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04 October 2022 | Story Samkelo Fetile | Photo Supplied
Dr Sevias Guvurio
Dr Sevias Guvuriro.

Dr Sevias Guvuriro from the Faculty of Economic and Management Sciences at the University of the Free State (UFS) is the first UFS candidate to participate in the University of Michigan African Presidential Scholarship (UMAPS) fellowship programme. Dr Guvuriro is also a member of the Future Professoriate Group participating in the Transformation of the Professoriate Programme.  

About the project 

Dr Guvuriro’s main project during his five-month stay at the University of Michigan was on hazardous drinking and economic preferences among urban youth in South Africa. The project recognises that lifestyle behaviours in early life are important drivers of chronic disease later in life, and that harmful use of alcohol is among the main risk factors for non-communicable diseases in the world. According to Dr Guvuriro, persuasive behaviour-change approaches could be useful, especially in the context of developing countries, where the World Health Organisation’s non-communicable diseases ‘Best Buys’ interventions on alcohol use could be ineffective. Behavioural economics and experimental economics techniques could also be beneficial. "With the assistance of my host, Prof Erin Krupka from the University of Michigan School of Information, academics and other staff members, I have made very strong progress in analysing my survey and experimental data on the subject, which I obtained here in South Africa,” said Dr Guvuriro.

Unpacking UMAPS 

UMAPS offers African scholars drawn from across Africa the opportunity to spend five months at the University of Michigan, working and interacting with faculty members who are leaders in their fields. Each year, applications for the fellowship open on 15 August and close on 15 October. The programme started in 2009, hosting a single cohort each year. From 2020, the programme hosted two cohorts of about 15 African scholars each. These scholars are selected annually from an application pool of about 600. 

"It was an amazing experience, one that I wish all of my colleagues in the faculty and the institution at large could have," Dr Guvuriro said. “Other than meeting the faculty staff at the University of Michigan – who are amazing – I got to meet and interact with world leaders in the economics subdiscipline of my interest.” 

He concluded by stating that this is a rare opportunity for scholars, and although competitive, he believes it is worth applying for. “Although I was the first from the UFS to attend, I know that the August to December 2022 cohort has another UFS staff member, which is great. My wish would be for our university to be represented annually.”

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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