Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
28 May 2024 | Story Lunga Luthuli and Precious Shamase | Photo Supplied
Student Elections Debates 2024
Themba Hlasho, Executive Director: Student Affairs and Prof Prince Ngobeni, Qwaqwa Campus Principal were part of the debate series.

With South Africans going to the polls on 29 May 2024 for the seventh general elections since 1994, the University of the Free State (UFS) successfully hosted its first Institutional Elections Debate Series across its three campuses. The debates, organised by the Institutional Student Governance Office (ISGO), aimed to stimulate political engagement and intellectual discourse among students.

The debates took place on the three campuses and at different levels.  The debates were very successful; students were enthusiastic and well prepared to field critical questions to panellists.  The level of intellectual engagement was high and the facilitator, Ace Moloi – with his fine facilitation skills – helped to take the debates to higher levels.

Motlogelwa Moema, Head of the Student Governance Office, emphasised the alignment of the debates with the UFS’ commitment to societal progress and intellectual enquiry. "As an institution of higher learning, the UFS is committed to producing graduates who can function at various levels of society, contributing meaningfully to societal and intellectual enquiry. Platforms such as the debate series are important in stimulating political as well as electoral involvement while producing students who are leaders," Moema stated.

Student engagement in the electoral process was a key focus of the debates, with discussions highlighting the importance of translating campus political activity into national civic duty. Moema noted, "By bringing representatives from various political parties to all three campuses of the university, we ensured that students not only understood the importance of their votes, but also that they were able to align their values with those of the parties campaigning for their votes."

Informed voters: The debate allowed students to hear directly from the candidates about their platforms and stances on important issues. This can help students make informed decisions when they cast their votes.

Increased engagement: By hosting the debate, the Student Governance Office is encouraging student participation in the national elections. This led to a more vibrant and engaged student body.

Key themes of the debates included student funding, health care, governance, accountability, and economic policy. "The most topical theme across all three campuses was student funding. Additionally, students demonstrated great interest in the National Health Insurance, governance, and economic policies," Moema said, illustrating the depth and breadth of the discussions.

Reflecting on the role of universities in fostering political awareness, Moema acknowledged a generational disengagement from political activism. However, he stressed the importance of universities in cultivating a culture of debate and free thinking. "The recent debate series marked the beginning of the ISGO’s commitment to reviving dialogue across the university," he added.

Moema also highlighted the importance of universities in promoting critical enquiry and fact-checking, particularly during election periods. "Universities have a crucial role in creating platforms for fact-checking, critical enquiry, and clarification," he remarked.

Looking ahead, Moema hopes that the debate series will have a lasting impact on students’ democratic participation. "In the short term, the most ideal impact of the debate series should be a great turnout on election day. In the medium term, we hope to see the same energy during CSRC elections on all three campuses," he said.

The debate series was deemed a success, with significant improvements in turnout and the quality of engagement. "Our students showed a great level of tolerance for divergent views and respect for one another. The audience asked pertinent questions, showing remarkable understanding of societal dynamics, governance, social justice, and leadership values," Moema concluded.

The debates were moderated by Ace Moloi, a former student leader and award-winning journalist, whose experience and understanding of the university’s values greatly contributed to the event’s success.

The UFS is committed to developing well-rounded graduates who can think critically and contribute meaningfully to society. Looking ahead, the UFS hopes to see a high voter turnout on 29 May and continued student involvement in future elections. The debates' focus on critical thinking and informed participation aligns with Vision 130's objective of developing well-rounded graduates who can contribute meaningfully to society.

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