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30 June 2025 | Story Lebohang Motshweneng | Photo Kaleidoscope Studios
Dr Temba Hlasho
Dr Temba Hlasho, Executive Director in the Division of Student Affairs at the launch of the University of the Free State Co-Curricular Hub.

The University of the Free State (UFS) is spearheading a student-centred transformation through its dynamic and inclusive co-curricular programmes, aimed at equipping students for personal growth, leadership, and professional success. These intentionally structured, skill-building opportunities form a critical part of preparing future-ready graduates who are poised to lead, innovate, and make a meaningful impact.

The official launch of the UFS Co-Curricular Hub early this month at Awela Restaurant on the Bloemfontein Campus marked a significant milestone in advancing the university’s commitment to holistic student development. Organised by the Student Leadership Development office, the event celebrated innovation, collaboration, and inclusive learning that transcends traditional academic boundaries.   

 

Purpose of the Co-Curricular Hub 

The Co-Curricular Hub is designed to complement formal academic programmes by empowering students with a diverse range of skills and values essential for navigating an ever-evolving world.

“Co-curricular programs at the University of the Free State are integral to our mission of developing adaptable, socially responsible, and professionally prepared graduates. These initiatives extend learning beyond the classroom, allowing students to explore their potential, engage with their communities, and acquire real-world skills. It’s about shaping graduates who are not just academically competent but equipped to make a lasting impact wherever they go,” said Dr Wahl, Director for Student Life in the Division of Student Affairs.

 

Why get involved? 

Participating in UFS co-curricular programmes offers students the opportunity to: 

  • Strengthen academic and professional performance
  • Enhance employability and build professional networks 
  • Improve emotional well-being and resilience
  • Engage in meaningful community service 
  • Develop a well-rounded, impactful student profile 

These programmes are intentionally aligned with the UFS graduate attributes, ensuring that students leave the university not only with academic qualifications but also as responsible, capable, and empowered individuals. 

 

Explore your path - today! 

The UFS Co-Curricular Hub is your launchpad to personal and professional growth. Whether your passion lies in innovation, inclusion, wellness, or leadership, there’s a programme tailored to your interests and goals. 

Students are encouraged to connect with the following support units and initiatives:

  • Career Services
  • Centre for Universal Access and Disability Support (CUADS)
  • Kovsie ACT
  • Engaged Scholarship
  • KovsieX
  • Peer Mentoring
  • Student Counselling and Development
  • Student Leadership Development

“At the University of the Free State, success isn’t just about academic performance—it’s about who you become along the way. Co-curricular programmes are not side activities; they’re a powerful part of your journey toward leadership, growth, and real-world impact. Whether you’re mentoring a peer, creating digital content, developing sustainable solutions, or building your self-confidence, every step you take outside the classroom helps shape your future. The Co-Curricular Hub is here to walk that journey with you—equipping, empowering, and elevating you to reach your full potential. Step out of the classroom. Step into your purpose. Your future starts here,” said René Pelser, Assistant Director: Student Life.

 

Reflections from leadership 

“The Co-Curricular Hub is more than a platform - it is a movement. It reflects our deep commitment to shaping well-rounded, resilient, and socially conscious graduates. Through these programmes, we are investing in the whole student: intellectually, emotionally, professionally, and ethically. This is how we prepare leaders who are ready not only for the world of work, but also for the world at large,” said Dr Temba Hlasho, Executive Director for Student Affairs.   

“I extend my sincere gratitude to the Student Life team, including Dr Wahl, Maleshoane Mofokeng, and René Pelser, and to all the offices involved - Career Services, CUADS, Engaged Scholarship, Kovsie ACT, KovsieX, Peer Mentoring, Student Counselling and Development, and Student Leadership Development. Your dedication, collaboration, and vision have brought this initiative to life, and your work continues to shape the future of our students in meaningful and lasting ways.” 

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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