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18 November 2020 | Story Thabo Kessah | Photo Thabo Kessah
Prof Pearl Sithole acknowledged the role played by the Afromontane Research Unit in securing mountain-to-mountain research funding from the US Embassy and Consulates in SA.

“This launch is an opportunity to reflect on the strategic significance of the partnership between our two universities and the long-standing relationship that academics at the two institutions have enjoyed.” 

These were the words of appreciation from the University of the Free State Vice-Rector: Research, Innovation and Internationalisation, Prof Corli Witthuhn, during the virtual launch of the Mountain-to-Mountain collaboration project between the University of the Free State and the Appalachian State University in the United States held on 10 November 2020. The R8 million project is funded by the US Embassy and Consulates in South Africa and will run over two academic years.

Prof Witthuhn also stated that the project would further strengthen the UFS strategy for internationalisation. “This collaboration has grown organically in the last decade to become one of the UFS flagships in international collaborations. With the support of this grant from the US Embassy and Consulates in South Africa, this long-standing and sustainable collaboration will be further strengthened,” she added.

New master’s programmes

In providing context to the Qwaqwa Campus’ research footprint, Campus Vice-Principal: Academic and Research, Prof Pearl Sithole, acknowledged the role played by the Afromontane Research Unit (ARU) under the leadership of its Director, Dr Ralph Clark, as well as all the faculties.

“In the Humanities, a lot is coming regarding the socio-ecosystems of the mountains. And in Education and Economic and Management Sciences, the scholarship of teaching and learning is promoted through blended skills, especially during this time of the pandemic. In the Natural and Agricultural Sciences, climate monitoring is one of the projects that has brought vibrancy to our campus,” she said.

Appalachian State University’s Associate Vice-Chancellor for International Education and Development, Prof Jesse Lutabingwa, mentioned that the collaboration would, among others, develop and offer a multi-disciplinary master’s degree in Mountain Studies on the Qwaqwa Campus, which will initially enrol seven to ten students. “In the subsequent years, we plan to increase this number to 15-20 students. We will also develop and offer a Community Development master’s degree with 10-12 students and up to 25 in subsequent years.”

Black women academics

Prof Lutabingwa, who is also the Project Director, revealed that doctoral students who are currently part of the University Staff Doctoral Project (USDP), will conduct at least three research projects focusing on social entrepreneurship, substance abuse, and rural transport monitoring in the Maloti-Drakensberg Mountains. “Also key to this collaboration is the leadership mentorship programme for black women academics who will at the end of the project produce three to five research papers,” Prof Lutabingwa added.

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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