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17 September 2021 | Story Nitha Ramnath

Prof Francis Petersen, Rector and Vice-Chancellor of the University of Free State, South Africa, invites us to rethink our relationship with the world in a series of ‘Courageous Conversations’ on the theme of ‘The Global Citizen’. Prof Petersen argues that COVID-19 has been a powerful ‘disruptor’ – it was a stark reminder of the need to rethink our identity, of where we belong, our ‘normative’ view of citizenship – if we want to secure long-term survival of our civilisation and the environments that support it.

Global Citizen and the role of Digital Futures – Monday, 27 September - 13:30 SAST / 12:30 BST 

How we turn information into intelligence is the subject of SACC’s next ‘Courageous Conversation’ with University of the Free State Vice-Chancellor, Prof Francis Petersen, in his series debating ‘The Global Citizen’.  “I believe the world needs multi-disciplinary solutions to its global problems.  For this reason, I established the Interdisciplinary Centre for Digital Futures at the University of the Free State as part of my vision to infuse the natural and social sciences and the humanities with everything that digital brings to a multi-disciplinary approach in order to solve real-world problems through the power of big-data analysis,” says Prof Petersen.

Prof Philippe Burger, the UFS Pro-Vice-Chancellor for Poverty, Inequality, and Economic Development, together with Prof Katinka de Wet and Herkulaas Combrink, the interim co-directors of the Interdisciplinary Centre for Digital Futures, will join Prof Petersen to discuss the value that such an approach can bring to finding solutions to real-world problems. They will also share information on some of the exciting projects of international relevance that they are working on. Agriculture and food security, medicine, and attitudes to issues such as, for example, vaccination, education, governance, and ethics are key foci of the centre.

Join us to find out how big-data analysis and a multi-disciplinary approach can transform understanding and deliver solutions to some of the challenges we face as citizens of the world.  

To RSVP click here 


The Global Citizen Courageous Conversations series

In partnership with the South African Chamber of Commerce based in the United Kingdom, the Global Citizen Courageous Conversations series that was launched on 26 May 2021, brings together powerful voices from public life, intellectuals, public interest and business leaders, academics, naturalists, religious leaders, astrophysicists, economists, ecologists, and others.

If you missed our previous Global Citizen Courageous Conversations, you can watch the replay on YouTube, or visit the South African Chamber of Commerce website for the recordings. 


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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