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27 June 2024 | Story Michelle Nöthling | Photo iStock
Voting

The UFS Centre for Gender and Africa Studies, in conjunction with the South African Institute of Race Relations (IRR), recently hosted the fifth instalment of the Africa Dialogue Series. The webinar series – established by Prof Hussein Solomon – has rapidly grown in stature. The latest discussion on the SA Election Aftermath: Economic, Security and Political Considerations drew high-profile international attendance that included several ambassadors, military attachés, and representatives of security communities.

“Part of the success of the Africa Dialogue Series,” Prof Solomon says, “is that we include a variety of speakers in each discussion. This ensures that the conversation remains relevant.” 

Economic challenges amid coalition governments

Prof Philippe Burger, Dean of the UFS Faculty of Economic and Management Sciences, opened the discussion by highlighting the complexities of coalition governments in South Africa – especially given the country’s lack of experience with such political arrangements. Prof Burger further pointed out the difficulty of managing coalitions amid economic stagnation, high unemployment, poverty, and mounting debt. At the time, Prof Burger forecast that a coalition with the Democratic Alliance (DA) might push for pro-market reforms, but that such an agreement could still suffer from instability due to ideological differences. Prof Burger predicted a ‘rocky five years’ ahead for any coalition government.

A shift in security strategy

Transitioning to security matters, Eeben Barlow, Chairman and CEO of Executive Outcomes, stressed the paramount importance of a robust national security strategy for the new government's stability and South Africa's interests. He advocated for a comprehensive reassessment of the current strategy, urging a shift from reactive policies to a proactive, pre-emptive approach. Barlow underscored the need to align intelligence, law enforcement, and military efforts within this revamped strategy through proper structuring, training, and resourcing. He warned that without comprehensive security planning and decisive implementation, South Africa risks further instability, economic decline, and international reputational damage.

Political fragmentation

Next, Terence Corrigan, Project and Publication Manager at the IRR, offered a sobering analysis of the election results. He noted the severe weakening of the previously dominant ANC, which no longer serves as the nation's ‘moral voice’. Despite this, the opposition failed to capitalise decisively, with the DA potentially reaching its voter ceiling. Corrigan expressed concern over the rise of anti-constitutional parties such as the EFF and MK, which exploit public grievances and pose a ‘populist challenge’ to democratic institutions. He predicted increased political fragmentation and ‘fractious politics’ as South Africa navigates this political landscape.

Legislative gridlock and electoral reform

Adding to the discussion of political challenges, Marius Roodt, Deputy Editor of Daily Friend, noted the worrying decline in voter turnout, and reiterated the concerns regarding South Africa’s fragmented politics. Roodt warned that this fragmentation could lead to legislative gridlocks from minority governments or unstable coalitions unable to pass laws. To address these issues, he proposed electoral reforms, including minimum vote share thresholds, extended time frames for forming governments, binding coalition agreements, and restrictions on motions of no confidence. While some view gridlock as a check against radical policies, Roodt acknowledged that an inability to pass the necessary laws could hamper investment.

Broader political implications

Concluding the presentations, Sanet Solomon, a political analyst and lecturer at UNISA, provided an overarching analysis of South Africa's political landscape post-elections. She called attention to the historic significance of three decades of democracy and fluctuating voter turnout influenced by various challenges and achievements. Solomon emphasised the critical nature of policy alignment in coalitions, particularly the ANC's collaboration with the DA. She also discussed the complexities of maintaining macroeconomic stability, the urgent need for rule of law and anti-corruption measures, and the importance of strategic, cohesive policy making in the nation's future.

The webinar underscored the multifaceted challenges facing South Africa's new coalition government, highlighting the need for strategic economic, security, and political planning to navigate the uncertain road ahead.

Click to view documentClick here to watch the full dialogue.

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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