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05 September 2025 | Story Kagiso Ngake and Dr Nitha Ramnath | Photo Stephen Collett
Consulate
Left: Stephanie Bruce, Consul General of the United States in South Africa Right: Prof Hester C. Klopper, Vice-Chancellor and Principal of the University of the Free State

The University of the Free State (UFS) recently had the honour of hosting Stephanie Bunce, Consul General of the United States (US) in South Africa, and her delegation on the Bloemfontein Campus. The visit came at a significant moment, shortly after the first 100 days of Prof Hester C. Klopper’s tenure as Vice-Chancellor and Principal. 

The meeting marked an important introduction between two leaders new in their respective roles: Prof Klopper at the UFS, and Consul General Bunce, who began her posting in Johannesburg in September 2024. Their discussions offered an opportunity to align the strategic ambitions of the UFS with the priorities of the U.S Mission in South Africa, while reflecting on the longstanding and fruitful relationship between the UFS and American universities. 

Consul General Bunce commended the depth of UFS’s academic partnerships with the United States and expressed enthusiasm about the university’s future direction. “I’m really excited to hear what you’re looking for in the next few years and how we can continue to work together,” she said.

 

Advancing clinical training and collaboration 

The delegation toured the world-class Clinical Simulation and Skills Unit (CSSU), where Prof Mathys Labuschagne, Head of Clinical Simulation and Skills Unit, School of Biomedical Sciences, and his team showcased how advanced simulation technologies prepare students for clinical practice. “Hands-on practice in a safe, non-threatening environment is one of the best ways to build confidence and skills,” explained Prof Labuschagne. 

The CSSU was developed based on a model from Penn State University following a visit 15 years ago - a collaboration that has continued to thrive. “Collaboration with US universities opens doors for joint teaching, student exchanges, and research partnerships that drive innovation,” Prof Labuschagne added. 

 

Deepening a century of partnership 

Collaboration between the UFS and the U.S universities dates back more than a century. In the 1920s, the University of Michigan established the Lamont-Hussey Observatory on Naval Hill, and Harvard University relocated the Boyden Observatory to Maselspoort. Both observatories, now part of the UFS, symbolise a legacy of shared scientific discovery. 

These historic ties have since evolved into formal agreements with universities across the United States. Between 2020 and 2024, the US was the leading country collaborating with the UFS, producing more than 929 co-authored publications across 648 institutions. Today, partnerships continue to expand through research, academic exchanges, and staff mobility programmes that leave a lasting impact on students and society alike. 

Consul General Bunce highlighted the distinctive nature of these partnerships. “In many countries, academic exchange is driven by government. Here, it grows organically from strong relationships and programmes.”

Prof Lynette Jacobs, interim Director in the Office for International Affairs, emphasised the value of these ties: “Our partnership with the United States shows how a strong and mature relationship can drive diversified internationalisation, advancing our strategic goal of global engagement with real impact. We look forward to welcoming the Consul General on our other two campuses.”   

 

Driving innovation and commercialisation

In her address, Prof Klopper outlined the university’s vision to translate research into real-world solutions and commercial opportunities. “The UFS is learning from many American universities’ innovative models, which leverage multiple income streams and strong industry partnerships,” noted Prof Klopper. Prof Klopper emphasised that diversifying income is not only about sustainability but also about ensuring research has impact. Recent spin-off companies are an example of this vision becoming reality. 

 

Charting the future 

The US delegation expressed strong interest in UFS’s areas of strength, including community engagement, entrepreneurship, and student success initiatives. They also highlighted the potential for US students to study at the UFS, with consular support services in place to assist visiting students in emergencies. 

“It is wonderful to see relationships that grow and change but continue to bring in new partnerships and exchanges,” Consul General Bunce remarked. 

With plans for new mobility schemes, joint research projects, and a shared commitment to innovation, the UFS and its US partners are well-positioned to shape the next chapter in their century-long story of collaboration.  

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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