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23 June 2025 | Story Leonie Bolleurs | Photo Supplied
SASUF
SASUF student members join Kovsie ACT in maintaining food garden beds on the Bloemfontein Campus.

There is something powerful about getting your hands in the soil, even more so when it is to help someone else. That is exactly what the group of South Africa–Sweden University Forum (SASUF) students did at the end of May, marking World Hunger Day by joining forces with Kovsie ACT to maintain and prepare food garden beds on the University of the Free State (UFS) Bloemfontein Campus.

The SASUF student team is helping with the upkeep of 40 vegetable beds in the food tunnels near Welwitschia Residence. These beds were established to supply fresh produce to students in need – a small effort with a big purpose.

Simba Matema, Research Assistant from the Office for International Affairs and SASUF Student Network National Coordinator, says this project is about more than planting vegetables. “We want to make sure that students who are struggling financially can benefit. But we also want to learn, to grow skills in agriculture and sustainability,” he explains.

 

A learning experience with real impact

Second-year student Lesego Moeleso says being involved in the garden is “a refreshing change of scenery” and a great way to “interact with students from different fields of study”. He adds: “We all want to help our fellow students who don’t have enough food.” 

Third-year UFS student Njabulo Sibeko agrees. “It’s a unique mix of academic enrichment, personal growth, and community engagement,” he says. “Even if the impact is small, it goes a long way. This project gives us a chance for hands-on learning and skills development, environmental sustainability and awareness, as well as social connections.”

Sibeko believes the garden also works as a “live experiment for environmental education”, teaching about “composting, water conservation, and organic farming”. He says, “Different vegetables have different nutrition, and if we can hold small workshops as to why we need to eat specific vegetables during different seasons, it will help teach us about the value they have for our body.”

Final-year Law student Shemsa Nzeyimana says her favourite part of being involved is “seeing the impact of our efforts” and “watching the garden grow and flourish”. “I love being part of a team that shares a common vision for creating positive change through sustainable practices,” she says. “And the fact that I get to be out of my comfort zone while building my social skills.”

 

Towards a sustainable solution

Nzeyimana hopes the garden “will become a hub for community engagement”, connecting students, staff, and locals while promoting sustainable food systems. “The garden directly addresses food security while also serving as a hands-on learning space for nutritional education and sustainable agriculture,” she adds. “By promoting sustainable gardening practices, the garden raises environmental awareness and encourages the campus community to think critically about food systems and their impact.”

At the UFS, where 59% of students report going hungry and 60% skip meals for financial reasons, the need is undeniable. Matema says by “giving students a role in the solution”, the stigma around food aid is reduced. “It becomes a shared project, not a handout.”

As Nzeyimana sums it up: “This garden can become a space for learning, connection, and hope – a place where change grows from the ground up.”

Besides Kovsie ACT, the initiative includes partners such as the Institute for Groundwater Studies, University Estates, the UFS Food Environment Office, and residences. External partners such as Tiger Brands, Sakata Seeds, and Kwaggafontein Nursery also support the project.

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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