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24 April 2023 | Story Anathi Nyadu and Avela Ntsongelwa | Photo Supplied
Humanities Soutpan community outreach
Collaborating to uplift the community of Soutpan. Staff members from the Faculty of the Humanities met with representatives of the Soutpan community to engage in community-enriching projects.

Universities have an important role to play in the healing of communities by engaging in initiatives that address social ills such as drug abuse, teenage pregnancy, violence against children, women, and the elderly. 

This is according to Prof Mogomme Masoga, Dean of the Faculty of the Humanities at the University of the Free State (UFS). Prof Masoga was addressing guests, including faculty staff members and community members of Soutpan, at the launch (18 April 2023) of the faculty’s community engagement partnership with the community of Ikgomotseng in Soutpan, some 40 km outside Bloemfontein.  He informed guests that the partnership was the first of many initiatives that the faculty will be engaging in with the community of Soutpan.

Flagship partnership 

The flagship partnership will see participation by various departments within the faculty, including a parenting project with carers at day-care centres and in the communities, led by students from the Department of Psychology. The Department of Drama and Theatre Arts will stimulate the children’s minds through puppet shows, while the Department of History will collaborate with the community on heritage issues. During the engagement with the community, the Department of Sociology also indicated that it is launching an engaged scholarship month project for their honours and second-year Social Movements modules, where several guest lecturers will engage with students to bring stronger social context to sociological discussion. The faculty is also exploring a literacy project where it will contribute books and inculcate a culture of reading among community members.

Talking about the origin of the collaborative engagement, Dr Rosaline Sebolao, Teaching and Learning Manager in the faculty, says “the partnership emanated from a visit by the faculty to a day-care centre called Halaletsang, founded by a community leader, Belina Nhlapo, who demonstrated her passion for empowering communities. With the intention of expanding the faculty’s engaged scholarship programme, the team entered into a number of engagements that led to the identification of potential collaborative projects by departments and the community”.

Maximum societal impact with sustainable relationships

This partnership is one way in which the Faculty of the Humanities hopes to contribute to the UFS’Vision 130. The faculty aims to bring Vision 130 to reality by conducting community research and establishing quality relationships that will yield sustainable results. These results will not only impact communities but also our students who, through their engagement, will become globally competent and competitive graduates. 

According to Israel Mawoyo, First-Year Success Programme (FYSP) coordinator in the faculty, the partnerships involve a working relationship for the Faculty of the Humanities and the community of Soutpan. “This partnership will create a platform for staff and students to engage in the scholarship of community engagement practices within the community. Ultimately, the Soutpan and the faculty community are to work together so that they both benefit from this partnership.”

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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