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19 November 2021 | Story Nontombi Velelo | Photo Supplied
Nontombi Velelo is a PhD candidate and Lecturer in the Department of Sociology at the University of the Free State (UFS).

Current reports related to gender reflect and emphasise the negative impact of gender on society — especially the negative impact of men and masculinity in society. Studies are conducted to understand the root(s) and triggers of men’s social conduct/misconduct. Without a doubt, men are often guilty of causing some of the social ills. However, we often do not acknowledge and recognise the pressures and challenges that society presents to men. In most instances, the focus in reporting is on their conduct/misconduct. Less attention is given to interrogating and reflecting on how masculine notions are formed and subsequently practised, and the influence of social settings on these processes. 

It is worth pointing out that masculinity is not a static entity – it is flexible, evolving, and adapts to different contexts. However, there is a struggle between upholding the traditional practices of masculinity and the desire for modern and liberal practices of masculinity. The concept of ‘traditional’ masculinity is frequently used when investigating the construction and practices of masculinity. This concept is often understood as the opposite of the modern representation of masculinity. Yet, it refers to what is considered to make a man a ‘real’ man – attributes such as independence, self-sufficiency, heterosexuality, physical toughness, and emotional restrictedness. These attributes highlight the ideas of masculinity embedded in traditional ideology, rules, and norms. We often expect men to possess these attributes, particularly independence, self-sufficiency, and emotional restrictedness. Without a doubt, these expectations present challenges for men. Men are less likely to express their feelings – they are also not expected to express their emotions. Besides, men are not as expressive as women and the signs of mental illness are not the same as those in women. Though we expect men to man-up and demonstrate strength when confronted with challenges, we are not aware of the damage this may cause to their mental and emotional well-being. According to the World Health Organisation (2021), South African men are more than four times more likely to commit suicide than women. Of more than 6 000 cases of suicide, 5 138 were men, which translates to 21,8 per 100 000. This indicates the need to unlearn the damaging expectations of gender. 

Men’s socio-economic and socio-political positions influence how they view and practise their masculinity. Though Statistics South Africa (2021) reported that 32,4% of men are unemployed (compared to 36,8% of unemployed women), South African men living in poverty find themselves in a stressful climate, as they are unable to live up to their and others’ ideas of ‘successful masculinity’. To a large extent, men are still expected to assume the role of financial provider. Failure to adhere to these expectations may result in one’s masculine traits not being recognised or acknowledged. In some cases, men are considered ‘less of a man’ since they cannot fulfil the expectation of financial provision. This, subsequently, affects their interaction and relationships with other men, women, and children. 

Apart from the societal expectations, we need to pay attention to the socialisation process within the family. A family is a training ground where members are trained and taught about desirable and undesirable behaviour and expectations of others. Within the family structure, men and women are socialised to internalise and accept toxic gender roles – one being the use of violence. Violent behaviour is often associated with normal ‘boyish’ behaviour; therefore, it is perceived to be expected of a boy child to resort to violence. It is expected of a boy child to retaliate/fight back when facing conflict. Consequently, violence is viewed as a measure to correct behaviour associated with disobedience or challenging masculine authority. The Mail & Guardian reported in 2020 that one in five women in South Africa experienced violence at a partner’s hands. South Africa has witnessed an increase in gang rapes, most of the first-time rape offenders being teenage boys (SafeSpace, 2021). Teenage boys are not only members of society but also members of the family. This does not imply that parents are responsible for the acts of their children. However, it demonstrates the need to interrogate and challenge the socialisation process as far as gender roles and expectations are concerned. Regardless of the mentioned challenges associated with masculinity, there are individual men in society who have invested efforts to transform the masculine scripts and to cultivate positive male attributes. These are men who strive to be good citizens, husbands, fathers, brothers, and uncles. Unfortunately, the efforts invested by these individual men tend to be disregarded in society, since the focus is always on unpacking and reflecting the toxic actions and attributes of men. 

