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27 August 2018 Photo Barend Nagel
WomenOfKovsies Prof LenkaBula foresees transformation at UFS
Vice-Rector: Institutional Change, Student Affairs, and Community Engagement, Prof Puleng LenkaBula, takes the lead in transforming Student Experiences at the UFS.

“It’s important to think about transformation in ways that are responsive to the challenges which students have raised,” said Prof Puleng LenkaBula. She thinks of transformation as constitutive of deliberative processes, actions, reflections, writings, and literary expressions aimed as a response to the ecological, economic, political, and social context and questions which undergird the learning, research, and engagement of UFS students, staff, and stakeholders.

Prof LenkaBula is Vice-Rector: Institutional Change, Student Affairs, and Community Engagement at the University of the Free State (UFS). 

Committed to knowledge production, novelty, and the advancement of socio-economic development in South Africa, Prof LenkaBula assumes position as work-stream leader for Student Experience in the Integrated Transformation Plan (ITP). The plan aims to identify areas of transformation that the UFS marks to revolutionise and implement in its pursuit of delivering quality graduates who will be able to contest in a global realm of competitors.

Importance of revolutionising Student Experience at the UFS

“My job is to ensure that students flourish academically and are cultivated holistically as human beings who bring embodied knowledge and experiences which will enable them to succeed in life,” detailed Prof LenkaBula. 

She also contributes towards change in the Engaged Scholarship as well as the Names, Symbols and Spaces work streams of the ITP. Prof LenkaBula has been deemed powerful in her ability to traverse disciplinary parameters, research, stakeholder cultivation, and development.

“It is important to navigate symbols and spaces as a co-aspect of Student Experience to enrich the diversity of know-hows at the UFS and map a university that will represent a value-system that prioritises inclusivity and diversity,” urged Prof LenkaBula with reference to the significance of her role in the implementation of the ITP. 
 
ITP deemed an integral mechanism of growth for Kovsies


Ensuring that UFS graduates are locally adept, knowledgeable, active, and globally competitive in imperative areas of interest, highlights the general importance of the ITP for Prof LenkaBula.

The Vice-Rector underlined that the UFS has had historical challenges within its existence which have demonstrated a need for change that promotes dignity for all and respect for the diversity of its people, in an effort to secure social cohesion.

“Open dialogue and participation are mechanisms that the university needs to make use of to engage the past in order to create constructive directions for the future,” said Prof LenkaBula.

She concluded by stating that the UFS is a key global resource, as we live in a state of economic globalisation. “Knowledge is an essential imperative in knowledge-economies that breed skilled labour, and the ability to think critically in order to formulate ideas that will change the world”, said Prof LenkaBula.

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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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