Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
04 April 2025 | Story Precious Shamase | Photo Supplied
Ennie Mkotywa
Ennie Mkotywa celebrates her graduation at UFS Qwaqwa Campus, marking a triumph of resilience, passion, and lifelong learning.

Ennie Mkotywa walked across the stage in the iconic Mandela Hall this morning, Friday 4 April, graduating with a Bachelor of Arts Degree (Honours) specialising in English. This is a testament to the power of passion, perseverance, and the transformative potential of education. Working as an assistant officer in the Centre for Teaching and Learning (CTL), Ennie's story is one of balancing professional responsibilities with academic aspirations – a journey that has culminated in a remarkable achievement.

 

Passion ignited

Mkotywa’s love for literature began in high school, blossoming during her undergraduate studies where she excelled in literary analysis. "I've always been passionate about reading books and poetry," she recalls. "During my undergraduate studies, I discovered that I was good at analysing literature, which led me to become a tutor." However, financial constraints initially delayed her pursuit of an honours. It was her appointment at CTL that reignited her dream, as she discovered the study benefits available to staff.

 

Balancing act and triumph

The journey was far from easy. "The most challenging part was balancing work, studies, and personal life," Ennie admits. "Juggling work deadlines with academic responsibilities was incredibly difficult." Working in a student-facing role, finding time for study was a constant challenge, requiring her to dedicate evenings to her coursework. Yet, the rewards were profound. "The most rewarding aspect was submitting my research and passing. Receiving my results was one of the happiest moments of my life."

 

Inspiration and mentorship

Ennie credits Dr Nonki Motahane from the Department of English as a significant source of inspiration. "Dr Motahane's journey resonates deeply with me," she says. "Witnessing her growth from a master's candidate to a PhD holder has been incredibly motivating." This mentorship fuelled Ennie's own academic aspirations, demonstrating the power of role models within the UFS Qwaqwa community.

 

Decolonial analysis and insight

For her honours research, Ennie focused on a decolonial literary analysis of Yewande Omotoso's Bom Boy (2011). Her dissertation, ‘Images of a Democratic South Africa: A Decolonial Analysis of Yewande Omotoso’s Bom Boy (2011)’, explored the contradictions within South Africa's post-apartheid ‘rainbow nation’ agenda. "My research portrays the enduring racial and socioeconomic inequalities in post-apartheid South Africa," Ennie explains. Her analysis highlighted the persistent colonial structures and the failure to achieve true equality and inclusivity.

 

Transformative impact and future aspirations

Ennie's studies have had a profound impact on her perspective, particularly regarding the #FeesMustFall movement. "Researching for my honours allowed me to understand the movement’s significance and the concept of decoloniality," she shares. Her enhanced English skills will benefit her work at the Write Site, supporting students with academic writing, and align with Vision 130's goal of increasing research output.

Looking ahead, Ennie plans to pursue a master’s degree and a PhD, aiming to deepen her expertise and expand her career opportunities.

 

A message of lifelong learning

Ennie's advice to fellow UFS Qwaqwa Campus staff is to embrace lifelong learning. "Pursuing further education is a powerful way to enhance your professional and personal growth," she says. "Take advantage of the resources and support systems available at the UFS, and don’t be afraid to reach out for help."

 

Community and support

Ennie emphasises the strong sense of community on the UFS Qwaqwa Campus. "The Department of English, my supervisor Dr Peter Moopi, and my colleagues were incredibly supportive," she notes. "The library services and the shared experiences with fellow students were invaluable." She also recounts a story of a librarian remembering her when she was waiting for a book from Bloemfontein, and how that personal touch meant a lot.

 

Resilience and triumph

Even when faced with challenges, such as a difficult lecturer, she persevered. "Looking back, I realise that such experiences are the ones that build resilience," she reflects.

Mkotywa’s graduation is not just a personal achievement; it is a testament to the supportive environment on the UFS Qwaqwa Campus and the transformative power of education. Her story serves as an inspiration to the entire university community, proving that with dedication and support, any goal is achievable.

As a parting shot: "Remember that the process may sometimes be difficult, but the results are transformative. Stay focused on your goals and trust in the value of the journey, because the experience of learning is just as important as the final achievement." – Ennie Mkotywa.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept