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03 March 2021
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Story Giselle Baillie
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Photo Supplied
_web.jpg?sfvrsn=987e6620_1 "NJ van Merwe Read More (1)_web")
Residence members who led the project, included:
Bohlokwa Rantja, the Residence Prime, and Transformation Committee members Nsuku Mutemela, Ofentse Motlakeng, Phindile Tjale, Madinku Mabala, Mmapopi Motshoso, Karabo Shuping, and Tagane Sekete.
The University of the Free State (UFS) Council approved and adopted Lehakwe House as the new name for the
NJ van der Merwe residence on the Bloemfontein Campus. The approval on 26 November 2020 followed a lengthy process of deliberation, consultation, and public engagement that has taken place since November 2019 and is aligned with the UFS Policy on Naming and Renaming. The name-change process was initiated by the Prime and Transformation Committee of the residence, guided by the
Unit for Institutional Change and Social Justice and supported by a multi-stakeholder committee representative of the residence, the Housing and Residence Affairs Office, the Department of Student Affairs, the Student Representative Council, and alumni.
Lehakwe – a precious gem
Following a lengthy evaluation process of the names submitted through a public voting and recommendation platform in July 2020, ‘Lehakwe’ – a Sesotho word referring to a ‘precious gem’ – emerged as the front runner. As many current and past members of the residence attest, this womxn’s residence has come to occupy a significant space within the hearts and minds of UFS students and the UFS community, given that its spirit has always been closely aligned with the constitutional values of dignity, equality, and freedom and with the human values of ubuntu. In this vein, the new name of ‘Lehakwe’ presents a consolidation of constitutional and university values into the day-to-day thinking, learning, living, and legacy spaces of students, as well as everyone who interacts and engages with 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”.