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14 August 2025 | Story Gerda Marié van Rooyen | Photo Stephen Collett
Prof Angelique van Niekerk
The Top Management of the UFS was represented by Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation, who welcomed the guests in Afrikaans. With him is Prof Angelique van Niekerk, who delivered her inaugural lecture; Dr Francois Smith, Head of the Department of Afrikaans and Dutch, German and French; and Prof Marlize Rabe, acting Dean of The Humanities.

In her inaugural lecture on 5 August 2025, Prof Angelique van Niekerk emphasised that linguistic choices in persuasive communication, specifically advertising communication, carry ideological implications. This is referred to as ‘linguistic capital’, which includes all the language instruments available to a competent language practitioner and/or copywriter.

The inaugural lecture, titled ’n Kulturele en psigolinguistiese perspektief op hoe 'n wêreldbeskouing beïnvloed word aan die hand van advertensiekommunikasie: 1995-2025 (A cultural and psycholinguistic perspective on how a worldview is influenced based on advertising communication: 1995-2025), offered an overview of some of her published research concerning the use of different linguistic instruments within the disciplines, such as syntax, sociolinguistics, morphology, semantics, pragmatics, etc.

Prof Van Niekerk, a lecturer in the Department of Afrikaans and Dutch, German and French at the University of the Free State (UFS), also elaborated on aspects such as nostalgia, controversy, intertextuality, identity, etc., from her research within applied linguistics, based on Afrikaans and English print advertisements.

The lecture concluded with examples from Afrikaans magazines and archives of the Loerie and Pendoring advertisements from 2020 onwards. These examples illustrated the importance of cultural congruence and intellectual challenge (play) in an effective (good) advertisement. 

“Recent examples (data) emphasise the importance of social issues as a point of reference; that with which the speaker (marketer) and audience (target market) identify – their good cause,” said Prof Van Niekerk. She referred to significant patterns from recent South African print advertising, stating that South African advertisements involve inclusivity, interactivity through the use of web addresses, QR codes, etc., acknowledgement of the market’s heritage/roots, cultural norms, etc., social consciousness, and a world without pretentiousness.

 

Prestigious attendees

In attendance was Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation, who welcomed the attendees in Afrikaans. He described the event not only as a ceremonial right, but also as the celebration of a milestone, the sharing of knowledge, a goal, and setting the course for the future. “This (the inaugural lecture) is a joyous occasion, especially because it coincides with the official centenary of Afrikaans.” 

Prof Marlize Rabe, acting Dean of The Humanities and Vice-Dean: Teaching and Learning, introduced the star of the evening and highlighted some of Prof Van Niekerk's academic achievements, including a PhD in Afrikaans and Dutch and a master’s degree in Communication Sciences (cum laude), as well as a C rating from the National Research Foundation, underlining her contribution to academic research.

The final word of the evening belonged to Head of Department, Dr Francois Smith. “It is significant how you have proved how applied linguistics can get a grip on who and what we are and how we shape our world through language. Science allows us to take a step back and contemplate how language gives us the leverage to take hold of our world. This lecture underscores that our work is of value and has something to offer the world, because language can widen borders and gives us a way to look at the future.”

 


 

Vakmanskap van advertensiewese in intreerede bespreek

 

Prof Angelique van Niekerk, dosent in die Departement Afrikaans en Nederlands, Duits en Frans, het gedurende haar intreerede op 5 Augustus 2025 beklemtoon dat taalpraktyk, oftewel taalkeuse, in oorredende en spesifiek advertensiekommunikasie ideologiese implikasie inhou. Daar word hierna verwys as ‘linguistiese kapitaal’ en sluit in al die taalverwante instrumente in die hand van ʼn vaardige taalpraktisyn (kopieskrywer). 

Prof Van Niekerk het in haar intreerede, getitel ’n Kulturele en psigolinguistiese perspektief op hoe 'n wêreldbeskouing beïnvloed word aan die hand van advertensiekommunikasie: 1995-2025, eerstens ’n oorsig gebied van die navorsing wat sy reeds gedoen het oor die funksionele aanwending van die verskillende taalinstrumente binne die teoretiese dissiplines soos sintaksis, sosiolinguistiek, morfologie, semantiek, pragmatiek, ens.

Daarna het sy ’n oorsig gebied uit die toegepaste linguistiek (in Afrikaans en Engels) op grond van Suid-Afrikaanse advertensiekommunikasie. Die gebruik van aspekte soos nostalgie, kontroversie, intertekstualiteit, identiteit, ens. in die advertensiewese is juis om hierdie rede op data van 1995-2025 geskoei. Prof Van Niekerk het haar intreerede afgesluit met voorlopige insigte oor die aard van gedrukte advertensiekommunikasie uit datastelle sedert veral 2020 (Afrikaanse tydskrifte, advertensies uit die Pendoring- en Loerie-argief).

