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19 September 2019 | Story Amanda Thongha | Photo Charl Devenish
Dr Gwande
Dr Victor Gwande

Attaining his master’s degree cum laude, completing a PhD degree, and publishing in top academic journals, University of the Free State (UFS) academic, Dr Victor Gwande, has been an outstanding researcher throughout his career.

Adding to his list of notable achievements, the postdoctoral research fellow in the International Studies Group has just been awarded a fellowship at Princeton University, one of the top universities in the world. The US institution was recently ranked sixth in the Times Higher Education World University Rankings 2020.

As a fellow of the Institute for Advanced Study at Princeton, Dr Gwande will spend two weeks on the Ivy League university’s New Jersey campus in 2020. This will be followed by a weeklong session at one of two collaborating institutions in South Africa and the US, with continuous communication facilitated among selected scholars throughout a two-year period. 

Flying high the flag of the African academy
Dr Gwande believes the fellowship will expose him to new intellectual traditions and perspectives. “It will help me create international academic networks across continents, as I seek to put my name out there as an internationally recognised scholar.”

With his research interests in economic and business history of Southern Africa, Dr Gwande says he wishes to become “a great scholar of African economic history, flying high the flag of the African academy, as well as training and producing young scholars for the academy”.

Working with some of the world’s top minds at Princeton University, there will be much to focus on.

“I will be researching, writing, and presenting my research project in which I use the case study of the Anglo American Corporation to look at the histories of capitalism and to understand how monopoly capitalism shaped economic trajectories of Zimbabwe and the broader Southern African region.”

Longer-term plans include completing his monograph stemming from his PhD thesis.

There are many people to thank for his journey from the UFS to Princeton, and the scholar draws attention to some of those who have influenced him. 

“God and my family. But in my career, quite a number of people and institutions have really moulded me; the International Studies Group under Prof Ian Phimister has given me an environment to flourish in my young career.

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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