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29 January 2020 | Story Leonie Bolleurs | Photo Dr Marieka Gryzenhout and Gary Goldman.
Mushroom
Scutellinia scutellate, commonly known as eyelash cup, molly eye-winker, scarlet elf cap, or eyelash fungus, grows gregariously, or in clusters, and sometimes in dense swarms on moist hardwood logs, sometimes near water or marshy places.

Citizen scientists and nature lovers who are serious and enthusiastic about fungi, can now sit back and relax with a copy of the recently published nature guide titled FField guide to mushrooms & other fungi of South Africa (Penguin Random House Struik, Cape Town).

Dr Marieka Gryzenhout, a C-rated scientist and Senior Lecturer in the Department of Genetics at the University of the Free State (UFS), co-authored the book with Gary Goldman, amateur mycologist from Cape Town.

The book contains descriptions of 200 species and extensive background information and tips on fungi.

‘They are all beautiful to me’

Dr Gryzenhout says fungi are her passion, both small and large. “Interest in mushrooms is currently booming in South Africa, and there was thus a great need to bring out a book with more species than my previous book, Pocket Guide to Mushrooms of South Africa, published in 2010.”

The latter is the first book that Dr Gryzenhout published on South African mushrooms. The book is still available in stores and she is currently revising it.

She does not have a favourite mushroom or fungus, “because they are all beautiful to me”, she states. In the book she published with Goldman, they cover, among others, general information on what fungi are – since very few people know about them. The book also serves as an identification guide, with a range of photographs for each species to make identification easier. 

Goldman furthermore added his flair and expertise, with general information on how to forage for mushrooms (hunting for mushrooms) for the dinner table, together with some tasty recipes.

“Citizen scientists are mostly interested in the edible fungi and mushrooms. However, they are beautiful and conspicuous, and it is gratifying to find them and actually being able to identify this rather ill-studied group,” adds Dr Gryzenhout.

Contributions of citizen scientists helpful

She says, in general, people were overjoyed that another guide on mushrooms was finally published. Dr Gryzenhout continues: “The excellent range of photographs, contributed by a variety of citizen scientists, were stunning and helpful.  In the time when the book came out, no less than seven mushroom-related societies were brought to life by citizens due to the rapidly growing interest in fungi and the need for information. A follow-up to the book is already needed!”

She says the book is bought as gifts and prizes in these societies, “which we are really humbled about. Since the book contains a number of first reports for South Africa as well as a range of edible and poisonous fungi, it is also important for biodiversity and human health.”

More than 1 500 copies of the book have already been sold since is appearance.

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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