Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
19 February 2025 | Story Leonie Bolleurs | Photo Supplied
Prof Hagenmeier and Prof Jacobs
Prof Lynette Jacobs and Dr Cornelius Hagenmeier, one of her hosts at the Mittweida University of Applied Sciences (HSMW). Prof Jacobs, a visiting professor at this institution, had the opportunity to visit the HSMW on a guest scholarship grant from the State of Saxony.

Since its foundation in 1867, Mittweida University of Applied Sciences (HSMW) has had internationality as a trademark. In its early decades, more than half of its students came from abroad to study at this institution in Saxony, Germany. Today, the university is working with more than 100 partners worldwide, including the University of the Free State (UFS).

In September last year, the UFS signed a memorandum of understanding (MOU), outlining the intention to collaborate on the exchange of academic staff and researchers for teaching, lectures, and research, as well as for the sharing of expertise. Additionally, the institutions are also looking at student exchange opportunities, conducting joint research projects, hosting symposia, seminars, and conferences together, and exchanging academic information and materials.

Internationalisation as a cross-cutting process

Recently, Prof Lynette Jacobs, the interim Director of the Office for International Affairs at the UFS, visited the institution as a visiting professor at the HSMW, after receiving a guest professorship grant from the Free State of Saxony in Germany.

This opportunity not only provided her with the chance to gain insight into the HSMW and build an understanding of the possibilities for collaboration between the two institutions but also allowed her to directly contribute to their strategy development. She worked on a research project with her hosts, Prof Ramona Kusche, Dean of Studies, Global Communications in Business and Culture, and Dr Cornelius Hagenmeier, Head of Internationalisation. “We responded to the question of the extent to which the HSMW has achieved the goals of its 2018 internationalisation strategy,” she says.

In this study, they found that the HSMW is known for its attractive study programmes, forward-thinking content, interactive approaches, and its innovativeness and agility. This is reflected in the views of staff and students who participated in the interviews and the survey. It also became clear that the HSMW’s internationalisation strategy intentionally draws on the character and strengths of the university, which has enabling structures and appropriate governance frameworks for internationalisation. She says this research provided her with an opportunity to reflect on the UFS’ institutional strategic plans for internationalisation and how to strengthen the strategy and its implementation.

Internationalisation strategies in a different context

“The engagement with the HSMW provided me with an important additional perspective for the internationalisation strategy revision process at the UFS,” she states, adding that spending time at the HSMW gave her a unique understanding of the development and implementation of internationalisation strategies in a different context.

Besides reviewing the HSMW’s 2018 internationalisation strategy, Prof Jacobs has also collaborated on other research projects. She co-authored both a Routledge book chapter and a manuscript of a scientific article by Prof Kusche, Dr Hagenmeier, and others. As a result of the contacts she made during her visiting professorship, she is also now involved in the guest-editing of a special issue of the journal Internationalisation of Higher Education – Policy and Practice with the theme Institutional Internationalisation Strategies in a Rapidly Changing Global Environment.

Prof Jacobs delivered a number of guest lectures during her stay in Saxony, for instance, ‘Different ways of knowing, being and relating’ (to master’s students) and ‘South African culture, Ubuntu and Pan-Africanism’ (to undergraduate students).  She furthermore engaged in various dialogue sessions and workshops with lecturers and researchers at the HSMW, focusing on the integration of international and intercultural dimensions in curricula or in their research. She participated in discussions with some young female academics on science and career development and contributed to an international workshop on Institutional Internationalisation Strategies in a Rapidly Changing Global Environment, where initial research findings were presented that will inform the strategy's upcoming revision.

The young but growing partnership between the UFS and the HSMW promises benefits for both institutions. Two complementary face-to-face internationalisation colloquium sessions are scheduled for 2025:  the first during the HSMW International Week in June, and the second on the UFS Bloemfontein Campus in September.  This will further deepen the collaboration, building a shared understanding of integrated internationalisation, contributing to scholarship of internationalisation, and enriching the academic and cultural exchange between the universities. Collaboration in terms of mentorship programmes between the two universities is on the cards, while specific departments at the UFS (e.g. the Department of Social Work and the Department of Facilities) have already started their collaboration in 2024.

For more information about partnerships, contact the Office for International Affairs at partnerships@ufs.ac.za.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept