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17 September 2024 | Story Jacky Tshokwe | Photo Supplied
Miné Kleynhans
Miné Kleynhans, Project Coordinator in the UFS Art Gallery, has been named the overall winner of the prestigious SASOL New Signatures Art Competition 2024.

The University of the Free State (UFS) is proud to celebrate the remarkable achievement of Miné Kleynhans (34), Project Coordinator in the UFS Art Gallery, who has been named the overall winner of the prestigious SASOL New Signatures Art Competition 2024. Kleynhans’ work, titled Meditations on Resentment, captivated judges and audiences alike with its profound conceptual depth and interactive elements.

Her winning piece, crafted from cherrywood, brass, sand, and found objects, invites participants to engage in a personal ritual with the often-suppressed emotion of resentment. This powerful sculpture uses physical interaction to reflect on the emotional weight of resentment, symbolising the process of recognising and confronting buried feelings.

In describing her work, Kleynhans says, “Meditations on Resentment imagines a ritual where participants are invited to pour sand over the surface, write their resentments, and reveal hidden brass thorns beneath, symbolising the sharpness of resentment. The process is repeated as many times as necessary, mimicking how resentment embeds itself within us over time.”

A journey of growth and recognition

Kleynhans, who holds a master’s degree in Fine Arts (cum laude) from the UFS, has had an illustrious journey, balancing her roles as an artist, project coordinator, and arts facilitator. Her artistic evolution has been shaped by various experiences, including being a lead artist in the internationally renowned It’s My City project, and her artist residency at Brashnar Creative Project in Macedonia.

Despite the challenges of finding time to create art alongside her professional commitments, Kleynhans has continued to produce thought-provoking work. "I feel my conceptual language as an artist has only recently started to emerge and solidify," she reflects. Her persistence has paid off, as winning this competition marks a defining moment in her career.

Inspiration and impact

Reflecting on the influence of mentorship in her life, Kleynhans credits the renowned artist Willem Boshoff, who served as her co-supervisor during her postgraduate studies. “The depth of his artistic thinking left a lasting impression on me,” she says, acknowledging the pivotal role he played in shaping her approach to art.

Kleynhans’ work stands out for its thoughtful attention to the emotional and physical experience of the participant. “I believe Meditations on Resentment was chosen because every aspect of the installation was carefully considered – from the sharp, hard feel of resentment to the physical experience of kneeling before the piece. It’s interactive, and that’s what I hope will engage audiences.”

Looking ahead

This win is set to open new doors for Kleynhans. Alongside the recognition and prize money, the prospect of a solo exhibition will allow her to expand her artistic horizons. She envisions creating more interactive, game-like sculptures that challenge audiences to engage both emotionally and physically with her work.

Kleynhans remains deeply grateful to her UFS support system, acknowledging the role the institution played in her development as both an artist and arts administrator. “The support from the UFS – lecturers, classmates, and colleagues – has been invaluable. The UFS Department of Fine Arts has a special energy that has nurtured many successful alumni.”

As she continues her artistic journey, Miné Kleynhans is eager to contribute to the continuous growth of contemporary South African art. Her work not only challenges societal norms but also adds a unique voice to the continuing dialogue about emotion, self-awareness, and the role of art in shaping our inner worlds.

Follow Miné Kleynhans' exciting journey and her upcoming projects in the UFS Art Gallery. Stay tuned for more updates on her future solo exhibition!

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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