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25 March 2025 | Story Leonie Bolleurs | Photo Supplied
Dr Martin Clark
The Department of Geology at the UFS is co-hosting this year’s GeoCongress 2025 with the Geological Society of South Africa. Pictured is Dr Martin Clark, Senior Lecturer in the Department of Geology and convener of the congress.

The Department of Geology in the Faculty of Natural and Agricultural Sciences at the University of the Free State (UFS) and the Geological Society of South Africa will co-host GeoCongress 2025, set to take place from 23 to 27 June 2025 on the UFS Bloemfontein Campus. This prestigious biennial academic event, themed: Embracing change through collaboration, will bring together leading academics, students, and industry experts from across South Africa to explore the latest advancements in geosciences.

The congress reflects the university's commitment to academic excellence, quality, and impact – core tenets of its UFS Vision 130. As a research-led, student-centred, and regionally engaged university, the UFS continues to transform itself to stay relevant within the dynamic and ever-changing international higher education sphere.

Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation, says “The university is proud to co-host this major gathering of established and emerging earth scientists from a variety of disciplines, who will present relevant, timely research topics to a wider audience. The theme underscores the centrality of geosciences to our aspirations as a university for the country and continent, directing us towards a collective sustainable future. We are excited by the ideas to be featured at this conference. More importantly, we are inspired by the prospect of further promoting real interaction and innovation between academia, industry, and society for impactful change.”

A platform for scientific excellence

It is fitting for the UFS to co-host this event, as geologists in the Department of Geology as well as in the province have made significant contributions across multiple fields, including economic geology, palaeontology, and geomorphology.

In the Department of Geology, for instance, researchers are exploring a wide range of topics, including magmatic processes in the platinum-group-bearing Bushveld Igneous Complex, AI-driven prospectivity modelling of global deposits, meteorite impact-related processes in the Vredefort impact structure, and geological and structural studies in the Namaqualand region.

In the Free State, known for its rich mineral resources, including gold, diamonds, and coal, geologists have played a big role in exploring and developing these resources, particularly in the Free State Goldfields, one of South Africa’s leading gold-producing areas. The province also boasts significant coal deposits, important for power generation. In palaeontology, geologists have helped uncover valuable fossil sites, including the Florisbad hominid site, offering insights into the history of life on earth. Additionally, their research in geomorphology, especially around the Florisbad area, has shed light on unique landscapes and depositional environments, including lunette dunes.

In agriculture, geologists have worked closely with farmers to ensure sustainable land use, providing important information on soil composition and erosion prevention. They have also played a key role in the study of groundwater resources, helping to identify and assess borehole sites for irrigation and domestic water supply, which is key to farming in the region. The Institute for Groundwater Studies (IGS) at the UFS is the only institute in South Africa dedicated to geohydrology. Founded in 1974 by Prof FDI Hodgson, the IGS is the oldest institute at the university and has produced more than 1 000 postgraduate students. The institute conducts research on a wide variety of water-related topics. Of special interest is its contribution to the mining and industrial sectors in terms of water management, minimisation of pollution, as well as understanding the nature and behaviour of South Africa's aquifers. The IGS provides a complete service to these industries through field investigations, the development of specialised field equipment, an accredited laboratory, and computer models for aquifer management.

Building on these contributions in the field, GeoCongress 2025 marks an important event on South Africa’s geoscience calendar, showcasing the latest scientific advancements, innovative research, and practical applications shaping the industry. With engaging academic sessions, dynamic workshops, and practical field excursions, the conference offers attendees the opportunity to participate in meaningful discussions, attend insightful presentations, and take part in excursions that bring theory to life.

Opportunities for networking and growth

GeoCongress 2025 is more than just an academic gathering – it is an opportunity for professional growth and networking. Participants will meet peers, mentors, and industry leaders, establishing connections that can lead to new research projects and collaborations.

There is plenty to look forward to at this year's conference. Here are the key dates and event highlights for GeoCongress 2025. 

• Call for abstracts: Closes on 31 March 2025
• Early bird registration: Closes on 31 March 2025
• Final registration deadline: Closes on 22 June 2025

Event highlights:
• 23 and 24 June 2025: Pre-conference workshops and field trips
• 25 to 27 June 2025: Conference programme featuring keynote speakers, academic sessions, and networking opportunities

Registration fees:
• Standard registration: R3 500 (from 1 February 2025)
• Students and retirees: Flat rate of R500 (proof of registration required for students)

Additional costs:
• Workshops and one-day excursions: Visit the GeoCongress website for information on the costs

• Conference/gala dinner: R500

For more information, please contact us at secretariat@geocongress2025.org.za

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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