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26 April 2024 | Story Athembele Yangaphi | Photo Supplied
Dr Tafadzwa Maramura and Christopher Strydom
Dr Tafadzwa Maramura and Christopher Strydom at 2024 ASSADPAM Ceremony at the University of Pretoria's Future Africa Campus.

A trio of 2024 University of the Free State (UFS) honours-degree graduates recently represented the UFS at the 2024 Association of Southern African Schools and Departments of Public Administration and Management (ASSADPAM) Conference.

Nameera Bade, Christopher Strydom, and Thato Tshabalala’s presentation was based on their 2023 honours research titled ‘Exploring the Influence of Loadshedding on Water Governance: A Case of the Mangaung Metropolitan Municipality’, which earned them each a distinction on their honours degree completion.

The 2024 ASSADPAM Conference was held at the University of Pretoria's Future Africa Campus and brought together academics and practitioners in the field of public administration and management.

The three graduates are currently continuing their studies by taking on master’s degrees in administration – Bade and Strydom at the UFS and Tshabalala at the University of South Africa.

“Presenting our study at the ASSADPAM Conference was an absolute honour,” Strydom said. “However, I did experience some imposter syndrome, because usually it is only PhD candidates and tenured academics that present their work at the conference, [not a] first-year master’s student presenting out of his honours mini-dissertation. But I quickly got over my imposter syndrome by reframing the situation.”

The trio’s conference presentation was preceded by their recognition for Best Presentation at the UFS second Library and Information Services Honours and Undergraduate Seminar (LISHURS) Symposium on 5 April 2024.

“Being awarded the best presentation at the second LISHURS confirmed how impactful our research is, how it resonates with people. And it was also satisfying to get credit for the hard work we have put in,” said Strydom, who also received two awards at the 2024 Faculty of Economic Management Sciences (EMS) Prize Function: Best Honours Student in the Department of Public Administration and Management, and Best Honours Student in the EMS Faculty – prizes sponsored by the Kovsie Alumni Trust.

Dr Tafadzwa Maramura, Senior Lecturer in the UFS’s Department of Public Administration and Management, co-presented the research with the students at the conference. “Working with Nameera, Chris, and Thato has been a great experience. All of them are talented and unique individuals,” Dr Maramura said.

Impactful research in public governance

He highlighted the significance of the students' research, stating, “[Their paper] has certainly had a profound impact on the EMS Faculty.”

Dr Maramura further emphasised the department's commitment to addressing real-world challenges through rigorous academic inquiry, praising the students for engaging in relevant and timely research initiatives.

The collaboration between the three students and Dr Maramura extends beyond conference presentations: they are set to write an article based on their honours research for publication in a journal, which will further establish their names within the water-energy sphere and contribute to ongoing discussions in public governance.

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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