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15 August 2025 | Story Martinette Brits | Photo Stephen Collett
Prof Yonas Bahta
Prof Yonas Bahta, Professor in the Department of Agricultural Economics at the University of the Free State, delivered his inaugural lecture on the future of agricultural trade and food security, titled Can We Own the Future? The Ever-Changing Dynamics of Agricultural Trade and Food Security Amid Intensifying Agricultural Drought.

With the world hurtling towards a population of 9,7 billion by 2050 – and Africa set to make up more than a quarter of that – the question of whether we can ‘own the future’ has never been more urgent. In his inaugural lecture at the University of the Free State (UFS), Prof Yonas Bahta from the Department of Agricultural Economics warned that climate change, trade tensions, and deepening food insecurity are converging to create unprecedented risks for farmers, economies, and communities.

“We find ourselves at a pivotal moment in human history, characterised by the intersection of climate change, particularly agricultural drought, resource scarcity, geopolitical instability, and the current trade reciprocal tariff, all of which pose significant threats to the foundational structures of global food systems,” he said.

 

From vulnerability to agency

Prof Bahta highlighted the stark reality that the world population is projected to reach 9,7 billion by 2050, with Africa constituting 2,5 billion. “Despite this growth, the agricultural sector predominantly operates at a subsistence level, with diminishing resources available to farming communities, especially smallholder farmers who rely on agriculture as their primary source of employment and sustenance.”

In South Africa, climate change – particularly agricultural drought – is affecting both commercial and smallholder farmers, with cascading effects on food security, employment, and livelihoods. Coupled with disease outbreaks, these factors lead to reduced crop yields, supply shocks, and trade imbalances that ripple through the economy.

Food insecurity remains a critical concern, with approximately 15 million South African households experiencing moderate to severe food insecurity – a figure even higher (25,5%) among households engaged in agricultural activities. Prof Bahta emphasised that these challenges are compounded by “institutional barriers such as the current trade reciprocal tariff by the USA, limited access to credit, crop and livestock insurance, inadequate road infrastructure, and electricity shortages”.

Despite these challenges, Prof Bahta sees clear opportunities. He pointed to Africa, including South Africa’s extensive arable land; research and innovation have highlighted the benefits of integrating traditional techniques with modern approaches such as climate-smart agriculture and its membership of BRICS and other trading partners as levers for resilience and growth. “Securing the future is not about mere assertion but about the stewardship of markets, data, and people,” he said. By aligning trade policy, drought preparedness, and social protection within robust institutions, “the country can transition from vulnerability to agency, from passively observing the future to actively shaping it. In doing so, we may indeed assert with integrity that ‘We own the future’.”

 

About Prof Yonas Bahta

Prof Yonas Bahta is a Professor and NRF-rated researcher in the Department of Agricultural Economics at the University of the Free State. He joined the UFS as a researcher in 2014 and has supervised more than 42 postgraduate students (both MSc and PhD), of whom 29 have completed their studies (10 PhD and 19 MSc).

He holds a PhD (2007) and MSc (2004, with distinction) in Agricultural Economics from the UFS, and a BSc (1994) in Agricultural Economics from Haramaya University, Ethiopia. Prof Bahta serves on the editorial boards of several journals, acts as a reviewer and guest editor, and is a member of several national and international professional bodies.

His work has been recognised with an award from the African Growth and Development Policy Modelling Consortium (AGRODEP), and in 2024 he was rated among the top 2% of researchers globally by Elsevier.

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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