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13 June 2024 | Story Martinette Brits | Photo Supplied
Arran Wood pictured with Prof Jan Smith
Arran Wood pictured with Prof Jan Smith, Senior Lecturer at the Department of Architecture, in front of his project.

A former Master’s student in Architecture at the University of the Free State (UFS) has recently been honoured with the esteemed Corobrik National Student Architecture Award. The 2023 grand prize was awarded to Arran Wood from UFS for his project "Spectral Flesh – Remembrance," which explores South Africa's forgotten nuclear history.

Corobrik’s vision for this competition is to provide up-and-coming architecture students a platform to showcase their architectural talent and creativity. The eight finalists were chosen by major South African universities, each selecting its best Master’s architectural student to participate in the awards.

The eight regional finalists had the opportunity to present their theses to an esteemed panel of judges, including Carin Smuts from CS Studio Architects, Somers Govender from Artek 4 Architects and Rudolf Roos from HDG Pretoria.

Unveiling forgotten conflict: Architecture as a mediator and reminder

Wood’s project delves into the role architecture can play as a mediator and reminder of forgotten conflicts. “The Angola-South African War left extensive scars and remains a raw place in the lives of many South Africans. Yet the memory and memorialisation of the conflict have become a shrouded spectre. One of the most obscured fallouts of the war was the fact that South Africa managed to construct nuclear weapons and became the first nation to decommission their nuclear arsenal voluntarily,” Wood explained.

The thesis proposes a theoretical foundry and “inverted monument” at the forgotten nuclear weapons development site at Pelindaba near Hartbeesport Dam. He chose this project due to his interest in the relationship between architecture and memory, particularly the memory of warfare. “I wanted to focus my research on something specific to South Africa. I settled on the Angola-South African War because its fallout is still a relevant struggle that many people deal with, yet it remains largely unspoken. This led me to discover how intimately the nuclear weapons programme was connected to the conflict,” Wood stated. 

Awards pave the way to success

Wood mentioned that he had known about the prestigious Corobrik Awards early in his studies but only realised later that one winner is chosen to represent the whole country. “Winning the national award still feels a bit unreal. From prior experience, I have seen how the award's prestige follows the winners long into their careers, standing as a significant achievement. It is a great honour to be considered one of these winners, and I am very grateful for the lasting recognition the award brings to my career.”

He credited the lecturers and staff at the Department of Architecture for their significant role in his success. “They taught me what I know, and it was most inspiring to see their passion for architecture. The support from the lecturers at this incredible department goes far beyond their job descriptions,” he remarked.

Wood also won the Dean’s Medal for the best results in the final-year Master’s class during the April graduation ceremonies of UFS. He is currently working for an architectural firm in Cape Town, named TwoFiveFive Architects

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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