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05 April 2024 | Story ANTHONY MTHEMBU | Photo SUPPLIED
Vibrant performance at the Mthonyama Arts Festival
Vibrant performance at the Mthonyama Arts Festival.

In a concerted effort to revive and celebrate indigenous knowledge and traditions, both Zabesutu Mpiti a Lecturer and Sikhuthali Bonga an Academic Facilitator, in the Drama and Theatre Arts Department at the University of the Free State (UFS), presented two groundbreaking theatre productions: Macgam and Ijoloba. These productions, which premiered at PACOFS on 15-17 February 2024 and the Mthonyama Arts Festival on 15-17 March 2024 in the Eastern Cape, mark a significant milestone in the institution’s embrace of cultural heritage.

Established in 2022 by Mpiti and Bonga, the Mthonyama Arts Festival is an annual celebration aimed at showcasing and revitalizing indigenous creative practices, including plays originating from the rural areas of the Eastern Cape. Attendees at the festival were treated not only to theatrical performances but also to cultural experiences such as stick-fighting tournaments.

Both Macgam and Ijoloba received enthusiastic responses from the audience at the festival, signifying a hunger for narratives that resonate with African heritage and spirituality.

Exploring the productions

Ijoloba, conceived by Mpiti, is a three-part production inspired by Credo Mutwa’s seminal work, “Indaba, My Children.” The narrative revolves around Ijoloba, a deity sent to restore harmony among humans. Gifted with elements crucial to survival and prosperity, such as water and fertility, humanity’s misuse of these gifts, leads to conflict and the departure of Ijoloba along with her gifts. The subsequent narrative explores humanity’s quest to regain her favour.

Bonga’s Macgam delves into the migration of the Nguni people from central Africa to South Africa, drawing inspiration from Mutwa’s works as well. It also examines the tradition of female initiation schools, through the lens of divine intervention. Conflict arises as characters question traditional practices, reflecting tensions between old and new ways of life. Both productions intertwine themes of ritualism and the role of deities in African culture.

Significance of the productions

Bonga and Mpiti view these productions as pioneering efforts within the institution, breaking away from conventional Western narratives. They incorporated indigenous techniques, such as Dr Obakeng Kgwasi’s Bosophytrics, into their creative processes, emphasising the importance of diverse storytelling methods.

By bringing indigenous stories to the forefront, Bonga and Mpiti aim to foster a culture where such narratives are embraced and celebrated. The benefit in this regard is that students who are starting within the department can see that it is possible to create such work. “Bringing these stories to the forefront is a form of representation and a departure from Eurocentric ideologies allowing space for African spiritual practices to be integrated into the study and practice of drama and theatre.’’

Continuing the journey

Following its successful debut, Macgam has been showcased on various stages, including PACOFS, where it garnered positive feedback. Both productions are set to embark on a tour, with their next stop being Makhanda in the Eastern Cape, as part of the ongoing Mthonyama Arts Festival. 

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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