Latest News Archive

Please select Category, Year, and then Month to display items
Previous Archive
12 May 2025 | Story Leonie Bolleurs | Photo Supplied
Ruhan Fourie
Dr Ruhan Fourie, former postdoctoral fellow in the UFS International Studies Group and current researcher at Stellenbosch University’s Beyers Naudé Centre for Public Theology, was recently awarded the prestigious Desmond Tutu-Gerrit Brand Prize.

Dr Ruhan Fourie, a former fellow of the International Studies Group (ISG) at the University of the Free State (UFS), recently received the prestigious Desmond Tutu-Gerrit Brand Prize for Debut Work for his book, Christian Nationalism and Anticommunism in Twentieth Century South Africa (Routledge, published in South Africa by Christian Literature Fund).

A media release by the Andrew Murray-Desmond Tutu Prize Fund stated that the prizes primarily serve as motivation and recognition for writers to produce quality publications of theological and Christian work in all official languages of our country. The awards are given in recognition of extraordinary contributions to unity, reconciliation, and environmental justice in our country.

Currently a postdoctoral fellow in the Beyers Naudé Centre for Public Theology at the Stellenbosch University Faculty of Theology, Dr Fourie says the award is especially meaningful because of the book’s academic tone. “I hold public accessibility to scholarly work dear; so, to receive this recognition for a more scholarly work outside academia is very encouraging. When I got the call that I’d won the prize, it was met with great surprise and joy,” he says.

 

Challenging Cold War assumptions

In the book, he explores the deep-rooted fears that Afrikaners held about communism during the twentieth century. These fears are often assumed to be Cold War products, primarily shaped by the apartheid state. However, Dr Fourie’s research, undertaken as part of his postdoctoral fellowship in the UFS International Studies Group, challenges this simplified narrative. He approached anticommunism more broadly than merely opposition to the state-centred communist doctrine by focusing on the Dutch Reformed Church (DRC), which had the widest reach and deepest influence in the everyday lives of Afrikaners.

The book argues that while the DRC played a constant role in shaping an anti-communist imagination among twentieth-century Afrikaners, its influence shifted over time. “It ultimately concludes that anticommunism functioned as a vehicle for nationalist unity (and uniformity), a paradigm for Afrikaner identity, and a legitimiser of the volk’s perceptions of its imagined moral high ground throughout the twentieth century,” he notes.

Dr Fourie credits his time as a postdoctoral fellow (2022-2023) in the UFS ISG as a key part of developing his book. He describes the ISG as a place offering strong institutional support, valuable mentorship, and the academic freedom he needed to shape his ideas into a full monograph. As part of a research-led, student-centred, and regionally engaged institution such as the UFS – which is committed to development and serves as a hub of impactful knowledge – Dr Fourie found the right space to grow both his research and his contribution to the field of South African history.

 

Impact of UFS' academic environment

He spent a significant part of his emerging academic journey at the UFS. Besides the time he spent on his postdoctoral fellowship at the ISG, he also completed his PhD between 2018 and 2021 – marking a total association of six years with the university. “The ISG’s culture of scholarly rigour, academic freedom, mentorship, and institutional support under the guidance of Prof Ian Phimister, paired with collegiality and collaboration among peers, left a formative impression on me as an aspiring academic,” he comments.

Looking ahead, Dr Fourie is currently working on a project – a biography of anti-apartheid cleric Beyers Naudé. While based on solid academic research, the biography is being written for a wider audience and is aimed at trade publication, an approach that will bring Naudé’s life and legacy to both scholarly and general readers. His interest in Naudé runs deep; his master’s thesis on Naudé’s life was awarded a prize for the best Afrikaans thesis, an early indicator of the path his academic work would follow.

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


We use cookies to make interactions with our websites and services easy and meaningful. To better understand how they are used, read more about the UFS cookie policy. By continuing to use this site you are giving us your consent to do this.

Accept