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16 February 2024
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Story ANTHONY MTHEMBU
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Photo ROSINA MOTHIBA
Prof Matseliso Mokhele-Makgalwa: Vice Dean; Research, Engagement and Internationalisation in the Faculty of Education at the University of the Free State (UFS).
The Faculty of Education at the University of the Free State (UFS) proudly announces the appointment of Prof Matseliso Mokhele-Makgalwa as Vice Dean of Research, Engagement and Internationalisation, effective 1 January 2024. With a wealth of experience and a fervent dedication to academic advancement, Prof Mokhele-Makgalwa’s appointment marks a significant stride towards enhancing the faculty’s global presence and academic prowess.
Transitioning into a new role
Transitioning seamlessly from her previous role as Acting Vice Dean of Research and Postgraduate Studies, Prof Mokhele-Makgalwa perceives this new appointment as a natural progression, elevating her responsibilities to spearhead research endeavours, foster engagement, and cultivate international partnerships within the faculty. Embracing this pivotal role with enthusiasm, she underscores the importance of collaborative efforts among faculty members, securing research funding, and ensuring the quality and impact of scholarly outputs.
“I appreciate the opportunity to contribute significantly to the faculty’s research, engagement and internalisation efforts,” says Prof Mokhele-Makgalwa. “I look forward to collaborating with the faculty staff members to advance our academic initiatives on a broader scale.”
A vision of progression for the faculty
At the heart of her vision lies a commitment to realise the UFS’s Vision130, wherein Prof Mokhele-Makgalwa aims to elevate the international profile of the faculty, foster impactful research, promote engaged scholarship, and facilitate knowledge exchange on a global scale. Her strategic objectives also include positioning the faculty among the top three education schools nationally, reflecting her dedication to academic excellence and institutional advancement.
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”.