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13 August 2020 | Story Eugene Seegers | Photo Charl Devenish
Gugu believes in empowering students to successfully complete their higher-education journey.

Gugu Wendy Tiroyabone is Head of Advising, Access and Success in the Centre for Teaching and Learning. She says she is on a journey to become a champion womxn, with her advocacy for student access with success in higher education being the vehicle that is propelling her. Gugu says her superpower is “knowing how to win without being loud”.

1. Please tell us about yourself: Who are you and what do you do at the university? 
Self-awareness, simplicity, and service is who I am and what I, Gugu Wendy Tiroyabone (née Khanye), embody. My Zulu name, loosely translated, means ‘precious’, and I firmly believe that the work I do at the UFS Centre for Teaching and Learning — academic advising and RPL — align with my name, serving students in this invaluable experience of being afforded the opportunity to access higher education and ultimately being guided to success.

2. Is there a woman who inspires you and who you would like to celebrate this Women’s Month, and why?
Mmm … tricky to single out only one. There are a few — top of the charts is most certainly my mother, a servant leader — in everything she does; she is there to listen, hear and understand, empathise, heal, build, and is committed to the growth of others. Aunty Basetsana (Bassie) Kumalo is another womxn I celebrate – television personality, businesswomxn, and philanthropist — a brand that inspires me to be the best version of me so that I can reach my dreams.

3. What are some of the challenges you’ve faced in your life that have made you a better woman?
I would say one of the biggest challenges I faced in my early 20s would have to be low self-confidence and a low self-esteem. Those who know me would disagree, but unfortunately it gets the best of us and it was my reality. I struggled with acceptance, and when I took some time out to check in with myself, I learned that knowing how to win without making a noise is my superpower; since realising this, I refuse to live below my potential.

4. What advice would you give to a 15-year-old you?
You don’t have to change your dreams to realise them; rather, as you grow, adapt and adopt your approaches to the season/year — these small adaptations will propel you towards fulfilling your dreams. Someone else can make your dreams come true, but only you can realise your dreams.

5. What would you say makes you a champion woman, or a champion woman of the UFS?
I would like to believe that I am still becoming a champion womxn, not there just yet. But my advocacy for student access with success in higher education is what is driving me towards being a champion womxn – without meaningful access, student success is hollow. So, we need to work collectively as a sector and institution to achieve this.

 

 

 

 

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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