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01 August 2023 | Story NONSINDISO QWABE | Photo SUPPLIED
Apartheid Studies, A Manifesto Book Launch
Prof Nyasha Mboti launched his book, Apartheid Studies: A Manifesto, on the UFS Qwaqwa Campus on 25 July 2023.

in a perpetual state of disaster and creating a normalised life, even if it is built on anomalous arrangements, Prof Nyasha Mboti launched his newly published book, Apartheid Studies: A Manifesto, on the UFS Qwaqwa Campus on 25 July 2023.

Prof Mboti is an Associate Professor and Head of the Department of Communication Science at the University of the Free State and is the pioneer and founder of Apartheid Studies, a new interdisciplinary field of study from the Global South, which utilises the notion of ‘apartheid’ as a paradigm by which to understand the confounding persistence and permanence of harm, oppression, and injustice.

Oppressive systems persist in modern South Africa

Making reference to the pass laws that were a dominant form/tool of oppression and segregation during the country’s apartheid system, he said apartheid created a “paradigm of life where things that aren’t supposed to go on, go on. 
Life has to go on even in oppression. People have the capacity to live with harm, and apartheid banks on people’s capacity to go on”.

The daring book posits itself as a first-of-its-kind authoritative study of the phenomenon of apartheid, shedding light on the continuing impact of apartheid decades after its formal abolishment and exploring the idea that while it was intended as a temporary phenomenon, it became deeply ingrained and normalised, persisting in various forms today.

“What apartheid is, is a temporary phenomenon that has become permanent. That is my argument. This book is an attempt to leverage how we live with harm as a way of doing something about it and hopefully putting an end to it. If you can go on one day living in harm and the next, before you know it, four decades of living under Apartheid from day to day have passed. Until we understand it, it persists,” he said.

By asking whether one would queue for a dompas, Prof Mboti challenged the audience to reflect on how oppressive systems persist when normalised, even when inflicting profound harm. 
“Would you queue for a dompas? If your answer is yes, then for me, that is an indication that Apartheid persists. Harm persists. Until we understand it, it persists.”

News Archive

UFS appoints advertising agencies
2005-08-19

The University of the Free State (UFS) has awarded its marketing and communication account to a unique joint venture between two advertising agencies.

The agencies involved are the Durban-based TBWA and the Bloemfontein-based agency called C-squared (which stands for Consumer Connectedness).

According to the UFS Director of Marketing, Dr Ivan van Rooyen, the idea of a joint venture came about after a rigorous selection process during which both agencies were short-listed.

“The UFS recognised the synergies that could be developed by having an established agency working together with an emerging agency, which at the same time advances black economic empowerment in the Free State,” Dr van Rooyen said.

He said the UFS was keen to increase awareness locally and nationally about the UFS as a quality institution of higher learning in a very competitive market. The two agencies, he said, are well placed to assist the UFS in achieving this objective.
 
Mr Ben Moseme, chief executive of C-squared, said his agency looked forward to working on the UFS account with TBWA.

Mr Daryl Bennewith of TBWA in Durban says the agency is excited about the opportunity of developing the UFS brand and positioning it for the future.

“We are passionate about the role communication can play in changing perceptions and establishing the UFS as the benchmark for all higher education institutions embracing the challenges of transformation,” Mr Bennewith said.

Media release

Issued by:  Lacea Loader
   Media Representative
   Tel:  (051) 401-2584
   Cell:  083 645 2454
   E-mail:  loaderl.stg@mail.uovs.ac.za

18 August 2005
 

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