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01 September 2020
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Story Dr Nitha Ramnath
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Photo Supplied
The UFS’ Devina Harry was accepted into the Kader Asmal Fellowship Programme.
The UFS’ own Devina Harry is set to travel to Ireland in September 2020 to begin a year-long Fellowship Programme for a Master of Business. As one of 20 students selected from the African continent, Devina was recently accepted into the Kader Asmal Fellowship Programme, which affords her the opportunity to study in Ireland during the 2020/21 academic year.
A research assistant in the Department of Business Management, Devina holds an Honours in Marketing. “I am very grateful to be awarded this scholarship and excited about this new journey,” says Devina, who is scheduled to begin the programme in October 2020. “I hope to come back to South Africa and contribute to my field of study,” she says.
Devina went through a rigorous application process and had to meet the criteria for selection, one of which is having a minimum average grade point of 75% for her honours.
Prof Brownhilder Nene, Head of Department: Business Management, gave Devina some words of encouragement: “You will never know how far you can go unless you try. Thank you, Devina, for stepping out of your comfort zone and getting this scholarship.”
The Kader Asmal Fellowship Programme is a South African strand of a broader Ireland-Africa Fellows Programme managed by the
Irish Department of Foreign Affairs and Trade. It was set up in 2012 in honour of the late
Professor Kader Asmal, and is a fully-funded scholarship opportunity for those who want to develop skills and knowledge to contribute to the achievement of the Sustainable Development Goals in South Africa.
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”.