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29 October 2025 | Story Tshepo Tsotetsi | Photo Kaleidoscope Studios
EDSA Prestige Awards
From left: Dr Temba Hlasho, Executive Director: Student Affairs; Jane Mpholo, 2025 Student of the Year; and Prof Noluxolo Gcasa, Guest Speaker, at the 2025 EDSA Prestige Awards.

The Division of Student Affairs at the University of the Free State (UFS) brought together students, staff, and senior management on Friday 24 October 2025 for the fourth edition of the Executive Director: Student Affairs (EDSA) Prestige Awards – an evening dedicated to recognising students whose leadership, creativity, and commitment are shaping a more inclusive university.

Held at the Bloemfontein Campus, the ceremony honoured outstanding students across all three campuses who have excelled through academic performance, community engagement, and innovation. From sport and residence life to student governance, counselling, health and wellness, social support, and the Centre for Universal Access and Disability Support, each award reflected the depth of student impact within the university community.

 

A night that belonged to students

Dr Temba Hlasho, Executive Director of Student Affairs, said the awards serve as a reminder of the values that underpin the UFS journey toward Vision 130. “By recognising and rewarding excellence,” he said, “we reinforce the culture of achievement and innovation that drives our students.”

He congratulated the winners for their perseverance, describing them as “dreamers who never give up” – borrowing the words of Nelson Mandela – and encouraged them to remain ambassadors of the university’s spirit of excellence.

Guest speaker Prof Noluxolo Gcaza, Associate Professor from Nelson Mandela University, reflected on the meaning of excellence in her keynote address. “Excellence is a way of being,” she said. “It’s not about recognition at the end – it’s the fruit of your quiet perseverance. Whether your name is called or not, your contribution adds to the living story of this university.”

The highlight of the evening was the announcement of the EDSA Student of the Year, celebrating students who embody global citizenship, academic distinction, leadership, and community engagement.

Jane Mpholo-Mehlape, an Honours in Drama and Theatre Arts student specialising in Theatre for Young Audiences and Directing, earned the top honour. A multi-award-winning theatre-maker, filmmaker, and social entrepreneur, she uses the performing arts to confront social issues, create employment, and mentor young people.

“It feels surreal,” she said after receiving her award. “For years I’ve poured everything into my work, so this recognition affirms that what I’m doing matters… that we are seen.”

Coming from the performing arts, she added, the recognition carries special weight. “People often see performance as just entertainment,” she said. “But art can give people voices and opportunities. This award recognises leadership, transformation, and community – and those are everything that I am.”

Joining her were Thabang Mahlangu, a Human Resource Management student and member of the Shimlas rugby team, who received the first runner-up honours for his contributions to sport, leadership, and community engagement, and Mbalenhle Thungo, a Bachelor of Administration student from the Qwaqwa Campus, who was named second runner-up. Thungo is an entrepreneurial student leader serving as the Deputy Chairperson of the Faculty of Economic and Management Sciences Student Council.

Together, the winners represent the diverse ways in which UFS students continue to demonstrate excellence: not as a goal, but as a way of being that reflects the heart of the institution.

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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