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08 August 2025 | Story Reuben Maeko | Photo Reuben Maeko
Prof Gert van Zyl
From left: Prof Lizemari Hugo, Senior Lecturer at the School of Nursing, Prof Gert van Zyl, the Dean of the Faculty of Health Sciences, Dr Arnelle Mostert, Senior Lecturer in the Department of Biomedical Sciences, and Dr Elzana Kempen, Senior Lecturer in the Division of Health Sciences Education.

The Southern African Association of Health Educationalists (SAAHE) recently bestowed the Council Medal Award – its highest accolade – on Prof Gert van Zyl, Dean of the Faculty of Health Sciences at the University of the Free State (UFS) in recognition of his extraordinary and sustained contributions to Health Professions Education (HPE) in Southern Africa.

The SAAHE Council Medal is awarded to individuals who have demonstrated long-term, impactful contributions to HPE, transforming pedagogy, advancing equity and diversity, and inspiring excellence in teaching, research, and engagement. Recipients must also demonstrate national and international recognition, as well as exemplary leadership, mentorship, and inclusiveness.

 

A transformative leader in medical education

Prof Van Zyl’s visionary leadership has been pivotal in shaping the future of medical education in South Africa. His strategic role in the development and implementation of the UFS’s five-year MBChB curriculum modernised the teaching and learning experience for medical students, aligning it with international best practice while addressing the specific needs of the South African healthcare context.

Speaking of his award, Prof Van Zyl expressed his gratitude and humility, acknowledging the collective efforts of colleagues, students, and institutional partners over the years. His recognition serves as an inspiration to the HPE community, illustrating the profound and lasting impact that dedicated leadership and innovation can have on the future of healthcare education.

Central to his transformative approach has been the integration of Interprofessional Education (IPE) and Community-Based Education (CBE). These innovative strategies ensured that medical training not only develops technical expertise but also nurtures collaborative practice and community engagement. Prof Van Zyl championed practical learning through CBE initiatives in Trompsburg and Springfontein, later expanding this model to Botshabelo, thereby fostering a strong culture of service to underserved communities.

 

A founding member and lifelong contributor to SAAHE

Prof Van Zyl’s association with SAAHE dates to its very inception in the early 2000s. As a founding member, he was actively involved in the organisation’s transition from the South African Association of Medical Educators (SAAME) to SAAHE, participating in the first meeting in Bloemfontein. His leadership and passion for HPE have been constant in the association’s growth and evolution.

His sustained commitment is evident in his 15 years of service on the SAAHE Executive Committee (2005-2020). Throughout this period he was instrumental in guiding the association’s strategic direction, ensuring that it remained a dynamic platform for advancing medical and health professions education.

Prof Van Zyl’s engagement extended well beyond committee work. He has been a consistent and influential presence at SAAHE conferences, contributing his expertise and thought-leadership at gatherings in 2006, 2007, 2012-2015, 2017-2019, and 2024. His presentations and discussions have enriched the dialogue around pedagogy, curriculum reform, and capacity building in HPE.

 

Advocate for mentorship, inclusivity, and capacity building

At the heart of Prof Van Zyl’s career is a deep commitment to mentorship and capacity development. Colleagues and students alike have benefited from his guidance, which blends academic excellence with a genuine investment in the growth and success of others. His leadership style has consistently promoted inclusivity and equity, fostering an environment in which diverse perspectives and talents can thrive in the service of excellence in HPE.

 

A deserving recognition of a lifetime’s work

The awarding of the SAAHE Council Medal to Prof Van Zyl is a fitting acknowledgment of his decades-long dedication to advancing HPE in Southern Africa. His transformative influence – spanning curriculum innovation, professional development, organisational leadership and community engagement – embodies the qualities the medal seeks to honour.

With this accolade, SAAHE not only honours Prof Van Zyl’s remarkable achievements, but also celebrates a career devoted to building a stronger, more inclusive, and forward-looking HPE landscape in Southern Africa.

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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