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20 July 2020 | Story Leonie Bolleurs | Photo Supplied
The view from one of the offices in the Marion Island research station, with fresh snowfall in the interior of the island in the background.

Liezel Rudolph, lecturer and researcher in the Department of Geography at the University of the Free State (UFS), is strongly convinced that the Southern Hemisphere’s past glacial cycles will provide valuable insights to help predict and prepare for future climate change. Climate is changing fast and the magnitude of change we have seen over the last 30 years has taken a hundred or several hundred years to occur in the past. 

It is not only temperatures that are rising, but changes in wind patterns, rain cycles, oceanic circulation, etc., are also observed. As we do not know how the earth will respond or adapt to such rapid and drastic changes in climatic patterns, this poses various threats.

Link between landscape responses and climate change

Rudolph focuses her research on reconstructing the past climate of Marion Island. 

She had the wonderful opportunity to visit the island for the past three years with study and project leaders, Profs Werner Nel from the University of Fort Hare and David Hedding from UNISA, she departed on a ship to Marion Island to conduct fieldwork.They published their research findings of fieldwork conducted in 2017 and 2018.  

According to Rudolph, research in Antarctica, the Southern Ocean, and islands such as Marion Island is very important. South Africa is the only African country with research stations that have the ability to explore these regions.

“Marion Island has many landforms that could only have been created by glacial erosional or depositional processes, with glaciers currently absent from the island. To determine when the island was last in a full glacial period, we date the formation ages of these landforms.”

“In the short time we have been visiting the island, it was impossible to notice any drastic changes in the island climate. That is why we use these very old landforms to tell us more about periods before humans visited the island,” she says. 

Rudolph believes that understanding the link between landscape responses and climate change of the past can help to better predict some of the climate change processes that are currently threatening the planet.

“There’s a principle in geography called ‘uniformitarianism’, whereby we assume that the earth-surface processes we observe today, are the same as those that have been active in the past,” says Rudolph.

As scientists, they thus look at evidence of past geomorphic processes (which remain in the landscape in various forms, e.g. residual landforms, stratigraphic sequences, etc.) to piece together what the past climate was like. In the same way, they also use this principle to predict how certain earth processes will change in the future, along with climate changes.

“In return, we understand how the climate and the earth’s surface interact, and we can better predict how the earth will respond to climate change,” Rudolph adds. 

Society to play its part in climate change

In the long run, we as the public should play our part in readying society for the effects of climate change. 

Rudolph says society can play a positive role in terms of climate change by educating themselves with unbiased, scientifically sound information on the true state of climate change and by responding within their own spheres of influence.

“Don’t leave everything up to politicians and policy. As the public, you can start to make progress by assessing the effects that climate change may have on your industry, business or society, and strategise on how to adapt your processes to deal with these changes.”

“Be responsible with our natural resources, reduce your waste, support local businesses that are sustainable, and volunteer at a local environmental protection/clean-up organisation. All the small efforts will eventually add up to substantial change,” she says. 

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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