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09 April 2025 | Story Anthony Mthembu | Photo Supplied
Divine Wayela Bitalo
Divine Bitalo, Counselling Psychologist and PhD student at the University of the Free State (UFS), graduates with a Master of Social Science in Counselling Psychology during the UFS April 2025 graduations.

In what she describes as the result of ‘’being curious enough to see if it will all work out’’, Divine Bitalo, Counselling Psychologist and PhD student at the University of the Free State (UFS), is set to walk across the graduation stage in the Callie Human Centre on 9 April 2025. Bitalo will receive her Master of Social Science in Counselling Psychology, joining three other students in her category during the April graduation ceremony. 

 

A journey through rejection and reflection 

While this milestone is one of great joy and fulfilment, it follows three challenging years marked by repeated rejections. Bitalo shared that she had applied to several institutions for a place in a master's programme – but each application was met with disappointment. 

“That period made me question my inherent worth and whether I was meant to be doing the work which I so deeply wanted to do,’’ she recalled.  The impact on her mental health was profound, as she could not practice as a Counselling Psychologist without a master’s qualification. 

Everything changed when she received her acceptance letter from the UFS. That moment, she said, was filled with immense gratitude and marked the turning point in her academic and personal journey.   

 

Lessons from a season of waiting 

Bitalo believes the setbacks taught her valuable life lessons. “It shattered the mentality that there’s only one way to achieve your goals or live your life,” she said. ‘’Had I moved straight from my honours to my master’s, I would have retained that rigid thinking -  and I don’t think I would have developed the capacity to understand that human beings are fallible.” 

She went on to share a deeply personal insight: “There is no one scripture, no single speech, or perfect word of encouragement that can magically fix everything. Sometimes, we just have to sit with the uncertainty and wait to see if we make it.” 

The period of waiting, she said, also shaped the kind of professional she is becoming. “The patients I now see benefit from a better version of me - one who has walked through uncertainty and has come out stronger on the other side.”  

 

Research, recognition and a PhD

As part of her master’s programme, Bitalo produced a research thesis titled Fatherhood, manhood, and personhood: South African fathers’ experiences of parental identity development. The study, which has since been published by Taylor & Francis, explores how South African men understand and interpret fatherhood. 

‘’There was a time when fatherhood was primarily about provision and protection. Today, a new generation of fathers is bringing tenderness and emotional care into the role,” she explained. “My study looks at how we can marry these two approaches.’’ 

Now having completed her master’s degree, Bitalo is already working towards a PhD focused on emerging adulthood, with particular attention to the markers of adulthood in the South African context.

Looking back, she views her graduation as a powerful symbol of resilience and faith. “Walking across that stage represents more than just academic achievement – it’s proof that sometimes things really do work out, even when everything around you suggests otherwise.”  

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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