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19 August 2025 | Story Martinette Brits
Dr Tlou Raphela-Masuku
Dr Tlou Raphela-Masuku, Senior Lecturer in the UFS Disaster Management Training and Education Centre for Africa (DiMTEC), was selected as one of 15 early-career researchers from Southern and Eastern Africa to join the British Academy-funded International Writing Workshop on Climate Change Adaptation.

Dr Tlou Raphela-Masuku, Senior Lecturer in the University of the Free State (UFS) Disaster Management Training and Education Centre for Africa (DiMTEC), has been selected as one of only 15 early-career researchers from Southern and Eastern Africa to participate in the prestigious British Academy-funded International Writing Workshop on Climate Change Adaptation.

Her selection follows a highly competitive process involving applicants from across the region, underscoring her growing influence in climate research. “Being selected as one of only 15 early-career researchers from the SADC and East Africa region was truly humbling. It affirmed the value of my research and passion for climate adaptation and further motivated me to keep making a meaningful contribution in this field,” she said.

 

Strengthening research visibility and collaboration

The workshop is jointly organised by York St John University (UK), the University of the West of England (UK), the University of Nairobi (Kenya), and the University of Cape Town (South Africa). It brings together emerging scholars from a range of disciplinary backgrounds to foster interdisciplinary collaboration, strengthen academic writing and publishing skills, and develop grant proposal expertise.

For Dr Raphela-Masuku, the programme is a natural fit with her work at DiMTEC. “At DiMTEC, my work spans ecosystem-based disaster risk reduction and climate change adaptation. I am the core teacher for this module for master’s students. My recent and upcoming research, including work on flood risks and climate vulnerability among subsistence farmers, directly aligns with the themes of the workshop,” she explained.

Her focus within the programme will be on climate-induced vulnerabilities and resilience, particularly in rural and peri-urban communities, with a strong emphasis on extreme weather events and nature-based solutions. She looks forward to both the online and in-person engagements in Nairobi and Cape Town, which will run between 2025 and 2027. “These offer a fantastic opportunity for peer learning, mentorship, and deeper engagement with fellow climate researchers. Exchanging ideas face to face is always energising and often leads to lasting collaborations,” she said.

 

Advancing DiMTEC’s mission

Participation in the workshop will not only advance Dr Raphela-Masuku’s own academic profile but also strengthen DiMTEC’s regional and continental footprint. “My participation directly supports DiMTEC’s mission to build climate resilience and disaster preparedness across Africa. It strengthens our footprint in the region and facilitates collaboration with other institutions working on similar challenges, especially in rural vulnerability and adaptation,” she noted.

She sees the experience as a vital platform to amplify her work on flood resilience and the health impacts of climate change to audiences that include academics, policymakers, and practitioners. “The workshop will enhance the visibility of my work and provide the tools and strategies to navigate high-impact publishing, which is crucial for emerging African scholars,” she added.

Reflecting on her journey, Dr Raphela-Masuku said it has been “rooted in both academic enquiry and real-world impact”, driven by the urgent need to support vulnerable communities. Her advice to aspiring researchers is clear: “Stay curious. Stay rooted in the needs of your communities. And don’t be afraid to ask hard questions or chase ambitious goals. Climate adaptation research is not just about publishing papers – it’s about finding real solutions for real people.”

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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