Marthinus Conradie
Biographic Data
| ID | 4052114 |
|---|---|
| NAME | Marthinus Conradie |
| GIVEN NAMES | Marthinus |
| FAMILY NAME | Conradie |
| SIGNATURE | CONRADIE M |
| AFFILIATIONS | University of the Free State |
| VERIFIED | No |
| TOTAL WORKS | 15 |
| TOTAL CITATIONS | 3 |
| WORKS AS AUTHOR | 15 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2011 |
| LATEST PUBLICATION YEAR | 2023 |
| H-INDEX | 1 |
A Critical Race Theoretic, Discourse Analysis of Facilitators’ Experiences with Teaching About Racism at a South African University
This study conducts a critical race theoretic (CRT) reading of interviews with contractually-employed teaching assistants (facilitators). Facilitators are tasked with actively engaging small groups of first-year students in analyses of post-colonial literature. During the interviews, facilitators described the frustrations and discomfort they encounter while discussing racism and while assessing students’ essays on the subject. Using CRT, this st…
Scales Off My Eyes
Critical whiteness studies (CWS) holds that challenging systemic racism in higher education must include scholarly attention to the everyday conditions under which students engage and produce knowledge about racism. This study examines the context of tutorials on postcolonial literature in a historically-white South African Department of English. Using individual interviews with contractually-employed Tutors, I map how these Tutors assign meaning…
Activate! Change Drivers
Processes of blame-attribution can be conceptualised as socially-situated and discursively-mediated events that feature attempts to assign meaning to harmful (or at least potentially harmful) occurrences. Part of the process involves the search for culprits and subsequent argumentation as to the blameworthiness of those singled out for blame. This study conducts a discourse analysis of blame-attribution in 33 online opinion pieces, posted on the …
Due process vs. access
This article undertakes a discourse analysis of blame games surrounding the Overvaal High School controversy. It investigates the modes of reasoning that apportioned or deflected blame from key actors. Blame, in this context, involves culpability for escalating the racialised tensions that become a centrepiece of the debacle. A model of argumentation premised on topoi is applied to opinion pieces published online in reaction to the event. The pri…
(In)civility and online deliberation
Reacting to an increase in gratuitous racist and sexist comments made by readers in response to online articles, media outlets in South Africa have begun closing down their comments sections, an action that has been repeated many times over across the globe. After a particularly abusive tirade against a young women who wrote an article about being black in Cape Town, Independent Media established an advisory panel in 2014 to investigate the natur…
New South Africa Speak
Working with a set of theoretical concepts from critical race theory, this article examines perspectives on the impact of micro-aggressions and systemic inequality, as elicited during on online debate among undergraduate students. The debate centred on the degree to which white South Africans may legitimately identify as Africans. This topic served as a means of stimulating talk about the effects of racialisation in post-apartheid South Africa. D…
Reconfiguring race in the online interactions of South African undergraduates
A central tenet of discourse analysis is that while authors can employ multiple textual devices to influence the interpretations that readers draw, the outcome of the meaning-making process is mediated by pre-existing discursive frames, which readers draw upon during the process. By examining readers’ reactions to texts that confront them with difficult knowledge, insights can be gleaned into the underlying frames that structure readers’ response…
Branding through art
This study examines the appropriation of art in advertising, focusing on attempts to transfer associations from artworks, artists and styles to the advertised brand. Departing from earlier reception studies, we detail the prevailing trends in our data in terms of the strategies that enable this transfer, in order to advance the commercial exigencies of advertising. Our analysis engages with the most prominent types of association-transfers, and t…
Journaling engagements with literature on racism
An extensive body of research on the pedagogic uses of journal writing highlights its potential for stimulating detailed reflection on the knowledge that students are engaging with in a style and register that which suits the personality and proficiency of each student. This study examines the constructions of race and racism that emerge from a sample of online journals, compiled by students on the basis of their engagement with post-colonial lit…
The use of linguistic tokenism to secure brand loyalty
Code-switching from English to other languages has become an established repertoire in English-dominated advertising which, in the South African media landscape. Within this context, we analyse the use of code-switching in support of two advertising objectives: 1) establishing an audience-advertiser relationship, and 2) positioning consumers as having certain desires, beliefs and aspirations that should encouraged brand affiliation. We argue that…
The commercial value of history
