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26 July 2022
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Story Bulelwa Moikwatlhai
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Photo Supplied
Experiencing the UFS in person for the first time are from the left: Sandor Potjer (VU Amsterdam), Bulelwa Moikwatlhai (UFS OIA), Ricarda Kochems (Bremen University, Germany), Froukje Pronk (VU Amsterdam) and Matome Mokoena (UFS OIA)
As the UFS COVID-19 Regulations and Required Vaccination Policy has been lifted with immediate effect – allowing 100% capacity of both students and staff members and a fully operational campus – the
Office for International Affairs welcomes its first physical exchange cohort after two years. The cohort of students hail from the various international partners of the UFS, namely the
University of Bremen in Germany, the Vrije Universiteit Amsterdam, and Sciences PO Bordeaux in France. The students will be hosted in the UFS faculties of the Humanities, Economic and Management Sciences, and Natural and Agricultural Sciences, respectively.
These students have been paired with
Umoja Buddy Programme ambassadors to help ensure their smooth transition and integration into student life at the UFS. Furthermore, the students received an invitation from the President of the
International Student Association (ISA), Courtney Madziwa, to join their association, thus exposing them to students from other countries to learn about the various cultures.
On 18 July, the Office for International Affairs (OIA) arranged a hybrid orientation programme for the exchange students, including those students who have not yet arrived on the Bloemfontein Campus. The students took part in an icebreaker activity, where they had the opportunity to learn from and teach other participants about their home countries. Dr Cornelius Hagenmeier, Director of the OIA, welcomed the exchange students to the Bloemfontein Campus, and expressed excitement to have physical exchanges again. Furthermore, the guest presenters ranged from student leadership, staff members, and service providers.
The presentations were practical, demonstrating, among others, how to create a password on the institutional website – presented by Mr Molemo Mohapi from UFS ICT. The presentation on how to fully utilise Blackboard was facilitated by Ms Vuthihi Mudau from the UFS CTL division. We take the safety of all our students seriously, so Ms Elise Oberholzer from the UFS Protection Services has given the students some tips on how to safeguard themselves.
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”.