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21 May 2019 | Story Thabo Kessah | Photo Ian van Straaten
Dr Thandi Gumede
Dr Thandi Gumede graduated with a PhD in Polymer Science. She is from Intabazwe, Harrismith.
The Qwaqwa Campus of the University of the Free State was a hive of activity on 17 and 18 May 2019, when over 800 degrees, diplomas, and certificates were conferred on deserving achievers. These included six PhDs and 14 master’s degrees across the four faculties.

Congratulating the graduates on both days, was Africa’s youngest PhD and Industrial Psychology lecturer, Dr Musawenkosi Saurombe, and Prof Francis Petersen, Rector and Vice-Chancellor.

Be like heat

Dr Saurombe started her address by relating her school journey that saw her starting Grade 1 at age 5, thus later matriculating at the age of 15, having skipped Grades 3 and 10. She went on to emphasise the importance of building an honourable character.

“As a graduate, you will soon realise that your degree is useless if you do not have character,” she said to an attentive audience that continued to marvel at her remarkable school history. She encouraged graduates to be like heat that cannot be seen but can only be felt. “Noise can often be seen and heard, but it cannot be felt. However, while heat cannot always be seen, it is always felt. Be like heat and may your presence always be felt,” she said.

Do not focus on yourself

Prof Francis Petersen also encouraged graduates to look beyond their degrees by developing a set of critical values.
 
“For us as the university, this ceremony is not just about your degrees. It is about the values that you must live by,” he said. “As a graduate of the UFS, do not just believe what you are told. Ask questions and engage critically. Secondly, do not just focus on yourself. Remember that you are part of a community and it is your responsibility to make our world a better place for others. You need to be socially responsive to the needs of your community. Thirdly, remember that integrity plays a very important role. This will determine how others value you,” he said.

The two ceremonies also saw three current SRC members graduating. They are Lebohang Miya (BEd FET – Accounting and Business Studies), Duduzile Mhlongo (BA – Geography and isiZulu), and Mhlongo Sinemfundo (BA – Geography and isiZulu).

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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