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24 April 2025 | Story Reuben Maeko | Photo Supplied
Dr Mutshidzi Mulondo
Dr Mutshidzi Mulondo, UFS academic in the Division of Public Health within the Faculty of Health Sciences at the UFS.

Dr Mutshidzi Mulondo, an academic in the Division of Public Health within the Faculty of Health Sciences at the University of the Free State (UFS), will make history when she becomes the first academic from the institution to be inaugurated into the Global Young Academy (GYA).

Dr Mulondo is one of two South Africans that are part of the 2025 cohort of incoming members who will be inaugurated to the sought-after prestigious Academy in Hyderabad, India. The other South African is Dr Mbuzeleni Hlongwa, a Senior Research Specialist at the Human Sciences Research Council.

The Global Young Academy is a network institution of the United Nations Scientific Advisory Board which allows young scientists from around the world to collaborate on research, set the global agenda, and contribute to global policies. The GYA develops, connects and mobilises young talent from six continents, and empowers young researchers to lead international, interdisciplinary and intergenerational dialogue and contribute to societal challenges. The GYA aims to elevate the voice of young scientists in evidence-informed and inclusive global, regional and national decision making.

The membership is comprised of passionate young scientists, typically who obtained their PhD degrees three to 10 years earlier, are between 30 to 40 years of age, and in the early stages of their independent academic careers. Members are selected for their scientific excellence and commitment to engage with society, and serve five-year terms.

 

Global Young Academy

“I feel honoured to be selected. The selection further cements the ingenuity of young African scientists and our ability to shape the global agenda. It allows us to envision a future together which leans towards empathy, kindness and unity,” said Dr Mulondo.

The Academy hopes to bridge the gap between established and new academics as well the gap between academics from the Global North and Global South. Further positioning academics from the south for interdisciplinary collaboration and publication in high impact journals to address complex and emerging challenges such as public health issues. The Academy selects young academics who display contribution to research, dedication to serving society and the ability to make an impact on the Academy’s community.

 

Aspirations in the academy

The recognition is testament that Africa is still producing globally competitive academics. This achievement is even better as it comes during the G20 presidency when Africa is showing what the developing world can produce. Coincidentally, Dr Mulondo, was one of the invited speakers at the G20 Research & Innovation Working Group, joining other selected young academics.

According to Dr Mulondo, who won the Zenith Global Health Award under the category ‘Mental Health and Well-being’ last year and was first runner-up in the category Emerging Leader at the South African Health Excellence Award. Academics from Africa have a responsibility to contribute to the development of the continent through evidence-based advice and solutions to policymakers. This membership allows young academics to stay in touch with global scientific trends and shifts in order to be better informed about resolving some of humanity’s most pressing crises.

She hopes to continue to advance public health strategies that prioritise mental health and health equity. With geopolitical complexities, climate changes and technological advancements shaping our future, the Academy allows for voices from the Global South to contribute to global policies and influence global policy decisions. “As a mentor and supervisor of master’s and PhD students in Public Health, I hope to contribute to ushering in a new generation of well-rounded public health researchers who are societally engaged.”

Prof Anthea Rhoda, UFS Deputy Vice-Chancellor: Academic, congratulated Dr Mulondo, saying the UFS is extremely proud of her. “Being selected as one of two South African scholars to the Global Young Academy demonstrates her dedication as a public health scholar passionate about making a difference in the health and well-being of society. Well done, on this great achievement.”

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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