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21 July 2025 | Story Dr Nitha Ramnath | Photo Supplied
Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation, and Prof Saleem Badat, Research Professor in the UFS Department of History, launch a new book honouring Ruth First’s activist legacy and scholarly impact.

On 16 July, during the Free State Arts Festival, the University of the Free State (UFS) launched Research and Activism: Ruth First & Activist Research, an incisive edited volume by Professors Vasu Reddy, Deputy Vice-Chancellor, Research and Internationalisation at the UFS, and Saleem Badat, Research Professor in the UFS Department of History

The event was facilitated by Prof Christian Williams, Associate Professor of Anthropology, with Prof Reddy delivering the keynote address and Dr Lazlo Passemiers, Senior Lecturer in History, serving as respondent.

The important new work pays tribute to Ruth First - South African freedom fighter, journalist, intellectual, and scholar-activist, who’s unflinching pursuit of justice continues to resonate. Far from a closed chapter in South Africa’s struggle history, First’s legacy remains a compelling call to action for contemporary scholars, activists, and institutions: to confront injustice, speak with conviction, and pursue research rooted in ethical action. 

 

A legacy of fearless scholarship

Ruth First’s activism was grounded in refusal to remain silent in the face of injustice. As a tenacious investigative journalist and public intellectual, she exposed the systemic violence of apartheid and challenged power through sharp incisive analysis and courageous advocacy. Her life, and her assassination by apartheid operatives in 1982, exemplify the personal and political costs of speaking truth to power.

Prof Vasu Reddy reflected that First “theorised, analysed, and connected the dots between racism, capitalism, and oppression, and refused to dilute her message for mass appeal.” Her words”, he said, “unsettled because they were true. Her activism “compels us to speak courageously, think critically, and act ethically. She turned ideas into instruments of liberation.”

 

Beyond the ivory tower 

With contributions from 17 scholars, the volume examines themes ranging from climate justice and activism in Marikana to the ethics of legal practice, community engagement, and the role of the university in social transformation. 

Prof Reddy emphasised that Ruth First’s example disrupts the traditional notions of academia. “Universities must be engines of social change, not ivory towers,” he argued. “Her legacy reminds us that activist research is about standing with the marginalised, and not merely studying them.” 

Dr Passemiers echoed this view, describing First as one of South Africa’s foremost examples of blending impactful activism with rigorous scholarship. “Her activism was often transnational, connecting South Africa’s liberation struggle with broader regional movements. This perspective is especially relevant today, as many of our challenges transcend national borders.”

He added that the book should be required reading for students in the social sciences and humanities, as it “challenges misconceptions about activist research and shows how scholarship can contribute meaningfully to public life, beyond academic debate.”

 

Redefining academic activism 

Prof Christian Williams underscored one of the book’s central provocations: to set a litmus test for genuine activist research. He argued that activism and scholarship can compete with one another, but should, following First’s example, be intersecting commitments. “There is no true academic neutrality,” he noted.

Members of the audience also touched on related themes pertaining to the role of universities in society, responding to the book’s content as narrated at the launch. For example, the collection interrogates how universities often claim to be ‘engaged’ while aligning primarily with business, the state, and elite interests. True activist research, the contributors argue, must connect with social movements and confront power, not shy away from it. Members of the audience reflected on this point, considering what it means for researchers to do activist research amidst attacks on social justice-oriented programmes in higher education globally. 

In Prof Reddy’s final comments, he returned to the importance of First for debates about the university’s role. “This is unfinished business. The story of Ruth First, and of activist scholarship, is not fully told”, says Prof Reddy. As he noted, Research and Activism offers both a tribute to Ruth First and a powerful reminder of the work still to be done. “Her life triggers us to think deeply about real-world issues, not as abstract concepts but as urgent matters of justice and humanity.”

Research and Activism: Ruth First & Activist Research is available for free download via the ESI Press website.

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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