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Lebakeng soars: Allan Gray nominee and beacon of achievement

18 October 2024 | Story Precious Shamase | Photo Supplied

The University of the Free State (UFS) celebrates Lebakeng Mokhele, a remarkable student nominated for the prestigious Allan Gray Student Achievers programme. This recognition highlights Mokhele’s exceptional academic journey, fuelled by dedication and a commitment to making a difference.

Mokhele is a beneficiary of the Centre for Global Change, exemplifying the positive impact of the centre.

Triumph over adversity

Despite facing significant challenges during his first year, Mokhele persevered and achieved remarkable success. Starting his academic journey on foot and enduring seven months without electricity, he demonstrated exceptional discipline and dedication to his studies.

Using a candle for light, Mokhele diligently pursued his academic goals, ultimately earning the prestigious title of Best First-Year in the Department of Computer Science and Informatics. His achievement was even more impressive considering the obstacles he overcame. Mokhele's story serves as a testament to the power of perseverance and the importance of maintaining focus in the face of adversity.

Mokhele’s story is one of perseverance. Growing up, he wanted to become a medical doctor. He credits his mother as his unwavering pillar of support. Additionally, he acknowledges Dr Amon Magwiro and Annemarie van Noordwyk for their guidance and mentorship.

A Well-Rounded Achiever

Currently pursuing an Honours in Business Management, Mokhele has a list of impressive accomplishments:

Top achiever awards across various departments
Best academic performer among all students in 2019
Golden Key International Honour Society member
Best performer in the Department of Business Management in 2020

Ambitious Goals and Aspiring Vision

He aspires to earn a PhD in Business Management while simultaneously establishing a thriving mixed farming enterprise. The Allan Gray programme offers him an opportunity to network and gain exposure to the financial industry – a developing passion sparked by the COVID-19 pandemic.

Leadership and Community Focus

His dedication extends beyond academics. He is actively involved in extracurricular activities, including organising community soccer tournaments. He demonstrates strong leadership through his roles as:

President of Enactus UFS
Treasurer of Youth in Agriculture and Rural Development in Maluti-a-Phofung
His farming venture currently employs workers and plans for expansion are underway. Through his ‘bucks n bucks’ consultancy, he assists aspiring entrepreneurs.

Sharing his Wisdom

Mokhele emphasises the importance of applying knowledge and seeking information. He encourages fellow students:

Focus on discipline: It is the key to overcoming challenges.
Find your ‘why’: Drive yourself with a clear purpose.
Never give up: Success is possible even when facing setbacks.

Gratitude and Acknowledgement

Lebakeng expresses his deepest gratitude to his family, lecturers, the Centre for Global Change (including Prof Otomo and his team), and everyone who have supported him.

A Final Note

For those interested in learning more about Mokhele’s business venture, visit his website: www.bucksnbucks.co.za

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.

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