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28 May 2024 | Story Jacky Tshokwe | Photo supplied
Reading Culture
The University of the Free State Faculty of Humanities and the Library Information Services proudly established a brand-new school library at Kagisano Combined School on 14 May 2024.

In a bid to cultivate a culture of reading within the community and bolster the University of the Free State's (UFS) Vision 130, the Faculty of The Humanities has embarked on a transformative journey of collaboration with the Library Information Services (LIS). This partnership symbolises a commitment to not only academic excellence, but also social responsibility, aiming to make a tangible difference in the lives of those within our community.

On 14 May, the Dean’s office – in synergy with LIS and the Department of Plant Sciences – undertook a meaningful venture at Kagisano Combined School in Ikgomotseng to establish a school library, making it an engaging and welcoming space for learners.

Led by Dr Dimitri Veldkornet and supported by four dedicated PhD candidates, the Department of Plant Sciences has made a remarkable impact by enhancing the library's surroundings with indigenous flowers. Beyond mere beautification, this initiative also served as an educational opportunity, as five learners from the school were trained to care for these plants, fostering a sense of ownership and environmental stewardship.

Colleagues from LIS meticulously and simultaneously organised the library space, ensuring that reading materials were properly catalogued and shelved for easy access. In addition, LIS generously donated furniture, including shelves, tables, and chairs, to create an inviting environment conducive to learning and exploration.

The collaborative effort extended beyond academic circles, as the community of Ikgomotseng and Letsatsi Trust demonstrated remarkable hospitality by combining resources to provide refreshments for UFS colleagues and community members involved in the initiative. This gesture exemplifies the power of collective action and highlights the interconnectedness between the university and its surrounding communities.

By revitalising the school library and fostering a culture of reading, this partnership exemplifies the core values of social responsibility and community engagement espoused by the UFS. Moreover, it underscores the university's commitment to Vision 130, which envisions a future where education transcends the confines of academia to positively impact society at large.

As we continue to forge ahead, let us remember that true progress is measured not only by academic achievements, but also by the meaningful contributions we make to the communities we serve. Together, through collaboration and compassion, we can create a brighter, more inclusive future for all. 

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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