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04 September 2019 | Story Xolisa Mnukwa | Photo Xolisa Mnukwa
Koffie Yinkah
“I believe the Hesselbein Global Academy annual fellowship programme was vital for me as a potential public servant of South Africa to serve the people of this country in government one day.” – Kofi Yinkah

University of the Free State (UFS) third-year BAdmin student, Kofi Annan Yinkah, formed part of the Hesselbein Global Academy annual fellowship programme, hosted by the University of Pittsburgh in the United States of America (USA). Originally from the East Rand in Johannesburg, Kofi represented the UFS as one of the top-50 students who were selected out of 450 global applicants.

The Hesselbein Global Academy annual fellowship programme aims to connect young leaders from all over the world with well-equipped professionals who are leaders in the fields of business, government, and education. This programme was established for the purpose of cultivating and producing cadres who will become experienced ethical leaders, armed and qualified enough to address and solicit solutions for critical issues experienced by diverse societies throughout the world.

“The fellowship covered topics that have helped to broaden my critical thought processes and concerns about societal issues in our country and all over the world. It has also emphasised the importance of implementing change through effective governing-policy development and establishment,” Kofi says.

He describes his experience at the fellowship as “out of the ordinary,” and believes that it has had a progressive influence on his life. He explains how it has unlocked his mind through enlightened engagement with student leaders from various countries in the world, including Nigeria, England, Canada, Chile, Trinidad and Tobago, Vietnam, China, United States of America, and Ireland.

One of the most important tools he believes his experience has equipped him with, is understanding the significance of employing a solution-driven approach to various situations. He is confident that this will give him the necessary skills and knowledge to work effectively in teams.

Kofi explains that he found out about the fellowship programme via social media. He encourages UFS students to use online platforms to source information about opportunities that can offer them meaningful experiences for learning and growing. 

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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