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25 February 2025 | Story Anthony Mthembu | Photo Kaleidoscope Studios
G20 - 2025
G20 delegates from member countries and other invited guests in attendance at the G20 Research and Innovation Working Group (RIWG) and G20 Initiative on Bioeconomy (GIB) meetings and other side events.

Against the backdrop of the upcoming G20 Summit to be hosted by South Africa in November 2025, the University of the Free State (UFS) – in partnership with the Department of Science, Technology and Innovation (DSTI) – held the G20 Research and Innovation Working Group (RIWG) and G20 Initiative on Bioeconomy (GIB) meetings on 23 and 24 February 2025.

In her opening address to G20 delegates from member countries, national and international knowledge partners, members of the Free State provincial government, and representatives of the DSTI, Prof Hester Klopper, Vice-Chancellor and Principal of the UFS, indicated, “It is an honour for the UFS to be among the few South African universities to host this essential Research and Innovation Working Group.” In addition, she highlighted that the deliberations and discussions set to take place during this important workshop can set in motion chains of events ultimately contributing to improved lives for everyone. These sentiments were also echoed by Prof Blade Nzimande, Minister of Science, Technology and Innovation, who underscored the importance and historic nature of the upcoming G20 Summit.

In his virtual address, Minister Nzimande explained that South Africa’s chosen theme for the G20 Summit – Solidarity, Equality and Sustainability – was inspired by the general complexity of our time, “in particular the transnational nature of these complexities, such as conflict, the displacement of people, poverty”, among other things. As such, he expressed that in this case, cooperation among nations is becoming increasingly essential.

As they concluded their addresses, Prof Nzimande and Prof Klopper, wished the delegates well in their deliberations. ‘’May your discussions be successful, and your goals be achieved. And may your time with us lead to a renewed experience of the value of innovation through connection, ‘’expressed Prof Klopper.

 

Contributing events

As part of the programme at these proceedings, several side events took place. These included panel discussions with indigenous knowledge holders such as Telle Hoeses, Chief Language Practitioner for Khoi and San Languages, along with experts of indigenous medicine. The conversation focused on indigenous knowledge systems (IKS) and some of the key concerns and progress that these knowledge holders have made in the space. In addition, these knowledge holders, many of whom are business owners who sell products made from indigenous medicines, also had the opportunity to exhibit their products. According to Dan du Toit, Deputy Director-General: International Cooperation and Resources at the DSTI, these panel discussions with young people, bioeconomy researchers, and indigenous knowledge holders were an opportunity to gain access to a diversity of voices, which would not normally find expression in formal meetings. “It is also an opportunity for our international guests to get insight into who we are as a country and what some of our concerns might be,” said Du Toit.

One of the highly anticipated side events on the programme was the joint G20 RIWG and GIB event titled ‘UNESCO Women and Girls in Science’, which took place on 25 February 2025. The event took the form of a round-table discussion, in an attempt to answer the question: Based on your experiences in various roles within higher education in South Africa, Africa, and globally, what are some key insights regarding the role of universities in closing the gender gap in STEM, specifically concerning professional development and creating supportive research environments where everyone, especially women, can thrive?

Prof Anthea Rhoda; Deputy Vice-Chancellor: Academic at the UFS, was one of the contributors in this session. In response to the question, Prof Rhoda highlighted, “Universities should also be spaces characterised by intellectual freedom and freedom of expression, where archaic ideas about male superiority and patriarchy can be openly confronted and contested, without fear of victimisation. She expressed that an active way in which the UFS has committed itself to a culture of diversity and inclusion is through Vision130.

As she was wrapping up her address, Prof Rhoda also highlighted, “To address areas of underrepresentation of women in senior academic and leadership positions within the university, a Working Group on Gender Parity in Academic Leadership was established, with the critical mandate to drive attitudinal shifts, advocate for changes where necessary, and highlight barriers to women’s advancement.”

 

The programme comes to an end

The last day of the programme was reserved for comments, reflections, and discussions on deliverables. As such, there were positive responses to the way the deliberations took place. In fact, Hoese, speaking in her capacity as an indigenous knowledge holder, said, “This was a good platform for us to make progress towards language recognition and officialisation.”

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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