This article investigates the use of intertextuality in print advertisements with specific emphasis on those that attempt to establish or reinforce associations between the advertised product and an historical text in the intertext. Within a Relevance Theoretic Framework, the analysis will specify the linguistic devices, which establish the intertext, as well as those which serve to guide readers' interpretation of their relevance to the ad's mar…
Reason-tickle patterns in intertextual print advertising
This article aims to contribute to the extant literature on advertising discourse by investigating the way intertextuality has been combined with two other ubiquitous features, conceptualised by Simpson (2001, 589) as reason and tickle. The former refers to features that ‘suggest a motive or reason for purchase’, while the latter refers to elements that ‘appeal to humour, emotion and mood’ (ibid.). Intertextuality, used here to refer to those lin…
A critical discourse analysis of race and gender in advertisements in the South African in-flight magazineIndwe
In a critical discourse analysis of two in-flight magazines, Qantas and Air New Zealand, Small et al. (2008, p. 33) found that the advertising texts in these magazines are designed to appeal to an elite minority of air travellers who have the wealth to pursue a life of leisure and luxury. As a consequence, consumers who have the means to pursue this lifestyle are constructed as legitimate air travellers – a status that others must aspire to. A fu…
No small irony
This article aims to contribute to the existing literature on irony and printed news media by analysing the former's rhetoric function in political cartoons pertaining to the 2010 FIFA World Cup. A sample of cartoons by the South African cartoonist Zapiro was collected and analysed in terms of Partington's (2007) model for irony in news media. Partington (2007) approaches irony as a method to express criticism. Therefore, specific attention was p…
The 2010 Fifa World Cup as a commercial platform in print advertising
This article investigates the manner in which advertisers have exploited the 2010 FIFA World Cup, by attempting to establish positive associations between the event and the advertised product. To do this, pragmatic (phoric reference) and discourse analytic (propositional assumptions) methods are combined in order to provide a relevance theoretic elucidation of the manner in which advertisers (1) refer to the 2010 FIFA World Cup as an intertext an…
(In)civility and online deliberation
Reacting to an increase in gratuitous racist and sexist comments made by readers in response to online articles, media outlets in South Africa have begun closing down their comments sections, an action that has been repeated many times over across the globe. After a particularly abusive tirade against a young women who wrote an article about being black in Cape Town, Independent Media established an advisory panel in 2014 to investigate the natur…
The 2010 Fifa World Cup as a commercial platform in print advertising
This article investigates the manner in which advertisers have exploited the 2010 FIFA World Cup, by attempting to establish positive associations between the event and the advertised product. To do this, pragmatic (phoric reference) and discourse analytic (propositional assumptions) methods are combined in order to provide a relevance theoretic elucidation of the manner in which advertisers (1) refer to the 2010 FIFA World Cup as an intertext an…
The 2010 Fifa World Cup as a commercial platform in print advertising
This article investigates the manner in which advertisers have exploited the 2010 FIFA World Cup, by attempting to establish positive associations between the event and the advertised product. To do this, pragmatic (phoric reference) and discourse analytic (propositional assumptions) methods are combined in order to provide a relevance theoretic elucidation of the manner in which advertisers (1) refer to the 2010 FIFA World Cup as an intertext an…
No small irony
This article aims to contribute to the existing literature on irony and printed news media by analysing the former's rhetoric function in political cartoons pertaining to the 2010 FIFA World Cup. A sample of cartoons by the South African cartoonist Zapiro was collected and analysed in terms of Partington's (2007) model for irony in news media. Partington (2007) approaches irony as a method to express criticism. Therefore, specific attention was p…
The commercial value of history
This article investigates the use of intertextuality in print advertisements with specific emphasis on those that attempt to establish or reinforce associations between the advertised product and an historical text in the intertext. Within a Relevance Theoretic Framework, the analysis will specify the linguistic devices, which establish the intertext, as well as those which serve to guide readers' interpretation of their relevance to the ad's mar…
Reason-tickle patterns in intertextual print advertising
This article aims to contribute to the extant literature on advertising discourse by investigating the way intertextuality has been combined with two other ubiquitous features, conceptualised by Simpson (2001, 589) as reason and tickle. The former refers to features that ‘suggest a motive or reason for purchase’, while the latter refers to elements that ‘appeal to humour, emotion and mood’ (ibid.). Intertextuality, used here to refer to those lin…
A critical discourse analysis of race and gender in advertisements in the South African in-flight magazineIndwe
