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26 November 2020
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Story Leonie Bolleurs
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Mind Matters is a first for the UFS. It is a mental-health publication for students aimed at highlighting what matters most when it comes to your mind, life, and well-being. Some sections share how individuals in the top echelons of the UFS take care of their minds. Other sections focus on how to support your grey matter (i.e. your brain) and, consequently, improve your general functioning. Some parts discuss matters related to careers, well-being, finance, and self-development. We also provide news and resources that might matter to you.
Whatever your fancy, Mind Matters focuses primarily on why the health of your mind matters. Our minds and brains are the most powerful intelligence or apparatuses on the planet. A power like this needs to be wielded wisely, otherwise we may suffer much from our own neglect of our mental health. It’s not always easy, but it is important!
Mind Matters was possible due to the cumulative contributions, inputs, and work of numerous UFS professionals, especially within
Student Affairs. We are grateful and proud of each person involved. We endeavour to honour these efforts by continually improving and developing Mind Matters. Your feedback and voices are most welcome and will continue to inform what we do next.
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”.