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25 August 2025 | Story Martinette Brits | Photo Stephen Collett
Prof Elizabeth Erasmus
Prof Elizabeth Erasmus during her inaugural lecture, Molecules of Change: Chemistry for a Better Tomorrow, on 20 August, highlighting how innovative chemistry can turn waste into value and promote sustainable solutions.

With climate change, resource scarcity, and environmental pollution among the most pressing challenges of our time, Prof Elizabeth (Lizette) Erasmus used her inaugural lecture on Wednesday, 20 August to show how chemistry can provide powerful, practical answers. In her lecture, Molecules of Change: Chemistry for a Better Tomorrow, she traced her journey from fundamental research to pioneering innovations that turn waste into value, protect ecosystems, and improve food security.

During her talk, Prof Erasmus – Researcher in the Department of Chemistry – recalled a moment in 2018 that reshaped her career trajectory. While preparing a Sasol research grant on copper oxide nanoparticles, an entrepreneur assisting with the proposal posed a deceptively simple challenge: “So what?” “Although upsetting at first, those two words completely reshaped my outlook,” she explained. “They inspired my journey from purely academic chemistry towards more applied, impactful research – with the mission of not only advancing science, but of also improving society and the environment.”

 

From fundamental science to global solutions

Prof Erasmus began her career in organometallic chemistry, preparing and characterising complex molecules to understand their reactivity and physical properties. Later, her focus shifted to heterogeneous catalysis, where she explored nanomaterials and surface chemistry.

Her research has since evolved towards developing sustainable technologies that address urgent global challenges. One example is agricultural innovation: using green solvents to extract cellulose from wattle tree bark to create biodegradable superabsorbent polymers. “Unlike the polyacrylates in baby diapers, these SAPs degrade into nutrients for soil microbes and plants,” she explained. “By loading them with fertiliser, we develop slow-release, water-retaining materials that improve agricultural sustainability.”

Other projects include producing biochar to restore degraded soils, creating natural growth enhancers such as wood vinegar, and designing an ‘ultimate fertiliser’ that combines these products for long-term soil health. Her group also works on environmental remediation, developing hydrophobic sponges to absorb oil spills, repurposing building waste to clean polluted water, and using innovative chemistry to convert carbon dioxide into valuable products.

“We are even looking at one of the fastest-growing waste streams: e-waste,” Prof Erasmus noted. “With more gold per ton than natural ore, e-waste represents both a challenge and an opportunity. By developing porous absorbent materials, we can selectively capture and reduce gold ions directly to metallic gold – recovering a precious resource from waste.”

She concluded by crediting her team and collaborators: “This, however, is only the tip of the iceberg. The bulk of the work lies beneath the surface, carried out by dedicated students, collaborators, mentors, colleagues, friends, and family. I owe them my deepest gratitude, for they are the ones who truly sustain this journey of transforming chemistry into solutions for a better world.”

 

About Prof Erasmus

Prof Elizabeth (Lizette) Erasmus obtained all her degrees at the University of the Free State: a BSc (2001), BSc Honours in Chemistry (2002), MSc in Chemistry (2003), and a PhD in Chemistry (2005). She has published more than 80 research papers, holds an H-index of 21, and has extensive experience in supervising MSc and PhD students.

After serving as a senior researcher at the CSIR, she returned to academia at the UFS, where her international collaborations in the Netherlands and at UC Davis broadened her focus from organometallic chemistry to heterogeneous catalysis and nanochemistry. Her expertise spans organometallic chemistry, electrochemistry, surface characterisation, and nanomaterials.

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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