Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
02 May 2024 | Story Dr Nitha Ramnath | Photo right
UFS - Thought-Leader Webinar

2024 UFS Thought-Leader Webinar Series

PRESENTS

a webinar titled

2024 Elections: Promises, Perils, and Delivery: What the Future Holds After 29 May 2024?


The University of the Free State (UFS) is pleased to present its first webinar for the year, titled 2024 Elections: Promises, Perils, and Delivery: What the Future Holds After 29 May 2024? – which is part of the 2024 Thought-Leader Webinar Series. As a public higher-education institution in South Africa with a responsibility to contribute to public discourse, the university will be presenting the webinar as part of the UFS Thought-Leader Series, which is in its sixth consecutive year.  The aim of the webinar series is to discuss issues facing South Africa by engaging experts at the university and in South Africa.

 

Webinar presented on 23 May 2024

On 29 May 2024, South Africans will go to the polls. This election is considered by South Africans as significant and much needed since the end of apartheid in 1994. South Africa is plagued by record power cuts, poor service delivery, and high levels of unemployment, with drastic effects on businesses and the local economy. Coinciding with the celebration of 30 years of freedom and democracy, this seventh democratic election is a turning point for South Africa to determine the desired future for all South Africans.

Date:   Thursday 23 May 2024

Time: 12:30-14:00

RSVP:  Click to view document HERE no later than 22 May 2024.

Some of the topics discussed by leading experts in 2023 included, among others, Threats to South Africa’s stability and security challenges; The need for a global and regional plan / approach to respond to the consequences of the Russia-Ukraine war; and Student protest action, politics, and higher education.


Facilitator:

 

Prof Francis Petersen

Vice-Chancellor and Principal, UFS

 

Panellists:

Prof Bonang Mohale

Chancellor, UFS

 

Dr Ebrahim Harvey

Political writer and commentator

 

Bios of speakers:

Prof Bonang Mohale

Prof Bonang Mohale is the Chancellor of the University of the Free State, former President of Business Unity South Africa (BUSA), Professor of Practice in the Johannesburg Business School (JBS) College of Business and Economics, and Chairman of two listed entities – the Bidvest Group Limited and ArcelorMittal, as well as SBV Services and Swiss Re Corporate Solutions! He is a member of the Community of Chairpersons (CoC) of the World Economic Forum and author of two best-selling books, Lift As You Rise and Behold The Turtle! He has been included in the Reputation Poll International’s (RPI) 2023 list of the ‘100 Most Reputable Africans’. The selection criteria are integrity, reputation, transparency, visibility, and impact. He is the recipient of the 2023 ME-Vision Academy’s ‘Exclusive Recognition in Successful Leadership’ Award for consistently leading self successfully, consistently leading people successfully, successfully leading as a senior executive and CEO, successfully leading society in various impactful roles, and his contribution to mentoring and inspiring future successful leaders.

 

Dr Ebrahim Harvey

Dr Ebrahim Harvey is a political writer, analyst, commentator, former Cosatu trade unionist, and Mail & Guardian columnist. He is currently a News24 columnist. He also wrote the authorised biography of former president, Kgalema Motlanthe (2012), and The Great Pretenders: Race and Class under ANC Rule (2021), which won the 2022 SA Literary Award for Non-Fiction. He holds a master’s degree in Public and Development Management and a PhD degree in Sociology, both from the University of the Witwatersrand.

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