Die belangrikheid van kulturele kongruensie en intellektuele uitdaging (spel) in ʼn goeie/ doeltreffende advertensie – soos ook aangedui deur Gevorgyana en Manucharovab (2015) – is ook uitgelig. Onlangse advertensies (datastelle) blyk die belangrikheid te toon van sosiale kwessies as verwysingspunt; dit waarmee die spreker en ontvanger identifiseer (jou good cause). 

Die patroonmatigheid en opvallendhede uit meer onlangse Suid-Afrikaanse advertensies is uitgelig. Plaaslike advertensies behels multi-identiteite en ʼn (ras)-inklusiewe samelewing waarin tale saam gebruik en afgewissel word binne een teks/konteks; verhoogde interaktiwiteit deur webadresse, QR-kodes, ens.; erkenning van die teikenmark se herkoms, sosiale bewustheid (bv. genderregte en omgewingsbewaring) en ’n wêreld gestroop van valse skyn.

 

Vooraanstaande gaste

Prof Vasu Reddy, Adjunk-Visekanselier: Navorsing en Internasionalisering, het die gehoor in Afrikaans verwelkom. Hy het die geleentheid nie bloot as ʼn seremoniële reg beskryf nie, maar ook as die viering van ’n mylpaal, die deel van kennis, ʼn doelwit en as padkaart vir die toekoms. “Dit (die intreerede) is ’n vreugdevolle gebeurtenis, veral omdat dit saamval met die amptelike eeufeesviering van Afrikaans.”

Prof Marlize Rabe, waarnemende Dekaan van die Fakulteit Geesteswetenskappe en Visedekaan: Onderrig en Leer, het die ster van die aand aan die gehoor bekendgestel en sommige van haar akademiese prestasies uitgelig. Dit sluit in ʼn PhD in Afrikaans en Nederlands en ’n meestersgraad (cum laude) in Kommunikasiewetenskap, sowel as ‘n C-gradering van die Nasionale Navorsingstigting wat prof Van Niekerk se bydrae tot akademiese navorsing staaf.

Die laaste woord van die aand het aan die Departementshoof, dr Francois Smith, behoort. “Dit is besonders hoe jy gewys het hoe toegepaste linguistiek ons ’n greep kan gee op wie en wat ons is en ons wêrelde skep deur taal, hoe ons verlei en verlok word. Wetenskap laat ons terugtree en sien hoe taal gebruik word en ons ’n vashouplek gee. Dis ’n bevestiging dat ons wetenskap en loopbane iets bied aan die wêreld waarin ons is. Taal is ’n manier om ons wêreld te verbreed, grense oop te maak en ’n manier te gee om na die toekoms te kyk.” 

News Archive

Qwaqwa Campus opens: Prof. PA Mbati's speech
2005-01-22

Official welcome speech by Prof. PA Mbati for 2005 first year students held on Saturday 22nd January 2005. Program Director, The Chief Director Operations Rev. Kiepi Jaftha, Dean of Students Dr. Natie Luyt, Program Head of the Faculty of Humanities, Dr. Elias Malete, Program Head of Faculty of Natural and Agricultural Sciences, Prof. Riaan Luyt, Acting Program Head of the Faculty of Economics and Management Sciences Prof. Andries Venter, Deputy Director Student Affairs Mr. Teboho Manchu, Coordinator Finance: Mrs. Elizabeth Nchapi, Senior Librarian Mr. Stoffel Kok, Senior Magistrate Mr Saul Mohosho, SRC President Mr. Tello Motloung, members of staff, invited guests, parents, guardians, my dear students, ladies and gentlemen.

It is indeed my pleasure to welcome you to the official welcoming ceremony of the UFS-Qwaqwa Campus 2005 first year students. Our Rector and Vice Chancellor Professor Frederick has requested me to pass to you his warmest wishes and regards on this special occasion. I am confident that the orientation exercise in which you have participated has achieved the desired effect of introducing you to your new way of life here on campus, and that you are now sufficiently prepared to get on with the rigors of being a student at this University.

Following the restructuring of the higher education landscape, the Qwaqwa campus was incorporated into the University of the Free State with effect from January 1 2003 . As a consequence, Management was faced with a whole complex series of challenges including, primarily making the campus financially viable, but also ensuring that it remains relevant in it’s core business as a satellite campus of the University of the Free State in terms of its teaching, learning, research and community service responsibilities.

A whole series of strategic planning workshops were conducted last year with both internal and external stakeholders. Various important strategic objectives were flagged out, and the next level of consultation will take place soon. I know that there is a lot of eagerness, sometimes to the level of impatience to see this process completed as quickly as possible. But again on the other hand, due to the far reaching consequences of any hasty decisions, plus the need for a carefully planned process, we need to be a little more patient before the implementation of the strategic objectives is implemented. You will be kept informed as this important and critical aspect in the evolution of our campus takes place.

