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10 September 2019 | Story Rulanzen Martin | Photo Rulanzen Martin
Lingustics
Delegates at the workshop were provided opportunities that many larger conferences do not offer.

The growing body of work examining microvariation in African languages prompted Dr Kristina Riedel and Dr Hannah Gibson, from the University of Essex and research fellow, to work on a research project, “Variation in Sesotho and Setswana as spoken in the Free State”, to document the dialectal variation in the languages as it is spoken in the province. 

“Dr Gibson and I have a joint research project which is funded by a Newton British Academy mobility grant,” says Dr Riedel, Head of the Department of Linguistic and Language Practice at the University of the Free State (UFS).

The duo hosted a workshop on morphosyntactic microvariation (small structural differences that can be observed between closely related languages or dialects) on the UFS Bloemfontein Campus, as part of the Newton Fund research project.  

Research focus on dialectal variation 

Dr Riedel says there has been some linguistic work on both of these languages. “But for Sesotho, linguists have noted that there is no dialectal variation. This seems hard to believe given the size of the population who speak the language,” she says. 

They are looking at speakers in the Free State province for differences in both languages. Speakers themselves also report awareness of dialectal differences and variation between different regions. “We’re also interested in whether they have influenced each other – particularly in places where people speak both of these languages on a day-to-day basis, such as Thaba ’Nchu and Bloemfontein,” Dr Riedel says.

Dr Riedel believes that in the context of an African university it is important to contribute to the development, teaching and support of African languages. “Research on African languages can play an important part of this picture. Furthering our knowledge and understanding of African languages from a linguistic perspective also contributes to our understanding of the world’s languages and linguistic diversity.” 

Workshop creates space for training and skill sharing

The aim of the workshop was to bring together researchers, students and language practitioners to “provide them with some of the insights and training that is helpful when looking at morphosyntactic microvariation”, Dr Riedel says.

The workshop was conducted in two sets. At the first workshop the emphasis was on training and sharing of skills and the second part focused on more research-related presentations. 

The workshop, which took place on 19 July 2019, was attended by delegates from numerous local institutions (Rhodes University, University of the Western Cape and Stellenbosch University) as well as universities in the rest of Africa including the University of Malawi, Dar es Salaam University College of Education and Makerere University in Uganda. 

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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