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16 April 2024
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Story Anthony Mthembu
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Photo Supplied
Melanie Ridgard celebrates receiving a Master of Business Administration (MBA) at the graduation ceremony held at the UFS Bloemfontein campus on 19 April 2024.
In the realm of self-development, few stories are as inspiring as that of Melanie Ridgard, the Interim Administration and Events Coordinator at the South African Research Chair in Industrial Development (SARChI-ID) at the University of Johannesburg (UJ). Ridgard’s forthcoming graduation with a Master in Business Administration (MBA) on 19 April 2024 from the University of the Free State (UFS) marks not only a personal triumph but also a testament to the transformative power of higher education.
Reflecting on her journey, Ridgard shares, “This moment signifies a culmination of rigorous studying, dedication and perseverance in mastering business fundamentals, leadership skills and strategic thinking.” Her pursuit of an MBA stemmed from a pivotal moment in her career when she was promoted at the Centre for Teaching and Learning (CTL) at UFS. Tasked with leading a group of young people Ridgard recognised the need to augment her knowledge to effectively guide her colleagues. The MBA became her vehicle for professional growth, extending beyond a mere qualification to a profound transformation of her leadership capabilities.
“Attaining an MBA milestone represents a transformative experience that has shaped my thinking to make impactful contributions in any future landscape,” Ridgard explains. Her experience not only enhanced her strategic acumen but also deepened her understanding of organisational dynamics. She acknowledges the pivotal role played by the UFS Business School in nurturing her journey towards academic and personal success.
What to expect from Ridgard
Looking ahead, Ridgard’s commitment to continuous learning remains unwavering. Selected as one of five MBA students to address the 17th International Business Conference (IBC) in September 2024, she eagerly anticipates the opportunity to share insights on her work titled, “Next-Gen Integration: Navigating the Onboarding Maze for Gen Z in Today's Workplace.” Despite her current responsibilities at UJ, she harbors plans to pursue a PhD in the near future.
Amidst her ambitious pursuits, Ridgard remains grounded, prioritising the celebration of her MBA achievement. ‘’As everyone dreams about it, I just want to walk over that stage in a black gown and a hood on my head with my loved ones cheering me on,’’ she shared.
Ridgard’s journey serves as a beacon of inspiration, exemplifying the transformative potential of education and the enduring impact of determined leadership. Her story reminds us that true leadership is not merely about reaching milestones but also about empowering others and embracing continuous growth.
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”.