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26 September 2022 | Story Michelle Nöthling | Photo Stephen Collett
Prof Luzelle Naude
Prof Luzelle Naudé, Professor in the Department of Psychology, delivered her inaugural lecture on the topic: In Search of Self: Emerging Adults as Actors, Agents and Authors.

How do people endeavour to answer the question: Who am I?   This is the central question that Prof Luzelle Naudé – professor in the Department of Psychology at the University of the Free State (UFS), has built her academic career on. Under the title of her inaugural lecture, In Search of Self: Emerging Adults as Actors, Agents and Authors, delivered on14 September 2022, Prof Naudé traced the arc of her academic career over the past three decades. 

Development as a Scholar

Prof Naudé started by giving an overview of her research as an early scholar, investigating students’ learning experiences and predictors of student success, followed by an exploration of the adolescence stage within the context of South Africa. Prof Naudé’s research interest then led her to investigating the third decade of life: emerging adulthood. 

Interestingly, from the turn of the century, the group of 18- to 25-year-olds take longer to transition into adulthood. This group finds themselves in an in-between space, “not being an adolescent anymore, but definitely not being an adult either,” Prof Naudé explained. This has sparked an interesting scholarly debate: is emerging adulthood indeed a new developmental stage, or is it something only applicable to a minority of Western, affluent middle-class, university students? The answer is the former. There are actually many emerging adulthoods – also among our South African youth. 

Current Research Focus

Currently, Prof Naudé is interested in the narratives of emerging adults at the intersection of self and society. The self, she pointed out, unfolds through different layers, namely the actor, the agent, and the author. “Our South African emerging adults are acting in an increasingly complex and transitioning social world. As agents, they advance through this complexity by telling redemptive stories of generativity, upward mobility, and of liberation. And as authors, they reconstruct their past, present, and future into a coherent life story and a narrative identity,” Prof Naudé said.

Naude Inaugural From the left; Dr Edwin du Plessis, Head of Department of Psychology; Prof Heidi Hudson, Dean of the Faculty of The Humanities; Prof Luzelle Naudé , and Prof Corli Witthuhn, Vice-Rector: Research and Internationalisation. Photo: Stephen Collett. 

The Way Forward

“I’ve became convinced,” Prof Naudé emphasised, “about South Africa and the Global South’s ability to contribute to global knowledge production.” Prof Naudé and her team are therefore adding a South African voice to several multicultural, multinational projects, including the African Long-Life Study – in collaboration with the University of Zurich – and the Selves within Selves project. Prof Naudé’s vision, however, is to ultimately establish an Identity Research Hub at the UFS to consolidate research activities in this field and to formalise interdisciplinary partnerships.

Watch recording video below:





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Mercedes Benz invests in Tamie Mbombo’s company
2016-03-24

Description: Tamie Mbombo Tags: Tamie Mbombo

Tamie Mbombo means business: The Founder and CEO of Sollo Inc, the integrated marketing company endorsed recently by Mercedes Benz South Africa.
Photo:  Hannes Pieterse

A new Mercedes Benz 116 CDI Vito Tourer Pro, a financial injection of R85 000, and 12 months of media coverage by Mercedes Benz is what many Small to Medium Enterprises dream of. For Sollo Inc, that dream became a reality recently after the company won the Boost Your Business 2015 national competition.

In 2012, when Tamie Mbombo was an Investment and Management Banking student at the University of the Free State (UFS), he founded an integrated marketing company, and named it Sollo Inc. The company was launched at the IdeaStart Accelerator, a business incubator for UFS student entrepreneurs.

Four years later, on Friday 18 March 2016, Sollo Inc reached new heights when one of the world’s leading automobile manufacturers presented the Founder and CEO of Solo Inc with a Vito sponsorship at the Bloemfontein Campus.

In addition to serving corporates and the public sector, as part of its social enterprise aspect, Sollo Inc offers certain services free of charge to small businesses. “We capacitate start-ups with organisational skills and financial management as well as marketing education,” explained Mbombo.

Sollo Inc was selected as a winner based on the authentic story behind how Mbombo conducts business. “Mercedes Benz has invested quite a huge sum of money in print and digital media placements as platforms to give exposure to the story behind Sollo Inc,” said Adeesha Ramprith, Client Service Manager at Aqua Online,  Mercedes Benz’s digital marketing agency.

The IdeaStart Accelerator office has commended Mbombo as an example of how young entrepreneurs should keep their ears to the ground, and grab opportunities that might propel their businesses forward. “This is a great milestone for his business, mainly because of the challenges he has faced when it comes to mobility,” said Ayanda Makhanya, Student Entrepreneurship officer at IdeaStart Accelerator.

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