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UFS resumes training of undergraduate students at Pelonomi Hospital in Bloemfontein

10 June 2019 | Story Lacea Loader

The executive committee of the University of the Free State (UFS) has today resumed the training of its undergraduate students in the School of Clinical Medicine at the Pelonomi Hospital in Bloemfontein with immediate effect.

The decision to suspend the training of undergraduate students at the hospital came after the attempted rape of a medical intern last week, as well as the robbery of a medical officer in the parking area of the hospital over the weekend.

This morning, discussions involving the university management, the Head of the Department of Health (DoH) in the Free State Province, the executive committee of the Pelonomi Hospital, and the South African Police Service (SAPS) took place regarding the security situation at the hospital. The DoH provided the university with a security project plan comprising immediate and medium-term interventions, and a commitment to execute the plan as a matter of urgency. The university’s executive management furthermore met with the management of the Faculty of Health Sciences and, based on a safety risk assessment, the university’s executive management agreed that undergraduate students could again fully access the clinical platform at Pelonomi Hospital.

Interventions in the security project plan include the installation of high-mast lights in the precinct of the hospital, reparation of the perimeter fence, security locks, and limiting access to the hospital and the hospital grounds after 20:00 until 06:00. A Venue Operation Centre (VOC) made up of SAPS, institutional security management, and the Community Policing Forum will also be established at the hospital.

“The main focus and concern for the executive management of the university is the safety of its students and staff. We are satisfied with the security plan and the overall interventions committed to by the DoH and will monitor the implementation of these interventions with the management of the Pelonomi Hospital and the DoH. The security interventions will alleviate the situation at the hospital in order for the university to continue sending its undergraduate students there for training,” said Prof Francis Petersen, UFS Rector and Vice-Chancellor, during a media briefing today.

Prof Petersen also met with undergraduate students in the Schools of Clinical Medicine, Nursing, and Allied Health Professions today to discuss the situation at the hospital. Trauma counselling is provided to undergraduate students and staff and those in need of counselling at the Pelonomi Hospital.

The DoH has furthermore extended its bus service between the clinical platforms in Bloemfontein to students in need of transport of the School of Clinical Medicine according to time slots as from the beginning of the second semester. This service will ultimately be extended to undergraduate students in the Schools of Nursing and Allied Health Professions. “We will also look into further transport solutions for the longer term for our students,” said Prof Petersen.

Undergraduate students from the university’s Schools of Clinical Medicine, Nursing, and Allied Health Professions are trained on the clinical platforms in Bloemfontein – these include the Pelonomi Hospital, Universitas Hospital, National Hospital, the Mangaung University Community Partnership Programme (MUCPP), and the Free State Psychiatric Complex.

Although these clinical training platforms are under the jurisdiction of the DoH in the Free State Province, they form a critical part of the training of undergraduate students in the university’s Faculty of Health Sciences. Staff on the joint establishment of the UFS and the DoH also work at hospitals on the clinical platforms.

Released by:
Lacea Loader (Director: Department of Communication and Marketing)
Telephone: +27 51 401 2584 | +27 83 645 2454
E-mail: news@ufs.ac.za | loaderl@ufs.ac.za

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.

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