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26 February 2019
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Story Eugene Seegers
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Photo Eugene Seegers
Prof Francis Petersen, Prof Daniella Coetzee (Principal: South Campus), Tshegofatso Setilo (Head: Access Programmes), and Prof Prakash Naidoo (Vice-Rector: Operations) on the South Campus for the welcoming of first-years.
“Welcome to the South Campus of the University of the Free State!” Addressing a packed Madiba Arena, Prof Francis Petersen, Rector and Vice-Chancellor of the UFS, said he was happy to see not only first-year students, but also parents and guardians, student leadership, and support staff from both the Bloemfontein and South Campuses.
“I would like to congratulate each of our first-year students for making the decision to come to Kovsies to further your studies here. But I would also like to thank you for making this choice,” he continued.
Prof Petersen further emphasised that the students’ experience and success as individuals are important to the UFS as an institution; therefore, academic and support staff are on hand to guide them through their journey to becoming well-rounded individuals. “We will surely take care of you,” said Prof Petersen. He also reassured parents and guardians that their loved ones would be well looked after.
The Rector also focused attention on the role of student-leadership structures, such as the newly-formed Institutional Student Representative Council (ISRC) and South Campus SRC, members of which were present in the audience. He thanked them for playing a key role in the student constituency, highlighting their support and guidance to help first-years cultivate a sense of belonging at the UFS.
Turning back to first-year students, Prof Petersen stated that they have the unique opportunity to study on a campus specifically focused on developing their full potential, a campus where they can realise their dreams. “Your arrival on the campus marks a new chapter in your life. This chapter is slightly different, as you are the author thereof. The previous chapters in your life were largely written by others—your parents, guardians, families, teachers, and others. You will now be the main author in the next chapter of your unique story.”
“At Kovsies, we believe in developing students in their totality as human beings, not just the academic side. May your time with us equip you to make a success of your life after university!”
Prof Petersen’s Message to First-year Students
- Take responsibility for your academic programme.
- Keep your focus. Study and study hard. You will reap the rewards and see the advantages of making success in your studies a top priority.
- Make sure that you have enough time for your studies; balance your social life and your time set aside to study.
- Realise and remember that you are not alone.
- If you find things difficult, seek help.
- Our Department of Student Counselling and Development has trained staff and tailor-made programmes that can assist you.
- Look after your mental health—and look after each other’s mental health.
- Make the most of your time at Kovsies.
- Join one or more of the student organisations; why not try something new?
- Embrace difference and diversity.
- Get to know students who are different from you.
- You will lose valuable opportunities to grow if you only associate with your own all the time. It is important to get to know students who are different from you. It could be someone from a different part of the country, or from another country, a different ethnicity, a different religion, someone who has different views from yours, or who has different interests and perspectives.
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”.