AA 2010 Volume 42 Issue 2

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  • ItemOpen Access
    Mentoring as a response to merit demands on account of equity
    (University of the Free State, 2010) Van der Merwe, Hettie
    English: In a formal mentoring programme at the University of South Africa (Unisa), the mainly black newcomers are mentored by productive white academics. This article aims to determine how mentors perceived their mentoring task in this context. The findings revealed that mentors understand their mentoring task as pertaining exclusively to the development of research skills in order to sustain research outputs. No problems were encountered with cross-race mentoring. However, a lack of self-efficacy on the part of some of the protégés called for mentoring involving implicit goal-setting and affirming feedback, based on a radical humanist perspective on mentoring.
  • ItemOpen Access
    Should puffery advertising in South Africa be banned? An interdisciplinary analysis
    (University of the Free State, 2010) De Wet, Francois; Marais, Martin; Human, Debbie
    English: Advertising is employed to influence consumer decision-making by informing, persuading and reminding. Legal persuasive advertising is referred to as puffery (praise for a product by means of subjective opinions, superlatives, or exaggerations, vaguely and generally stating no specific facts). This article addresses the question whether, considering the legal, regulatory and potential welfare losses perspective, puffery in South Africa should not be banned. The article concludes that outlawing puffery would harm the self-regulating nature of the marketing industry in South Africa. It is suggested that firms re-visit their ethical standards and policies; re-commit to the societal marketing paradigm and all it entails, and re-align to the spirit of creativity and the Advertising Standards Authority Code of Practice.
  • ItemOpen Access
    Country-of-origin product image and willingness to purchase vitamin supplements
    (University of the Free State, 2010) Petzer, Danie; Mostert, Pierre
    English: This article investigates the country-of-origin (COO) product image consumers hold with regard to vitamins which they perceive to originate from different countries as well as their willingness to purchase vitamins that originate from these countries. Results indicate that respondents consider the COO product image of vitamins originating from South Africa and USA equally favourably, but more favourably than Chinese vitamins. Respondents are also more willing to buy vitamins originating from South Africa than those originating from USA or China. The study also found moderate to strong correlations between the COO product image and the willingness of respondents to purchase vitamins originating from each country.
  • ItemOpen Access
    The invention of Germany in the nineteenth century: Kleist and Fichte as propagators
    (University of the Free State, 2010) Horn, Peter
    English: During the French Revolution and the ensuing wars both France and Germany developed an entirely new concept of the nation. In Germany Heinrich von Kleist and Johann Gottlieb Fichte, among others, were imagining “Germany” in a territory which had no such national unity. Similar processes take place wherever feudal or traditional societies are reinventing themselves as nation states. Nation is the imaginary construct of a bounded community (state) whose inner and outer boundaries simultaneously include and exclude. While the concept of an “imagined” community addresses some of the aspects of nationalism, this “imagination” does not come about by itself, but has to be “invented” and the citizens of this community have to be indoctrinated by “education” and propaganda.
  • ItemOpen Access
    The cultural identity of white Afrikaner women: a post- Jungian perspective
    (University of the Free State, 2010) Griessel, Loura; Kotzé, Martina
    English: A post-Jungian model of the development of the self (Hill 1992) is used to analyse how the female Afrikaner identity became embedded in the South African social and political contexts. It is argued with Jungian concepts that, because of their history and culture, Afrikaner women grew up amid a cultural identity that became entrenched in the static Masculine and a patrivalent culture pattern. Consequently, for most of the twentieth century, Afrikaner women as a group were prone to function as Father’s Daughters, with a strong constellation of the archetypal image of Amazon and its patterns of Martyr and Dutiful Daughter. Some implications for the development of the self in these women are then discussed.
  • ItemOpen Access
    Manifestations of Seeman’s theory of alienation in Pat Barker’s Regeneration (1991)
    (University of the Free State, 2010) Senekal, Burgert
    English: This article examines how Seeman’s theory of alienation (1959) and contemporary interpretations thereof in Geyer (1996), Kalekin-Fishman (1998), and Neal & Collas (2000) in particular, manifest in Pat Barker’s Regeneration (1991). It is argued that Regeneration, Barker’s best known novel, set at Craiglockhart War Hospital during the World War I, provides a specific perspective on alienation in times of war. The article discusses the ways in which Seeman’s notions of powerlessness, meaninglessness, normlessness, and social isolation manifest, and it is argued that the most prominent aspect of Seeman’s alienation in this novel is powerlessness.
  • ItemOpen Access
    The raised fourth in Leonard Bernstein’s West Side Story
    (University of the Free State, 2010) Viljoen, Nicol; Visagie, Johann
    English:This article traces the functions and applications of the raised fourth-scale degree in Leonard Bernstein’s West Side Story against the background of the work’s precarious positioning between a Broadway musical and a modern opera. It attempts to demonstrate how the raised fourth operates in a variety of ways as a coherent tonal motive with distinctive tragic undertones. While it relates the main songs and musical sequences to one another, it also effects a poignant relationship between the lyrics, music and dramatic action. In this regard it represents a powerful instance of musical symbolism, its tragic quality being closely intertwined with the story’s disturbing theme of gangsterism.
  • ItemOpen Access
    Relevant science curriculum: what do children regard as relevant?
    (University of the Free State, 2010) Stears, Michèle
    English: This article attempts to find out what children regard as relevant science. As the research was located within the framework of social constructivism, emphasis was placed on the context where learners came from and within which they were learning science. Data were collected to determine how learners responded to a relevant science curriculum. Analysis of the data suggests that learners respond in different ways. Some saw relevance in improving their understanding of science concepts, while others experienced the curriculum as relevant because it satisfied their personal and emotional needs. The findings show that the essence of a relevant science curriculum lies in a particular design. A relevant curriculum acknowledges that science education is more than only science. This has implications for the development of a science curriculum.
  • ItemOpen Access
    The value of small-scale student projects in undergraduate research training
    (University of the Free State, 2010) Du Toit, Sanet; Wilkinson, Annette
    English: This article reports on the undertaking of small-scale projects for final-year Occupational Therapy (OT) students training at the University of the Free State. An Action Learning Action Research (ALAR) approach was used to investigate the impact of such projects in a clinical setting. A tree analogy is used to describe the student projects, providing the body of the investigation as a whole, and sharing the experience gained in determining the constituents of the “fertile soil” and conditions for “optimum growth”. The impact of ALAR on practical experience is explained as a first step towards establishing a research culture among undergraduate students in OT as well as in similar training contexts.