Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
17 April 2025 | Story Onthatile Tikoe | Photo Kaleidoscope Studios
Thabiso Khoeli
Dr Thabiso Khoeli, Lecturer in Historical and Constructive Theology at the UFS, celebrates the completion of his PhD.

The University of the Free State (UFS) celebrated one of its own, Dr Thabiso Khoeli, a Historical and Constructive Theology Lecturer in its Faculty of Theology and Religion, when he received his PhD in Theology with specialisation in religion studies during the recently completed April graduation ceremonies. 

Dr Khoeli’s achievement not only marks a personal milestone but also advances the university’s Vision 130, a strategic initiative to position UFS as a research-led institution by its 130th anniversary in 2034. Dr Khoeli’s academic journey is one of resilience, transformation, and a profound commitment to telling African stories from an African perspective. 

 

From uncertainty to purpose

Dr Khoeli’s path into studying Theology was unplanned. As a former KovsieFootball  player, his initial academic interest was in Sports Science. However, after some admission hurdles, he found himself directed towards Theology, a field that soon captured his full attention.

“Honestly, I did not choose Theology, instead it chose me,” he shares. “… Theology whispered to me and said, ‘Do not deviate, Brother. Your calling is here.” Despite initial scepticism, his first semester revealed the intellectual and spiritual depth of the discipline, compelling him to pursue it with passion.

 

A research focus on African voices

His doctoral research, titled ‘Exploring the Zion Christian Church’s Teachings and Qualities in Comparison with Zion Churches’, examines the theological, historical, and cultural distinctiveness of the Zion Christian Church (ZCC), one of the largest and most influential religious movements in Africa. Motivated by a desire to decolonise theology and challenge externally imposed narratives, Dr Khoeli engaged directly with primary sources, including archival materials and interviews with Church elders.

“Africans must now write their own stories and never rely on the findings presented by others,” he says. His work not only fills critical gaps in theological scholarship but also reflects the UFS’s vision of becoming a centre of thought leadership on the African continent.

 

Research shaping teaching

As a Lecturer in Historical and Constructive Theology, Dr Khoeli’s research directly informs his methods of teaching. He approaches the classroom with a decolonised, historically grounded perspective that helps his students engage with both their spiritual heritage and contemporary realities critically.

“My research enabled me to analyse documents and align them to my objective,” he explains. “That is the strategy I use to collect the relevant reading materials to prepare for the students.” His teaching method fosters independent thinking and encourages students to become scholars who are both academically rigorous and socially conscious.

 

Overcoming challenges through community and conviction

Gaining access to the ZCC’s historical documents was a major challenge. The Church’s deep-rooted secrecy required careful relationship-building and persistent effort. But Dr Khoeli remained undeterred. “I intended to leave no stone unturned,” he says. Through perseverance, mentorship, and faith, he accessed essential material for his literature-based study.

He also credits colleagues at the Faculty of Theology and Religion for their belief in his potential at a time when few others would give him a chance. “It feels great,” he reflects. “I don’t have enough words to explain how overwhelming it feels to prove to yourself that you are the greatest.”

 

A vision beyond the doctorate

With his PhD now complete, Dr Khoeli is setting his sights on further research projects that contribute to the reconstruction of African religious history and knowledge systems. He sees his work as part of a larger mission to revive indigenous spirituality and cultural identity in the face of modern erasure.

“Modernity is converting us to be a nation without roots,” he cautions. His aim is to produce scholarship that restores heritage while also responding to the physical and spiritual needs of African communities, one of the fundamental goals of the UFS’s Vision 130.

 

Inspiring the next generation

To current and future UFS students, especially those considering postgraduate study, Dr Khoeli offers this message, with his own story as proof: “Believe in your purpose, even when the path seems uncertain… There is greatness in you.” 

Through his academic excellence, teaching innovation, and dedication to African-centred research, Dr Khoeli exemplifies the values of the UFS’s Vision 130. His journey reflects a university that is not only committed to high-impact research but also to empowering scholars who bring change, both in the academic world and beyond.

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