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28 June 2024 | Story Carmenita Redcliffe-Paul
Global Citizen Invitation Prof Thuli Madonsela 4 July 2024

The University of the Free State (UFS) and the South African Chamber of Commerce United Kingdom (SACC UK) are pleased to present a Global Citizen Series conversation, South Africa’s Future in Focus: the post-election impact on social justice, service delivery, higher education, and the economy, from the perspective of Prof Thuli Madonsela, Director of the Centre for Social Justice in the Faculty of Law at Stellenbosch University and Professor of Law in the Law Trust Research Chair in Social Justice Studies.

As part of the Global Citizen Webinar Series, Prof Madonsela – a member of the International Anticorruption Advisory Council and Global Justice Leaders – will join UFS Vice-Chancellor and Principal, Prof Francis Petersen, and SACC UK Chairperson, Sharon Constançon, for a conversation that explores what the future holds for social justice, service delivery, higher education, and the economy in South Africa.

After thirty years of democracy, South Africans once again made their mark on 29 May 2024 in one of the most pivotal elections since 1994. Join us in person during the Free State Arts Festival or online as we explore South Africa’s Future in Focus: The post-election impact on social justice, service delivery, higher education, and the economy.

Date: Thursday 4 July 2024
In-person event SA time: 18:00-20:00 SAST, Centenary Complex, UFS Bloemfontein Campus
Webinar SA time: 18:30-19:30 / UK time: 17:30-18:30

The livestream link will be shared with those who RSVP

Enquiries: Tebello Leputla - leputlatb@ufs.ac.za +27 51 401 3966

About Prof Thuli Madontsela

Prof Thuli (Thulisile) Madonsela is the Director of the Centre for Social Justice (CSJ) in the Faculty of Law at Stellenbosch University and Professor of Law in the Law Trust Research Chair in Social Justice Studies. She is the founder of the Thuma Foundation for Democracy Leadership and Literacy and a member of the African Academy of Sciences. She was recently appointed to the UN Scientific Advisory Board and as Chairperson of Cities Alliance. She is a member of the International Anticorruption Advisory Council and Global Justice Leaders.

The former Public Protector of South Africa and full-time Commissioner in the South African Law Reform Commission was one of the 11 technical experts who helped draft the South African Constitution, and is a co-architect of several constitutionally mandated laws, including the Equality Act, Employment Equity Act, and the Promotion of Administrative Justice Act. She has an extensive background in applied constitutional, social justice, and administrative law principles, mainly based on her years of public service and her investigation of improper conduct in state affairs as Public Protector. A regular sought-after keynote speaker, Prof Madonsela has written, taught, presented papers, and published on these matters and ethical leadership, good governance, and gender mainstreaming for decades.

Prof Madonsela helped draft several international human rights instruments at UN, AU, and SADC levels, as well as country reports on such matters. She currently teaches Constitutional Law, Social Justice Law, Administrative Law, and Constitutional Governance and Ethical Leadership. She holds eight honorary law doctorates, in addition to two law degrees, a Harvard Advanced Leadership Certificate, and other postgraduate qualifications.

Named one of Time’s 100 most influential people in the world in 2014, Prof Madonsela’s global recognition includes more than 70 awards, including Rotary’s Paul Harris award, the Commonwealth Lawyers Truth and Justice award, and the global ACFE’s Cressy award. Prof Madonsela is a mother of two, a philanthropist, and an avid mountaineer who has summited Mt Kilimanjaro twice under the #Trek4Mandela-#Caring4Girls anti-period poverty campaign and the Musa Plan for Social Justice, and regularly hikes for the #Action4Inclusion campaign, a quest to end student debt.

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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