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03 March 2025 | Story Andre Damons and Adele Louw | Photo Tania Allen
Agriculture Risk Financing research chair
Prof Johan van Niekerk, Vice-Dean for Agriculture for the Faculty of Natural and Agricultural Sciences; Prof Liezel Massyn, UFS Business School; Prof Nicolene Barkhuizen, Director of the UFS Business School; and Prof Cobus Oberholster, from the Agriculture Risk Financing research chair.

A newly established multi-stakeholder research chair at the University of the Free State (UFS) Business School will focus on holistic and interdisciplinary research that will create new knowledge, contribute to climate change adaptation and mitigation in the food and agricultural sector.

The Agriculture Risk Financing research chair, led by Prof Cobus Oberholster from the Business School, will also support sector specific policy development and implementation, and steer the societal discourse on climate financing and sustainable agriculture. The chair forms part of the UFS, Agricultural Research Council (ARC), and the Department of Agriculture, Land Reform and Rural Development (DALRRD) research chairs. Prof Oberholster joined the university on 1 February 2025 in this prestigious position which is a collaboration between the Business School and the UFS Department of Agricultural Economics.

Prof Oberholster, who spent a big portion of his corporate career in the banking environment, brings extensive expertise in climate finance, resource mobilisation, and sustainable economic practices. His appointment marks a significant milestone in advancing research at the intersection of finance, sustainability, and agriculture, ensuring that innovative financial solutions contribute to environmental resilience and responsible resource management. Prof Oberholster also gained extensive management experience over the past 15 years regarding the agribusiness environment (non-Bank) in South Africa with a specific focus on value-chain financing.

Focus of research chair

Says Prof Oberholster: “The research chair will strategically focus on the mainstreaming of climate-smart financing solutions within the food and agricultural sector. To achieve this, the research will focus on three strategic and interrelated pillars (Regulatory and policy, Entrepreneurial market exchanges and Digital financial innovations), which aim to provide a governance framework within which innovative financing and market mechanisms can be developed and commercialised.

“The chair will reside at the UFS Business School, but form part of a group of research chairs being hosted within the Faculty of Natural and Agricultural Science. These chairs cover the full food and agricultural value chain, which allow for leveraging the output of the chair within very specific components of the value agrifood value chain.”

The ARC-DALLRD-UFS research chairs were established last year in an effort to address the challenges and impact of climate change in Southern Africa and fall under the umbrella of climate change.

Prof Oberholster, who completed two doctoral degrees focusing on agriculture, agricultural development, and agricultural financing, says he is excited to be part of this joint initiative, and the opportunity to share his business and financing experience. “Climate change, and the corresponding need to find innovative financing solutions, is currently one of the biggest global challenges. It requires an accelerated and responsible approach to research and innovation which, together with the university’s trusted reputation, must be used to build social licence for disruptive technological solutions.”

Contributing to food security

According to Prof Oberholster, both the UFS Business School and the faculty, are ideally suited to find complementary commercial solutions for accessing and mobilising climate finance in South Africa and the wider African continent. The chair, through the UFS Business School, will also focus on capacity building which will be done through selected training and educational interventions, with the aim of addressing existing constraints in mobilising and accessing climate finance.

“The chair will focus on the integration of social, ethical and environmental parameters into climate-financing decisions. By focusing on these key sustainability aspects, access to climate finance will not only contribute to specific development objectives but also significantly contribute to food security,” Prof Oberholster says.

“Climate change, and the corresponding need to find innovative financing solutions, is currently one of the biggest global challenges. As such I’m looking forward to guide the creation of new knowledge in this specialised field, and especially to find complementary commercial solutions for accessing and mobilising climate finance in South Africa and the bigger African continent. What is standing out for me is the level of expertise available within the UFS, and the willingness of academics to work together on grand challenges such as climate finance. This is a winning recipe.”

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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