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20 December 2019
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Story Thabo Kessah
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Photo Thabo Kessah
Dr Deidré van Rooyen from the Centre for Development Support, Dr Jared McDonald (Department of History), Moodi Matsoso, and Bishop Billyboy Ramahlele with the mobile device.
In an effort to broaden the storytelling horizons and to answer to the demands of the Fourth Industrial Revolution, Community Engagement on the UFS Qwaqwa Campus recently launched the Digital Storytelling project, aimed at broadening access to good community stories.
“We have partnered with the Common Good First initiative to enhance the service that we provide as a department,” said Bishop Billyboy Ramahlele, Director: Community Engagement.
“We challenge all academics, support staff, the SRC and students in general, to take advantage of this channel to communicate their stories to the world,” he said.
Histories of royal families
“The digital documentation of the histories of the royal families in the Qwaqwa area is in the pipeline and will be conducted in partnership with the Department of History. We have come to realise that with times changing, the younger generation loses track of the precious histories, and this platform will help in preserving that,” he added.
Community Engagement coordinator, Moodi Matsoso, also revealed that space has been identified for the lab. “At the moment, we are operating on mobile digital storytelling devices, with all the necessary equipment such as tablets and cameras. However, we will soon have a fully-fledged lab on campus,” she said.
This project is co-funded by the Erasmus+ Programme of the European Union.
Dying of consumption: Studying ‘othering’ and resistance in pop culture
2014-10-31
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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”.