience and more than 65% success rate, I am here to share the knowledge I have gained as a grant writer and reviewer."

These workshops will equip participants with the skills and strategies needed to craft compelling proposals, significantly increasing their chances of securing funding. Access to grants is crucial, Prof Lutabingwa emphasises, as it allows researchers to pursue innovative work that benefits society while offering valuable training opportunities for students.

Collaboration for research impact

Prof Lutabingwa’s contributions extend beyond workshops. He will collaborate with Dr Grey Magaiza, Director of the Centre for Gender and Africa Studies, and other faculty members on co-authoring two research articles. This collaboration aims to strengthen the UFS' research profile and contribute to a more impactful research landscape.

Dr Magaiza highlights the significance of Prof Lutabingwa’s visit: "Jesse is at the heart of the UFS-AppState partnership. Now, as a Carnegie Africa Diaspora fellow, he can engage with us in a new way, pouring his expertise back into this space. His grant-writing workshops and collaborative research efforts will be instrumental in achieving our third-stream aspirations."

Excited about the future

The fellow’s enthusiasm for this fellowship is noticeable when he speaks and engages with colleagues on campus. "Words cannot express my excitement," he shares. "I am grateful for this opportunity to collaborate, engage in research, and connect with various individuals on campus."

The UFS community warmly welcomes Prof Lutabingwa and anticipates a fruitful fellowship that will empower faculty, strengthen research, and propel the UFS – particularly the Qwaqwa Campus – towards achieving its third-income aspirations.

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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