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01 October 2019
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Story Prof Francis Petersen
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Photo Pixabay
During October, the national focus is on mental health. Mental Health Awareness Month also coincides with a time when our students prepare for the end of the year exams, making it a particularly valuable time for us to think about how we can continuously assist them during their time at university. The value of peer support and genuine care can never be overstressed; that is why I want to encourage our students to reach out to their support networks such as our Department of Student Counselling and Development, as we move towards the end of the year.
Mental health is an equally important matter for our staff. During this month, I want to encourage our staff to also take cognisance of their own well-being. There is a lot of wisdom in the old adage: Healthy body, healthy mind. Many of the initiatives of our Division of Organisational Development and Employee Wellness are focused on the value of physical activity and the negative impact that inactivity can have on one’s productivity and mental health. They also present regular lunch-hour sessions for our staff, where experts share information and practical tips for mental wellness. I want to encourage our staff to attend these sessions and to make use of the services the university has to offer in this regard. It is important to note that suffering from mental and anxiety disorders is not weaknesses and it is not always indicative of a deeper psychological issue; it is an illness and hence can be treated.
On 20 September 2019, a 21-member team was sent off on their run of 1 075 km to Stellenbosch to raise awareness for mental health. The run was organised by the Division of Organisational Development and Employee Wellness and the Faculty of Health Sciences. The team ran in relay format throughout the night and handed the baton of hope to Stellenbosch University on 25 September 2019. I admire and thank them not only for their commitment and stamina, but also for addressing this crucial matter in the public domain and for raising awareness in the many towns and communities along the way.
This is an excerpt from a message by Prof Francis Petersen.
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”.