Commemoration of International Men’s Day

International Men’s Day commemorates the positive contribution of men to their world, families, and communities. The day aims to create awareness around the well-being of men. As we celebrate this day, it is important to recognise and acknowledge male pain. Society often disregards male pain and focuses on male privilege.

Furthermore, recognising ways in which men are hurt by rigid gender roles and expectations and social settings where these roles and expectations are practised, does not imply disregard for the struggle and oppression of women. With the 2021 slogan being ‘Better relations between men and women’, I am reminded of the third wave of feminist scholars who pointed out that society is experiencing a crisis embedded in patriarchal masculinity rather than masculinity itself. There is a need to sensitise men and women to the dangers of patriarchy, particularly for men. It is also important to encourage men to construct their own identities that are different from those prescribed by patriarchy. Although most men might not be oppressed by sexism in ways similar to women, we need to pay much closer attention to how men suffer the consequences of sexism. It is worth recognising that men do not derive the common benefits from sexist oppression, since they do not hold a common social position. It is important to acknowledge the role of individual men in changing the masculine narrative. May we recognise such individuals in our homes, workplaces, and communities. There is a need to unlearn the damaging patriarchal expectations of gender.

News Archive

A brand-new image for historic University of the Free State
2011-01-19

Prof. Jonathan Jansen, Vice-Chancellor and Rector, and Prof. Teuns Verschoor, Vice-Rector of Institutional Affairs, during the media conference to launch the new brand.
- Photo: Hannes Pieterse

A new chapter was written in the history of the University of the Free State (UFS) on Thursday, 27 January 2011 when it launched its revitalised brand image. 

The brand evolution has resulted in the adoption of two primary brands to engage with its stakeholders – an evolved academic crest and a new marketing brand for the institution’s offerings and services. 
 
The university, which recently won the World Universities’ Forum award for academic excellence and institutional transformation, was founded in 1904 as a dynamic learning environment where academic excellence and the development of leadership qualities are long-standing traditions. These values are the backbone of the university and the foundation of the new brand as it seeks to adapt to the changing needs of society, without sacrificing its rich history and heritage. 
 
The process of revitalising and creating a renewed image of the UFS, spearheaded by the university’s inspirational leader, Prof. Jonathan Jansen, started in February 2010 and involved a comprehensive and consultative process to understand the deep insights that underpin the fabric of the institution among its key stakeholders. 
 
“We engaged in one of the most expansive and intensive process of consultations with staff, alumni, senate, council and other stakeholders to determine how and in what ways our brand could signal a more inclusive and forward-looking vision that captured the spirit and essence of the new country and a transforming university,” says Prof. Jansen.
 
The new brand is anchored in the university’s renewed motto “In Veritate Sapientiae Lux” (In Truth is the Light of Wisdom), which has been evolved to embrace the diversity of the community the university without losing its essence. As Judge Ian van der Merwe, Chairperson of the UFS Councilnoted,the motto retains concepts with which not only Christians can identify, but which also accommodate all the different viewpoints of the UFS’s diverse students and staff. Hereby a feeling of unity and belonging is promoted.”
 
The new brand identity was developed by the country’s foremost academic branding authority, the Brand Leadership Group. “We worked with the university to develop a brand that reflects an inclusive, forward-thinking truly South African university in tune with its changing environment which embraces its past, present and signals the future,” says Thebe Ikalafeng, founder of Brand Leadership Group.
 
The new brand has found resonance with the various university stakeholders. “The end product is excellent,” commented Mr Naudé de Klerk, Chairperson of Kovsie Alumni. “It represents a history of hope, excellence, innovation and transformation. Above all, it represents a leap of faith, which extends from a humble beginning in 1904 to the strong and vital academic institution it is today.”
 
Finally, where it matters, the new brand also gets the students’ vote. “Our new brand illustrates and communicates to the rest of the world the message that we as the University of the Free State refuse to be tied down to the failures of the past, but instead confidently sprint forward to the successes of tomorrow,” says Modieyi Motholo, Chairperson of the university’s Interim Student Committee.
 
 
 

Media Release
27 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za
 
 

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