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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

Studies to reveal correlation between terrain, energy use, and giraffe locomotion
2016-11-18



More than half of giraffes in captivity in Europe are afflicted by lameness. This high prevalence represents an important welfare issue, similar to other large zoo animals.

According to Dr Chris Basu, a veterinarian at the Royal Veterinary College in the UK, giraffes in captivity are often afflicted by overgrown hooves, laminitis and joint problems. Diagnosis and treatment is limited by our understanding of anatomy and function, more specifically the locomotion of these animals. Although the giraffe is such a well-known and iconic animal, relatively little has been studied about their locomotor behaviour.

Dr Basu recently visited South Africa to do fieldwork on the locomotion of giraffes as part of his PhD studies under the mentorship of world-renowned Professor of Evolutionary Biomechanics, Prof John Hutchinson. This project is a joint venture between Dr Basu and Dr Francois Deacon, researcher in the Department of Animal, Wildlife, and Grassland Sciences at the UFS. Dr Deacon is a specialist in giraffe habitat-related research. 

Together Prof Hutchinson and Drs Deacon and Basu form a research group, working on studies about giraffe locomotion.

Wild giraffe population decrease by 40% in past decade

“Locomotion is one of the most common animal behaviours and comes with a significant daily energetic cost. Studying locomotion of wild animals aids us in making estimates of this energetic cost. Such estimates are useful in understanding how giraffes fit into ecosystems. Future conservation efforts will be influenced by knowledge of the energy demands in giraffes.

“Understanding aspects of giraffe locomotion also helps us to understand the relationships between anatomy, function and evolution. This is relevant to our basic understanding of the natural world, as well as to conservation and veterinary issues,” said Dr Deacon.

Locomotion study brings strategy for specialist foot care

On face value it seems as if foot disease pathologies are more common in zoo giraffes than in wild giraffes. “However, we need a good sample of data from both populations to prove this assumption,” said Dr Basu. 

This phenomenon is not well understood at the moment, but it’s thought that diet, substrate (e.g. concrete, straw, sand and grass) and genetics play a part in foot disease in giraffes. “Understanding how the feet are mechanically loaded during common activities (standing, walking, running) gives our research group ideas of where the highest strains occur, and later how these can be reduced through corrective foot trimming,” said Dr Basu.

Through the studies on giraffe locomotion, the research group plans to devise strategies for corrective foot trimming. At the moment, foot trimming is done with the best evidence available, which is extrapolation from closely related animals such as cattle. “But we know that giraffes’ specialist anatomy will likely demand specialist foot care,” Dr Basu said.

Studying giraffes in smaller versus larger spaces

The research group has begun to study the biomechanics of giraffe walking by looking at the kinematics (the movement) and the kinetics (the forces involved in movement) during walking strides. For this he studied adult giraffes at three zoological parks in the UK. 

However, due to the close proximity of fencing and buildings, it is not practical to study fast speeds in a zoo setting. 

A setting such as the Willem Pretorius Nature Reserve, near Ventersburg in the Free State, Kwaggafontein Nature Reserve, near Colesberg in the Karoo, and the Woodland Hills Wildlife Estate in Bloemfontein are all ideal for studying crucial aspects such as “faster than walking” speeds and gaits to measure key parameters (such as stride length, step frequency and stride duration). These studies are important to understand how giraffe form and function are adapted to their full range of locomotor behaviours. It also helps to comprehend the limits on athletic capacity in giraffes and how these compare to other animals. 

Drones open up unique opportunities for studying giraffes

The increasing availability of unmanned aerial vehicles (UAVs)/drones opens up unique opportunities for studying locomotion in animals like giraffes. Cameras mounted onto remotely controlled UAVs are a straightforward way to obtain high-quality video footage of giraffes while they run at different speeds.

“Using two UAVs, we have collected high definition slow motion video footage of galloping giraffes from three locations in the Free State. We have also collected detailed information about the terrain that the giraffes walked and ran across. From this we have created 3D maps of the ground. These maps will be used to examine the preferred terrain types for giraffes, and to see how different terrains affect their locomotion and energy use,” said Dr Deacon.

“The raw data (videos) will be digitised to obtain the stride parameters and limb angles of the animals. Later this will be combined with anatomical data and an estimation of limb forces to estimate the power output of the limbs and how that changes between different terrains,” said Dr Basu.


Related articles:

23 August 2016: Research on locomotion of giraffes valuable for conservation of this species
9 March 2016:Giraffe research broadcast on National Geographic channel
18 Sept 2015 Researchers reach out across continents in giraffe research
29 May 2015: Researchers international leaders in satellite tracking in the wildlife environment

 

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