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25 February 2022 | Story Anthony Mthembu | Photo Victor Ramphore Mahlohla (baddapictures)
Inaugural Dreamwalk 2022
The inaugural dream walk put students in high spirits for the rest of the year, as they were able to express and celebrate their dreams and aspirations.

The inaugural dream walk at the University of the Free State took place on the Bloemfontein Campus on 19 February 2022. The dream walk, also referred to as ‘Leeto la ditoro’, will become an annual event where first-year students come together to express and celebrate their dreams and aspirations. 

The event was well attended by Bloemfontein Campus first-year students, who believe that the event is a great way to set the tone for the rest of the year. The students first gathered at a station on campus, where they were issued with a faculty T-shirt, key chain, a dream card, and a mask. The official walk then began from the Visitor Centre Gate on the northwest side of the Bloemfontein Campus to the Main Building, where members of the senior leadership are based.
During the walk, first-year students had to write down their dreams and aspirations on the dream card, which they ultimately placed in a box at the Main Building. “I found it amazing to be able to put my dreams on paper; it makes them more realistic,” highlighted Marise Prinsloo, a first-year student from the Outeniqua residence. Although some of the aspirations were too personal for some first-year students to speak about, others’ aspirations varied from academic success, spiritual wellness, and mental and physical health. In fact, Malcolm Willemse, who is also a first-year student from Outeniqua, hopes to secure a number of leadership positions. “I have dreams of being in the first-year committee and of being in the sub-committees, and I managed to write these down,” he shared. 

In addition, the atmosphere at the event was vibrant, as the students were excited to engage with one another. “It was amazing to walk with other residences such as Villa Bravado, Abraham Fischer, and Conlaurês, as they have great spirit,’’ expressed Willemse. The walk included songs from the various residences, and the first-year students were dancing and singing along. However, the fun did not end there. Once the students arrived at the Main Building, they were treated to a DJ who had them dancing and singing even more.

As the dream walk event will also take place on the Qwaqwa and South Campuses, the students on these campuses can expect to take part in a lot of singing, dancing, and other cultural activities. Precious Modiba, who is also a first-year student, argues that besides having a good time, one of the best things about the dream walk is the friends that one gets to make.

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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