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05 April 2021
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Story Dr Nitha Ramnath
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Photo Supplied
Jamba Isaac Ulengo.
François van Schalkwyk and Keenan Carelse, UFS alumni leading the university’s United Kingdom Alumni Chapter, have put their voices together to produce and direct the podcast series. Intended to reconnect alumni with the university
and their university experience, the podcasts will be featured on the first Monday of every month, ending in November 2021. Our featured alumni share and reflect on their experiences at the UFS, how it has shaped their lives, and relate
why their ongoing association with the UFS is still relevant and important. The podcasts are authentic conversations – they provide an opportunity for the university to understand and learn about the experiences of its alumni and to celebrate
the diversity and touchpoints that unite them.
Our podcast guest
Born in the North West town of Vryburg, Ulengo first played provincial rugby at the U16 Grant Khomo Week in 2005. While attending Jim Fouché High School in Bloemfontein, Ulengo was chosen to represent the Free State at various youth levels. As
an up-and-coming player, Ulengo made his break via the FNB Varsity Cup Competition where he starred for the Shimlas, scoring 11 tries in 18 appearances over the three seasons between 2010 and 2012. A short stint with the Free State Vodacom Cup side
saw him make his debut for the Blitzboks (Glasgow 2012), followed by a tournament at the London Sevens in 2014. Ulengo has been a prominent member of the South African Sevens since making his debut for the team in the Scotland leg of the 2011-2012
IRB Sevens World Series. He played in the two final tournaments of that season and then signed a two-year contract with the South African Rugby Union to represent the team in the 2012-2013 and 2013-2014 series. While he only competed at four events
in his first full season, he was involved in seven of the tournaments in his second season.
Ulengo made his return to the sport by signing a contract to play Currie Cup rugby for the Pretoria-based Blue Bulls in 2014 and for their Super Rugby franchise, the Bulls, from the 2015 Super Rugby season.
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”.