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13 June 2024 | Story Jacky Tshokwe | Photo Supplied
The Humanities Awards 2024
From left: Prof Danré Strydom, Prof Kobus Marais, Dr Alta Grobbelaar and Dr Alison Stander were among the award recipients.

On the evening of 4 June 2024, the prestigious Blue Gem Restaurant hosted an event that was a highlight on the academic calendar of the University of the Free State (UFS), with the keynote speaker Prof Mogomme Masoga, Dean of the Faculty of The Humanities. The Faculty of The Humanities Awards are designed to honour and celebrate the outstanding achievements of the faculty members in the fields of teaching and learning, curriculum development, research, and the arts. These awards are not merely accolades, but symbols of our commitment to fostering a culture of excellence and innovation within our academic community.

The Faculty of The Humanities Awards are integral to recognising the relentless dedication and exceptional contributions of our academics. These awards aim to honour those who consistently go above and beyond in their professional duties, significantly impacting both their students and society at large. The awards embody the UFS’ Vision 130, emphasising a student-centred and research-led approach. By celebrating these achievements, we aim to inspire continued excellence and drive forward our mission of engaged scholarship and transformative education.

Promising an evening of inspiration and recognition, the event commenced with a keynote address by Prof Mogomme Masoga, who undoubtedly set the tone with his insights on the critical role of humanities in today's academic and social landscapes.

The event began with a warm welcome reception where guests were greeted with refreshments and had the opportunity to network. Prof Mogomme Masoga delivered the opening remarks, after which the attendees enjoyed a fine dining experience at the Blue Gem Restaurant. The highlight of the evening was the awards ceremony, during which awards were presented to distinguished faculty members. The event concluded with the closing remarks and an additional opportunity for networking, allowing attendees to celebrate and discuss the future of humanities at the UFS.

Award Categories and Criteria

1. Teaching methods and assessment: Dr Alta Grobbelaar

This award recognised innovative and effective teaching strategies and assessment methods that enhanced student learning. Dr Alta Grobbelaar was acknowledged for her exemplary approaches that created engaging and inclusive learning environments.

2. Digitalised teaching and assessment: Dr Alison Stander

With the rapid advancement of technology, this award highlighted excellence in the integration of digital tools and platforms in education. Dr Alison Stander has set a benchmark in digital teaching, utilising cutting-edge technologies to enhance the learning experience.

3. Curriculum development, transformation, and renewal: Prof Neo Lekgotla Laga Ramoupi

Recognising efforts in modernising and transforming curricula to meet contemporary needs, this award honoured Prof Neo Lekgotla Laga Ramoupi's work in developing programmes that were inclusive, relevant, and forward-thinking.

4. Early career research: Dr Nonki Motahane

This award celebrated promising research achievements by early-career academics. Dr Nonki Motahane has demonstrated remarkable potential and productivity in her research endeavours, contributing valuable knowledge to her field.

5. Research with international impact: Prof Kobus Marais and Prof Danré Strydom

Given to researchers whose work has garnered international recognition and significantly impacted their disciplines, this award honoured Prof Kobus Marais and Prof Danré Strydom for their ground-breaking research that transcended borders and enhanced global knowledge.

Dr Sebolao expressed her gratitude to all achievers, "Your commitment to Vision 130 and your exemplary scholarship are a testament to the transformative power of the Humanities. Congratulations on your remarkable achievements and thank you for making a positive impact on our students and society."

The Faculty of The Humanities Awards were a testament to the exceptional talent and dedication within our university. By celebrating these achievements, we not only honoured individual accomplishments, but also reinforced our collective commitment to academic excellence and societal impact. This event marked a significant milestone in our journey towards realising the UFS Vision 130 and shaping a brighter, more inclusive future for all.

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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