Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
29 October 2024 | Story Leonie Bolleurs | Photo Supplied
Thandi Mazibuko
Thandi Mazibuko, with her presentation: LED there be light, was the overall institutional winner in the PhD category and the runner-up in the national competition of this year’s 3MT competition.

The Centre for Graduate Support (CGS) recently (11 October 2024) hosted the annual institutional Three-Minute Thesis Competition (3MT), which was followed by the national competition (25 October). This year, the nationals took place on the UFS Bloemfontein Campus. According to Tshepiso Mokoena, responsible for Research Capacity Development in CGS, the participating master’s and PhD students gave well-prepared presentations. The competition aims to equip postgraduate students with valuable communication and presentation skills.

She says that postgraduate students are encouraged to do research that will benefit the community. “To do this, students should be able to communicate and present their research to a non-specialist audience. The 3MT competition trains and equips them with skills that they will use in their community and workplace,” she noted.

Overall PhD winner

The overall winner in the PhD category of the UFS competition was Thandi Mazibuko with her presentation: LED there be light. Thandi was also announced as the first runner-up at the national competition.

Growing up in Qwaqwa, Thandi’s passion for mathematics and the natural sciences led her to pursue a BSc Physics degree at the UFS in 2013, followed by an honours at the UFS. She then completed her MSc at the University of the Western Cape and worked as a science engagement intern at iThemba LABS in Cape Town, which inspired her to start a YouTube channel with more than 4 800 subscribers, called Thandisayensi. On this channel she uploads Physical Sciences videos for learners in grades 10-12.

Thandi states that she loves learning and being in learning environments; in 2022, she registered for a PhD in Solid State Physics under the supervision of Prof Hendrik Swart and Prof David Motaung.

Her research focuses on synthesising a phosphor material capable of emitting red, green, and blue light, which, when combined, creates the perception of white light. Thandi compared the research process to cooking, explaining how the preparation of phosphors resembles food preparation. She believes that relatable language, analogies, and storytelling are important tools in science communication.

Thandi says that this competition was a valuable platform to improve her science communication skills. “It is an interesting challenge to explain your work in 180 seconds to an audience with different backgrounds,” she said, adding that she is excited to represent the UFS at the national competition.

The other winners

Each department hosts its own 3MT competition, and the winners and runners-up in both the master’s and PhD categories then represent their faculty in the institutional competition.

The master’s category winners from other faculties were:

  • Faculty of Economic and Management Sciences: Evodia Mohoanyane with Does SI/tutoring work and what about it works? Evodia was also the overall winner in the institutional competition in the master’s category.
  • The Humanities: Yonwaba Matshobotiyana with Of Speaking and Visibility: Black Women Poets' Voices in South Africa
  • Health Sciences: Viwe Fokazi with Establishing a novel 3D doxorubicin-resistant triple-negative breast cancer spheroid model

In the PhD category, the winners were:

  • Economic and Management Sciences: Chrizaan Grobbelaar with The use of gamification to enhance retirement preparedness of millennials
  • The Humanities: Sheree Pretorius with The Psychometric Properties of the Prison Adjustment Questionnaire (PAQ) among South African Male Incarcerated Offenders

With Thandi, first runner-up of the institutional competition, Chrizaan, participated in the national 3MT competition. Universities such as the Nelson Mandela University, UNISA, University of KwaZulu-Natal, University of the Western Cape, University of Johannesburg, and the Central University of Technology were also present. 

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