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15 September 2025 | Story Precious Shamase | Photo Supplied
Qwaqwa Dux
Prof Prince Ngubeni, Campus Principal; Dux Award winner, Tshepiso Mabitsela; and Prof Cias Tsotetsi, Vice-Principal: Academic and Research

The University of the Free State (UFS) Qwaqwa Campus recently hosted its annual Student Excellence Awards, a prestigious event dedicated to honouring the remarkable accomplishments of its students. The ceremony, held in the Mandela Hall, brought together students, academic staff, and university leadership to celebrate the collective strength and individual achievements of Qwaqwa Campus students. 

The 2025 Student Excellence Awards showcased the dedication, talent, and resilience of the UFS student body. As the university continues to provide a nurturing environment for academic and personal growth, these students stand as a testament to the power of perseverance and the promise of a brighter future.

 

A celebration of perseverance 

Prof Prince Ngobeni, Campus Principal, warmly welcomed guests and praised the students for their hard work and dedication. In his address, he highlighted the students’ outstanding achievements.

“This ceremony is not just about handing out awards; it is a celebration of hard work, dedication, and resilience,” Prof Ngobeni said. “It is a recognition of the countless hours spent in libraries, the late nights fuelled by coffee, and the moments of doubt that you overcame with sheer determination. Today, we celebrate not just the achievements of a select few, but the collective spirit of excellence that defines our campus.”

 

Insights from a valued alumnus

Dr Peter Moopi, a distinguished UFS alumnus, served as guest speaker. Dr Moopi’s journey with the university began in 2016 when he enrolled for a Bachelor of Arts degree. He went on to complete his Master of Arts in 2021 and his Doctor of Philosophy in English in 2025.

In his speech, Dr Moopi spoke about the concepts of ‘improvise, adapt, and overcome’, which he described as central to his experience at the UFS. “As we know that many of us come from difficult backgrounds, we always wish that there was more,” he said, inspiring students to find strength and resilience in their personal stories.

 

Twin triumphs and a Dux winner’s story

Among the celebrated students were identical twins Nthabeleng and Nthabiseng Mofokeng, both pursuing a Bachelor of Science in Geography. The twins, who received awards for achieving the same aggregate score, credited their success to teamwork, discipline, and a shared faith.

When asked about their unique academic journey, they explained, “We believe our secret is teamwork, discipline, and God’s grace. As twins, we know each other’s strengths and weaknesses, so we complement one another perfectly.” They described their study sessions as collaborative and engaging, often turning learning into games and quizzes to make it more enjoyable.

The Dux Award winner, Tshepiso Mabitsela – a student in the Faculty of Education – shared a deeply personal and emotional reflection on her achievement. She described the moment her name was announced as a dream she never thought possible.

“I could not believe what was happening at that moment, and tears of joy welled up in my eyes,” she said. Tshepiso spoke movingly about her family, particularly her mother – a domestic worker – and her physically unwell grandmother. “This award is not just a recognition of my work but also goes to them as a way of showing that their sacrifices and support were a driving factor behind my studies,” she stated.

Mabitsela said she is the only hope and the first child to go to university in the family, so she had to make it for them. She is truly humbled to have received this award – her mother was also emotional when she called to tell them the good news. Therefore, this award is not just hers, but it is also theirs.” The fact that I am my family's last hope kept me going, hence I did not give up during my challenging journey. Therefore, when I received my results, it was a culmination of my expectations. I just could not believe that I could be the top learner on the whole campus and not just in my class. I am still in shock and tears roll out of my eyes every time I think about it.”

 

Words of wisdom from a social progress pioneer

The event also featured a poignant address by Nobomi Duma, a dedicated social progress pioneer and UFS alumna. Living with dystonic cerebral palsy and polymyoclonus, Duma's journey is a testament to resilience. She holds a Bachelor of Social Sciences degree and serves as an assistant community development practitioner.

In her powerful message, Duma urged students to find peace and closure for themselves, even in the absence of an apology. “As people living with disabilities, we go through so many challenges ... accept the apology you never got.”

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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