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29 March 2021
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1. Its support of and confidence in the leadership of the Rector and Vice-Chancellor of the UFS, Prof Francis Petersen and his team, and duly recognises the efforts and results achieved at the University during the challenges posed by the COVID-19 pandemic, as well as the current nationwide student protest on the payment of student debt.
2. In this context, the Council also distances itself and deplores the statements made by the leadership of the
Institutional Student Representative Council (ISRC), on national television on Monday 15 March 2021, as it pertained to the demand for the immediate resignation of the Rector and Vice-Chancellor, and the statements pertaining to the Chancellor, Prof Bonang Mohale, and Chairperson of the Council, Dr Willem Louw. The Council notes that Mr Katleho Lechoo, President of the ISRC subsequently retracted the utterances.
3. The Council strongly affirms its confidence in the relationship between the leadership of the UFS and the ISRC and expresses its appreciation for the University leadership’s commitment to continuously engage with students about matters of concern to them. The Council furthermore encourages positive and constructive engagement by the ISRC with the University leadership, as this contributes to shared-understanding of the challenges faced by the South African higher education sector and the governance of the UFS.
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”.