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23 October 2024 | Story Lunga Luthuli | Photo Kaleidoscope
EDSA Awards - 2024
At the 2024 EDSA Prestige Awards (from left): Temba Hlasho, Executive Director of Student Affairs; Siphilangenkosi Dlamini, Student of the Year; and Prof Anthea Rhoda, acting Vice-Chancellor and Principal.

The 2024 Executive Director of Student Affairs (EDSA) Prestige Awards, hosted by the University of the Free State (UFS) on 12 October on South Campus, was a celebration of student excellence, leadership and holistic development. The third annual event recognised exceptional achievements across academia, sport, community engagement and innovative activities, aligning with the university’s broader Vision 130 strategy, which emphasises excellence, innovation and social impact.

Prof Anthea Rhoda, Acting Vice-Chancellor and Principal of UFS, highlighted how the awards reflect the university’s commitment to nurturing well-rounded students who are capable of excelling on the global stage. She emphasised that categories like ‘Most Innovative Fundraising Activity,’ ‘Best Undergraduate’ and ‘Best Sportsman’ embody the values of Vision 130.

“The awards encourage students to strive for excellence in several areas of their student experience, similarly to how UFS aspires to achieve excellence in various spheres where it is a role player,” she said.

The decision to host the ceremony on South Campus marked a significant step towards inclusivity across all UFS campuses. Prof Rhoda noted that this choice reiterated UFS’s identity as “one university with three campuses”. She expressed optimism for the future of South Campus, calling it a hub for academic and student activities, and signalling its potential to host even larger events in the future.

Through its Division of Student Affairs, UFS plays a pivotal role in supporting students in both academic and extracurricular pursuits. According to Prof Rhoda, the university has formulated a strategic framework that emphasises student success, well-being and development. She highlighted that students are given ample opportunities to excel, whether through academic support systems or through initiatives like entrepreneurial programmes and sports infrastructure. This well-rounded support system equips UFS students with the tools to compete globally, both academically and in extracurricular endeavours.

Among the many students honoured was Mthi Mthimkhulu, a first-year who is studying towards a Bachelor of Arts degree specialising in Language Practice. The rising 400-metre sprint star participated at the South African Under-23 Championships in Pretoria earlier this year, finishing with a time of 46 seconds, as well as in the African Athletics Championships in Douala, Cameroon, logging a time of 46.50.

On the night of the EDSA Prestige Awards, Mthimkhulu walked away with three gongs: the Club Sports Star of the Year, Kovsie National Sports Representative of the Year, and Sportsman of the Year.

The big winner on the night was Siphilangenkosi Dlamini, who took home the Student of the Year award. Dlamini, a student and research assistant at the Centre for Teaching and Learning, is also the Provincial Chairperson of the BRICS Student Commission in the Free State. Along with being named Student of the Year, he also took home a cash prize of R1 500.

“Winning the Student of the Year award is an incredible honour, both personally and professionally,” Dlamini said. “It represents the culmination of years of dedication to leadership, academic excellence and social impact.”

His leadership extends beyond UFS, with initiatives focused on decolonising education and youth entrepreneurship. Dlamini also leads the Initiative for Creative African Narratives (iCAN) project, which empowers African youth to reclaim their narratives by writing in their own languages. This initiative, which now includes 10 South African languages, exemplifies his dedication to fostering innovation and cultural pride among African youth.

The 2024 EDSA Prestige Awards not only celebrated excellence but also reinforced UFS's dedication to creating a vibrant student life that enhances leadership, personal growth and community engagement, in line with Vision 130.

Click to view documentClick here for the list of all the categories and the winners.

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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