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28 May 2024 | Story Anthony Mthembu | Photo Jon Vincent
Ibali
Educators, academics, and policymakers in attendance at the Ibali Education Stakeholders Forum.

The Centre for Development Support (CDS) at the University of the Free State (UFS), in collaboration with Ibali, hosted the Ibali Education Stakeholders Forum on 10 May 2024 at the Centenary Complex on the UFS Bloemfontein Campus. 

According to Prof Faith Mkwananzi, Associate Professor at the CDS, the event, an initiative of the Ibali Project, aimed to ‘’inform and disseminate project findings to individuals with an interest in educational exclusion and inclusion. It also served as a forum for stakeholders to share insights on the matter. “ The forum was well attended by educators, school leaders, academics, and policymakers from the Free State. Additionally, the event saw representation from Ibali, including Dr Alison Buckler, Deputy Director of the Centre for the Study of Global Development (CSGD) at The Open University.

A platform for engagement

Discussions at the forum focused on creating inclusive learning environments for learners and students within the province and beyond. Stakeholders had the opportunity to discuss the challenges they face in fostering inclusive learning spaces through panel discussions and presentations. ’’The involvement of stakeholders and presentation of diverse perspectives contributed to a robust engagement, indicating that individuals and organisations are motivated to support an inclusive and sustainable education system at every level in South Africa,’’ said Prof Mkwananzi.

The Ibali initiative

Dr Buckler explained that Ibali is a network of researchers, practitioners, and educators interested in how storytelling can support different understandings around complex issues in education and development. One of Ibali’s projects, funded by the United Kingdom Arts and Humanities Research Council (AHRC), explores what inclusion and exclusion look like within education in countries like Nigeria, South Africa, and the United Kingdom.

Insights from the engagement

Dr Buckler highlighted several insights from the forum. She noted that inclusive practice can manifest in various ways. ‘’People talked about mixing groups of students in lectures, creating a supportive community for their deaf sibling, mainstream schools inviting children from ‘special schools’ for play sessions, and so on,’’ she said. Moreover, she emphasised that a key takeaway is that “underpinning hugely diverse examples of inclusive practice are a fairly small number of key principles around empathy, communication, ubuntu, and seeing someone as whole instead of defining people by certain characteristics that align with inclusion policies.”

As the engagement session concluded, both Prof Mkwananzi and Dr Buckler expressed hope that stakeholders could learn from one another’s experiences, fostering a more inclusive educational environment.  

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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