In a critical discourse analysis of two in-flight magazines, Qantas and Air New Zealand, Small et al. (2008, p. 33) found that the advertising texts in these magazines are designed to appeal to an elite minority of air travellers who have the wealth to pursue a life of leisure and luxury. As a consequence, consumers who have the means to pursue this lifestyle are constructed as legitimate air travellers – a status that others must aspire to. A fu…
The use of linguistic tokenism to secure brand loyalty
Code-switching from English to other languages has become an established repertoire in English-dominated advertising which, in the South African media landscape. Within this context, we analyse the use of code-switching in support of two advertising objectives: 1) establishing an audience-advertiser relationship, and 2) positioning consumers as having certain desires, beliefs and aspirations that should encouraged brand affiliation. We argue that…
New South Africa Speak
Working with a set of theoretical concepts from critical race theory, this article examines perspectives on the impact of micro-aggressions and systemic inequality, as elicited during on online debate among undergraduate students. The debate centred on the degree to which white South Africans may legitimately identify as Africans. This topic served as a means of stimulating talk about the effects of racialisation in post-apartheid South Africa. D…
Reconfiguring race in the online interactions of South African undergraduates
A central tenet of discourse analysis is that while authors can employ multiple textual devices to influence the interpretations that readers draw, the outcome of the meaning-making process is mediated by pre-existing discursive frames, which readers draw upon during the process. By examining readers’ reactions to texts that confront them with difficult knowledge, insights can be gleaned into the underlying frames that structure readers’ response…
Branding through art
This study examines the appropriation of art in advertising, focusing on attempts to transfer associations from artworks, artists and styles to the advertised brand. Departing from earlier reception studies, we detail the prevailing trends in our data in terms of the strategies that enable this transfer, in order to advance the commercial exigencies of advertising. Our analysis engages with the most prominent types of association-transfers, and t…
Journaling engagements with literature on racism
An extensive body of research on the pedagogic uses of journal writing highlights its potential for stimulating detailed reflection on the knowledge that students are engaging with in a style and register that which suits the personality and proficiency of each student. This study examines the constructions of race and racism that emerge from a sample of online journals, compiled by students on the basis of their engagement with post-colonial lit…
(In)civility and online deliberation
Reacting to an increase in gratuitous racist and sexist comments made by readers in response to online articles, media outlets in South Africa have begun closing down their comments sections, an action that has been repeated many times over across the globe. After a particularly abusive tirade against a young women who wrote an article about being black in Cape Town, Independent Media established an advisory panel in 2014 to investigate the natur…
Due process vs. access
This article undertakes a discourse analysis of blame games surrounding the Overvaal High School controversy. It investigates the modes of reasoning that apportioned or deflected blame from key actors. Blame, in this context, involves culpability for escalating the racialised tensions that become a centrepiece of the debacle. A model of argumentation premised on topoi is applied to opinion pieces published online in reaction to the event. The pri…
Scales Off My Eyes
Critical whiteness studies (CWS) holds that challenging systemic racism in higher education must include scholarly attention to the everyday conditions under which students engage and produce knowledge about racism. This study examines the context of tutorials on postcolonial literature in a historically-white South African Department of English. Using individual interviews with contractually-employed Tutors, I map how these Tutors assign meaning…
Activate! Change Drivers
Processes of blame-attribution can be conceptualised as socially-situated and discursively-mediated events that feature attempts to assign meaning to harmful (or at least potentially harmful) occurrences. Part of the process involves the search for culprits and subsequent argumentation as to the blameworthiness of those singled out for blame. This study conducts a discourse analysis of blame-attribution in 33 online opinion pieces, posted on the …
A Critical Race Theoretic, Discourse Analysis of Facilitators’ Experiences with Teaching About Racism at a South African University
This study conducts a critical race theoretic (CRT) reading of interviews with contractually-employed teaching assistants (facilitators). Facilitators are tasked with actively engaging small groups of first-year students in analyses of post-colonial literature. During the interviews, facilitators described the frustrations and discomfort they encounter while discussing racism and while assessing students’ essays on the subject. Using CRT, this st…
Sociology (14 works) · Political science (13 works) · Law (8 works) · Linguistics (8 works) · Gender Studies (7 works) · Politics (7 works) · Psychology (7 works) · Discourse Analysis in Language Studies (6 works) · Advertising (5 works) · Critical Race Theory in Education (5 works)