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14 April 2025 | Story Martinette Brits | Photo Kaleidoscope Studios
Jeremiah Hlahla
Jeremiah Hlahla, 27, proudly graduates with a PhD in Botany.

At just 27 years old, Dr Jeremiah Hlahla has achieved a remarkable milestone: earning his PhD in Botany, conferred on Thursday 10 April. His journey is one of perseverance, academic curiosity, and the determination to rise above significant personal and financial challenges.  

 

Resilience rooted in early hardship 

Growing up in Nkomazi, Mpumalanga, Dr Hlahla’s early life was marked by profound loss. His mother passed away when he was still young, and in Grade 11, he lost his father. Left without the support of his immediate family, he was placed in an orphanage alongside his sister. Despite these immense challenges, Dr Hlahla remained focused on his education.  

“From Grade 10, I stayed behind at school to do my homework and study,” he recalls. “By Grade 12, I asked the pastor if I could use the church office to study. He allowed me, and throughout matric, I would go straight from school to the church office.” 

 

A passion for science and a decisive pivot 

Dr Hlahla’s fascination with science began in Grade 4 when he first encountered the topic of Matter and Materials. “It was a fascinating subject for me,” he says. By Grade 9, he had decided to become a scientist, though he was still unsure of the specific field. 

After matric, he negotiated with an Anglo-American bursary manager to study biology instead of electrical engineering. “I later applied for biochemistry and botany at the University of Johannesburg because I enjoyed biology - but over the years, I found plant science especially interesting.” 

The pivotal moment in his life came when he was awarded an Anglo-American scholarship. “That was a huge turning point in my life,” he says. “After matric, I didn’t know what I would do next. But after one psychometric exam and two rounds of interviews, I received the scholarship, and my life improved.” 

With renewed motivation, he continued his studies and pursued a Master's degree, despite having no financial resources at the time. “When I arrived at the University of the Free State (UFS), I had just left Pretoria with my bags and no money,” he recalls. His supervisor, Dr Makoena Moloi, recommended him for a National Research Foundation (NRF) grant to cover his expenses. He was later awarded a bursary from Carl Zeiss. 

“Dr Moloi wanted a hardworking person,” Dr Hlahla says. “She also helped me improve my academic writing.”

 

Perseverance through a pandemic 

The COVID-19 pandemic brought unexpected setbacks, derailing his MSc research. “After the lockdown, I returned to find my plants had died. I had to start from scratch,” he says. Despite this, he completed his experiments by August 2021 and submitted his MSc with distinction. 

“It is incredibly rewarding to see years of hard work culminate in a PhD,” he reflects. 

 

Looking ahead: Researching for a food-secure future 

Now a postdoctoral researcher in plant breeding, Dr Hlahla is working on developing drought-tolerant edamame cultivars – research inspired by his PhD work. 

 “What excites me the most is breeding drought-tolerant edamame cultivars based on my previous research,” he says. “I am also thrilled to be working with Prof Maryke Labuschagne and Prof Rouxlene van der Merwe.” 

Dr Hlahla’s journey has given him insight into what it takes to succeed against the odds. His message to students navigating hardship is clear: 

“Stay focused on your goals. How you respond to what happens to you will determine your future. Someone is always willing to help - so find support and use it. Hard work, willingness, and determination will take you far.”

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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