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13 August 2018 Photo Charl Devenish
Mountain research Maloti-Drakensberg
Tucked in the foothills of the Maloti-Drakensberg Mountains is the Qwaqwa Campus of the University of the Free State (UFS), the home of the Afromontane Research Unit (ARU).

Mountains and highlands have always played an important role in the history of mankind. They produce economically essential goods and services (such as fresh water), host unique biodiversity, and offer unique recreational and tourism opportunities. Mountains are also a place for spiritual sanctuaries and are often used for journeys of self-reflection through pilgrimage.

In addition to these ‘feel good’ benefits, mountains are hazardous areas for communities and infrastructure and are vulnerable to natural disasters. Mountainous areas are also often natural borders defining geopolitical entities, but in the process splitting and marginalising communities, creating economic shadow zones and sometimes becoming highly militarised areas. 

“Southern African mountains provide enormous opportunities for holistic research as social-ecological systems, with some of the most interesting and least academically explored environments on Earth,” said Dr Vincent Clark, Director: Afromontane Research Unit (ARU) on the UFS Qwaqwa Campus

The Afromontane Research Unit
The Qwaqwa Campus of the University of the Free State (UFS) is the home of the ARU, a multidisciplinary flagship group addressing the largely under-researched mountainous landscapes of southern Africa. 

Research in the ARU is promoted around three broad themes to foster inter- and multidisciplinary discourse: (1) conservation and sustainable use of Afromontane biodiversity; (2) sustainable futures for the people of the Afromontane; and (3) living and doing business in the Afromontane –  with the intention of creating a sustainability science hub to bring the three themes into the ambit of solution-oriented transdisciplinary research, centred in the sustainable development goals and sustainability research in general. 

Continental leader
To achieve its vision of becoming a continental leader in African mountain research, the ARU is positioning itself as a mountain-knowledge generator and interchange by developing key relationships locally and internationally. The most valuable local partnership is with the South African Environmental Observation Network (SAEON), with which the ARU will be sharing a Research Chair. 

The Chair will contain strong expertise in the Social Sciences to complement the existing strong Natural Science element in both the ARU and SAEON. The Sustainability Science component is being built through inter alia a mutually-reinforcing relationship with the University of Tokyo and United Nations University, Tokyo. 

The future
“In tandem with robust collaborations to achieve its goals, the ARU provides an envious capacity-building programme for its early career campus academics, postdoctoral and postgraduate students,” said Dr Clark. 

The scale of influence of the ARU is prioritised as ‘back yard first’, namely solution-oriented research that benefits Phuthaditjhaba, Qwaqwa, Golden Gate Highlands National Park and Royal Natal National Park. Thereafter, the ARU seeks to facilitate research that encourages the sustainable development of the Maloti-Drakensberg as a unique social-ecological system in Africa, and from there facilitate research in the intellectual vacuum that is the southern African mountains. With time, the ARU aims to take the intellectual lead as an Africa-based leader in African mountain research. The success of this will depend on how carefully the development of human infrastructure can be balanced with that of the myriad opportunities presented.”

With a diverse and motivated team, situated in one of the most attractive environments in Africa, the ARU is here to change the way we think about African mountains and what they mean for us all. 

News Archive

Dying of consumption: Studying ‘othering’ and resistance in pop culture
2014-10-31

 

 

The Centre for Africa Studies (CAS) at the UFS – under the project leadership of Prof Heidi Hudson (CAS Director) – conceptualised an interdisciplinary research project on representations of otherness and resistance.

This is in collaboration with UFS departments such as the Odeion School of Music, the Department of Drama and Theatre Arts, the Department of Fine Arts, the Jonathan Edwards Centre Africa and the Department of Afrikaans and Dutch, German and French.  

In this project, Dr Stephanie Cawood from CAS leads a sub-project on the dynamics of pop culture and consumerism. Her research unpacks and critiques pop culture representations of othering and resistance by engaging with the othering rhetoric of conspicuous consumption as well as the subversive rhetoric or culture jamming at play in various South African youth subcultures.

Consumerism has become the institutional system in which we live our daily lives. Pop culture is the result when multinational corporations take aspects of culture and turn it into commodities with high market value. In pop culture and its manifestation, consumption, marketers and savvy advertising executives have realised long ago that othering and resistance are powerful tools to artificially create empty spaces in people’s lives that can only be filled through consuming.

“The scary thing is in my opinion that everyone has become a market segment, including very young children,” says Dr Cawood.

In his 1934 book, The Theory of the Leisure Class (TLC), Thorstein Veblen coined the term conspicuous consumption to describe the conduct of the nouveau riche. He  contended that when people manage to meet their basic human requirements, any additional accumulation of wealth will no longer relate to function, but will be spent on ostentatious displays of conspicuous consumption or waste. Conspicuous consumption has evolved into invidious consumption where consumption is a mark of one’s superior social status and particularly aimed at provoking envy. The whole point is unashamed one-upmanship.  

“Think of the izikhotane or skothane cultural phenomenon where young people engage in ritualised and ostentatious consumerist waste for social prestige. This is an excellent example of invidious consumption.

“Instead of striving to become good citizens, we have become good consumers and none are more vulnerable than our youth irrespective of cultural and ethnic differences”.

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