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08 December 2021 | Story Nonsindiso Qwabe
Dr Bernard
Dr Eleanor Bernard heads the Centre for Teaching and Learning on the Qwaqwa Campus.

“I realised that our students are not regularly exposed to and immersed in an English first language environment. So, for two years, I created control groups and tested how to implement a film club to support their language learning as well as engage them. In the end, I created a framework that university language teachers can use, with very specific guidelines as to how to make it successful.”

For her PhD study in Higher Education Studies, Dr Eleanor Bernard created a play on traditional learning by implementing a film club as a way of enhancing the basic interpersonal communicative and English literacy skills of non-native speakers on the Qwaqwa Campus. Dr Bernard is the Assistant Director of the Centre for Teaching and Learning on the Qwaqwa Campus. She will be graduating with her PhD in Higher Education Studies during the December 2021 graduations. The title of her study is: Implementing a film club to enhance English second-language students’ basic interpersonal communicative and basic English literacy skills.

Building on her passion for language learning and acquisition, Dr Bernard wanted her study to be a fun and interesting way of enhancing the already existing General English language module by creating a space for exposure and social interaction. She did this by forming student groups that would regularly watch films and opened spaces for engagement as a way of focusing on the language development of the students.

“The highlight for me was sitting in a university lecture venue, while watching Tsotsi or Pitch Perfect with students, and seeing them interacting, laughing, and enjoying a usually very serious space. Also, the wonderful discussions they shared on Blackboard around elements such as lobola, or stereotypes. Lastly, seeing how by the end of the year, they would walk into my office and interact with me more confidently in English,” she said.

Language studies has been a part of her academic journey from her Honours qualification. She has an MA degree in Language Studies from the UFS. She said working on the Qwaqwa Campus with language and literacy modules, she loved the process of watching students blossom as they gained more confidence in using the English language. “I especially love receiving a student at the beginning of the year, who you can see struggling and almost battling through the content and the skills. And then to see the change by the end of the year, and how their confidence increased.”

‘No learning can take place without engaging students’
She said she hoped faculties would also see the value of focusing on the language development of students as a baseline for academic literacy skills development.

“No learning can take place without engaging students, and there are so many guidelines and practical ways to ensure this engagement, including in language learning. Student success is not just about performance or final marks, but also about students completing a year where they have interacted with others and learned to care for them, where they have been changed to want to impact societies and communities, and where they have acquired skills that they will use when they enter the world of work.”

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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