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06 May 2025 | Story Tshepo Tsotetsi | Photo Supplied
Critical Dialogue
Guest speaker, Prof Gordon Zide, delivers his keynote address at the EDSA Critical Dialogue Series 2025.

The Office of the Executive Director: Student Affairs at the University of the Free State (UFS) hosted its annual Critical Dialogue Series on 29 April 2025 at the Centenary Complex on the Bloemfontein Campus. The dialogue brought together students, staff, and university leadership for an engaging conversation around ethical and servant leadership in higher education.

 

A conversation rooted in purpose

In his opening address, Temba Hlasho, Executive Director for Student Affairs said the dialogue was designed to provoke honest reflection and engagement on issues that affect student experience and institutional culture.

“We believe that there has to be some sort of transparency in terms of having to talk about topical issues that are very critical, that also touch on the very nerve of student experience,” Hlasho said.

He encouraged student leaders to see the platform not as ceremonial, but as a call to action. “You are in a country today where ethics have almost decayed. You, as the future of this country, will rely solely on the young people to change the narrative.”

 

Leadership anchored in service

UFS Vice-Chancellor and Principal Prof Hester C. Klopper delivered a powerful message on the importance of ethical and servant leadership in guiding the university’s direction. “Leadership – and specifically ethical and servant leadership – forms the cornerstone of what we stand for at the University of the Free State.”

She spoke about accountability, fairness, and leading with integrity. “It means treating every student fairly regardless of background or belief, and holding yourself accountable for your actions and decisions.”

Prof Klopper also highlighted the vital role student leaders play in shaping a culture of trust and excellence. “Leadership is not a title or a position, but a daily choice to serve with integrity, empathy, and purpose.”

 

Ubuntu, transformation, and power dynamics

The event’s keynote speaker was Prof Gordon Zide, an accomplished scholar, academic, intellectual, Africanist, author, transformation specialist, motivational speaker, and a former Vice-Chancellor and Principal of the Vaal University of Technology. Prof Zide is also a former Registrar at the University of South Africa. Drawing from a lifetime of experience in the sector, he interrogated the moral responsibilities of leadership within the South African higher education landscape.

“Leadership is a function of being a servant and being in charge of others,” he said. “It also requires the capacity to give strategic direction for the effective, efficient, and valued functioning of organisations.”

He emphasised that ethical leadership should be grounded in values such as vision, passion, patience, integrity, honesty, decisiveness, character, and charisma. Reflecting on the African philosophy of ubuntu, Prof Zide remarked: “When talking about servant leadership, it’s important to recognise other people and say to yourself: ‘I am what I am because of other people.’”

He encouraged students, particularly the current generation, to take charge and assume ethical leadership roles in their spaces. Referencing prominent anti-apartheid figure Robert Sobukwe, he urged, “Even when we are no longer here, they will always remember that we were there.”

Prof Zide also noted the practical benefits of ethical leadership in institutions, saying that it improves brand image, boosts morale among staff and students, and strengthens the recruitment process. He concluded by challenging the Department of Higher Education and Training (DHET), saying its tendency to micromanage universities undermines the autonomy and leadership authority of institutional management.

 

A call to lead with intention

Reflecting on the impact of the event, Acting President of the Institutional Student Representative Council (ISRC) Mpho Maloka said, “These kinds of conversations are needed because they help us go back to the ‘why’ – why we became student leaders in the first place, and how we can serve students in ways that actually make a difference.”

She added, “People have turned student leadership into something so political that others don’t even want to get involved. Dialogues like this bring it back to what really matters – serving students and growing as ethical leaders.”

As Prof Klopper concluded: “The lessons in ethical and servant leadership that you learn and practise here prepare you not just for impactful careers, but for responsible citizenship in a world desperately in need of ethical leadership.”

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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