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08 August 2023
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Story EDZANI NEPHALELA
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Photo EDZANI NEPHALELA
Mbulelo Aven Jafta, Xhariep Municipality Corporate Services Director, and Dr Engela van Staden, Deputy Vice-Chancellor: Academic at the UFS, sign a memorandum of understanding to enrich various communities in the Xhariep Municipality areas through leadership training.
The University of the Free State (UFS) has signed a memorandum of understanding with the South African Local Government Association (SALGA) and the Xhariep Municipality that is aimed at positively impacting communities through strategic partnerships. The organisations plan for their collaboration to make a significant difference by training 35 of their employees via the UFS Business School – 15 will undertake the Foundation Skills Short Learning Programme, and 20 the Bachelor’s degree in Management Leadership.
This joint effort will equip these employees with essential skills and knowledge and empower them to carry out their responsibilities efficiently and effectively. Rooted in the UFS’s Vision 130, this initiative fosters positive change within the community by enhancing social justice and innovation.
Dr Engela van Staden, Deputy Vice-Chancellor: Academic at the UFS, emphasised the university's dedication to human resource development and empowering individuals. “We were very excited when we got this engagement with you, and I hope it will be fruitful for you, because that’s the intention. We are also reaching out to other municipalities because we are doing it for our country, and the sooner we do it, the better the services you will deliver to people.”
Xhariep Municipality expressed gratitude for the collaboration, recognising its significance in empowering its employees. Mbulelo Aven Jafta, Corporate Services Director at the municipality, thanked the university for accepting the partnership. “As a municipality, we are interested in capacitating our employees to perform their duties optimally. It is through these partnerships that we reach our intended targets. This is the first two projects, and many more will be coming as our partnership progresses, and we intend to use this opportunity to the best of our abilities.”
Jafta said that such partnerships encourage a more interconnected and interdependent world. “As organisations work towards common goals, they create a ripple effect that can lead to a brighter and more promising future and play a vital role in shaping a positive and sustainable future.”
Dying of consumption: Studying ‘othering’ and resistance in pop culture
2014-10-31
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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”.