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22 November 2024 | Story Leonie Bolleurs | Photo Stephen Collett
SARIMA - 2024
The Directorate Research Development at the university proudly participates in the SARIMA Visibility Project, aimed at enhancing its global visibility and research excellence.

The University of the Free State (UFS) has been selected to participate in a high-impact initiative managed and coordinated by the Southern African Research and Innovation Management Association (SARIMA). The SARIMA Visibility Project, which focuses on elevating institutional prominence, aims to enhance the university’s global visibility and strengthen its capacity to secure international grants. By participating in this initiative, the UFS is positioning the Directorate for Research and Development (DRD) to benchmark against other leading Tier 1 institutions, adopting best practices in research management and innovation to fuel future growth.

Key outcomes already underway

Since joining the initiative, the university has implemented several key interventions. Most notably, the development and execution of standardised operating procedures have been introduced. These procedures ensure alignment with global standards, creating consistency across various functions within DRD. Such efforts not only improve operational efficiency, but also boost the university’s competitiveness in attracting international research collaborations and securing funding opportunities. Other platforms to promote visibility that the DRD has adopted this year include its newsletter, Research Nexus, webinars, and a presence on social media.

The SARIMA Visibility Project at the UFS is spearheaded by the DRD under the leadership of Dr Glen Taylor. As pioneers of the initiative, the DRD team is working closely with SARIMA to ensure the successful implementation of key strategies aimed at improving the research infrastructure and elevating the university’s global standing. Their leadership has been instrumental in driving efforts to meet the project's ambitious objectives. These objectives include promoting best practices in research and innovation management across the region. They aim to support the research and innovation ecosystem to drive regional social and economic development. Additionally, the project seeks to engage key stakeholders to strengthen collaboration. Another objective is to building capacity among research and innovation management practitioners through training and development initiatives.

The SARIMA project is closely aligned with the UFS’s Vision 130, a strategic roadmap designed to propel the institution into its 130th anniversary in 2034. Vision 130 seeks to elevate the university’s academic and research standing on the global stage. By enhancing international partnerships and refining research management practices, SARIMA is playing an important role in supporting the university in its goal of becoming a globally recognised research institution, in line with Vision 130.

Value added to the research environment

In the few months since its launch, the SARIMA initiative has already added significant value to the UFS Research Office. The introduction of standardised procedures has not only improved consistency across departments, but has also made the office more agile and responsive to the demands of international collaborations. Benchmarking exercises conducted as part of the project have allowed the university to identify key areas for improvement, adopting innovative solutions that further enhance the institution’s research capacity and global visibility.

The SARIMA Visibility Project marks a significant step forward for the university. It is not only a means of raising the institution’s profile, but also a platform for long-term sustainable research excellence. As the UFS continues to benefit from this initiative, it is setting the stage for a future of global recognition and academic achievement that will benefit both the institution and the broader academic community for years to come.

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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