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01 April 2025 | Story Onthatile Tikoe | Photo Supplied
Louzanne Coetzee
Louzanne Coetzee, a visually impaired Paralympic champion, has been elected to SASCOC’s Athletes Commission.

Louzanne Coetzee, a Paralympian and trailblazer in South African sport, has always embodied resilience, determination, and a passion for pushing boundaries. Recently, Coetzee achieved another milestone in her career – being selected to serve on the Athletes Commission of the South African Sports Confederation and Olympic Committee (SASCOC) for the next Olympic and Paralympic cycle. For Coetzee, this recognition is not just a personal achievement but an opportunity to drive meaningful change for athletes, particularly those with disabilities.

“Being selected as part of the SASCOC Athletes Commission is a great privilege,” she says. “It gives me the opportunity to represent athletes at the SASCOC level and take their issues forward. I was part of the previous commission, and I look forward to building on the work we have already started.”

As a visually impaired (classification T11) athlete with a distinguished career, Coetzee’s experiences inform her approach to this new role. Although she is not directly part of the SASCOC board, her seat on the Athletes Commission allows her to act as a crucial advocate for athletes, contributing to decisions that impact South African sport. “The commission will have its training soon, and we will learn more about our new responsibilities there,” she explains. “But my focus is clear: I want to improve classification opportunities for para-athletes and contribute towards enhancing high-performance athlete support in South Africa.”

Her vision extends beyond just the athletes she represents – she recognises the unique challenges that athletes with disabilities face. “The drive to succeed needs to come from within. You, as an athlete, are responsible for your performance, and that mindset is essential,” Coetzee says. She adds that the commission hosts athlete indabas, where athletes can voice their concerns and share the challenges they face. “We will continue to address these issues and work towards solutions that make a real difference.”

Coetzee has a clear message for young athletes with disabilities: “Your drive for success needs to be part of who you are. You alone control whether you succeed. And when challenges arise, don’t be afraid to voice them and seek assistance. Be creative in finding solutions to your unique challenges.”

Her advice extends beyond the competitive arena. After balancing a successful athletic and academic career with leadership aspirations, she emphasises the importance of time management for those seeking to excel both in sport and leadership. “It might be hard to do both, but it’s achievable if you plan properly,” she says, offering valuable guidance for aspiring athletes who wish to follow in her footsteps.

Her passion for improving inclusivity and accessibility in South African sport drives her to advocate for greater awareness of para-sports. “I want more people to know these athletes and support them on their journey,” she says. “There needs to be more awareness regarding para-sport, and as athletes we need to speak up. If we don’t, things won’t change for the betterment of us as athletes.”

Despite her incredible achievements, Coetzee remains motivated by a simple love for her sport. “I really enjoy what I do. It’s not just a job; it’s a passion,” she says. She also emphasises the importance of diverse representation on boards like SASCOC. “It’s vital that athletes have a say in the decision-making processes that impact their careers,” she says. “If we don’t speak up, things won’t change.”

Her success is also a testament to the support and opportunities she has received throughout her journey. “Everyone at the University of the Free State (UFS), especially KovsieSport and the Centre for Universal Access and Disability Support (CUADS), has played a major role in my success,” she says. “The support has helped me compete at the highest level while remaining academically strong. I am truly honoured to be backed by such a great institution.”

Finally, Coetzee calls on the public to help raise awareness and support for athletes with disabilities. “Show support for these athletes, be interested in the sports they play, and watch Paralympic sports when available. Be vocal about your support, as that can make a huge difference in recognition and opportunity,” she encourages.

As Louzanne Coetzee continues to break barriers and inspire others, her commitment to improving the lives of athletes, especially those with disabilities, remains unwavering. Through her leadership on the SASCOC Athletes Commission, she is not just advocating for athletes today but also paving the way for future generations to succeed in an inclusive and supportive sporting environment.

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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