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01 December 2022 | Story Lacea Loader | Photo iFLAIR Photography

During its meeting on 25 November 2022, the Council of the University of the Free State (UFS) unanimously approved the name changes of five residences on the Bloemfontein Campus. 

The UFS Institutional Transformation Plan (ITP) states that a transformed university in South Africa will be one that strives for social justice in everything it does. It will be an institution where its diverse people feel a sense of common purpose and where the symbols and spaces, systems and daily practices all reflect a commitment to openness and engagement. 

“It is in this context that the names and symbols of all 36 residences on the Bloemfontein Campus have been reviewed to ensure that the institutional culture and spaces contribute to an inclusive sense of belonging. The process was started in 2021 through the university’s Naming Committee,” said Prof Francis Petersen, UFS Rector and Vice-Chancellor. 

Subsequently, a process was launched for the review and adjustment of the names of several residences on campus. The recommended name changes express the university’s commitment to courageously grapple with its shared past, present, and future. They are informed by the (2020) Naming and Renaming Policy, which “recognises that the names bestowed on its assets must sustain a harmonious balance between descriptive functions, the university’s origins, the rich history and heritage of the UFS, and the constitutionally democratic society it is designed to serve”. 

As such, the following name changes were approved by the UFS Council:

“The renaming process of the five residences included a variety of activities, all of which focused on building and implementing an engagement and consultation process with the various stakeholders and role player communities,” said Prof Petersen. 

During the renaming process, an important approach of the Naming Committee was to balance the social justice and multilingual agenda of the UFS. Therefore, the languages used in the renaming process reflect not only some of the languages spoken at the UFS (i.e., English, Sesotho, Afrikaans, and isiZulu), but also languages such as isiXhosa, Kiswahili and the use of a name that draws on the national motto in ways that recognise the Khoisan heritage of the Free State and South Africa. 

“The renaming process is an important milestone for the UFS as it symbolises and celebrates the courage and vision of the university community for its commitment to transformation and for participating in a process which aims at producing a names and symbols environment in which all can experience belonging,” said Prof Petersen. 

During the Council meeting, the Naming Committee was thanked for the work done and for the balanced approach to the process of renaming the residences. 

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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