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06 March 2025 | Story Tshepo Tsotetsi | Photo Supplied
Human Rights Month 2025
UFS: Promoting human rights and empowering equality every day.

As we celebrate Human Rights Month, the University of the Free State (UFS) remains committed to fostering a campus culture where human rights are actively upheld and respected. This ongoing dedication aligns with Vision 130, a guiding principle that drives the UFS’s efforts in creating an inclusive, equitable environment for students, faculty, and staff.

 

Fostering a human rights-centred education through Vision 130

At the heart of the UFS’s mission is Vision 130, a strategic framework aimed at positioning the university as a leader in inclusivity, social justice, and academic excellence. It ensures that the university’s commitment to human rights and equality is reflected not only in academic programmes but also in everyday student and staff interactions.

For students like Nomathemba Mhlafu, a final-year Bachelor of Arts student majoring in Psychology, these principles resonate deeply. “Honestly, it’s about having the right to education and access to resources,” Mhlafu says. “The fact that I can come here, study, and actually get my degree? That’s everything.”

 

Human rights: A shared responsibility

The promotion of human rights at the UFS is not only an institutional effort but one that includes students, faculty, and staff. Martie Miranda, Head of the UFS’s Centre for Universal Access and Disability Support (CUADS), emphasises that promoting inclusivity for persons with disabilities requires a unified effort. She underscores that staff must provide accessible communication, including principles such as using clear, simple language in written and verbal communication and ensuring that alternative formats for documents, such as braille, large print, or digital versions, are available.

Miranda stresses the importance of respect and awareness. “Students need to treat students with disabilities with respect and dignity, being mindful of ableism and microaggressions,” she says. This everyday care practice ensures that all students, regardless of ability, can thrive.

Similarly, Oratile Lentsela, CSRC for Universal Access, advocates for a campus that embraces all students, regardless of background or ability. “We must continue to raise awareness and remove barriers to learning,” she says. “This includes creating more accessible spaces and improving support services.”

 

The role of students in shaping a human rights-conscious campus

Students are at the core of shaping a campus that is both human rights-conscious and inclusive. Dr Annelie De Man, Division Coordinator of the Advocacy Division at the Free State Centre for Human Rights, says, “Students have an indispensable role to play in ensuring that they are not only aware of the rights that they possess as human beings, but also the means available to them in situations where their rights are not respected, protected, and/or fulfilled.”

 

According to Dr De Man, students can contribute by:

• Creating or joining student associations that advocate for human rights.
• Educating peers on human rights and redress mechanisms through workshops and discussions.
• Demonstrating inclusivity and respect by fostering a welcoming environment for students from diverse backgrounds.
• Engaging in social justice discussions and contributing to solutions for addressing injustices.

• Providing peer support and guiding affected students to appropriate reporting channels when human rights violations occur.

Furthermore, the Human Rights Ambassadors programme, an initiative led by the Advocacy Division, empowers students to take the lead in promoting human rights within their residences. Ambassadors organise events such as poetry performances, debates, and awareness campaigns to inspire a culture of human rights on campus.

 

Public engagement as a step forward in human rights advocacy

As part of its ongoing efforts, the Free State Centre for Human Rights continues to host a variety of events to promote human rights awareness. Dr De Man highlights the importance of events like public lectures, seminars, and workshops in raising critical discussions about human rights. One such event is the centre’s first annual public lecture on 19 March 2025, which will feature Prof JL (Loot) Pretorius presenting on ‘Courts, Human Rights, and Democracy’.

“The collaboration between the different divisions of the centre allows us to engage the wider university community on issues of great importance,” Dr De Man notes. The upcoming lecture will provide a platform for the UFS community to reflect on the intersection of law, human rights, and democracy in South Africa.

 

A rights-conscious campus for all

A commitment to human rights is integral to both the UFS’s daily operations and long-term vision. Through initiatives like the Human Rights Ambassadors, the work of CUADS, and student leadership, the UFS continues to build a campus environment that prioritises equality, inclusivity, and social justice.

Mhlafu says this commitment extends beyond academics for her. “I had an injury once and went to Kovsie Clinic for help. It’s a service that’s always available to students, every day,” she explains. “That was a moment where I really saw how important the right to healthcare is. You don’t think about it until you need it, and when you do, it makes a huge difference.”

In line with Vision 130, the UFS remains steadfast in its dedication to providing every student with the resources, education, and support they need to succeed. With human rights at the forefront of every effort, the UFS is creating a campus where all individuals are empowered to thrive, ensuring that respect, dignity, and equality are not just ideals but a lived reality.

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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