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10 October 2025 | Story Precious Shamase | Photo MAFF (Music Art, Food and Fashion) Photography
Roots of Wisdom
Pictured from the left: Princess Shoeshoe Tsiame Mopeli; Prof Cias Tsotetsi, Qwaqwa Campus Vice-Principal: Academic and Research; Prof Lerato Seleteng-Kose from the National University of Lesotho; and Dr Komi Afassinou, Senior Lecturer in the UFS Department of Mathematics and Applied Mathematics.

History was made at the University of the Free State (UFS) Qwaqwa Campus with the groundbreaking convergence of the Dr TK Mopeli Indigenous Knowledge System (IKS) Memorial Lecture and Symposium. This joint inaugural event, held under the compelling theme, Roots of Wisdom: Integrating Indigenous Knowledge in Science and Education: The Legacy of Dr TK Mopeli, served as a powerful platform to bridge the academic sphere with the lived wisdom of local communities.

 

Core vision: From commemoration to critical engagement

The planning team’s core vision was clear: to create a unifying platform where the scholarship of IKS could meaningfully intersect with the lived experience. Held on 19 September 2025, the combined memorial lecture and symposium moved beyond a mere commemoration of Dr Mopeli's enduring legacy. It aimed to be a critical engagement that actively pushed the boundaries of contemporary discourse.

The theme itself was a call to action. It sought to highlight the resilience, innovation, and relevance of IKS in solving modern problems, ensuring that indigenous perspectives not only survive but actively shape scientific research, educational curricula, and community development. This focus linked the region’s heritage to future possibilities, echoing Dr Mopeli’s own dedication to education and self-reliance.

 

Wisdom beyond the lecture hall: Inclusive participation

Recognising that indigenous knowledge is deeply rooted in lived experience – as highlighted by keynote speaker Prof Lerato Seleteng-Kose’s presentation on the role of IKS in scientific innovation in Lesotho – the planning team prioritised authentic and inclusive participation. Their strategy deliberately mixed celebrated academics with vital community voices. This involved engaging traditional leaders, community elders, and local IKS practitioners alongside university faculty. 

To bridge the gap between abstract discourse and grassroots practice, the event created a space where storytelling, rituals, and oral traditions were given value equal to formal scholarly papers, including the message from Princess Shoeshoe ‘Tsiame’ Mopeli on cultivating self-reliance. Sessions utilised local languages, most notably Sesotho, to ensure that the knowledge holders felt fully represented and heard.

Dr Elias Nyefolo Malete described Dr Mopeli as a humble leader, passionate about the advancement of his people and the preservation of the Basotho nation. in his address on An Ideational Analysis and Integration of African Folktales in Science, Technology, and Education, he further emphasised the need to treat indigenous narratives not as relics, but as dynamic sources of knowledge for education.

 

The road ahead: Actionable outcomes

The symposium was not designed to be an echo chamber. The planning team identified several specific, measurable deliverables aimed at tracking the long-term impact of the discussions:

Policy Influence: Generating recommendations to be shared with local and national structures to positively influence cultural heritage and education policies.

Curriculum Development: Actively informing the integration of IKS into university curricula across various disciplines, ensuring that future students engage with both the theoretical and applied dimensions of indigenous knowledge.

Community Initiatives: Establishing partnerships to support grassroots-level, community-led projects in areas vital to Dr Mopeli's vision, such as sustainable agriculture, health practices, and cultural preservation.

To ensure that these discussions translate into tangible action, a monitoring framework is being put in place. This includes creating a public repository of all presentations and community contributions and establishing follow-up meetings between the university and community stakeholders.

One of the members of the planning team, Prof Puseletso Mofokeng, concluded, “The 2025 Symposium was a historic moment, transforming the late Dr TK Mopeli's Memorial Lecture into a living, dynamic platform. It reaffirmed that indigenous knowledge is not merely a preserved artefact of the past, but a vital, evolving resource capable of guiding sustainable development and shaping a self-reliant future for the region. The event laid the groundwork for Dr Mopeli’s dream to continue living, not just in memory, but in action, policy, and education.” 

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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