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26 June 2020 | Story Nitha Ramanth | Photo Valentino Ndaba
Takudzwa Nyamunda.
Takudzwa Nyamunda is the proud new representative of the University of the Free State (UFS) for the 2020 Commonwealth Future Student Leadership programme. Nominated at a recent workshop themed ‘Reimagining Peace’, organised by the Association of Commonwealth Universities in collaboration with the British Council and the Durban University of Technology, Takudzwa demonstrated exceptional leadership, coupled with his experience of issues related to the UFS student committee, which provided the perfect foundation for his selection. 

“From a personal point of view, this was one of the most enriching experiences I have ever had, both in terms of the relationships established and the world knowledge gained. I am personally grateful for the opportunity to attend and would support any further initiative of this nature. I think the essence of this workshop was to encourage the young leaders present – all of whom were active citizens in their communities in one way or another – to continue fighting the good fight. The core message from the panellists was that it is all worth it in the end, and that even in the face of adversity and discouragement, we should keep fighting for the work we believe in,” says Takudzwa. 

Participants from 13 nations, including activists and thought leaders on non-violence affiliated with the International Centre of Nonviolence, the Gandhi Development Trust, and the Commonwealth Countering Violent Extremism Unit, contributed to the workshop. Over the course of three days, participants were divided into five groups and worked together on projects linked to three main themes – gender-based violence, global warming, and inequality.

The selection committee was convened by the Vice-Rector: Research and Internationalisation, Prof Corli Witthuhn, and facilitated by the Office for International Affairs. Currently in the final year of his Master of Industrial Psychology degree, Takudzwa’s wealth or experience includes being the founder and first president of the International Students Association (2016), and holder of the International Student portfolio as Student Representative Council (SRC) member (2017), coupled with being co-founder and first vice-chairperson of the South African Board for People Practices (SABPP): UFS Chapter and Vice-president of the SABPP National Youth Council (2019).

“I will continue to do what I have been doing for the past five years at the UFS, which is to make a difference in my sphere of influence”, says Takudzwa. 

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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