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UFS welcomes GeoCongress 2025 delegates

02 June 2025 | Story Leonie Bolleurs | Photo Supplied

Dr Martin Clark, chair of the local organising committee, is looking forward to welcoming delegates to the GeoCongress.

In just more than three weeks, the University of the Free State (UFS) will open its doors to delegates attending GeoCongress 2025, hosted in collaboration with the Geological Society of South Africa. From 23 to 27 June 2025, academics, industry professionals, and students will come together on the Bloemfontein Campus to share knowledge, discuss new research, and connect with peers in the geosciences.

This biennial event will feature a dynamic programme of workshops, keynote addresses, and presentations covering a broad range of topics in the field.

Message from the event organisers and UFS leadership

“It is a unique honour to be able to host the national GeoCongress, being responsible for bringing together our partners in industry and academia to share our evolving understanding of the rocks, minerals, and advances in the geosciences and associated disciplines. My view of the GeoCongress stems from my appreciation and understanding of one of South Africa’s most highly regarded geologists, Dr Hans Merensky. Dr Merensky is credited with finding platinum in the Bushveld, diamonds in Namaqualand, and phosphorus and vermiculite in Phalaborwa. However, less remember was Dr Merensky’s ability to coordinate comprehensive investigations of rocks, and his tenacity in exploring across the South African landscape. For this, I believe our theme Embracing Change through Collaboration is apt, since it's through interactions between various sectors that we are best able to handle the challenges of tomorrow,” comments Dr Martin Clark, Senior Lecturer in the UFS Department of Geology and principal investigator of the Merensky Group for Airborne Geological Image Classification (MAGIC) at the Department of Geology.

“The 2025 GeoCongress symbolises the principles of sustainable research and innovation that we advocate for in the Faculty of Natural and Agricultural Sciences and underscores our dedication to the development of interdisciplinary collaboration. Research collaboration through our Green and Complex Research Hubs is consistent with the congress theme of ‘Embracing Change Through Collaboration’. By integrating geoscience research with broader sustainability and technological advancements, we guarantee that our scientific discoveries make a significant contribution to both environmental stewardship and industry," said Prof Paul Oberholster, Dean of the Faculty of Natural and Agricultural Sciences.

Outstanding line-up of attendees

GeoCongress 2025 is set to bring together some of the most influential minds in geoscience, creating a space where leading academics, industry experts, and emerging researchers can exchange ideas and insights. Attendees will have the opportunity to engage with key figures shaping the field, including Prof Glen Nwaila, Director of the Wits Mining Institute and a leading authority in economic geology and geometallurgy at the University of the Witwatersrand; Prof John Carranza, a highly regarded researcher at the UFS; and Sifiso Siwela, Chairperson of the SAMCODES Standards Committee and past president of the Geological Society of South Africa.

Adding to the wealth of expertise, Dr Geoffrey Howarth, Senior Lecturer at the University of Cape Town and Head of the Electron Microprobe Facility, will bring his knowledge in mineral studies, while Prof Susan Webb, Associate Professor of Geophysics at the University of the Witwatersrand and acting co-director of the DSI-NRF Centre of Excellence for Integrated Mineral and Energy Resource Analysis (CIMERA), will share her insights into geophysical research. Dr Hayley Cawthra, specialist scientist at the Council for Geoscience, will contribute her expertise in coastal geology, and Prof Steve McCourt, President of the Geological Society of South Africa and Professor Emeritus at the University of KwaZulu-Natal, will bring his experience in structural geology. The line-up also includes Prof Wolfgang Maier from Cardiff University, whose research on magmatic ore deposits continues to influence the field.

To make the most of your GeoCongress 2025 experience, be sure to take full advantage of the networking opportunities – from informal meet-and-greets to engaging panel discussions. Don't miss the chance to attend hands-on workshops and exciting field excursions. These excursions offer a deeper look into the country’s rich geological history, with opportunities to visit Florisbad, Kimberley, the Beatrix operations in the Goldfields, or the Drakensberg. For more tips on navigating the congress and must-see highlights, visit the GeoCongress 2025 website at https://geocongress2025.org.za/ or contact us at secretariat@geocongress2025.org.za.

GeoCongress 2025 is set to be a landmark event on the geosciences calendar. With the UFS as your host, prepare for an experience that combines academic excellence, innovation, and a collaborative spirit. Welcome to GeoCongress 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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