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24 April 2025 | Story Martinette Brits | Photo Barend Nagel
Mainstream Final Project
Five postgraduate students from Ethiopia and Togo with Prof Corli Witthuhn, coordinator of the MAINSTREAM project, during their academic exchange visit to the University of the Free State. From the left: Prudence Bilabina, Ame Houngo, Prof Corli Witthuhn, Gemedo Shengu, Fanny Sibabi, and Debela Bedada.

The University of the Free State (UFS) has welcomed a cohort of international students as part of the Mobility 4 Agricultural International Networks Supporting Thematic Resilience and Enhancing Adaptation and Mitigation (MAINSTREAM) project, a significant European Union-funded initiative aimed at boosting agricultural education and research across the African continent.

A group of postgraduate students from Togo and Ethiopia have recently joined the University of the Free State as part of the MAINSTREAM project. “Two doctoral students from Togo – Ame Houngo and Fanny Sibabi – are based in the Department of Sustainable Food Systems and Development and will be supervised by Dr Alba du Toit and Prof Maryke Labuschagne,” says Prof Corli Witthuhn from the Department of Sustainable Food Systems and Development at the UFS, who serves as the coordinator of the MAINSTREAM project. Master’s student Prudence Bilabina, also from Togo, is hosted by the Department of Agricultural Economics under the supervision of Prof Henry Jordaan.

From Ethiopia, doctoral student Debela Bedada and master’s student Gemedo Shengu are both pursuing their research in the Department of Agricultural Economics, supervised by Prof Nicky Matthews and Dr Janus Henning respectively.

A Ugandan student will soon join them on 22 April for a three-month traineeship. “He is an undergraduate Agriculture student who will register for a service-learning module at the UFS and spend the three months working on a farm,” explains Prof Witthuhn. The student hails from the Mountains of the Moon University in Uganda.

By June 2025, the university anticipates the arrival of four more students from Uganda – three at master’s level and one traineeship participant – bringing the total number of MAINSTREAM students hosted by UFS this year to ten.

 

Building a climate-resilient future through agricultural education

The MAINSTREAM project aims to foster education and skills improvement in agricultural knowledge systems, with a strong focus on climate change resilience. According to Prof Witthuhn, the project “strives to influence the common agenda for addressing education and skills improvement … targeting transformations with the tertiary agricultural education community, policy, and industry actors”.

An important aspect of the initiative is its emphasis on inclusion, particularly regarding African women who remain underrepresented in higher education agricultural programmes. “Mobility schemes will also be used to break cross-African gendered perceptions of agriculture … and to further provide for a gender-sensitive learning environment and institutional culture,” Prof Witthuhn notes.

The UFS’ participation forms part of a larger network of partner institutions across Africa and Europe, including Arsi University (Ethiopia), the University of Kara (Togo), the Mountains of the Moon University (Uganda), Jaramogi Oginga Odinga University of Science and Technology (JOOUST, Kenya), the University of Sine Saloum El Hadji Ibrahima Niasse (USSEIN, Senegal), and the Weihenstephan-Triesdorf University of Applied Science (Germany).

 

Strengthening research, networks, and collaboration at the UFS

This four-year project, running from 2024 to 2027, will host two cohorts of students. “We are a partner in the project that will run over four years … one of the UFS master’s students, Rinus Behrens from the Department of Sustainable Food Systems and Development, is currently spending four months at JOOUST in Kenya as part of the programme,” adds Prof Witthuhn.

The presence of these students at the UFS marks a pivotal moment for both the institution and its international counterparts. “For the institution, it creates the opportunity for new networks, new research opportunities, internationalisation of our research endeavour, and increased research outputs,” she says.

During their stay, master’s and doctoral students will engage in academic research aligned with their fields of study, while traineeship students will gain hands-on agricultural experience on farms in the Bloemfontein area.

Bedada says the programme is already making a meaningful impact on his academic journey. “I am analysing the impact of agricultural mechanisation on food security and production. It is a big opportunity, because it gives me a chance to expand my knowledge and skills, and to develop my research work to international level.”

Similarly, Houngo says the experience so far has been enriching. “I have already learned a lot, and I hope to replicate the experience in my hometown,” he shares.

Behind the scenes, UFS staff and departments are instrumental in ensuring the programme’s success. “They provide host departments, academic leadership, and supervision to the six students,” says Prof Witthuhn, emphasising the collaborative effort required to support this international initiative.

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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