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06 August 2020 | Story Leonie Bolleurs | Photo Supplied
Carien Denner will tell her 15-year-old self to drink more water, use more sunscreen, and to be present in the moment to not miss out on a single opportunity.

The Ruforum Wool project strives to ensure sustainable growth for communal wool farmers in the Free State by enabling them to compete in wool quality with commercial wool farmers through end-to-end development of the wool value chain. In this project, small-scale wool farmers and community members are identified and invited to take part in the project where they learn various skills in each component of the wool value chain. As a result, production by the communal wool growers is transformed from an underachieving enterprise to a profitable, sustainable, and renewable venture that will enhance the livelihoods of wool producers in the community.  

An interview with Carien Denner, Project Manager in the Department of Consumer Science at the University of the Free State (UFS), revealed that there is more to this woman who is working hard to enhance the livelihoods of communities. 

Please tell us about yourself: Who are you, and what do you do? 

“I am involved in the Community Gardens Food Security project, as well as the Ruforum Wool project. With the latter project, I serve on the management team that was established to commercialise wool production in the communal areas of the province by developing strategies to overcome the various challenges faced by these growers.”

Is there a woman who inspires you and who you would like to celebrate this Women’s Month? Why?

“My mother, a teacher for more than 43 years, epitomises my idea of a dynamic woman being kind, encouraging, truthful, fun, strong, selfless, and brave through everything that life has thrown at her. I believe that a mother’s love and sacrifices are what makes us as women dynamic – each in her own right.”

What are some of the challenges you have faced in your life that have made you a better woman?

“When my dad passed away (I was 12 years old), I saw my mom being an ironwoman who never gave up and never got tired. Instead, she showed us what courage looks like and set an amazing example of strength and perseverance for my brother and me.”

What advice would you give to the 15-year-old you?

“This is not a good question to ask someone in the middle of a pandemic! I would tell myself to appreciate every day for what it is and not to stress about the future too much.  

What would you say makes you a champion woman [of the UFS]?

“I think a champion woman is someone who – especially during these trying times – supports, empowers, and uplifts her fellow man. The Ruforum Wool project and everyone who is involved in it is doing precisely that. We need to empower, uplift, and encourage our emerging farmers to restore dignity and ensure sustainability in agriculture, food production, and their general participation in the economy. Communities surrounding them are equally in need of sustainable employment opportunities where valuable skills can be learned in order to provide for themselves and their families. This is what we strive to do to make a meaningful difference through our efforts.”

 

WATCH: Carien Denner from the UFS Department of Consumer Sciences serves on the management team of the Community Gardens Food Security project as well as the Ruforum Wool project, where she strives to enhance the livelihoods of communities. 

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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