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30 November 2020 | Story Nonsidiso Qwabe | Photo Supplied
Acclaimed South African writer, author, and UFS research fellow Zubeida Jaffer was honoured with a lifetime achievement award for her career in journalism during the Standard Bank Sivukile Awards ceremony. 

Passion for journalism spans decades
During the award ceremony on 15 October 2020, Jaffer received the prestigious Allan Kirkland Soga Lifetime Achievement Award, which recognises a sustained and extraordinary contribution to journalism. Jaffer said she never chose journalism, but journalism chose her. She said when she first stepped into a newsroom looking for a holiday job in the 1970s, she did not know she had stepped into her future in news reporting. Since then, Jaffer has earned many accolades in the journalism industry as well as in academia. She also became an acclaimed author, and wrote her third book, Beauty of the Heart: The Life and Times of Charlotte Mannya Maxeke, during her time as a writer-in-residence at the UFS. While at the UFS, she founded the online media platform, The Journalist, a platform that provides history and context for key issues facing South African journalists. This portal also links students with academics across the country and will soon be extended to the African continent and the diaspora.

Jaffer said she felt blessed to be recognised among the many journalism pioneers in South Africa. 

“It’s extremely wonderful because it came so out of the blue. This year, with COVID-19, I was digging deep, and trying my best to keep focus. I’m very thankful. It’s made me pause, reflect, and realise that a lot of things I’ve done have been of value. When living your life, it’s not that you’re aware of that all the time. There are many people doing great things who don’t always get this kind of recognition,” Jaffer said.

Still a great need for journalists in South Africa 

Talking about journalism today, Jaffer said: “I am often overwhelmed to witness the enthusiasm and determination of young journalists across the country who come from humble backgrounds and inspire those around them. Our country is gripped in a bipolar condition. It is not clear how the healing will come, but it will. The challenge is to keep our minds in balance so that we can be strong enough to root out corruption and gender-based violence, while at the same time fully understanding our blessings as a people.”

UFS alumna Rising Star in Journalism 

In another accolade for the UFS, the Upcoming/Rising Star of the Year award went to former UFS Journalism student Brümilda Swartbooi for her article titled ‘Sy het hard vir ons gewerk’. The article highlighted the senseless killing of a woman outside her workplace, minutes after her husband dropped her off.

Brümilda Swartbooi. Photo: Supplied

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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