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22 November 2024 | Story Lunga Luthuli | Photo Supplied
International Audit Week 2024
UFS students at Coventry University’s International Audit Week, marking a historic first for South African and Global South universities participating in this prestigious global accountancy gathering.

In a significant first for any university in South Africa and the Global South, five students from the University of the Free State (UFS) participated in Coventry University’s prestigious International Audit Week (IAW). This global gathering of top accountancy students from various countries took place from 28 to 30 October 2024 in England.

The UFS School of Accountancy earned the invitation through a Collaborative Online International Learning (COIL) project initiated earlier this year. Prof Frans Prinsloo, Vice-Dean for Learning, Teaching, Innovation, and Digitalisation in the Faculty of Economic and Management Sciences, said, “Our participation signifies a major step in our internationalisation strategy. We were the first university from the Global South to attend, showcasing our students’ exceptional skills and fostering global collaboration.”

Trailblazing students

The selected students – Charlene Black, Twisiso Mathonsi, Heike de Nysschen, Charlize Oosthuizen, and Boitumelo Radebe – are among the top performers in the Postgraduate Programmes in Chartered Accountancy (PGCA). These future chartered accountants were chosen based on their stellar mid-year results, as final marks were unavailable before the trip.

Black expressed her excitement, stating, “Being selected to represent UFS at such a prestigious event was a tremendous privilege. It reinforced my decision to pursue the CA(SA) qualification and inspired me to make impactful contributions to the profession.”

Mathonsi, equally thrilled, reflected on the significance of the experience, saying, “Attending IAW was a dream come true. It validated my hard work and gave me a unique opportunity to engage with global perspectives on auditing.”

International insights and learnings

The week’s highlights included interactive sessions and industry tours. Black found the visit to Morgan Motors particularly inspiring, noting, “Witnessing their manufacturing process and reliance on paper-based job cards was fascinating. It was a reminder of the diverse practices within industries globally.”

Mathonsi recalled the collaborative activities, particularly a group project at Shakespeare’s birthplace. “It was both fun and insightful, emphasising teamwork across cultural and linguistic differences,” he said.

The students were exposed to cutting-edge developments in auditing, including the integration of artificial intelligence. These insights deepened their understanding of global industry trends and standards, such as the IFRS Foundation Standards and International Standards of Auditing, and highlighted differences in professional qualifications and practices between South Africa and the UK.

Sponsorship and support

This historic participation was made possible by the generosity of sponsors, who contributed over R250,000. The Raubex Group led with R150,000, followed by Rain Chartered Accountants (R50,000), Core Bloemfontein (R20,000 and K-Way jackets), the South African Institute of Chartered Accountants (R20,000), and Interstate Bus Lines (R10,000).

Prof Prinsloo emphasised the importance of such collaborations: “Our visionary sponsors recognised the immense benefits of this initiative for our students. Their support underscores the value they place on nurturing future leaders.”

Global impact and future plans

The experience not only elevated the students’ aspirations but also boosted the UFS’s international reputation. “Our students’ technical competence often surpassed that of their peers, cementing UFS as a global player in accountancy education,” Prof Prinsloo noted.

Looking ahead, the School of Accountancy plans to expand its international partnerships and aims to host the International Audit Week in Bloemfontein by 2026. For Mathonsi, the advice to future students is clear: “Work hard even when no one is watching; dedication always pays off.”

The UFS delegation’s success at IAW exemplifies the university’s commitment to excellence, global engagement, and producing graduates poised to make a difference on international and local platforms.

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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