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16 May 2025 | Story André Damons | Photo Supplied
Dr Lisa Rothmann
Dr Lisa Rothmann, a plant disease epidemiologist from the University of the Free State (UFS), has been nominated in the TW Kambule-NSTF Award: Emerging Researcher category for this year’s NSTF-South32 Awards.

Dr Lisa Rothmann, a plant disease epidemiologist from the University of the Free State (UFS) who was nominated in the TW Kambule-NSTF Award: Emerging Researcher category for this year’s NSTF-South32 Awards, says that the nomination is a reminder that service through science matters.

“I am humbled by the nomination. For me, it reflects not just individual recognition, but also the shared effort of the team of postgraduate academics, research assistants, partners, and farmers with whom I've had the privilege to work with. It is affirming to see plant pathology and field-based research recognised in this way; it highlights the consistent (hard) work we do to make a meaningful contribution to agriculture and to serve the grain industry and farmers,” says Dr Rothmann. 

She was nominated by Grain South Africa (Grain SA), with whom she has been working closely since 2018 to contribute research that aligns with the organisation’s mission to strengthen the grain sector. They play a key role in supporting sustainable grain production and farmer development. 

Dr Rothmann, who is one of eight UFS researchers and a research team nominated for the NSTF-South32 Awards – also known as the ‘Science Oscars’ – is nominated for her contribution to interdisciplinary, team-based research to develop practical solutions for plant diseases in order to protect crops and empower communities. 

 

Motivation to keep growing

The Senior Lecturer in the Department of Plant Sciences within the Faculty of Natural and Agricultural Sciences (NAS) says that while she is proud of the work she has done, she sees this recognition as a team effort. Says Dr Rothmann: “It motivates me to keep growing as a researcher, rooted in impact and integrity. I’m not a prolific peer-reviewed publisher; my academic record includes 10 journal articles and one book chapter, but I have written around 50 popular articles – often as a solo author, in collaboration with postgraduates and peers.” 

“These pieces translate plant pathology topics such as the Sclerotinia life cycle, disease surveillance, and management into accessible information for producers and the public. To me, this nomination is a symbol that making a meaningful impact doesn't only come from journal impact factors. This nomination has reminded me that building a career in academia is a relay, not a race, and that lasting impact comes from investing in others.”

As a plant disease epidemiologist, she specialises in field pathology – an area of plant pathology that explores how disease epidemics in crops develop, spread, and can be effectively managed within agricultural systems. Their work centres on understanding and managing Sclerotinia diseases in oilseed and protein crops such as canola, soybean, and sunflower, as well as disease surveillance in key grain crops including dry bean, sorghum, and sunflower.

 

New research

After participating in the US-based National Sclerotinia Initiative in 2017, she was inspired to establish a South African Sclerotinia Research Network with the support of Grain SA, creating a platform for researcher collaboration, farmer engagement, and the development of on-farm management strategies. Over time, explains Dr Rothmann, their research has expanded to include cultivar screening, national disease surveys, fungicide registration trials, and the development of disease-assessment tools. More recently, they have embedded sociological surveys into sorghum disease work to better understand farmers’ knowledge and needs, ensuring that research remains practical and co-created with producers.

According to Dr Rothmann, they have been privileged to work in a space that supports producers and protects crops through applied plant disease management strategies. While high-value crops often attract attention due to export markets, the grain that feed the nation forms the backbone of food security. As part of their new research, Dr Rothman and the research team are currently contributing to the Sorghum Cluster Initiative's pre-breeding programme, where they have screened 160 accessions for diseases to support future cultivar development. 

They are also going to explore how both emerging and commercial farmers will adopt these new cultivars. She is actively seeking collaborators in sociology/psychology or similar fields to better understand farmers’ decision-making. They are developing a plant disease dashboard to map disease occurrences across South Africa – an effort aligned with the Plant Health (Phytosanitary) Act 35 of 2024 to help guide appropriate disease risk categorisation. In the long term, concludes Dr Rothmann, they hope to establish a diagnostic hub for central South Africa in partnership with Agricultural Research Council-Grain Crops to strengthen local disease identification and support producers in real time.

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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