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01 September 2025 | Story Tshepo Tsotetsi | Photo Dr Reabetswe Parkies
BAccHons and PGDip graduates
Prof Frans Prinsloo, Head of the UFS School of Accountancy, with some of the proud 2024 BAccHons and PGDip (Chartered Accountancy) graduates who contributed to the School’s outstanding 96% pass rate in the June 2025 Initial Assessment of Competence (IAC).

The University of the Free State (UFS) has once again affirmed its position as one of the country’s leading institutions in accounting education. In the June 2025 Initial Assessment of Competence (IAC) by the South African Institute of Chartered Accountants (SAICA), UFS graduates from the 2024 BAccHons and PGDip (Chartered Accountancy) programmes achieved an exceptional 96% pass rate. This performance stands well above the national throughput of 76% across both the January and June sittings, confirming the university’s reputation for producing work-ready Chartered Accountants (CAs).

This achievement in the IAC – previously known as the Initial Test of Competence (ITC) – not only showcases the quality of teaching and learning at UFS but also echoes the recent SAICA endorsement visit, during which evaluators commended the School of Accountancy for cultivating confident, competent graduates ready to contribute to both the profession and the South African economy.

 

Driving excellence through vision and innovation

Reflecting on the results, Prof Frans Prinsloo, Head of the School of Accountancy, emphasised that this success confirms the School’s long-standing commitment to excellence and innovation. “Exceeding the national average by such a significant margin reinforces that our programmes are developing highly competent and sought-after Chartered Accountants. This achievement places UFS among the leading institutions in South Africa for producing high-quality graduates,” he said.

Prof Prinsloo attributed the outcome to the unwavering dedication of staff who, as highlighted by SAICA’s endorsement team, “go above and beyond” to support student success. He also pointed to a range of initiatives that have created an enabling environment for achievement, from a humanising pedagogy that prioritises student voices and dynamic learning communities, to early intervention strategies and an academic trainee programme that provides peer support through consultations and small-group sessions. “We are not just delivering a curriculum; w are fostering a culture of learning, growth, and achievement,” Prof Prinsloo added.

Prof Phillipe Burger, Dean of the Faculty of Economic and Management Sciences, said the results reflect the faculty’s broader vision of preparing leaders who can excel in both business and society. “We are preparing leaders for tomorrow, and education is the key to that. Corporate leadership requires technical expertise, but also resilience, adaptability, and the ability to work as part of a team. All of this we pack into our CA programme,” he explained.

Prof Burger also highlighted the faculty’s national role in shaping the profession through ongoing collaboration with SAICA and industry, ensuring that graduates remain relevant and highly employable. He noted the remarkable growth in the faculty’s accounting programmes, with the BAcc enrolling four times as many new first-year students this year compared to five years ago, alongside a significant increase in the average Admission Point (AP) scores of incoming students. “This growth, combined with rising admission standards, is testament to the quality of our programmes and the confidence that students and parents have in what we offer,” Prof Burger said.

As UFS celebrates this milestone, both leaders agree that the achievement belongs not only to the graduates but to the entire learning community. The outstanding 96% pass rate signals the university’s continued success in producing Chartered Accountants who are academically excellent, ethically grounded, and ready to make an impact in South Africa and beyond.

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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