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04 August 2021 | Story Giselle Baillie

A project working towards the achievement of the Integrated Transformation Plan of the University of the Free State.


The names of buildings are not neutral ideas – even more so when they reflect, for example, the names or namesakes of people, places, or concepts on campus. Rather, they play a significant role in expressing and shaping what the institution values, who the space is for, and how communities engaging with the space are encouraged to think, feel, and behave. 

The Bloemfontein Campus of the University of the Free State (UFS) is undertaking two name review projects as part of its transformation processes. The first focuses on the review of the names and symbols of buildings utilised as student residences. Framed by the Integrated Transformation Plan (ITP) of the UFS and mandated by the Naming Committee of the UFS, the process entails that all residences evaluate whether their current building/house names reflect and align with the values of the constitution and the values of the UFS, and whether these names create a sense of inclusion and belonging for all within the UFS community. 

Furthermore, whether the symbols (songs, practices, and so forth) utilised within the junior residences are up to date regarding these objectives, and whether they demonstrate and create experiences for their communities that are aligned with these values. 

The second project focuses on the review of the name of a building currently occupied by the Faculty of Health Sciences, and which was utilised as a student hostel in previous years. 

Since early 2021, various partners from the UFS have been engaged in consultations and planning with their stakeholders and communities for these projects, which will unfold in the second semester. 

The objectives of these projects are to engage through education and dialogue processes in critical reflections on the role that the names and symbols associated with buildings on a university campus play in shaping and expressing institutional values and culture, and the associated sense of belonging that it creates for its diverse communities. Furthermore, to provide the opportunity for the UFS community to craft a new institutional culture through new names and renewed cultural practices, where necessary, based on constitutional as well as UFS values.

The UFS community is invited to participate in the projects as follows:

The Bloemfontein Campus Residence Name and Symbol Review Process

9-24 August: A Blackboard platform hosting educational materials on the project will be launched, with the UFS community encouraged to engage with this. 

9-16 August: Junior and day residences will host various dialogues within their houses, focusing on exploring their names and symbols. Senior residences with associated names or conceptual frames, as well as alumni, are encouraged to join these dialogues. Recordings of the dialogues will also be made available on the project’s Blackboard platform. 

16-19 August: A range of institutional dialogues will take place, focused on key reflections regarding the current names of residences. These dialogues will take place daily from 16:00 to 19:00 and will be convened and moderated by SRC representatives. 

Click below to access the different dialogue invitations and to find the virtual links to these dialogues.

16 August 2021

17 August 2021

18 August 2021

19 August 2021

20-24 August: The Bloemfontein Campus community, inclusive of students, staff, and alumni, are invited to participate by expressing their thinking regarding the current building names through an online review platform. Where participants feel that the current name/s are not aligned with constitutional and UFS values and the desired institutional culture of the UFS, they will be encouraged to promote a new name/s as per the guidelines that will be provided for naming. Residence students will also be afforded the opportunity to critically reflect on and review their residence symbols.


23 September: Findings from the review process will be communicated to the UFS community.  

December 2021: The decisions of Council on the review and possible new names will be communicated to the UFS community. 

The CR de Wet Building Name Review Project

2-17 August: A Blackboard platform hosting educational materials on the project be found at this link, with the UFS community encouraged to engage with this.

3-12 August: Students and staff of the Faculty of Health Sciences will engage in dialogues focused on reviewing the name of one of its buildings, the CR de Wet Building, which houses the staff offices, as well as lecture and practical venues of the School of Health and Rehabilitation Sciences and the departments of Family Medicine, Occupational Therapy, Optometry, Biostatistics, Physiotherapy, and Nutrition and Dietetics.

10-11 August: The broader UFS community is invited to also engage in a dialogue focused on reviewing the name of the afore-mentioned building.

11 August: Alumni of the former CR de Wet hostel will engage in a dialogue focused on reviewing the name of the afore-mentioned building.

12-17 August: The Bloemfontein Campus community, inclusive of students, staff, and alumni, are invited to participate by expressing their thinking regarding the current building name through an online review platform. Where participants feel that the current name needs to be changed, they will be encouraged to promote a new name as per the guidelines that will be provided for naming.

23 September: Findings from the review process will be communicated to the UFS community.  

December 2021: The decision of Council on the review and possible new name – where the review necessitated change – will be communicated to the UFS community.  

 

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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