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06 February 2025 | Story André Damons | Photo Supplied
Dr Jared McDonald
Prof Jared McDonald, Assistant Dean: Faculty of The Humanities at the University of the Free State, obtained his first National Research Foundation rating in the C2 category.

Obtaining his first National Research Foundation (NRF) rating has been the goal of Prof Jared McDonald, Assistant Dean: Faculty of The Humanities at the University of the Free State (UFS), since 2020 when he was selected for the UFS Transforming the Professoriate Mentoring Programme.

Prof McDonald obtained a C2 rating recently and credits the programme, under the leadership of Dr Henriëtte van den Berg, who provided invaluable support and mentorship, for this achievement. This rating recognises Prof McDonald as an established researcher and he may enjoy some international recognition for the quality and impact of his recent research outputs. 

“I am delighted to have received a C2 rating. I was hoping to obtain a C2, so when I received confirmation, it felt really good. Since being recruited to the Transforming the Professoriate Programme I have been focused on producing a series of quality journal articles, and importantly, my first monograph. At times it was a struggle to balance the demands of being Assistant Dean in the Faculty of Humanities along with my teaching responsibilities,” says Prof McDonald.

He says obtaining the rating would not have been possible without the interventions of the programme, which assisted him in securing funding for a sabbatical. The encouragement of colleagues and family was equally valuable in helping him to keep his eye on the goal.


Research 

As a nineteenth-century historian, Prof McDonald’s, who is an Associate Professor in the Department of History, research includes topics ranging from the London Missionary Society’s missions to the San as well as the role of controversial missionaries in influencing public discourse on the right to legal equality and social inclusion for indigenous subjects of the British Crown. Another topic is the ways in which evangelical-humanitarian discourse inadvertently provided the justification for the transfer of San children to Cape colonial society. 

“In my publications, the key actors, including Khoesan, are revealed to have been exercising agency in response to a social and political context that was not of their own choosing, but to which they had to respond. The contradictions of the period, coupled with the prospects for blurring the social boundaries of an otherwise strict hierarchical society, provided the means for social manoeuvre and options for resistance from within the confines of the colonial state. I am continuing to explore these ideas in a series of upcoming journal articles and book chapters,” he says. 

The pressure, says Prof McDonald, is already on to retain his rating, and hopefully improve it, when it comes up for review in five years’ time. He is currently working on his second monograph, which is a historical biography of a controversial, but fascinating, missionary who played a notable role in South African history in the early nineteenth century. “The worth of any historical biography lies in the biographer’s ability to shed light on the circumstances, contingencies, and contradictions that shaped the contours of the protagonist’s life, thus illuminating the historical context,” concludes Prof McDonald. 

He seeks to relate his research to his approach to teaching by exploring innovative ways of making the past relevant to students today. This is motivated by the conviction that the elucidation of possibilities of agency in the past raises the prospect for students to engage with the meanings and possibilities of agency in the present.

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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