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UFS celebrates student excellence at 2024 EDSA Prestige Awards ceremony

23 October 2024 | Story Lunga Luthuli | Photo Kaleidoscope

EDSA Awards - 2024 — At the 2024 EDSA Prestige Awards (from left): Temba Hlasho, Executive Director of Student Affairs; Siphilangenkosi Dlamini, Student of the Year; and Prof Anthea Rhoda, acting Vice-Chancellor and Principal.

The 2024 Executive Director of Student Affairs (EDSA) Prestige Awards, hosted by the University of the Free State (UFS) on 12 October on South Campus, was a celebration of student excellence, leadership and holistic development. The third annual event recognised exceptional achievements across academia, sport, community engagement and innovative activities, aligning with the university’s broader Vision 130 strategy, which emphasises excellence, innovation and social impact.

Prof Anthea Rhoda, Acting Vice-Chancellor and Principal of UFS, highlighted how the awards reflect the university’s commitment to nurturing well-rounded students who are capable of excelling on the global stage. She emphasised that categories like ‘Most Innovative Fundraising Activity,’ ‘Best Undergraduate’ and ‘Best Sportsman’ embody the values of Vision 130.

“The awards encourage students to strive for excellence in several areas of their student experience, similarly to how UFS aspires to achieve excellence in various spheres where it is a role player,” she said.

The decision to host the ceremony on South Campus marked a significant step towards inclusivity across all UFS campuses. Prof Rhoda noted that this choice reiterated UFS’s identity as “one university with three campuses”. She expressed optimism for the future of South Campus, calling it a hub for academic and student activities, and signalling its potential to host even larger events in the future.

Through its Division of Student Affairs, UFS plays a pivotal role in supporting students in both academic and extracurricular pursuits. According to Prof Rhoda, the university has formulated a strategic framework that emphasises student success, well-being and development. She highlighted that students are given ample opportunities to excel, whether through academic support systems or through initiatives like entrepreneurial programmes and sports infrastructure. This well-rounded support system equips UFS students with the tools to compete globally, both academically and in extracurricular endeavours.

Among the many students honoured was Mthi Mthimkhulu, a first-year who is studying towards a Bachelor of Arts degree specialising in Language Practice. The rising 400-metre sprint star participated at the South African Under-23 Championships in Pretoria earlier this year, finishing with a time of 46 seconds, as well as in the African Athletics Championships in Douala, Cameroon, logging a time of 46.50.

On the night of the EDSA Prestige Awards, Mthimkhulu walked away with three gongs: the Club Sports Star of the Year, Kovsie National Sports Representative of the Year, and Sportsman of the Year.

The big winner on the night was Siphilangenkosi Dlamini, who took home the Student of the Year award. Dlamini, a student and research assistant at the Centre for Teaching and Learning, is also the Provincial Chairperson of the BRICS Student Commission in the Free State. Along with being named Student of the Year, he also took home a cash prize of R1 500.

“Winning the Student of the Year award is an incredible honour, both personally and professionally,” Dlamini said. “It represents the culmination of years of dedication to leadership, academic excellence and social impact.”

His leadership extends beyond UFS, with initiatives focused on decolonising education and youth entrepreneurship. Dlamini also leads the Initiative for Creative African Narratives (iCAN) project, which empowers African youth to reclaim their narratives by writing in their own languages. This initiative, which now includes 10 South African languages, exemplifies his dedication to fostering innovation and cultural pride among African youth.

The 2024 EDSA Prestige Awards not only celebrated excellence but also reinforced UFS's dedication to creating a vibrant student life that enhances leadership, personal growth and community engagement, in line with Vision 130.

Click to view document Click here for the list of all the categories and the winners.

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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