As a response to the need for a more effective governance model on the Qwaqwa campus, a review of the governance structure was completed towards the end of 2004 and will soon serve before the Executive of the Executive Management for approval.

Due to the importance that top management attaches to the development of an effective governance on the Qwaqwa campus, the process was facilitated by an internationally acclaimed consultant. Again the contents of the revised governance model will be made known to the campus and the broader community once it is approved.

I am glad to report that in recognition of the need to improve the infrastructure on campus to provide a conducive learning atmosphere to our students, a total of 8.2 million rands was made available towards the end of 2004 for recapitalization of specifically our student residences and lecture venues. The first phase of the residence renovation is completed and residences C, D and E have now been officially handed over to the University by the Contractor. Among the features of the renovated residences is that they will now computer rooms, kitchenettes for cooking, and a redesigned TV room. The rooms have even been fitted with heaters. Our challenge will now be to maintain our newly acquired facilities and to ensure that they do not again deteriorate to an un-acceptable level. The second phase of renovation will start soon.

As indicated in my address during the orientation week, our obligation to you as a campus is to offer you quality training to the best of our ability, and to disseminate this knowledge to you within a conducive atmosphere worthy of good learning. On the other hand, our students have to take advantage of this opportunity to acquire the necessary skills and training in the various academic programs that we offer on campus.

We have a very simple agenda on this campus – our vision is to continuously strive to build and develop the Qwaqwa campus of University of the Free State into a truly quality institution of higher learning in our country. To develop a tradition and culture in which we are proud of who we are, and constantly and tirelessly working towards excellence in our academic programs, and other non-academic but core and important aspects in your growth and development such as sport and community service. To nurture young conscientious citizens who are aware of their duties and responsibilities. Ultimately to produce hard working young people who fully exploit their potentials, and who will serve this country with diligence when unleashed into the real world in effectively managing their roles and responsibilities in society, whether in private or government civil service.

I would like to encourage that the various stake holders of this campus, the students, academic, administrative and support staff, and our broader community, to work together in harmony for the well being of our campus. For this campus to continue to be relevant in the environment that we find ourselves, there is a need for continuous engagement of its various stake holders, and genuinely listening to each other. We must continuously and regularly keep our feelers on alert in order that we can remain relevant.

I am particularly inviting our parents and guardians, the alumni of this campus, and leaders from our community to join hands with us in seeking solutions to the various challenges that we continue to face on campus. I am open for frank and honest discourse on the best way forward for our campus.

The University of the Free State is committed in making tertiary education accessible to as many students as possible. In this regard, students who do not have the required ‘M’ score to gain entry into main stream classes are given an opportunity to study in the highly successful ‘bridging program’ in which learners are integrated with main stream students but with fewer courses to tackle in order to ensure success. This is done on the premise that such students have the potential to pursue a degree course, and that therefore within a well structured program, they can make a success of their lives.

The University is conscious of the fact that in many instances several academically deserving students fail to be admitted into university due to financial reasons. For students who are academically deserving but who because of reasons of poverty cannot pay the requisite fees, the university is able to assist such students through the National Financial Aid Scheme – commonly known as NSFAS, and University Merit Awards. Other incentives such as Sports bursaries are also available.

Please remember that it is important to balance your life on campus and the phrase ‘a healthy mind in a healthy body’ aptly describes this statement. Ensure that you participate in sport and cultural activities of this campus so that you can develop and strengthen the various God-given talents that you have been blessed with.

A second major ingredient for your success on campus is discipline and respect for rules, policies and procedures that govern the University of the Free State , and respect for your fellow students. Good discipline is a major contributory factor to success in life, and more so in your formative academic life at University. This means for example that you must attend all your lectures, complete your assignments on-time and visit the library frequently. Please manage your time wisely and responsibly. Remember that as a university student, you are basically the master and architect of your own destiny.

Think very carefully when you are confronted with difficult situations, be they negative peer pressure, or temptations to indulge in intoxicating drugs, and make the right choice.

The University has well trained personnel including a social worker, a psychologist and counselor, and members of the student affairs division under the leadership of Mr. Teboho Manchu, Deputy Director Student Affairs, who are available to assist whenever you require their help.

Today is also a special day because we have officially inaugurated the SRC President and the rest of the SRC leadership. I am sure that you all join me in congratulating the SRC for being elected to their leadership roles for 2005. Mr. SRC president and your team, please remember that you now have a huge responsibility in carrying out the aspirations of the student body on campus. I want to wish you luck and success as you champion the rights of your constituents, which I believe and trust will be compatible with management’s expectations with regard to quality teaching and learning on campus. As you are aware, Management values the input that the student leadership makes in the operational management of the affairs of this campus, and we look forward to a cordial, non-confrontational working relationship with a view of rendering un-paralleled service on campus.

Mr. Program Director, allow me to wish everyone here a successful and prosperous year. May the good Lord give us the strength and courage to overcome any obstacle that may be placed in our way in the course of our work in 2005.

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