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17 May 2024 | Story Valentino Ndaba | Photo iStock
Africa Reparation Hub Launch 2024
Join us as we unite to confront the challenges of our past and pave the way for a more just and equitable future for all Africans.

The Department of Public Law at the University of the Free State’s (UFS) Faculty of Law is proud to announce the launch of the UFS Africa Reparation Hub alongside a colloquium centred around the theme Unifying Africa for Action to Advance Reparatory Justice.

Date: 6 June 2024

Time: 11:00-16:00

Venue : Microsoft Teams; join the event here

Click to view documentClick here to RSVP and here for more information and speakers.

The pursuit of reparations for historical and contemporary injustices in Africa has gathered significant momentum. From the adoption of the African Union resolution advocating a united front to the push for reparations of past atrocities, the continent is asserting its demand for justice. This drive traces its roots back to historical landmarks like the Abuja Proclamation of 1993 and the Durban Declaration and Programme of Action in 2001.

Launch of the hub

Aligned with the UFS Vision 130, the university has established the UFS Africa Reparation Hub to serve as a nucleus for frank discussions on Africa's reparations. It houses a comprehensive database of resources on the subject and is poised to host expert groups dedicated to furthering the cause.

The Colloquium

The faculty invites academics, policymakers, human rights advocates, justice professionals, and representatives from international, regional, and national bodies to the colloquium which will precede the launch of the hub. This virtual gathering aims to foster dialogue and action toward reparatory justice in Africa. Thereafter, attendees will witness the official launch of the UFS Africa Reparation Hub, marking a significant step forward in the continent’s journey towards healing and restitution.

Leading voices on reparatory justice

In an eagerly awaited keynote address, Prof Verene Shepherd, the esteemed Director of the Centre for Reparations Research at the University of West Indies, Jamaica, is poised to set the stage for a thought-provoking discussion on reparatory justice. Joining her will be a distinguished line-up of speakers including Prof Serges Kamga (Dean of the Faculty of Law at the UFS); Martin Okumu-Masiga (Secretary-General of the Africa Judges and Jurists Forum); Dr Ahmed Bugri (Senior Expert and Coordinator for Reparatory Justice and Racial Healing at the African Union); and Prof Kula Theletsane (Director of the Organ on Politics, Defence, and Security Affairs in Southern African Development Community (SADC).

Dr Catherine Namakula, Convenor of the Africa Reparation Hub, is anticipated to moderate the discussion, guiding the conversation towards actionable strategies for advancing reparations and fostering racial healing across Africa 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


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