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01 July 2021
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Story Dikgapane Makhetha
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Photo Supplied
This year, the young people of South Africa celebrated 45 years of the annual commemoration of
Youth Day. The University of the Free State (UFS)
Community Engagement (CE) office on the
Qwaqwa Campus has engaged a number of stakeholders in the call to use football as a means of bringing people together, transforming lives, and enthusing communities. Through partnerships, community organisations have great potential to create opportunities for breaking down barriers and inspiring social cohesion, initiating enablement through the development of social projects, and promoting education and health awareness.
On 16 June this year, local community organisations collaborated in the hosting of a soccer event for the youth of Qwaqwa at the FIFA Football for Hope Stadium in Tsheseng.
The Agape Foundation for Community Development,
Love Life,
Right to Care,
Youth in Action, Qwaqwa FIFA Project, and the Tsheseng Athletics Club were all stakeholders who diligently joined forces to ensure the successful launch of the tournament. Community development practitioners, who are trainees in the UFS Qwaqwa Department of Community Development, were garbed in departmental branded gear and have cautiously facilitated adherence to COVID-19 protocols. About 250 people, including football fans and participants, attended and enjoyed the entertaining games. Through the partnered recreational project, the Qwaqwa Campus CE office responded to the 2021 Youth Day theme: ‘Growing Youth Employment for an inclusive and transformed society’, by enhancing opportunities for networking among stakeholders. Football is popularly known for promoting transformational social projects in diverse communities across the globe.
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”.