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20 December 2020
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Story Thabo Kessah
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Photo Thabo Kessah
Mbuyiselwa Moloi with student volunteers, Keamogetswe Mooketsi (presenter), Tshumelo Phaladi (producer), and Siphamandla Shabangu (SRC member – Social Justice and Universal Access).
The month of October 2020 marked the first anniversary of the Qwaqwa Campus online student radio, Q-Lit. “It has been a rocky road of sleepless nights, tears, and a lot of challenges. However, we have grown from strength to strength. We have made dreams of ordinary students possible. We have influenced change and inspired students to tap into their talents and potential,” said an elated station manager, Mbuyiselwa Moloi.
The station came in handy during the worst lockdown period of the COVID-19 pandemic when it bridged the communication gap between students and the university to integrate teaching and learning into the programming to ensure that no student was left behind. “With all of the regulations and online learning, Q-Lit had to be reinvented. While it was not an easy journey, we have grown more than ever before. Our August 2020 report shows that we have pulled in more than 1 600 listeners, even amid the learning, unlearning, and relearning processes. It was during this month that we also ran a series highlighting strategic offices led by women on campus as part of our Women’s Month celebration,” Mbuyiselwa revealed.
Looking to the future, the station hopes to obtain a full broadcasting licence from the regulatory body, the Independent Communication Authority of South Africa (ICASA), soon.
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”.