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14 December 2021 | Story Leonie Bolleurs | Photo Supplied
Ofhani Mavhungu was recently awarded the Professor Rob Gous Scholarship by the Animal Feed Manufacturers Association (AFMA) of South Africa.

From a very early age, Ofhani Mavhungu knew he wanted to be involved in agriculture one day. Fast forward a few decades and you find Ofhani enrolled for the MScAgric Animal Science degree at the University of the Free State (UFS).

As a goal-orientated person who is open to new ventures, he reckons this degree will broaden his knowledge and understanding of the industry. “I believe Animal Science is an interdisciplinary field of study that enables students like me to pursue various career opportunities, ranging from primary animal production to secondary product processing, retail, and quality assurance. This motivates me to be part of the team that will ensure food security for the future generation,” says Ofhani.

Opening doors to a career in Animal Science

The Professor Rob Gous Scholarship for 2020/2021 that was jointly awarded to him and Victor Makofane of the University of Limpopo by the Animal Feed Manufacturers Association (AFMA) of South Africa, is for Ofhani a step closer to realising his dreams. 

“Diligence and hard work have always been the driving force throughout my studies, and I am delighted that my hard work was rewarded. This award further reflects on the Department of Animal Science’s dedication and commitment to build and mentor strong candidates who are recognised by the industry,” he says.

With increasing animal feed costs, the search for more cost-effective feed utilisation techniques – without compromising the nutritive value or feed quality – becomes critically important for intensive broiler producers. 

Ofhani’s study, which aims to evaluate the effect of increasing levels of a nutritional fat emulsifier with a high HLB on the (i) diet digestibility and (ii) production performance of broilers, will provide some insight into the possible energy-saving effect of dietary emulsifiers with a high HBL in broiler diets with moderate lipid inclusion levels. 

“A digestibility study will give more information on the emulsifier effect at metabolic level, and a production study will provide information on growth characteristics and carcass composition.”

An opportunity to compete with other candidates in the industry

“Few studies have been conducted on lipid emulsifiers under South African conditions, which necessitates the need for further research in this field,” he says. 

Ofhani, whose motto in life is to stay humble and accept positive criticism – as it is meant to enlighten you – wants to pursue a career in the animal feed industry. “My qualification will give me an opportunity to compete with other candidates of our generation in the industry, as well as on a research/academic level. By completing my MScAgric, I will broaden my own skill set so that I can continue with industry-related research in the future and provide mentorship to prospective animal scientists,” he adds. 

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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