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14 May 2019 | Story Thabo Kessah | Photo Tsepo Moeketsi
Prof Ashafa
Prof Ashafa’s research documents plants used by the Basotho in the management of different ailments.

The Phytomedicine and Phytopharmacology Research Programme (PPRP) in the Department of Plant Sciences on the Qwaqwa Campus researches the biological effects of medicinal plants used in the folkloric medicine of the Eastern Free State, particularly to explore the values and contribution of indigenous knowledge systems (IKS) towards broader scientific research. This is according to the programme’s principal investigator and researcher, NRF C2-rated researcher, Professor Anofi Ashafa. 

 “Our research is mainly aimed at documenting plants used by the Basotho in the management of different ailments and to further discover, isolate, and purify active phytoconstituents that are responsible for disease curation or amelioration, thereby assisting in the global promotion of accessible and affordable medication in developing countries,” said Prof Ashafa. 

Since 2012, the PPRP has worked extensively on Basotho medicinal plants (BMP) used as antimicrobials, antioxidants, antidiabetics, antitubercular, anticancer, anthelmintic, and antidiarrheal agents, starting from biological activities up to the  evaluation of the toxicity of these plants for the kidney, liver, and heart functions in order to establish safe dosage parameters. These activities have led to the discovery of four potent antidiabetic biomolecules that are awaiting the processes of patency and commercialisation. Additional outputs include 104 published peer-reviewed articles , 7 postdoctoral fellows, 6 PhDs, 9 master’s, and 16 honours graduates. 

“Our research informs teaching and the development of expertise in ethnobotany, 
phytomedicine, and phytopharmacology in order to contribute to the National Development Plan (NDP) through human capacity development, skills, and knowledge transfer.

The group is also investigating some medicinal plants on the endangered red list of the South African National Biodiversity Institute (SANBI), through micropropagation and field trials as well as proposing conservation strategies to preserve these valuable species.

The PPRP consists of postdoctoral fellows, PhD, master’s, and honours students and research is done in collaboration with several local and international universities as well as the Agricultural Research Council of South Africa. 


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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