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26 April 2021 | Story Dr Emmanuel Mayeza
Dr Emmanuel Mayeza
Dr Emmanuel Mayeza is a Senior Lecturer in the Department of Sociology at the University of the Free State.

Opinion article by Dr Emmanuel Mayeza, a Senior Lecturer in the Department of Sociology, University of the Free State

On Monday 12 April 2021, Lufuno Mavhunga, a 15-year-old female learner at Mbilwi Secondary School in Limpopo, South Africa, was aggressively assaulted by another learner at school. The video showing the humiliating violent attack was circulated on various social media platforms. Sadly, Lufuno subsequently died as a result of suicide. During the bullying incident, bystanders (her school mates) watched, cheered, laughed, and recorded videos of the incident. The alleged perpetrator (another 14-year-old female learner at the same school) has since been arrested by the police and charged with assault. The school will institute disciplinary action against the bystanders who failed to assist and protect Lufuno. Lufuno’s family, however, believes that the school did not do enough to support Lufuno after the incident was reported to the school principal.

The victimisation of Lufuno could have been prevented, and I will show in this article what can be done to stop and prevent bullying in South African schools.

Suicide: the ultimate consequence of being bullied at school

Lufuno’s victimisation and her tragic death highlight the scourge, as well as the seriousness, of the problem of bullying in South African schools. School-based bullying has various consequences for everyone at school, but victims often incur the most devastation from bullying. The consequences of being bullied at school include the development of psychological and emotional problems such as distress, damaged self-esteem, anxiety, depression, and suicidal thoughts. If these problems are not addressed timeously or appropriately, it could ultimately result in suicide. Although Lufuno’s victimisation was reported to the school authorities, the deceased young victim did not receive any professional psychological counselling following the traumatic experiences of being bullied and the video of this incident being shared on social media. It seems that the victim dealt with the bullying mostly by herself and that the people who knew about the bullying did not take her ordeal and anxieties seriously enough.

Bullying is gendered and complex: Girls as victims and as bullies

Bullying is a form of gender violence. It is based on the asymmetrical relations of power that are prevalent in our patriarchal society. The key feature of such relations is men and boys assuming authority, domination, and control through violence against girls, women, and femininities. However, Lufuno’s victimisation draws our attention to the complexities of bullying and gender power relations among learners at school. Although boys and men often emerge as perpetrators of violence against girls and women, bullying in schools is a complex issue and girls are not always the passive victims of male violence.  Both girls and boys can become victims and bullies. Bullying is an expression of power, and girls too are capable of expressing power through forms of violence against other girls and against some boys. Indeed, a recent study on bullying among learners in a South African primary school highlights the vulnerability of younger boys to violence perpetrated by older girls at school ( https://doi.org/10.15700/saje.v41n1a1858 ). Therefore, we must acknowledge that the victimisation of Lufuno by another girl is not something unique. Gender relations are dynamic, and we can see that girls too have learnt how to use violence to express power and to claim dominance over other learners in schools.

What needs to be done to stop and prevent school-based bullying? 

While the processes of the criminal justice system regarding Lufuno’s victimisation are underway, effective prevention programmes are also required in order to stop bullying at school. Such programmes must be designed with the view to empower everyone at school with skills and knowledge on how to prevent bullying from happening, and how to react appropriately when bullying is witnessed or reported. To end bullying, the school should consider addressing bystanders, improving the availability of professional support services to victims of bullying, re-thinking the curriculum, and establishing stronger partnerships with other stakeholders.

All learners at the school must be addressed in terms of the roles that they can play as active bystanders who are committed to ending bullying. Bystanders must be empowered so that they know what bullying constitutes and are able to see when bullying happens and know how to intervene appropriately to stop it and protect the victim. They must know the seriousness of bullying and its consequences, and that this includes suicide. Bystanders must understand that posting a video or a photo on social media showing someone being abused is in itself also a form of bullying. Bystanders must be informed that they have a responsibility to report any form of bullying they witness at school to the school authorities or to their parents or guardians.

When learners have reported bullying, school authorities need to take the reported incident seriously and act appropriately, especially in terms of supporting the victim. To reduce the risk of victims committing suicide, professional psychological counselling support must be offered to the victims without delay. However, the risk of committing suicide among victims of bullying can only be significantly reduced if proper resources and victim support services are available at the school. The lack of such resources and services at Mbilwi Secondary School presents a major risk for victims to resort to suicide.  

The school should also explore possibilities of developing learning programmes that will foreground bullying and raise awareness about this serious issue. Such programmes should be compulsory for all learners and must be designed to encourage learners to speak out about their experiences, perceptions, and anxieties around bullying. Consequences of bullying and what needs to be done to stop and prevent school-based bullying should also form part of the topics for discussion within such learning programmes.

However, the school cannot be successful in its efforts towards ending bullying if it acts alone. The violent behaviour that learners demonstrate at school reflects, to a large extent, the normalised violence within households and communities. The school, therefore, must form strong partnerships with parents, communities, government, religious institutions, and other relevant stakeholders to explore effective ways of addressing bullying at school. The school must engage productively with these different stakeholders, and such engagements should also include learners’ voices and perspectives on the issue of bullying and how to end it.

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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