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06 March 2020 | Story Igno van Niekerk | Photo Igno van Niekerk
 Gert Marais looking at pecan leave_
Dr Gert Marais says the UFS is helping to ensure that the pecan industry not only survives but thrives.

“When opportunity knocks, you must jump. The more opportunity knocks, the more you should jump.” 

Look closely, and you will notice the rise in pecan-nut plantations as you travel through South Africa. Do not be surprised if you find that the UFS’s pecan-nut project – steered by Dr Gert Marais, Senior Lecturer in the Department of Plant Sciences – is associated with those pecans.

Main exporter
In an ever expanding and interconnected global economy, South Africa has joined the USA as main exporters of pecan nuts to China. We have several advantages; our seasons differ from that of the USA, and we have the benefit that we are harvesting and exporting pecan nuts at the time when they are most popular at Chinese festivals and events.

Although it takes a long time to grow pecan trees (seven to eight years before they start producing), the long wait has extensive benefits. Dr Marias explains: “Unlike other crops, you do not have to prepare the soil and plant new crops annually. Rather than re-investing, you only need to do proper maintenance. Once planted, the pecan trees can produce for generations to come. And the UFS is involved in ensuring that the pecan industry not only survives but thrives.”

Empowering farmers
As the pecan industry in South Africa grows, new challenges are identified. Some trees suffer from a condition called overall decline, others from scab, and some others are infested by combinations of fungi not found in other countries. Dr Marais and his team have filed several ‘first reports’ of combinations between pecans and pathogens, leading to opportunities for MSc research projects and making a difference in the industry.

Dr Marais undertakes six field trips per year to visit all the production areas in South Africa, share information at farmer’s days, arrange courses to ensure best practices with regard to pecan cultivation; students also use these visits to collect samples for their research. Due to the systemic collaboration between the private sector and the university, farmers are empowered to manage their pecan crops better, the university benefits from cutting-edge research, and South Africa becomes a stronger player in the international economy.

Opportunity is knocking. And the UFS is jumping.

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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