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UFS Thought-Leader series sparks national dialogue on employability and sustainability in higher education

18 June 2025 | Story Onthatile Tikoe | Photo Kaleidoscope Studios

Prof Hester C. Klopper, Vice-Chancellor and Principal of the UFS, will facilitate the UFS Thought-Leader Series discussion titled Reimagining Higher Education for Employability and Sustainability.

The University of the Free State (UFS) is proud to announce the next instalment of its prestigious Thought-Leader Series, titled Reimagining Higher Education for Employability and Sustainability. This highly anticipated event – held in collaboration with the Free State Arts Festival - will take place on Thursday, 17 July 2025, from 12:00 to 14:00 at the Albert Wessels Auditorium, UFS Bloemfontein Campus. Attendance is free and open to the public.

Now in its seventh year, the UFS Thought-Leader Series has established itself as a dynamic platform for robust public dialogue on pressing local and global issues. The series brings together influential voices from academia, industry, and civil society, reflecting the university’s continued commitment to thought leadership, public engagement, and transformative impact.

Rethinking the purpose of Higher Education

This year’s theme comes at a critical time. South Africa faces escalating youth unemployment, rapid technological change, and the complexities of a shifting global economy. Against this backdrop, questions around the purpose of higher education and its alignment with employability and sustainability have become increasingly urgent.

The panel will explore how universities can better integrate their teaching, research, and community engagement to address the real-world needs of graduates and society at large.

Prof Hester C. Klopper, Vice-Chancellor and Principal of the UFS, will serve as the facilitator. With her extensive leadership experience and academic expertise, she is well-positioned to guide what promises to be an insightful and forward-thinking conversation.

Meet the panellists

The session will feature an esteemed panel of thought leaders from the higher education landscape:

Dr Max Price

Former Vice-Chancellor of the University of Cape Town, Dr Max Price brings deep insights into leadership during transformative moments in South African higher education. A medical doctor and Rhodes Scholar, he holds postgraduate qualifications in public health. His recent memoir, Statues and Storms: Leading through change, reflects on steering a university through turbulent times and fostering dialogue on contested transformation issues.

Dr Phethiwe Matutu

As CEO of Universities South Africa (USAf), Dr Phethiwe Matutu leads national initiatives shaping the future of higher education. A mathematician by training, she has held strategic leadership roles at the National Research Foundation and the Department of Science and Technology. Her work is rooted in advancing equity, innovation, and access within the post-school education system.

Prof Paul E Green

Deputy Vice-Chancellor: Teaching and Learning at Sol Plaatje University, Prof Paul E Green is a specialist in systems thinking and higher education quality. Holding a PhD from the University of KwaZulu-Natal, he has served in senior academic positions across several institutions. His research centres on integrating education, innovation, and community impact to meet contemporary challenges.

Prof Pamela Dube

Prof Pamela Dube is the Vice-Chancellor and Principal of the Central University of Technology (CUT) - the first woman to be appointed to this role in the Free State. A distinguished academic and visionary leader with extensive global experience, she has served in senior positions across several universities and national institutions. Her work spans a wide range of fields, including student development, postcolonial studies, gender equity, and the evolving interface between technology and humanity. Known for her commitment to inclusive transformative education, Prof Dube has received numerous awards and international recognition for her contributions to higher education and leadership.

Event Details

Venue: Albert Wessels Auditorium, UFS Bloemfontein Campus

Date: Thursday, 17 July 2025

Time: 12:00–14:00 (90 minutes)

Click here to RSVP before 15 July 2025

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.

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