Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
18 March 2024 | Story VALENTINO NDABA | Photo SUPPLIED
RIGHT TO VOTE 2024
Expert speakers dissecting South Africa's political landscape at the University of the Free State’s recent panel discussion on the 2024 elections.

The University of the Free State's (UFS) Centre for Gender and Africa Studies (CGAS), in collaboration with the South African Institute of Race Relations (IRR), recently organised an Africa Dialogue Series panel discussion titled ‘Elections 2024: South Africa’s Changing Political Landscape’. The event, held on 6 March 2024, brought together distinguished speakers and experts to dissect the evolving dynamics of South Africa's political landscape as the nation gears up for the 2024 elections.

The panel featured prominent figures including former Tony Leon, Makone Maja, Michael Atkins, and Terence Corrigan, who provided valuable insights into various aspects of the upcoming elections. Prof Heidi Hudson, Professor at the CGAS, expertly moderated the session, ensuring a robust exchange of ideas and perspectives.

Importance of informed dialogue

Prof Hussein Solomon, Senior Professor at CGAS and planner of the dialogue session, reflected on the success of the event in achieving its objectives. He emphasised the importance of informed dialogue in navigating the complex issues surrounding the 2024 elections. "The idea is to inform people of the issues at stake, but also to focus on key issue areas from an academic perspective," Prof Solomon said.

He expressed concerns about voter registration and the need for heightened awareness among youth, underscoring the significance of addressing societal challenges to ensure peaceful elections.

Unprecedented uncertainty in election outcome

Leon, former leader of the Democratic Alliance and a seasoned political analyst, opened the discussion by highlighting the unprecedented uncertainty surrounding the outcome of the 2024 elections. Contrary to previous elections where the victory of the African National Congress (ANC) was almost a given, Leon pointed out that the current political landscape presents a different scenario.

"In all the previous elections we were able to predict an ANC win. This time round it is not that simple," he said. "The ANC will not clear 50 and that’s going to be a big game-changer."

Leon underscored the fragmentation within the ANC itself, noting the emergence of multiple versions of the party with no clear ideological distinctions. He also raised concerns about voter turnout and the implications of a potential government controlled by parties representing a mere fraction of the voting population.

Declining youth political participation

Maja, Campaign Manager at the IRR, shed light on the decline in political participation by youth in South Africa. Drawing from statistical data, she emphasised the need to address the disillusionment among young voters, particularly regarding corruption and unemployment.

"I've been particularly curious about youth for their behaviour," she said. "A lot of the youth... did not align with political parties in South Africa, much more likely in the youth than in the older age categories."

Maja highlighted socioeconomic factors that are contributing to youth disengagement from the political process, and stressed the importance of political engagement in shaping democratic outcomes.

Upholding electoral integrity

Atkins, a seasoned political analyst and independent observer in South African elections, focused on the imperative of upholding electoral integrity. He criticised the flaws in the Electoral Amendment Bill and highlighted concerns about the accuracy of election results.

"We have seen a complete disrespect or even disdain for meaningful electoral reform through these last three years," he said. "Spurious claims of rigging must be objectively and speedily met and countered."

He called for increased transparency and accountability within the electoral process to ensure the legitimacy of election outcomes.

Political dynamics and future scenarios

Corrigan, a Project Manager at the IRR, delved into the changing political dynamics of South Africa and contemplated potential future scenarios. He questioned the sustainability of the dominant party paradigm and examined the possibility of coalition politics in the aftermath of the elections. Corrigan highlighted the emergence of new political players and the implications of coalition politics for stability and governance in South Africa.

The Africa Dialogue Series panel discussion provided a platform for robust debate and critical analysis of South Africa's political landscape, offering valuable insights into the challenges and opportunities that lie ahead in the 2024 elections and beyond.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept