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18 July 2019 | Story Valentino Ndaba | Photo Evert Kleynhans
Heidedal Drug Awareness Campaign
Pastor shares with Heidedal learners how drugs landed him in prison.

His father died when he was just three years old. A mourning single mother had to raise three boys. As the middle child, feeling abandoned and unloved, he joined a gang. Home was a cold and empty place and so were the streets of Grabouw, a small town in the Western Cape where he grew up. This is how Ivor Swartz’s story began.

A 15-year-old Swartz told himself: “Because I am not loved at home, maybe I will feel loved on the streets.” It did not take long for the ugly truth to emerge. When it did, he turned to drugs for comfort.

Behind bars

One evening when Swartz and a friend were at a local tavern, they were involved in an altercation. They pulled out guns and fired shots at two males. “My judgement was clouded by the drugs so my friend and I shot my blood brother,” he remorsefully reminisces. 

From prisoner to pastor

Swartz was imprisoned for six-and-a-half years, during which time he matriculated. He has been a free man for 14 years. For the past five years Swartz has been a youth pastor at St. Paul’s United Church in Johannesburg. He has also trained as a life coach and holds an Honours degree in Theology from the University of Pretoria.

Swartz shared the story of how drugs almost ruined his future with 1100 Olympia Primary School learners in Heidedal recently. He was the guest speaker at a two-day Community Outreach Drug Awareness campaign led by the University of the Free State’s (UFS) Division for Organisational Development and Employee Wellness.

Compassionate beyond campus

Burneline Kaars, Head of the Division, said the campaign is one of the ways in which the university shows that it cares for the community. “We strive to improve the wellbeing of staff and the community at large.”

Swartz and the UFS team visited seven schools in Heidedal from 10-11 July 2019. where they cautioned future leaders and parents against how drugs shape the choices that individuals make. 

Pursuing a better story

Swartz was sitting in solitary confinement when he heard a song by UK singer Robbie Williams. The lyrics were: “Cause I got too much life running through my veins going to waste.” These words changed his life.

“I decided I wanted a better life,” said Swartz. He now lives to make a positive contribution to society and has written a new conclusion to his life’s story.

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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