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09 June 2025 | Story Tshepo Tsotetsi | Photo Tshepo Tsotetsi
Broadening Curricula Debate
Debaters from the Faculty of Economic and Management Sciences’ 2025 Broadening Curricula Debate.

In an engaging and thought-provoking session, the Faculty of Economic and Management Sciences (EMS) at the University of the Free State hosted its Broadening Curricula Faculty Debate Series under the motion: The current Economic and Management Sciences curricula, pedagogical approaches, and research endeavours perpetuate colonial legacies. Held on the Bloemfontein Campus on 3 June 2025, the debate brought together academics and, for the first time, students – making space for dynamic, intergenerational dialogue on the transformation of teaching and learning in higher education.

 

Creating space for critical pedagogical reflection

Annari Muller, manager of Teaching and Learning Manager in the faculty, said the aim was to provide a platform for constructive, sometimes challenging, engagement. “We create a platform for staff to debate these things and ultimately inform our practice, policy, pedagogy, and what we teach and how we teach,” she said.

For the first time, students were formally included in the debating teams, following feedback from previous events. “It is very important to include student perspectives as well,” Muller noted. “We want to continue these discussions, take them forward into our research practices and learning and teaching committees, where we will dissect them and act on the next step.”

This inclusion added new layers to the debate. Elda Nhalunga responsible for master’s student administration, said the topic immediately resonated with her. “When I saw decolonisation and curriculum in one motion, I found it very interesting and decided that this was something I wanted to be part of. I also wanted to hear what other scholars were saying.” She added: “Through these small initiatives, we are working towards transformation. And it’s important that students be there so that their voices are heard.”

 

Towards a more inclusive and just Academic Project

Prof Frans Prinsloo, Vice-Dean for Learning and Teaching, Innovation and Digitalisation,  believes that debates of this nature play a vital role in shaping inclusive academic spaces. “Debates, such as the one on decolonisation, enable us to engage with and reflect deeply on complex issues and to challenge existing assumptions. Through this process, the faculty can enhance its teaching practices and curriculum development.”

According to Prof Prinsloo, this kind of engagement is just the beginning. “The debate is but the start of the faculty’s plan to ensure that its Academic Project is decolonised. Research is currently in process to gather perceptions of staff and students on the topic. This research will drive action.”

Lukhanyo Lekeno, Economics master’s student, echoed this sentiment, calling the topic timely and essential. “We’re living in a world where there are certain standards and norms that, in most cases, exclude and marginalise people,” he said. “When we start having conversations about decoloniality, we are taking a step closer to actually dismantling certain legacies and ideologies that keep people constrained within a mindset.” Lekeno encouraged others to engage in such conversations, describing it as an ‘exchange of knowledge, systems, and perspectives’, which contributes to both personal growth and academic transformation.

Previous sessions in the series, such as the 2024 debate on socio-environmental sustainability, have prompted internal curriculum reviews, underscoring the faculty’s intention to link dialogue with institutional reflection.

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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