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Join the Africa Month celebrations

07 May 2024 | Story Valentino Ndaba | Photo Supplied

UFS Celebrating Africa Month — The University of the Free State celebrates 2024 Africa Month.

May is widely recognised across African nations as Africa Month, a time dedicated to commemorating the establishment of the Organisation of African Unity (OAU) in 1963, a precursor to the African Union (AU). This historic milestone marked a significant shift towards continental unity and the collective pursuit of nation-building, championing the ideals of freedom and liberation from oppression.

On 25 May 2024, Africa celebrates the 61st anniversary of the founding of the OAU, now evolved into the AU. In alignment with this rich tradition, the University of the Free State (UFS) is proud to embrace Africa Day and its core principles once again in 2024, hosting a series of engaging events to highlight the importance of African indigenous knowledge in higher education, both locally and globally.

Honouring our legacy

Even preceding the formation of the OAU in 1963, countless initiatives spearheaded by Africans, both on the continent and within its diaspora, aimed to reclaim Africa’s rightful place on the global stage. South Africans have notably been at the forefront of these efforts, with figures like Pixley ka Isaka Seme delivering his seminal speech on the “Regeneration of Africa” in 1906, a sentiment echoed by subsequent generations through various initiatives geared towards decolonisation and revitalisation.

Africa Month serves as a platform to promote and cultivate appreciation for African arts and culture, fostering robust trade markets and stimulating economic growth across the continent.

Shaping the future

Vision 130 stands as the UFS’s strategic roadmap towards 2034, when the university will celebrate its 130th anniversary. One of its core values of ‘Innovation and Impact’, underscores the institution’s commitment to driving societal progress through impactful endeavours. Embracing creativity and challenging conventional norms, the UFS aims to leverage its knowledge resources to propel the development of the Free State, South Africa, and the African continent, while also contributing to global knowledge and understanding. With a firm commitment to regional engagement, the UFS seeks to be a catalyst for positive change, both locally and continentally.

Events calendar

For 2024, the theme of Africa Month is “Educate and Skill Africa for the 21st Century”, as designated by the African Union. In celebration of this significant milestone, the UFS is organising a diverse array of events throughout the month of May:

5km Fun Run & Walk

The Faculty of Health Sciences will host a 5km Fun Run & Walk, featuring live music, fitness sessions by KovsieFit, and exciting prizes.

Date: 11 May 2024

Time: 06:00

Venue: Francois Retief Building, Bloemfontein Campus.

World citizenship and African higher Education

The Office for International Affairs will host an event on World Citizenship and African Higher Education focusing on preparing students for a globally connected world.

Date: 22 May 2024

Time: 16:00-18:00

Venue: Centenary Complex, Bloemfontein Campus

Livestream to Qwaqwa Campus: https://events.ufs.ac.za/e/events.ufs.ac.za/e/africa2024

Africa Month book launch

The Centre for Gender and Africa Studies (CGAS) will host a launch a book titled Migration, Borders, and Borderlands꞉ Making National Identity in Southern African Communities which was edited by Dr Munyaradzi Mushonga, Prof John Aerni‑Flessner, Prof Chitja Twala and Dr Grey Magaiza.

Date: 22 May 2024

Time: 14:00 – 15:30

Venue: E0014, Education building, Qwaqwa Campus

Livestream: https://livestream.ufs.ac.za/

Africa Day Memorial Lecture

The CGAS on the Qwaqwa Campus will also host the Africa Day Memorial Lecture titled “Peacebuilding in Africa: Challenges, Trends, and Futures” presented by Prof Ismail Rashid.

Date: 22 May 2024

Time: 16:00-18:00

Venue: E0014 Education Building, Qwaqwa Campus

Livestream: https://livestream.ufs.ac.za/

Faculty of Theology and Religion Africa Day celebration

The Faculty of Theology and Religion on the Bloemfontein Campus will host an Africa Day Celebration.

Date: 24 May 2024

Time: 12:00-13:00

Venue: 10 H van der Merwe Scholtz Hall, Bloemfontein Campus

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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