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25 August 2023 | Story Supplied | Photo Supplied
Prof Pamila Gupta
Prof Pamila Gupta delivered the 2023 Biennial Gendered Worlds Lecture titled, ‘Landscaping South Africa’s Gendered Hinterlands’ presented in digital format in collaboration with the UFS Art Gallery exhibition.

In commemoration of Women’s Day, 9 August, the Centre for Gender and Africa Studies at the University of the Free State (UFS) presents the Biennial Gendered Worlds Lecture every second year to reflect on gendered dynamics across a range of fields and topics. The 2023 Biennial Gendered Worlds Lecture by Prof Pamila Gupta titled, ‘Landscaping South Africa’s Gendered Hinterlands’ is presented in digital format in collaboration with the UFS Art Gallery exhibition, Eureka, by artists Prof Janine Allen and Dr André Rose which showed at the Stegmann Gallery from 10 July-11 August 2023.

Prof Gupta was appointed Research Professor at the UFS, taking up her position on the 1st January 2023 at the Centre for Gender and Africa Studies. In her lecture she traces the concept of the hinterland, as a crucial tool for understanding the global and planetary present, as a time defined by the lasting legacies of colonialism, increasing labour precarity under late capitalist regimes, and looming climate disasters. 

South African case studies

Traditionally seen to serve a (colonial) port or market town, the hinterland defined here becomes a lens to attend to the times and spaces shaped and experienced across the received categories of the urban, rural, wilderness or nature. Her lecture is based on her contribution to the forthcoming book titled, ‘Planetary Hinterlands꞉ Extraction, abandonment, and Care,’ (Eds. Pamila Gupta, Sarah Nuttall, Esther Peeren, and Hanneke Stuit, Palgrave, 2023). In this work, Prof Gupta considers South African case studies, namely Jeremy Foster’s evocative description of South Africa’s landscape as one ‘washed with sun’ (2008), to reflect on the shifting spatial thematics of two contemporary male South African non‑fiction writers and academics, Rob Nixon (Dreambirds, 1999) and Jacob Dlamini (Native Nostalgia, 2009). She considers what happens when we view certain locations described in their respective gendered works (a small desert town, Oudtshoorn vs a township, Katlehong) through the prism of hinterlands. 

Prof Gupta argues that the concept of hinterland offers a framework for a new understanding of those places inflected by the rural and urban, helping us to see the small town and township as operating within the same time/space configuration of apartheid South Africa. It highlights also  the importance of human/non‑human relations, with Nixon and Dlamini operating as each other’s hinterland. She suggests the potential of the concept of the hinterland for showcasing  the practice of writing as caught between a reflective self and other; one where Nixon and Dlamini (and she) use landscaped memories of gendered hinterland childhoods to say something about political becoming, and the past in South Africa today.

Prof Gupta, formerly Full Professor based at WiSER at the University of the Witwatersrand (2008-2022), holds a PhD in Anthropology from Columbia University. Her research and writing interests include Portuguese colonial and Jesuit missionary history, in India; diasporas, islands, tourism, heritage, and design in the Indian Ocean; photography, tailoring and visual cultures in East Africa; and architecture, infrastructure, and effect in South Africa. 

Eureka

The lecture is considered alongside Eureka, a transdisciplinary art exhibition by Dr Andrè Rose and Prof Janine Allen, presented by the UFS Art Gallery. Eureka explores the complex multidimensional narrative of artisanal mining in Kimberley in the Northern Cape, and when viewed through the scope of the concept of hinterland it opens provocative pathways for interrogating the intersections and interactions of psycho‑social‑economic and environmental challenges in this artisanal mining community. The artworks narrate the complex multidimensional narratives of the artisanal miners in a post‑colonial neoliberal world. This forms the basis of a rich dialogue, between Prof Gupta and the artists following the lecture, to explore the synergies between the exhibition and the concept of gendered hinterlands. 

Watch the Biennial Gendered Worlds Lecture below.

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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