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10 May 2022 | Story Anthony Mthembu | Photo Supplied
Alina Ntsiapane
Alina Ntsiapane obtained second place in the partners division of the ILRI CapDev Grand Challenge research pitching contest.

Alina Ntsiapane, a PhD student at the University of the Free State, obtained second place in the partners category of the International Livestock Research Institute’s (ILRI) CapDev Grand Challenge research pitching contest, which took place on 13 April 2022. The pitching contest is the first part of the CapDev Grand Challenge, which is a 10-month process aimed at equipping scientists with the necessary skills to contribute to new research. 

Presenting Research to a Tough Panel of Judges 

Ntsiapane was one of 30 contestants who presented their research virtually to a panel of esteemed judges. “It was not easy, it was very challenging for me because it was my first time presenting my PhD study and I had to do it live on an international platform,” expressed Ntsiapane. Although each contestant is thoroughly prepared for their respective presentations, Ntsiapane argues that some of the questions asked by the judges can be quite daunting. “Some of their questions were very challenging and I did not know how to respond to them, but they made me aware of ways in which I needed to improve my research,” she stated. However, regardless of the intensity of the pitching contest, Ntsiapane’s research allowed her to progress to the next stage of the CapDev Grand Challenge. She will be part of the rigorous 10-month training process that will begin in June 2022.

Ntsiapane’s Research Project

Ntsiapane’s PhD research focuses on the production of smallholder wool as a means to improve livelihoods in both Thaba ’Nchu and Botshabelo in the Free State. In fact, in the research Ntsiapane highlights that there has been a significant decline in the production of wool within the last three decades. As such, Ntsiapane believes it is imperative to create spaces that allow for the training of small-scale farmers, so that the production of wool can still be a possibility.
Consequently, Ntsiapane hopes that the 10-month training she will receive from the CapDev Grand Challenge will not only allow her to grow but will assist in opening doors for her. “I’m hoping to get exposure and to make connections with policy makers and the donors as well. This will assist me in achieving my goals,” she explained. 

Future Endeavours After the Training Course

Subsequent to the training course, Ntsiapane would like to utilise that knowledge by continuing to make her most recent project a reality. Ntsiapane is currently working on developing a television show aimed at providing adequate training to small-scale farmers, so that they are equipped with the necessary knowledge and understanding of the industry in which they find themselves. As such, being part of the CapDev Grand Challenge will allow her to learn some of the necessary ways in which this dream could become a reality. 

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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