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01 March 2024 Photo Unsplash
Africa
Collaborating across continents, the Centre for Gender and Africa Studies at the University of the Free State (UFS), alongside the Centre for African Studies at Jawaharlal Nehru University (JNU) in India and the African Studies Association of India (ASA India), held a pivotal international webinar titled 'Africa’s Global Engagements: Opportunities and Challenges,' on 27 and 28 January 2024.

In the midst of a global landscape marked by rapid changes, Africa finds itself at the epicentre of a new wave of international interest. This intrigue stems from a myriad of factors, ranging from the continent’s abundant natural resources to its strategic geopolitical positioning. However, amidst this renewed attention, questions arise regarding Africa’s agency and its place in the evolving global order.

In recent times, there has been a notable surge in global actors vying for influence in Africa. From former colonial powers to emerging economies like China and India, various stakeholders seek to engage African nations on multiple fronts, spanning from economic cooperation to security collaborations. Against this backdrop, it becomes imperative to delve into Africa’s international engagements to grasp the nuances of its evolving role on the global stage.

Addressing this imperative, the Centre for Gender and Africa Studies at the University of the Free State (UFS), in collaboration with the Centre for African Studies at Jawaharlal Nehru University (JNU) in India and the African Studies Association of India (ASA India), convened an international webinar titled, Africa’s Global Engagements: Opportunities and Challenges. Held on 27 and 28 February 2024, the event was jointly opened by Prof Vasu Reddy, Deputy Vice-Chancellor of Research and Internationalisation at the UFS and Prof Ajay Dubey, former Pro Vice-Chancellor at JNU and currently a professor in the Centre for Africa Studies at JNU. The conference brought together scholars and policymakers from diverse backgrounds and regions, united in their quest to comprehensively understand Africa’s evolving position in the global arena.

In his opening remarks, Prof Vasu Reddy, underscored the timeliness of the conference aligning it to the institution’s visionary framework, Vision 130. He highlighted the centering of Africa as a focal point for addressing broader global challenges emphasising the interconnectedness of Africa’s experiences with broader global narratives. Prof Reddy articulated how Africa serves as a nexus for transnational interactions, intertwining diverse histories, politics, and socio-economic dynamics with the larger global discourse.

Moreover, the conference shed light on the concept of the “Global South” and its implications in the contemporary global order. Participants deliberated on the complexities of African agency within this framework, examining how African states navigate their engagements with a myriad of international actors while asserting their own interests and priorities.

The event not only symbolised a collaboration between the UFS and JNU, as outlined in their Memorandum of Understanding (MoU), but also signified a shared commitment towards prioritising engagements within the Global South. Through platforms like these, institutions like UFS and JNU demonstrate their dedication to fostering meaningful dialogues and scholarly exchanges that transcend geographical borders.

As Africa continues to navigate its place in the fast-changing global landscape, initiatives such as this webinar serve as critical platforms for fostering mutual understanding and cooperation among scholars and policymakers worldwide. By engaging in nuanced discussions and collaborative efforts, stakeholders can collectively contribute to shaping a more inclusive and equitable global order.

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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