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18 June 2019 | Story Leonie Bolleurs | Photo Leonie Bolleurs
Dr Christine Engelbrecht from the Agricultural Research Council
Dr Christine Engelbrecht from the Agricultural Research Council presented the keynote lecture on climate dynamics, predicting that El Niños will double in frequency towards the end of the century.

The world will need nearly double the current food supply by 2050 to feed an ever-increasing world population. This is a mammoth, almost impossible task.

Building on knowledge

According to UFS Rector and Vice-Chancellor, Prof Francis Petersen, if we approach challenges such as these with scientific level-headedness, systematically build on knowledge and experience gained, and draw on similar inputs from other specialist fields, the seemingly impossible becomes possible.

“To what extent do we integrate our knowledge across sectors – within the university and outside the university; on the continent as well as globally?” he asked the 300-plus delegates, which included animal scientists, students, and various other role players in the livestock sector, at the 51st South African Society of Animal Science (SASAS) congress on the Bloemfontein Campus of the University of the Free State (UFS). 

Willingness to adapt to new strategies


The theme of this year’s congress was: Managing the ecological footprint of livestock through efficient production. The congress provided a platform for discussions on the impact of livestock production – bringing in elements of critical thinking, as well as the willingness to adopt new strategies. 

During the congress, workshops on topics such as silage, predation management, intensive sheep production, prickly-pear utilisation, and animal welfare provided delegates with the opportunity to discuss challenges faced by the South African livestock producer.

Dr Christine Engelbrecht (Meteorology) from the Agricultural Research Council presented the first keynote address, focusing on climate dynamics. 

“We have high-impact weather systems across Southern Africa. It is projected that strong El Niños are to double in frequency towards the end of the 21st century,” said Dr Engelbrecht. 

She further predicted temperature increases of between 4 and 7 degrees Celsius in the interior before the end of the century. Over the Free State, Northern Cape, and North-West Province, we can expect shorter frost seasons, significant increases in maximum temperatures for both summer and winter, as well as more frequent El Niño-induced droughts. 

Ecological footprint of food

Improved production outputs need to be achieved by using less land, water, and available energy, while ensuring that the degradation and pollution of natural resources are limited. A scientific approach would be a viable option to improve the efficiency of livestock production.

SASAS President, Prof Este van Marle-Köster from the University of Pretoria, pointed out that all food had an ecological impact.

Dr Frikkie Maré, Head of the Department of Agricultural Economics at the UFS, presented a keynote lecture on managing the footprint of beef through efficient production. Comparing the water footprint of different cattle breeds, his question was what could be done to reduce this. 

Animal welfare was introduced to the congress for the first time. Prof Cathy Dwyer from Scotland’s Rural College presented a session on, ‘Can animal welfare contribute to improved production efficiency?’

The oldest conception of animal welfare is the five freedoms adapted to the five welfare needs of animals, namely a suitable environment, a suitable diet, exhibiting normal behaviour patterns, being with or being apart from other animals, and protection from pain, injury, suffering, and disease. Studies demonstrate that animal welfare can be an important and effective part of production efficiency, and that animal welfare should be seen as an integral component of improving the sustainability of livestock. 

Prof HO de Waal from the Predation Management Centre at the UFS presented a session on the impact of predation on livestock production, with the tile: The need for coordinated predation management in South Africa – quo vadis? He said: “The current approach to predation management is fragmented and uncoordinated. Solutions for the management of human-wildlife conflict require a South African institutional memory. Most of the information on predation and the hunting of predators is held by specialist predator hunters and farmers. In a system of coordinated predation management, farmers and government are equal partners, each with specific responsibilities.”

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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