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Internationalisation of engaged scholarship: Prof Peacock’s impact

19 March 2024 | Story Valentino Ndaba | Photo SUPPLIED

Prof Robert Peacock, of the University of the Free State’s (UFS) Criminology Department, champions global engagement in scholarship, offering hope to victims worldwide while linking academia, policy, and practice.

Crime and victimisation have far-reaching consequences that profoundly impact on societal, economic, and ecological development. At the forefront of addressing these global challenges in Criminology, Victimology, Transitional and Criminal Justice, stands Prof Robert Peacock, an esteemed figure in the field from the University of the Free State's Department of Criminology.

His expertise adds significant depth to understanding and tackling the complex interplay between interpersonal conflict and broader societal, economic and ecological injustices. As serving and now Immediate Past President of the World Society of Victimology, Prof Peacock’s impact reached the highest levels, holding consultative status at both the United Nations Economic and Social Council and the Council of Europe. Together with the Justice Section of the United Nations Office on Drugs and Crime (UNODC), interventions on Crime Prevention and Criminal Justice reform were also made on occasion of the 35th Anniversary of the United Nations Declaration of Basic Principles of Justice for Victims of Crime and Abuse of Power.

Advancing global discourse

Reflecting on his tenure, Prof Peacock emphasises: “The plight of victims of crime and abuse of power underscores the imperative to scrutinise global and local power dynamics, linking local experiences to global patterns of victimisation and transformation.” This sentiment resonated profoundly during the World Victimology Symposium held in Donostia/San Sebastian in Spain, shedding light on the Anthropocene epoch’s complexities.

His commitment to international collaboration is unwavering, evident in his new role on the Scientific and Advisory committee of the upcoming 2025 World Criminology conference to be hosted by O.P. Jindal Global University in India.

Global reach

Beyond academia, Prof Peacock’s influence extends worldwide, with invitations as a guest lecturer, course director, and keynote speaker at prestigious institutions and symposia. His guest editor roles in special editions of journals like Mediarres and Ethnicity in Criminal Justice highlight his dedication to advancing critical regional and international discourse.

To proceed with an emancipatory agenda for victims of crime and abuse of power in Africa or that of a Southern Victimology, Prof Peacock advocates for a paradigm shift in victimology, transcending narrow Western perspectives, and to remain mindful of the global economy and geopolitics that create new variations of privilege and status and asymmetries that cut across nations and regions. Recent translations of his work into Spanish aim to enhance accessibility across Latin America.

Strategic collaborations

In recognition of his expertise, Prof Peacock received a Global Minds grant, facilitating collaboration with KU Leuven (Katolieke Universiteit Leuven) in Belgium, a leading institution in law and criminology. This partnership, focusing on human rights, transitional justice, restorative justice and victimology, paves the way for impactful research on conflict, peace, and development.

Prof Peacock’s longstanding collaboration with colleagues in Belgium and the Netherlands underscores his commitment to international scholarship. Together, they’ve contributed significantly to victimological approaches to international crimes, even securing an audience with Pope Francis.

Advancing practical application

In advancing praxis and the internationalisation of engaged scholarship, Prof Peacock presented twice during the month of January 2024 on the topic of Trauma informed practice for frontline workers at the Permanent Mission of Belgium to the European Union. This was done in close cooperation with the Leuven Institute of Criminology, KU Leuven, and the Belgian Ministry of Foreign Affairs in Brussels, together with an interdisciplinary project consortium, that included partners from Austria, Belgium, Croatia, Greece, Portugal, Slovakia, and Slovenia. Prof Peacock shared as speaker sessions with a Trauma Expert of the Victims and Witnesses Section of the International Criminal Court in The Hague.

As Prof Peacock continues to champion engaged scholarship on an international scale, his contributions seek to ameliorate the plight of victims of crime and abuse of power worldwide, bridging gaps between academia, policy, and practice.

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.

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