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23 November 2022 | Story Moeketsi Mogotsi | Photo Barend Nagel
UFS Social squad
Tyrone Willard, Nkosinathi-Mandla Zulu, Kai Carter, and Mella Ubedoble are the new UFS social media ambassadors. The UFS social media ambassadors initiave was formerly known as the #KovsieCyberSta.

Say hello to the UFS Social Media Squad. The team comprises a few new faces that will grace the UFS social media platforms from time to time. 

The UFS Social Media Squad (also known as SMS) will cover events in and around the UFS, while giving the UFS community insight into these events across the UFS digital platforms. 

This initiative was formerly known as the #KovsieCyberSta programme. You might have seen their faces somewhere before, but now you can hear how they feel about joining the SMS team. 

Introducing Tyrone Willard, Nkosinathi-Mandla Zulu, Kai Carter, and Mella Ubedoble! 



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Nkosinathi-Mandla Zulu is a vibrant 21-year-old UFS ambassador working towards his Honours in Journalism and Media Studies. Mandla is a journalist, radio broadcaster, and marketing intern. While established as a runway and editorial model, he is also a social media influencer. He enjoys a good cup of matcha while reading a book. 






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Kai Carter "I'm a tennis player, table tennis player, skateboarder, fashion enthusiast, boy next door, all-around cool kid. Basically, I’m everything and more, google me in five years to see what I'm up to." – Kai signing out!  







Mella Ubedoble: "I have always been creative. I grew up enjoying being crafty with paper and decorating, and this background has led me to an evolving passion for fine arts. All my various creations have a similar foundation, which has a narrative approach where I use them as platforms to tell a conceptually inspired story ... Every experience is an adventure for me, especially if it is kept as media, since I believe that the camera is the keeper of memories." 





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Tyrone Willard is a master’s student at the University of the Free State. He has had the opportunity to serve the student community in student leadership and entertain the different campuses as an MC and speaker at many institutional and residence events. Tyrone is someone who strives to work hard and set a good example of being an all-rounder and looking after oneself. One will never feel bored or not entertained, as he loves to put and keep people in a positive and light mood. 

 

 

 

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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