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23 April 2020
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Story Cornelius Hagenmeier
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Photo Pixabay
The iKudu project, which is an European Union-funded Capacity Building in Higher Education (CBHE) project, has recently launched its blog, which aims to amplify the diverse voices of all iKudu stakeholders. In this space, members of the iKudu team will regularly share their views on the project and related international education topics.
The iKudu project focuses on developing a contextualised South African concept of Internationalisation of the Curriculum (IoC), which integrates Cooperative Online International Learning (COIL) virtual exchanges. The project was launched by the UFS in 2019, together with nine European and South African partner universities. It is funded by the European Union’s Erasmus+ programme with EUR999 881 (approximately R20 million) and is implemented over a three-year period.
The iKudu project is based on the fundamental belief that it is necessary to rethink internationalisation in an uncertain world. First, it is crucial to recognise and transform the power dynamics underlying international academic collaboration. Second, it is essential to develop pedagogies that allow every student to participate in international education, integrating technology where appropriate.
However, while all stakeholders agree on the fundamental tenets of the project and its principal goals, all iKudu stakeholders contribute different perspectives. In the blog, the iKudu stakeholders will provide a space for intellectual discourse on the project and related international education topics, which will allow constructive and critical engagement.
The link to the blog can be found at: https://www.ufs.ac.za/ikudu/ikudu-blogs/Transforming-Curricula-through-Internationalisation-and-Virtual-Exchanges
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”.