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The University of the Free State’s Bloemfontein campus played host to the English Academy of Southern Africa’s (EASA) annual international conference on 7-8 December 2023. Attracting 35 delegates from Canada, the UK, Nigeria, Botswana, and South Africa, the two-day conference delved into the theme, “Ways of Reading: Literature and Literacy,” with a diverse group seeking to unravel the intricate relationship between literature and literacy.
The proceedings were inaugurated by Prof Vasu Reddy, emphasising the importance of exploring how literacy shapes our modes of attention, both culturally and socially. He expressed his faith that the conference would be “generatively disruptive,” noting that “where there is disruption, there is also growth.”
Featuring two eminent keynote speakers, the conference saw Prof David Attwell, Emeritus Professor at the University of York (UK), discussing the connection between translingualism and creativity in a lecture titled, “A Ventriloquial Literature: The Art of ‘Throwing the Voice’ in the South African Canon. On the second day, Dr Karen Jennings, author of the Booker Prize longlisted novel An Island, reflected on “how place and identity are crucial to the act of creation,” with her talk whimsically titled, “Bums in the Ground.”
Delegates approached the conference theme in various ways, with some exploring how specific writers or critical movements have shaped scholarly reading habits. Others highlighted the significance of literacy for social justice. This diversity extended to the interdisciplinary nature of the conference, bringing together scholars working in language practice, literary studies and even the medical humanities.
Convened by Dr Rick de Villiers, a senior lecturer in the Department of English and the regional vice-president of EASA, the conference delighted in attracting scholars from different backgrounds and stages of their careers. “We had a wonderful mix of established and early-career scholars. The atmosphere was rigorous and robust but collegial throughout.”
Speaking on behalf of EASA, Dr De Villiers extended gratitude for the financial and administrative support from the UFS, particularly the Department of English.
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”.